Instamart records a 147 per cent jump in iced tea and kombucha orders as late-night shoppers stock up for the overnight fixture
The football World Cup final not only kept Indian fans awake into the early hours but also reshaped late-night shopping patterns, with healthier beverages emerging as the fastest-growing category on Instamart, according to data released by the quick commerce platform.
Orders for iced tea and kombucha rose 147 per cent over a typical Sunday, making them the night’s fastest-growing beverages. The trend stood out even as traditional match-day staples such as chips, namkeen and instant noodles continued to dominate shopping baskets.
The overnight kick-off created a fresh consumption occasion for quick commerce, with shoppers placing larger orders than on an average Sunday. Rather than making multiple top-up purchases during the game, many consumers stocked up before kick-off, indicating a preference for planned watch parties.
Although carbonated soft drinks remained popular, the sharp rise in iced tea, kombucha and other better-for-you beverages points to evolving consumer preferences, particularly during late-night occasions. The data suggests that football fans increasingly paired convenience with lighter refreshment options.
Snacks Drive Demand
Snack foods remained the backbone of finals-night demand. Chips and namkeen led orders, followed by popcorn, cakes and cream biscuits as households prepared sharing platters for family and friends.
Among ready-to-eat options, instant noodles emerged as the preferred meal, allowing viewers to eat without missing the action.
Shopping activity did not taper off after kick-off. Instamart said demand continued to climb throughout the match, with the busiest ordering window falling during the second half, between 1.31 a.m. and 2.15 am, when many viewers replenished snacks and beverages.
Smaller Cities Join In
The football frenzy extended well beyond India’s metropolitan centres. Hosur recorded the highest increase in finals-night orders, with demand rising 41.9 per cent over a regular weekend. Tirunelveli, Jodhpur, Sonipat, Roorkee, Kozhikode, Lonavala, Palakkad, Guwahati and Bilaspur also registered strong growth, reflecting the sport’s expanding appeal across smaller markets.
Bengaluru, meanwhile, recorded among the highest basket values, suggesting consumers in the city purchased larger quantities for group screenings.
The findings underline the growing importance of marquee sporting events for India’s quick commerce sector. Beyond generating higher order volumes, such occasions are providing retailers and consumer goods companies with insights into changing consumption patterns, from the growing popularity of healthier beverages to sustained demand for convenience foods during late-night events.
Instamart, introduced in August 2020, currently operates in more than 131 cities across India.
