Consumer Lifestyles in India

TABLE OF CONTENTS

Consumer landscape 2021

Life priorities

Work is more of a priority than time for favourite activities

Time for work is prioritised above other activities by all generations

Indian consumers like to be distinct and value tailored products/services

Millennials and Gen X keen on personalised products and services

Consumers like to try new products but buy from brands they trust

Gen Z do not like to be as actively engaged with brands as other cohorts

Home life

Indian households have high levels of regular home activities

All generations highly connected with friends and family online

Air quality and energy efficiency most desirable features after safety

Baby Boomers highly value air quality; all cohorts want safe locations

Eating habits

Cooking at home lower than global average as ready-made food popular

Gen X cook more at home, but also most likely to order food for delivery

Consumers enjoy trying new varieties of food as long as it is affordable

High percentages of all cohorts in India eat little or no meat

Consumers are adopting a more flexible schedule for their meals

Gen Z less likely to eat at the same time each day and snack more often

Working life

Workforce ideally want to have a high income and secure jobs

Gen Z opt to work for themselves as job opportunities are scarce

Gen Z looking for jobs where they can earn high salaries

Expectations to have flexibility to work from home higher than average

Gen Z aspire to start their own company above working from home

Sustainable living

Consumers trust labels that say products are recyclable

Gen X are just ahead of other cohorts with their positive impact actions

Reducing food waste and use of plastics most active green behaviours

Gen Z more focused on recycling items than other cohorts

Buying products from purpose-driven brands higher than global average

Gen Z less enthralled by purpose-driven brands and companies

Consumers more likely to buy from companies that share their ethos

Gen X more likely to select products based on social/political beliefs

Leisure habits

45% of respondents socialise with friends online every week

Millennials and Gen X enjoy day trips more frequently than other cohorts

Socialising in person the most popular leisure activity after shopping

Millennials/Gen X most likely to regularly connect with friends in person

Over 80% of Indians went on a domestic trip in the previous 12 months

Travellers look for opportunities to relax above shopping and arts

Hard-pressed Gen Z consumers value relaxation over other features

Health and wellness

Over half of respondents exercise to benefit their health every day

High percentage use walking/hiking more regularly than other exercise

Lower percentage of Gen Z practice yoga than their older cohorts

Yoga and meditation activities far exceed global averages

All generations rely on yoga and meditation for stress reduction

Shopping habits

Shoppers enjoy visiting malls but are buying less to afford better quality

All generations demonstrate focus on buying less but buying better

Consumers rely heavily on friends and family recommendations

Gen X only cohort to be more influenced by brand/company website

Convenience is the biggest motivation to use subscription services

Consumers like to shop in-store to see and try items before buying

Baby Boomers more motivated by seeing and trying items in store

Consumers motivated to buy online by price and availability of brands

Gen Z are mostly motivated by best prices online

Technology

Much higher share prefer to communicate online than global average

All generations actively manage their privacy settings and data sharing

Indians on a par with global averages with non-wearable tech ownership

Fitness wearables and smartwatch ownership exceeds global average

Consumers more likely to visit health-related/medical sites than global

Gen Z least likely to write a review for a product or service