Consumer Values and Behaviour in India

TABLE OF CONTENTS

Consumers seeking out new and personalised products and services

Millennials and Gen X more enthusiastic about engaging with brands

All generations believe in the value of their long-term investments

Consumers have a positive outlook but do not feel they will work less

Over half of consumers feel they will be working more over next five years

Gen Z outlook on more activities shifting to in-person less positive

Community engagement is important to Indian consumers

Half of respondents feel that climate change will have greater impact

Millennials most concerned about future impact of climate change

All generations connect with friends and family online every week

Air quality is an important consideration for Indian households

Homes near to transport systems is a desirable feature for households

Preparing a ready meal next best thing to home cooking

Single households far less likely to cook for themselves

Availability of ready-made food big barrier to home cooking

Millennials and Gen X opt for the convenience of food delivery

High share of consumers want healthy plant-based ingredients

Millennials more likely to be vegan than other generations

To work from home and set own working hours is ideal work-life balance

Baby Boomers particularly keen to find job that offers work-life balance

Workforce ideally want to have a high income and secure jobs

Gen Z have their sights set on earning a high salary

High proportion of Indians are looking for ways to simplify their lives

All cohorts struggle with boundaries between work and personal life

45% of respondents socialise with friends online every week

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

Shopping is a popular leisure activity along with going to the cinema

Millennials are the most avid leisure shoppers

High share use walking/hiking more regularly than other exercise

Lower percentage of Gen Z practice yoga than their older cohorts

Traditional stress-reduction activities such as yoga remain the most popular

Millennials and Gen X use therapy/counselling more than other cohorts

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

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

All generations demonstrate focus on buying less but buying better

Shoppers are cutting back on purchases but still prefer branded products

As consumers age they are more strongly attached to well-known brands

Smartphones are used over other channels for most types of purchases

Millennials show strongest propensity to purchase via their smartphone

Over half of consumers intend to increase their spending on health

Millennials show strongest intention to increase spending on apparel

Nearly half prefer online virtual experiences to real world experiences

All cohorts feel strongly about managing their data sharing and privacy

One third made a purchase via a social media platform recently

Millennials more likely to follow a company on social media

Over 60% of consumers use mobile banking services every week

Millennials and Gen X more frequent users of in-store mobile payments