While most Indian households don’t have the financial means to indulge in eating out, the story is markedly different in urban centres. A sizeable number of Indians living in cities spend significant amounts on eating out. For marketers looking to reach these consumers, understanding how income and age feed spending habits around dining out of home, is crucial. This issue of Featured Insights delves into these patterns of eating out and how the expenditure stacks up against other discretionary spends.
The adoption of smartphones and the incidence of online financial transactions has always been high among Millennials. Comparatively, Gen X has been slower to adopt technology in general. What’s interesting is that this trend may be losing steam.
This edition focuses on how stock levels and consumer prices have actually panned out in comparison to expectations, as well as the extent to which, retailers have understood, adapted and created opportunities around this new tax regime.
Global FMCG retail is pegged at $4 trillion today, growing at a rate of just 4%, with signs of continuing sluggish performance in developed markets. On the other hand, total retail e-commerce is predicted to grow by 20% (combined annual growth rate) to become a $4 trillion market by 2020.
The world is increasingly complex, instrumented and virtual. There’s vast amounts of information about consumers and the factors that influence their behavior that simply didn’t exist in the data warehouse era. Here, we take a closer look at how all this data will affect retail when it comes together with recent technology trends.
GST is the biggest tax reform that India has undertaken in recent years. Though fairly well-prepared, a certain amount of disruption is likely as businesses adapt to the implications. As a follow-up to Nielsen’s initial point of view on GST, the attached report Shifting Dynamics: GST- The Nielsen View (Part II) focuses on the current market preparedness for GST as well as what FMCG manufacturers and retailers need to watch out for in the GST era.
The variety and increasing scale of data, as well as the scope of activity it is meant to inform, demands a solution that goes well beyond a simple enterprise data warehouse. So what might that more robust solution look like?
Indian consumers of personal care products are increasingly showing a distinct leaning towards natural offerings. This is driven by a strong belief in the goodness of ancient Indian wisdom. Shoppers are now seeking brands that can offer fundamental solutions, and products that are safe for both consumers as well as the environment. This issue of Featured Insights looks into how the ‘naturals’ trend is reflecting on the personal care industry, and the opportunities that the future holds.
Statistically, many of our purchases are driven by emotions. Yet, most measurement tools are unable to assess the emotional connection that an ad creates with viewers. According to modern researchers, techniques that can directly measure neurological and biological reactions are the most accurate, and are therefore, poised to be the next frontier in creating winning campaigns.
As the media landscape gets increasingly fragmented, arriving at the right marketing mix is becoming more and more challenging. See how brands can optimise their marketing mix strategies by evaluating the historical relationship between marketing spends and business performance in a structured model.
In addition to being hyper connected and digitally driven, Millennials are focused on personal experiences. And for many, those experiences happen away from home. Notably, Millennials are very interested in travel—and shopping along their journeys.
In addition to being hyper connected and digitally driven, Millennials are focused on personal experiences. And for many, those experiences happen away from home. Notably, Millennials are very interested in travel. In fact, they travel more than any other generation, including Baby Boomers.
Festivals have always been a shopper’s delight in terms of deals and offers. However, today consumers are not limiting their enthusiasm to festive seasons alone. See how retailers in India have created ‘Big Events’ to ensure there is consumption throughout the year.
Retail players have long believed that large-format stores will eventually take over the landscape, but today’s reality disproves the “bigger is always better” myth. Although large stores still account for 51% of global sales, smaller channels are growing sales up to eight times as fast their larger counterparts.
Reaching the rural consumer in India has its own set of challenges; rural consumers make their purchases from nearly six million outlets across a large, dispersed landscape. Here’s how brands and marketers can unravel this problem.
Nielsen Sports' latest report examines not only the rising interest in para-sports and the Paralympics, its growing status as a media product and how the Games already works for partners, but also notes the opportunity it provides to change attitudes – and, critically, what that might mean for current and future para-sports sponsors.
While Global multinational companies dominate the Indian FMCG market, there are many homegrown companies that have made it big as well. Read on to find out what differentiates the basic strategies and core strengths of these Global MNCs and Local Giants and what consumers are saying about their brands.
A combination of factors including a significant rise in lifestyle diseases and the resulting surge in awareness and desire to 'live healthy', has resulted in the health and wellness foods segment growing in double digits. Learn more about the health conscious Indian and the potential of the health and wellness market in India.
As the telecom industry evolves at a dizzying speed, the crucial differentiator between operators may well be the strength of their relationship with channel partners or distributors. These distributors have access to vital and real time consumer trends that could prove to be invaluable for telcos. Read on to understand why savvy operators need to work on these synergies to win in the market.
E-commerce tops the chart for the most preferred sector for employment among B-school students graduating in 2016. See what attitudes and perceptions students across the top 35 MBA colleges in India hold, in relation to career preferences and potential recruiters.
Modern retail has long been guided by a powerful premise: the bigger, the better. But the retail landscape is shifting, and this mantra no longer holds true in all cases. This report explores the pain and pleasure points in global consumers' shopping experiences.
In the hinterlands of India, menstruation is a subject best swept under the rug. The social stigma and age-old unfounded myths ensure that adolescent girls and women have little knowledge of the actual facts of menstruation, and negligible awareness of menstrual hygiene. See how communication can help empower women and ensure a healthy sanitary lifestyle.
The number of automatic cars sold in India has jumped from less than a lakh in 2013 to about 165,000 last year, and is expected to hit half a million by 2020. Take a look at the potential automatic car buyer and how the segment is gearing-up for growth.
Cash is no longer the king! The phenomenon of mobile payment apps has been quick to catch on with the number of end-users ballooning. Take a look at how mobile payment apps have gone on to become a mainstay in our lives, the extent of their reach, and usage.
Most people are inclined to shrug off instances of childhood bullying as a mildly annoying fact of life. However, studies are increasingly showing that the phenomenon is more serious than it initially seems. Children who bully, or are victims of bullying, are more likely to accept and perpetrate acts of violence later in life.
The multi-SIM phenomenon continues to drive the Indian mobile phone market – not just smartphones but feature phones as well. This is clear from the fact that incidence of multi-SIM connections has grown by 62% over the last two years. Here’s what brands and marketers need to do to effectively navigate this space.
Identify early indicators of a slowdown and recovery in the Indian FMCG market, using a predictive model that’s capable of reading the signs by studying consumer sentiment and selected macro-economic indicators.
For multinationals and other companies looking for opportunity in China, look no further than to connected spenders, a young, affluent and connected group eager to engage with brands and their conversations.
With e-tailing coming of age, our numbers show that as much as 60% of consumers in developing markets are willing to use digital retailing options. Here's a look into the motivations of the online shopper and the trends that will help e-commerce brands stay ahead.
Nielsen’s African Prospects Indicator provides existing and potential investors in Africa with comprehensive insights across an extensive range of indicators, culminating in an unambiguous ranking of Sub-Saharan African countries.
Ask any marketer today what his or her primary challenge is and the answer you’re likely to get is “how do I maximize the impact of my advertising campaign?” Here’s a look at the ‘3C framework’ of context, content and consumer that shows how reaction (outcomes) to ads can be amplified by setting the right context, developing effective content and by reaching the right set of consumers.
Understand what the intrinsic characteristics of a great innovation in the Indian marketplace ought to be and take a deeper look at the key characteristics that brands and marketers must not ignore when it comes to creating breakthrough innovation.
Today, the average Indian spends over two-and-a-half hours a day on their smartphones. Take a look at what men and women actually do on their devices and what the key differences are in terms of usage habits.
While consumer confidence declined in 10 of 14 Asia-Pacific markets, the region still leads all global regions with an index score of 107. Among the four markets that improved from the previous quarter, the Philippines showed the biggest quarterly country-level confidence increase of seven index points, rising to a score of 122—the country’s highest level on record.
Recognizing winning opportunities and getting your on-ground execution right can create powerful results—and that’s what the path to performance is all about. See what the right levers of effective sales execution are that will help you drive your in-store performance.
Long regarded as India’s consumption outback with low levels of disposable income and spend propensity, consumer aspiration and awareness, marketers have traditionally deprioritised certain markets within the country. But these state clusters of Madhya Pradesh and Chhattisgarh, Bihar and Jharkhand, and Orissa, show the potential to drive disproportionate growth in India’s fast moving consumer goods industry.
From making bank payments and paying insurance premiums to watching videos and television shows, more and more Indians are moving from traditional methods to wholly online processes. In this context, there exists a niche set of consumers who are heavy internet users with a corresponding high level of dependency on their connectivity – we’re calling them Super Viewers. See how you can identify and engage with them.
Understanding the automobile super consumer – they are fairly affluent, have an affinity towards the top-end variants and who see their cars as more than just a means of transport. Read on to find out what defines them, how they’re different from your regular customers and what you need to do to reach them.
Consumer confidence in Asia-Pacific increased in nine of 14 markets measured by Nielsen in Q1, compared to only three that rose in Q4 2014. Nine markets in the region remained at or above the 100-baseline level of optimism. At 130, India reached its highest level since 2011—up one-point from Q4. Confidence in India has been on the rise for six consecutive quarters.
There are successful innovations and then there are breakthrough innovations. In its second edition, the India Breakthrough Innovation Report 2015 celebrates 23 brands that smartly used innovation as a catalyst of growth during the tough times of 2012-2013 and managed to stay ahead of the curve. Read on to find out who our winners are, their success stories and what you can learn from them.
Given that financial needs and reasons for investing are changing, financial institutions are beginning to understand that a ‘one-size fits all’ approach no longer applies. What works for a regular investor may not appeal to the heavy investor who is more engaged with the product. Find out how to identify and engage with the super investor.
With airtime getting costlier and digital platforms offering cheaper marketing alternatives, how can the marketer maximize returns on TV media spends? We relook the way television advertising has traditionally been carried out and identify the five key characteristics of successful TV campaigns. Read on to find out more.
In a scenario where brands are keen to be prudent with spends, rationalizing distribution and sales strategy are imperative to maximize performance of brands in the last mile to the consumer. In an effort to break down this formidable task into actionable steps, we have evolved a four-step guide to maximize efficiency.
Market segmentation is all set to change with the advent of the ‘super consumer’. Traditional marketing too will undergo an overhaul and change the way brands approach marketing as we crack the code of identifying the most profitable and engaged consumer, thereby promising better marketing effectiveness.
The male grooming is already an INR 3800 crore industry, and industry projections show that the sector is expected to touch the INR 5000 crore mark in 2016. Therefore, it is important for brands and marketers to understand the behaviour and purchasing habits of the consumers of male grooming products, especially the super consumers of the category – a smaller proportion by number but one that accounts for a much larger contribution when it comes to sales.
What are today's Future Talent—students close to graduating or college-educated, newly working professionals—looking for when seeking employment or making purchases? A recent study on corporate reputation explores the factors these young future leaders consider.
In the overall shopper universe, there exists a new breed of shopper who is highly engaged, ardently endorses your product category and has a penchant for experimenting. They walk an alternate path and behave differently compared to regular shoppers. We call them the ‘super shopper’. Though only a small proportion, super shoppers contribute to more than half of in-store spends.
Life is getting increasingly fast-paced for the urban Indian and as a result, packaged foods are quickly gaining favour with consumers. With health and nutrition being a top priority for the family, marketers now need to play their part in fulfilling this primary need with their offerings of packaged foods.
2014 was certainly a challenging year for the economy as well as for businesses in India. But as we enter 2015, the prevailing economic sentiment is that of optimism. So what will determine the direction of the economic winds of change in 2015? Our year-end special ‘Re-making India: Where Will Growth Come from in 2015?’ looks at some of the important developments that took place in 2014 and attempts some crystal ball gazing into what the defining trends of 2015 are going to be like.
2014 was a trendsetter for many industries. We looked at the top insights and trends that received maximum eyeballs and engagement this past year and here’s our pick of the most popular trends impacting the Indian consumer and economy in the coming year(s).
Get a glimpse into how India is well positioned to emerge as an economic super power in the next few years, how consumption will grow in India in the coming few quarters, and how marketers can tap into India’s immense potential by drawing upon consumer learnings from the past.
It’s one of the most competitive segments in the FMCG space and perhaps a product that accrues maximum airtime when it comes to television adverts – toothpastes. India’s oral hygiene market is expected to grow at a much faster rate than that of global, and considering that toothpastes account for 70% of the category, the opportunity is immense. Identify what are the key communication elements and concepts that successful propositions employ to succeed in the market.
The Rural Super Consumer is a new breed of rural consumer who is engaged, both emotionally and economically, with brands across categories. Improved infrastructure, increased literacy, and better access to funding have brought about an attitudinal shift in how these consumers perceive and engage with brands.
A population of 1.25 billion that is growing by the minute has ensured that the Indian consumption story and therefore the Fast Moving Consumer Goods industry will keep expanding. However, uncertainties over the last three years have caused marketers to pause and evaluate their sales strategies. In such a scenario, it’ll be extremely useful to gain an understanding of how sales trends are likely to pan out in the near future.
Increasing personal wealth is gradually changing the way Indians handle their money. They are steadily increasing their appetite for saving and investing. Mutual funds have never been on the Indian investor's radar but that too is changing thanks to efforts to step up financial literacy. However, there is a long way to go since only 9% of urban Indians today invest in mutual funds. Find out what is keeping the Indian investor away from mutual funds and identify what are the opportunity areas.
Convenience, fuelled by disposable incomes, fast-paced lifestyles and a cultural tradition of snacking between meals has seen explosive growth in the snack foods sector. From a modest INR 8000 crore in 2004, the market today stands at more than five times that number at INR 41,000 crore! See what consumers look for when choosing snack foods and what are the factors that contribute to a successful product launch in this space.
The Reserve Bank of India’s recent move to allow retailers and telecom companies to set up Payment Banks is definitely a step in the right direction. Considering nearly 65% of India’s population is unbanked, the opportunity is significant.
Over the past few quarters, we studied the consumer confidence numbers measured the world over through the Nielsen Consumer Confidence Index (CCI) and mapped them with sales of fast-moving consumer goods (FMCG) in urban India. Interestingly, the figures show a correlation between CCI on purchase behaviour and FMCG sales – after a gap of two quarters. See what impact the quarter 2 CCI numbers can have on FMCG sales prospects.
Urban consumers in India matter. They may account for only one-third of India’s population but account for two-thirds of its $37 billion FMCG market. Here are 10 things you should know about today’s evolving FMCG consumer to win in the urban Indian marketplace.
With agriculture accounting for 15% of India’s $2 trillion economy, it goes without saying that rainfall is an important aspect. Good rains optimize agricultural output, help control food inflation leaving consumers with a higher discretionary income. See how the monsoon season can influence FMCG sales in rural India.
The age of the Rural Super Consumer is upon us– a new breed of rural consumer who is engaged, both emotionally and economically with brands across categories. With more than 800 million consumers who will be influenced by the Rural Super Consumers, brands will ignore this new breed at their own peril.
Today, in India, more than 300,000 babies die each year within 24 hours of being born - the highest anywhere in the world. While India has managed to bring down infant mortality rate to 42 per 1000 live births as of 2012, the country is far from reaching its goal of reducing it to 27 by 2015. Know what efforts have gone into reducing infant mortality rate in India and the challenges faced in the process.
From traditional kiranas to large formats like super and hyper markets to chemists and the ubiquitous paan plus stores, avenues to shop for fast moving consumer goods have grown exponentially in the past decade or so. Take a closer look at how existing channels have evolved over the years plus some of the upcoming avenues and what the implications are for marketers.
With nearly 47,000 pregnant women or new mothers dying each year in India, the high rate of maternal mortality continues to be a cause of concern. Take a look at some of the schemes and practices in play, to help India achieve the United Nations’ Millennium Development Goal, of bringing maternal mortality rate down.
It’s the classic marketer’s dilemma – do I introduce a new variant or simply relaunch an existing brand? Take a look at which of these two approaches tend to drive better outcomes in the Indian market.
Consumer confidence in India increased seven index points to 128 in the second quarter, bumping the country up to the top spot among the 60 countries measured in Nielsen’s Global Survey of Consumer Confidence and Spending Intentions. The latest increase surpasses Indonesia (123), which previously held the top spot for five consecutive quarters.
With half a year and two key events – the general elections and the Union Budget 2014 over, there seems to be revival of sentiment in the Indian economy – it’s a time of increased anticipation and receding ambiguity. Here are some new trends to tell you where India’s consumer is headed.
Despite being in the 21st century, there still exists a significant amount of gender disparity across India. As part of the United Nations’ eight millennium development goals, of which promoting gender equality and empowering women falls at number three, the country aims to eliminate this inequality across all levels of education by 2015.
With increasing disposable incomes and a growing propensity among consumers to upgrade and experiment, the premium product segment is one that’s gaining shelf space rapidly. Here’s a closer look at the drivers of ‘premiumisation’ and what you can do to win in this space.
The $36 billion FMCG industry in India is weathering a bit of a storm thanks to the economic slowdown and overall weak consumer sentiment. As a result, growth in this sector has dipped from the highs it once enjoyed. But despite this a few FMCG companies have managed to turn the tables, registering an above average growth compared to peers.
A significant increase in lifestyle diseases and cost concerns surrounding health care is attracting a large number of consumers to consider health insurance policies. Moreover, the slowing economic growth of the country has prompted many to look for policies that cushion them against financial hardships.
India is in the middle of a building boom, largely because of factors like rising disposable income, improved standards of living, a growth in nuclear families and easy access to mortgage financing. However, the approach to housing differs when we look at the purchase patterns among consumers in metros and tier-II cities.
The auto sector in India is among the largest in the world. The opportunity for growth in this space is high since penetration is still low and incomes are rising across the country. It is therefore crucial for marketers to tap the potential in order to accelerate growth.
At more than two lakh crore rupees, the fast-moving consumer goods (FMCG) sector plays a significant role in fuelling the Indian economy. Given its sheer size and inherent engagement with consumers across segments, it’s critical for players in this space to have a clear understanding of what it takes to build a connect with the consumer.
Around the globe, more consumers say they’re feeling confident. In the first quarter of 2014, global consumer confidence returned to a pre-recession level with an index score of 96—the highest score since first-quarter 2007.
The Indian film industry is the largest in the world, each year churning out more than a 1000 movies and generating INR 3.3 billion in ticket sales. With such a large consumer base, it’s critical for marketers, especially in the cinema and entertainment industry, to understand the factors that drive this sector.
Loans are increasingly turning out to be the bridges that link consumers with the products of their choice. Given the easy availability of finance, nothing seems out of reach for urban consumers today. But like in any other product, several influences are at play before the consumer chooses a loan.