Rural Market Likely To Report 6.1 Per Cent Volume Growth in FY25: Report

The rural markets faced successive degrowth for several quarters after the pandemic and have started to revive from the last fiscal only.Moreover, Kantar also highlighted the trend of premiumisation in the FMCG sector like other sectors, indicating a shift towards a higher standard of living.Some categories elevate the consumers’ experience and the number of people paying for extra premium products has gone up. These are products like food spreads and dressings, face scrubs/peels/masks, body wash, hair conditioning serums, Muesli, and Korean noodles.Besides, there are also categories that aid in making everyday life easier and save time, such as liquid dishwashing, liquid detergent, ready-to-cook mixes, corn flakes & oats, frozen foods, and fabric conditioners, among others.In personal care categories that cater to a specific need of the consumer like targeted skin creams (acne, anti-ageing, blemish control), sensitive toothpaste, roll-on and stick deo, tampons, and prickly & cooling powder have higher growth, and the buyer is ready to pay extra.Categories that have healthier alternatives, such as healthy bread, healthy oil (olive, canola, rice bran, flaxseed), sweeteners, sugar-free cold drinks, dark chocolates, and healthy biscuits are also in demand.Consumers are increasingly adapting to e-commerce and quick commerce modes.There is “significant growth for premium categories in quick commerce channels,” it said, adding that “quick commerce users purchase larger packs.”

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