Urban FMCG growing faster than listed firms' 4-4.5%, Kantar says share shifting to D2C and quick-commerce
Kantar's K. Ramakrishnan argues urban consumption is healthier than listed FMCG volume prints of 4-4.5% suggest. Growth is leaking to unlisted players, quick-commerce-native brands, D2C challengers and regional insurgents — an incumbent share-loss story, not a consumer slowdown.
Kantar's Ramakrishnan says urban FMCG consumption is growing healthier than listed companies' 4-4.5% volume growth suggests. Demand is shifting to unlisted players, quick-commerce, D2C brands, and regional challengers, eroding incumbents' share rather than signaling consumer slowdown.