Urban India's shift to unbranded goods outpaces branded FMCG growth: Kantar
Kantar reports urban consumers increasingly favour unbranded, loose, local, and store-label goods over branded FMCG, signaling rising price sensitivity and value-seeking behaviour reshaping purchasing patterns even in metro markets long dominated by branded players.
Kantar reports urban India's shift to unbranded, loose, local, and store-label goods is outpacing branded FMCG growth, signaling price sensitivity and value-seeking behaviour reshaping purchasing patterns even in metropolitan markets traditionally dominated by branded players.
Why this matters
Adds to Kantar's recent reads on cautious Indian consumers: economic optimism slipping to 48%, shoppers cutting big-ticket buys, and structural stress on male consumers, all pointing to value-seeking behaviour.
retail-brand theme steady with 2,084 signals in the last 90 days.