Demystifying the Indian consumer of 2022

This pandemic has proven to all of us that ways of doing business are inherently fragile. There is no such thing as a perfect operating environment and brands need to be agile and face the challenges head-on. Your go-to-market strategy will not depend on what you do in one market but it has to be based on the fast-evolving consumer behaviours in your market.

So what happened in 2021?

Interestingly, consumer trends, since the pandemic, have remained largely similar across the global markets, with some local adjustments to meet cultural diversity. In the case of India- every brand has realized the importance of second and third-tier towns and cities. They are now as important as the first-tier cities. Secondly, shift to digital content and marketing due to extensive use of social media and E-commerce. Thirdly, the a stronger need to build trust with your consumers. You are no longer in the selling business now. You need to solve problems for your consumers and partner with them to take charge and face head-on the challenges this pandemic has bought with it.

Other interesting trends include a continued emphasis on health and well-being among Indian consumers, omnichannel shopping experience and the growing demand for companies to be socially and environmentally responsible.

What can be expected in 2022?

Indian consumers (especially the millennials) are increasingly becoming proactive when it comes to their and family's health. The health and wellness trend is expected to remain a key influence on demand, and there will be an increased willingness to pay a premium for superior quality food products. For me, the biggest change will be when Indian consumers just don't check the MRP but also check the ingredients and other nutritional labels before putting a product in their basket or cart.

While the anxiety levels are increasing because of the new variant - remember we are not living in the world of fear but living in the world of faith and together we can smack this variant out of the park with a dash of health, clean nutrition and a smile.

The writer works for the Blackmores Group. When not working, you can find him creating new business and marketing content, collecting matchbox covers (yes you read it correctly) or playing Peekaboo or blocking Taekwondo punches from his 3.9-year-old!