Megatrends in India

Megatrends in India
September 2022
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at time of publication: August 2022
MEGATRENDS IN INDIA 33
Scope
This report is part of a series of four highly-visual reports covering the 39 markets surveyed in This Megatrends report highlights long-term
the annual Voice of the Consumer: Lifestyles Survey. trends resulting from shifts in consumer
values and behaviour. It provides a summary
of each of Euromonitor International’s eight
Draws together insights from across the Lifestyles Survey and
Lifestyles Country Report Series
focus megatrends and insights as to how each

Consumer Lifestyles provides analysis on key trends. trend has manifested in India.
Reviews shifting consumer traits and values that influence

Consumer Values and purchasing and consumption behaviours. (Visual only
Behaviour report)
Explores consumers beyond their demographic profile and

Consumer Types provides a different perspective on shopping habits and
path to purchase.
Connects survey insights with Euromonitor’s Disclaimer

Megatrends eight megatrends, including case studies highlighting how Much of the information in this briefing is of a
companies are responding to changing attitudes and statistical nature and, while every attempt has
expectations. been made to ensure accuracy and reliability,
Euromonitor International cannot be held
Note: In the Lifestyles Survey, respondents provide their age within 5-year increments (15-19, responsible for omissions or errors.
Figures in tables and analyses are calculated
20-24, 25-29, etc). Given these parameters, generations cited in this report series are defined from unrounded data and may not sum. Analyses
as follows: Generation Z: Aged 15 to 24; Millennials: Aged 25 to 39; Generation X: Aged 40 to found in the briefings may not totally reflect the
54; Baby Boomers: Aged 55+ companies’ opinions, reader discretion is advised.
The drivers shaping consumer behaviour

There are five socioeconomic drivers generating and shaping consumer megatrends. These long-
term shifts explain the ongoing changes we see in consumer behaviour.
▪ Shifting Economic Power: Emerging market economies have seen strong growth at a time when
growth in advanced economies has faced headwinds.
▪ Population Change: Trends such as urbanisation, migration and ageing are combining to reshape
consumer lifestyles and purchasing decisions.
▪ Environmental Shifts and Pressures: Competition for resources and increasing awareness of
environmental challenges are having a transformative effect on consumer behaviour, sometimes
at a rapid pace.
▪ Technology: Technology plays a pivotal role in consumer decision-making and the ability of
business to meet the needs of today's consumer. It has created upheavals in consumer
expectations, lowered the barriers of entry and inspired new business models.
▪ Changing Values: Hyperconnectivity is giving individuals access to more information than ever
before, educating them on evolving social, cultural and political landscapes.
Megatrends framework
Megatrends reports provide
insight into the eight
megatrends identified as
being the most important
cross-industry trends that
businesses should be
focused on during the next
10-15 years. Megatrend
analysis helps companies
understand these important
market trends, enabling
them to assess future
impact and proactively
build relevant forward-
thinking strategies. This
report provides an overview
of how these most
influential megatrends are
impacting India.
Businesses harness megatrends to renovate, innovate and disrupt
Innovative and disruptive companies that understand the drivers shaping the world and the resulting megatrends, use this to execute
change from renovation where a company improves on previous ideas to increase market share, through to innovation where a company
grows an entire category and ultimately disruption, creating new markets where there were none before. Case studies in this report
highlight examples of companies’ responses to megatrends.
Digital living
Consumers use a variety of internet-connected devices in order to experience and interact with digital content and access services. This
is set to grow, with penetration of both the devices themselves and connected infrastructure spreading across countries and generations
of consumers. This expansion in the breadth and depth of connectivity will continue to change the way consumers live, work, shop and
play, supplying consumers with the benefits of convenience, simplicity and knowledge across their digital lives
Digital living
Although many people living in rural areas still have limited internet access, urban middle class consumers are highly mobile-
1 centric. Usage of digital devices and apps increased significantly during the pandemic and is likely to be further boosted by the
rollout of 5G services in 13 cities in the second half of 2022. Our survey found that as many as 37% of Indian respondents have a
smartwatch and 26% a smart appliance (compared to 25% and 20% of their global counterparts, respectively).
India’s urban consumers use mobile apps for an increasing variety of tasks, including communication, personal finance,
2 navigation and ordering items and services. On at least a weekly basis, a whopping 91% of respondents (compared to 81%
globally) use a messaging app, 38% (compared to 19% globally) order a ride sharing service, and more than half (53%) order
food and drink on their phones for takeaway or home delivery.
The use of banking apps and e-payment solutions has also become more popular among urban consumers since the start of the
3 pandemic. As many as two thirds (66%) of respondents now use a mobile banking service at least weekly (up from 61% in
2021), while 65% (compared to just 43% globally) say they make in-store mobile payments at least weekly - up from 59% in
2021. Furthermore, 46% use a smartphone to compare prices on while in-store.
85% 84% 26%

use tech to improve everyday life trust friends and family recommendations will shift everyday activities to online in
as number one buying information source next five years
Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2022
Tata Neu joins the race for “super app” dominance

Characteristic
▪ Tata Group’s new super app, launched in April 2022, brings all of the
conglomerate’s consumer apps - including Tata Pay, the online grocer
BigBasket, electronics store Croma, pharmacy service 1mg, luxury brand
Cliq, streaming app Tata Play and low-cost airline AirAsia - under one
umbrella. Users are also able to receive cashback, discounts and rewards
across the services in the form of Neucoins.
Context
▪ Super apps are an area of strong growth, with Paytm and Reliance
among other emerging contenders. As well as avoiding the need for
consumers to download multiple apps to perform daily tasks, they
benefit small sellers supplying affiliated brands and provide operators
with a wealth of valuable user data. By offering loyalty rewards, super
apps encourage users to conduct more of their business on the platform.
Consequence
▪ India’s young, mobile-first, population with its large number of
unbanked consumers makes it an ideal market for super apps to flourish.
However, the success of these players will depend largely on their ability
85% of consumers say they use technology to improve their day-to- to attract and retain a consumer base. The absence of a comprehensive
day lives data-protection law in India could also provide a barrier to growth.
10
Indian app use surpasses global average for most activities

Use of tech vs global Use of tech by generation
n = 1,002; % of respondents (at least weekly) n = 1,002; % of respondents (at least weekly)
Play video games
Order food/drink online for

takeaway/delivery from a mobile phone
**Use augmented or VR to enhance my

shopping experience
Remotely monitor or control home

appliances
*Own a fitness wearable/health tracking

device
Take an online/virtual fitness class
*Own an in-home virtual assistant device
0% 10% 20% 30% 40% 50% 60% 70%

0% 10% 20% 30% 40% 50% 60% 70% 80%
India Global
Generation Z Millennials Generation X Baby Boomers
Notes: *Selected; **At least monthly
11
Most consumers actively manage their data settings

Data privacy concerns
n = 1,002; % of respondents
I actively manage data sharing and privacy settings 29% 44% 8% 17%
I feel comfortable sharing my personal data with government institutions 25% 34% 12% 5% 23%
Targeted ads based on my online activity are an invasion of privacy 24% 34% 10% 28%
I share my data in order to receive personalised offers 21% 38% 12% 6% 23%
I freely share personal information online 20% 24% 24% 12% 19%
I feel comfortable sharing my personal data with private companies 20% 28% 19% 10% 23%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Strongly agree Agree Disagree Strongly disagree Neither agree or disagree

12
Millennials are the most willing to share personal information online

Data privacy concerns by generation
n = 1,002; % of respondents (agree or strongly agree)
I actively manage data sharing and
privacy settings
Targeted ads based on my online

activity are an invasion of privacy
I share my data in order to receive

personalised offers
I feel comfortable sharing my

personal data with government
institutions
I feel comfortable sharing my
personal data with private
companies
I freely share personal information

online
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

13
Friends and family remain the most trusted source of information

Top five trusted information sources
Friends and family recommendations
Brand/company website
Independent consumer reviews
My social media network
Product label and other information shown on packaging or brand website
0% 10% 20% 30% 40% 50% 60%
India Global
14
A return to face-to-face activities is expected post-pandemic

Everyday online and in-person activities over the next five years vs global
More of my everyday activities will shift to in-person
More of my everyday activities will shift to online platforms
0% 10% 20% 30% 40% 50% 60%

India Global
Experience more
Prioritising experiences over things, where consumers engage directly with a product/service, and in return they receive an enhanced
and unique interaction with the brand. Consumers are seeking out authentic, personalised experiences to suit their individual tastes,
preferences and lifestyles. Appealing to the senses and using technology as an enabler, brands strive to provide a value-added
experience
16
Experience more
Our survey shows that as many as 78% of Indian consumers think it is important to spend money on experiences, compared to
1 just 58% of their global counterparts, while 69% would rather spend money on experiences than things. Given that family units
often include the extended family, Indians enjoy family-orientated experiences: 42% of respondents (compared to 33% globally)
say they prioritise time with parents, while 24% (compared to 15% globally) choose family-friendly travel as a travel preference.
Film, music, shopping, sporting events and eating out are all popular activities. Post-pandemic, 67% of Indians (compared to
2 57% globally) socialise with friends in person at least monthly, while 57% go shopping for leisure at least monthly. In terms of
spending priorities over the next year, 40% of respondents say they will spend more on travel and holidays, 37% on visits to
cinemas and concerts and 35% on restaurants. This compares to just 32%, 26% and 28% of their global counterparts,
respectively.
Although almost three quarters (74%) of Indians say they prefer living in the real world to virtual online experiences, the
3 pandemic caused many consumers to embrace in-home and mobile entertainment. 65% of respondents - including 76% of
Millennials - say they value online virtual experiences, while on a weekly basis 69% of respondents use their phone to play
games, 65% to stream music and 88% to watch TV/video.
85% 65% 65%

value real world experiences value online virtual experiences seek curated experiences tailored to their
tastes
Indian esports start-up FanClash eyes global expansion

Characteristic
▪ Indian esports start-up FanClash secured additional funding worth
USD40 million in June 2022, bringing its total investment to just over
USD50 million in less than three years and making it one of India’s
fastest-growing gaming start-ups. The funding will be used to scale the
business and hire additional talent for the platform and its tournament
operations.
Context
▪ Though still at a nascent stage in India, esports gained enormous
popularity with youth during the pandemic. Founded in 2020, FanClash
now claims to have more than 200,000 users in its fantasy leagues. The
platform differs from others in that it allows users to gain monetary
rewards in the fantasy leagues, as well as through weekly and daily
tournaments and challenges.
Consequence
▪ As esports enters increasingly into mainstream media, it is seen as the
next step in the evolution of the gaming industry. The number of core
viewers in India is expected to treble to 300 million by 2025. Advertisers
and agencies will increasingly use tournament viewership to gain reach
84% of Millennials play games on their phones at least weekly and engagement with a young and empowered audience. Eventually, the
industry could explore subscription revenue models.
18
Gen X are the most likely to seek tailored experiences

Experiential lifestyle priorities by importance Value of online and real world experiences by generation
n = 1,002; % of respondents (agree or strongly agree) n = 1,002; % of respondents (agree or strongly agree)
Value real world experiences
Spend on experiences
Experience other cultures
Shop in stores that create engaging

experiences
Value online virtual experiences
Seek curated experiences tailored to me
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

0% 20% 40% 60% 80% 100%
India Global
19
Socialising online is the most common at-home activity

Leisure habits frequency
Socialise with friends online 48% 27% 14% 8%
Take a virtual class/attend a lecture online 27% 21% 19% 18% 15%
Socialise with friends in person 26% 41% 20% 10%
Go shopping for leisure 20% 37% 25% 14% 5%
Take a class/attend a lecture 17% 27% 20% 20% 16%
Volunteer 16% 21% 23% 24% 16%
Go to the cinema 15% 29% 29% 21% 6%
Go to a sporting event 15% 22% 22% 26% 15%
Go to a museum/art gallery 14% 17% 25% 32% 12%
Take a day trip 13% 29% 32% 20% 6%
Go to a concert or the theatre 13% 20% 24% 29% 14%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
At least weekly 1-3 times a month Once every few months Rarely Never

20
Safety, nature and relaxation are the top three travel features
Top 10 most important travel destination features
Safe destination
Nature and outdoor activities
Relaxation
Quality of food/dining at destination
Family-orientated/child-friendly
All-inclusive hotels and resorts
Convenient travel options
Shopping
Immersion in local culture
Eco-tourism/sustainable travel options
0% 5% 10% 15% 20% 25% 30% 35% 40%

India Global
21
Consumers are keen to resume face-to-face activities

Future everyday activity shift by generation
60%
50%
40%
30%
20%
10%
0%
More of my everyday activities will shift to be in-person More of my everyday activities will shift to online platforms
Middle class reset
As the middle classes in developed markets struggle to maintain the economic position they enjoyed for the last half a century, they
have adopted many cautious habits to maximise value for money and stretch their limited resources. These include prioritising access
over ownership, bargain hunting and trading down in order to trade up. Elsewhere in emerging and developing economies, even as the
middle class continues to expand and enjoy rising incomes, their priorities and habits are not dissimilar to those of their counterparts in
developed markets as consumers increasingly shift away from wasteful, conspicuous consumption towards more selective and conscious
spending
23
Middle class reset

Although India still has a notable rich-poor divide, a growing base of urban middle class consumers continues to drive demand
1 for a range of products and services. As many as two thirds (66%) of Indian respondents in our survey (including 75% of Gen X)
say it is important for others to think they are doing well, while 52% (compared to just 35% globally) say they enjoy spending
their money rather than save it.
A 7% depreciation in the Indian rupee against the US dollar in the first half of 2022 has rapidly pushed up prices of imported
2 food and energy products for consumers. Nevertheless, middle class consumers remain confident that things will improve: 59%
of respondents say they will be better off financially in future; and 47% (including 60% of Millennials) say they intend to increase
their overall purchases of products and services over the next year - up from 41% in 2021.
At the same time, middle class consumers have maintained a thrifty mindset. 50% expect to save money in the next year, and
3 40% (including 48% of Gen Z) say they will increase their visits to discount stores. Renting is considered a cost-effective way of
maintaining middle class lifestyles; 57% of Indians (compared to just 38% globally) say they rent items rather than buy at least
annually. In addition, 55% (including 67% of Millennials) buy used or second-hand items at least annually.
40% 65% 16%

would rather buy fewer, but higher quality share/swap items or services cutting back on spending in 2022
things at least once a year
Chosen Ones taps into the “mindful shopping” movement

Characteristic
▪ A new fashion rental business for occasion-wear, Chosen Ones by TG,
opened in Kochi in August 2021. The store was established by
entrepreneur Thara George and designer Vandana Vinod, who had
previously been recycling export surplus fabrics. The shop stocks Western
labels ranging from H&M and Zara to Gap and Louis Vuitton, as well as
children’s clothing and vintage Kanjeevaram saris.
Context
▪ Although the concept of clothing rental has existed for the last decade
or so in India, the pandemic, along with growing interest in the concept
of reusing and recycling, have changed people’s attitudes towards renting
outfits. Clothing hire is now going beyond weddings to include different
occasions, such as holiday clothing, office wear, party wear, brunch
outfits and cocktail dresses.
Consequence
▪ Chosen Ones is one of a growing number of fashion rental shops that
are popping up in Indian cities. The “mindful shopping” concept will
continue to gain ground among young clientele - men and women -
partly in response to rising inflation and a need to curb costs, and partly
76% of Millennials share/swap items or services at least annually due to a shift towards sustainable fashion.
25
Baby Boomers are the most likely to buy fewer but higher quality things
Top five lifestyle and shopping preferences Lifestyle and shopping preferences by generation
n = 1,002; % of respondents n = 1,002; % of respondents
I would rather buy fewer, but higher

quality things
I lead a minimalist lifestyle and do not

buy new items often
I like to find bargains
I seek niche brands that are hard-to-find

or unique
I am willing to buy second-hand or

previously-owned items
0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50%
India Global Generation Z Millennials Generation X Baby Boomers

26
Sharing and swapping are more popular than buying used items
Frequency of repurposing, sharing, donating and renting items
Share/swap items or services 20% 17% 17% 11% 19% 16%
Donate used items to a charity or non-profit 15% 17% 22% 26% 13% 7%
Sell used or second-hand items 15% 17% 13% 12% 21% 23%
Rent items, rather than buy 7% 20% 17% 12% 16% 27%
Buy used or second-hand items 7% 24% 14% 10% 19% 26%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
At least weekly 1-3 times a month Once every few months 1-2 times a year Rarely Never
27
Gen Z are the most focused on reducing costs

Frugal purchasing intentions vs global Frugal purchasing intentions by generation
n = 961; % of respondents n = 961; % of respondents
Increase purchase of second-hand or

previously owned products
38% 48% 40% 25%
Increase visits to discount stores

48% 40% 33% 38%
Decrease overall purchases of products

and services 22% 12% 16% 12%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
India Global
Premiumisation
Slowing volume growth has led brands to seek new ways to drive value expansion. Concentration of wealth and income has created new
demand for high-end offerings. Consumers everywhere demand more choices and more tiers - from discount and mass to “masstige,”
luxury, and beyond - allowing them to spend more on what matters most. Global mass brands are giving way to niche brands and
personal “brand portfolios”, as consumers at all income levels seek products, services, and experiences which reflect their personal
identity
29
Premiumisation
India’s growing middle class consumer base is driving the market for premium products and services. As many as 41% of our
1 survey respondents (compared to 27% of their global counterparts) say they regularly seek strong or well-known brands, and
more than half (55%) believe you can tell a lot about a person from the car they drive. Convenience is also an attractive feature,
with 59% of consumers willing to spend money to save time.
Indian consumers are also highly individualistic and enjoy custom products. A whopping 77% of respondents (compared to 57%
2 globally) say they extensively research the products and services they consume, and 34% (compared to just 21% globally) seek
niche brands that are hard-to-find or unique. 65% seek curated experiences tailored to their tastes. Subscription services
became more popular during the pandemic, and 48% (up from 42% in last year’s survey) say they use such services in order to
be able to try a variety of new products.
Quality is a major consideration when shopping: 41% of Indians (compared to a global average of 32%) say they are willing to
3 pay more for quality when buying clothing and 49% would pay more for quality in household essentials. When buying food and
drink, 48% (compared to 37% globally) are influenced by superior taste, 41% by a well-known brand and 46% by 100% organic
claims.
69% 40% 59%

like to be distinct from others buy fewer, but higher quality things are willing to spend money to save time

Sugar Cosmetics tailors its products for Indian skin tones

Characteristic
▪ Premium Indian cosmetics start-up Sugar Cosmetics sells innovative,
high-quality products that are specifically created to suit Indian skin
tones and are marketed via make-up tutorials on the company’s social
media channels. In June 2022, the company opened its 100th store,
shortly after securing almost USD50 million in additional funding led by L
Catterton, which is part-owned by French luxury house LVMH.
Context
▪ Starting life as a direct-to-consumer brand, Sugar Cosmetics ventured
into offline sales in 2019 and has expanded rapidly as an omnichannel
retailer. Its extensive portfolio of high-quality products and use of
impact-focused content marketing has enabled it to cultivate a loyal
customer base. The company intends to use the proceeds from its recent
funding round to accelerate its expansion drive.
Consequence
▪ India’s beauty industry will be driven over the forecast period by the
rising disposable incomes of Gen Z women, plus their love of social
influencer videos and tutorials. It is projected that several new players
The premium colour cosmetics segment soared in value by 104% will enter the market to tap into the opportunity offered by this fast-
over 2016-2021 growing and aspirational demographic. Products offering a degree of
personalisation will resonate well with this consumer group.
31
Busy lifestyles have prompted a yearning for a simpler life

Statements that best reflect consumer motivations Statements that best reflect consumer motivations by generation
I find I am looking for ways to simplify my

life
I like to be distinct from others
I seek curated experiences that are

tailored to my tastes
I am willing to spend money to save time
I would rather buy fewer, but higher

quality things
Buying eco- or ethically-conscious

products makes me feel good
0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100%
India Global Generation Z Millennials Generation X Baby Boomers
Note: Combination of question response types: Agree and Strongly Agree and Selected
32
Indian consumers are very confident about their investments

Personal traits and values vs global Personal traits and values by generation
n = 1,002; % of respondents (agree and strongly agree) n = 1,002; % of respondents (agree and strongly agree)

Believe their investments will have long-
term value
68% 87% 85% 79%
Extensively research the products and

services they consume
67% 84% 81% 74%
Want products and services that are

uniquely tailored to them
65% 77% 75% 61%
Want to engage with brands to influence

product innovation
63% 78% 74% 63%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
India Global
33
Quality is a valued feature across all categories

Ranking of features that consumers are willing to pay more for
Food Home Care/Cleaning Products Apparel and Footwear

Health and nutritional
44% High quality 49% High quality 41%
properties (e.g. omega-3)
100% organic 38% Strong or well-known brand 30% Comfortable 41%
All natural 38% 100% organic 29% Durable 27%
Environmentally/ethically
Superior taste 32% 29% Perfect fit 27%
conscious
Performance claims (e.g. stain
Strong or well-known brand 30% 27% Strong or well-known brand 25%
removing, gentle)
Environmentally conscious or High performance (e.g. in
29% All natural 26% 22%
eco-friendly sportswear)
Environmentally conscious or
Speciality or new variety 20% Multi-functional 24% 20%
eco-friendly
Locally sourced or
18% Recyclable packaging 21% Design or style suited to me 19%
manufactured locally
Sustainably produced or
16% Sustainably produced 16% All natural 17%
raised
Supports local communities 16% Ingredient formulation 14% All organic 16%

Shifting market frontiers
As some areas of the globe become over-farmed, over-populated, or otherwise reach their maximum potential, others are gaining
prominence for their unexploited potential. Emerging and developing countries will account for two thirds of global GDP by 2030. As a
result, companies are expanding their horizons and looking for opportunities in Africa, China’s second-tier cities and even the Arctic and
space
35
Shifting market frontiers

India has a very large diaspora. Partly for this reason, as many as three quarters of our survey respondents (compared to 67%
1 globally) say it is important to experience cultures other than their own. International brands have continued to invest in this
market thanks to its growing population of young, middle class shoppers with an appetite for Western brands. Despite the
increasing stress on global supply chains as a result of the pandemic and rising inflation, 77% of consumers say that
international products are more readily available in India than they were five years ago.
There is something of an age divide when it comes to preference for foreign versus local products. When buying clothing and
2 accessories, 28% of Millennials (but just 12% of Baby Boomers) consider international brands to be an influential product
feature. Cross-border e-commerce remains a strong area of growth, driven by the rise of social media and growth in
international travel. 47% of respondents (compared to just 33% globally) say they buy products from international retailers that
are not available in India.
At the same time, consumers - particularly older ones - have been more supportive of local industry since the start of the
3 pandemic. 41% of Baby Boomers (although only 22% of Gen Z) say they try to purchase locally-sourced products and services,
while 34% of all Indians prefer to shop in locally-owned stores. Almost a third (32%) of Gen X has a preference for food and
drink that supports local communities, compared to just 21% of their global peers.
75% 32% 25%

consider it important to experience other try to buy local products work abroad in another country
cultures
Wingreens supports local farmers and women in the supply chain

Characteristic
▪ Wingreens, a business committed to women’s empowerment and the
support of local communities, scaled up in 2021 with the acquisition of
four new India-based brands: Monsoon Harvest (breakfast cereals),
Saucery (dips), Raw Pressery (fruit juices) and Impatient Baker (breakfast
mixes). The company hopes to launch an IPO in the next two to three
years.
Context
▪ Founded in 2011 as a producer of home-made sauces, Wingreens’
farmgate model adopts principles of sustainable, ecological farming and
value for the entire supply chain of farmers, employees and consumers.
By partnering directly with farmers, as well as the women working in the
supply chain, the company aims to create an economic as well as social
impact in local communities.
Consequence
▪ Post-pandemic, consumers will continue to favour healthier, fresher
foods over heavily processed products. Supporting local business will
resonate with ethically-minded consumers, who are turning to D2C
32% of consumers try to purchase locally-sourced products and companies that cut out the middlemen and compensate farmers fairly.
services Wingreens hopes that its success will encourage other consumer goods
companies to replicate its model.
37
Indians have a keen interest in foreign cultures and products

World view drivers vs global World view drivers by generation
*International products are more readily

available to me now than they were five
years ago
*It is important to experience cultures

other than my own
Expect to work abroad in a different

country
Travel preferences include immersion in

local culture
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
India Global
Note: *Respondents who agree or strongly agree
38
Baby Boomers are the most focused on supporting local business

Shopping locally by generation
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
I try to shop in locally-owned stores I try to purchase locally-sourced products and services
Shopping reinvented
How we buy goods and services is constantly in flux as economic and technological realities shift. Consumers are now making purchases
across multiple platforms and want to engage with merchants at any time and anywhere. The ideal customer journey weaves a brand
into the entire experience, providing value before, during and after the purchase, converting a transaction into a relationship
40
Shopping reinvented
India continues to have a strong mall culture, with families gathering in centres to enjoy shopping, eating, cinema and other
1 activities. In-store shopping has picked up again now that the worst of the pandemic is over and life has returned to relative
normality. Our survey found that 42% of respondents (much higher than the global average of 33%) like to visit malls, while as
many as 39% (compared to just 21% globally) pick their travel destinations based on the quality of shopping there.
The pandemic has nevertheless prompted a notable shift towards online shopping. As a mobile-first nation, much of this is
2 carried out on portable devices. The percentage of respondents saying they buy an item or service using their phones at least
weekly has risen with each annual survey, from 45% in 2020 to 46% in 2021 and 49% in 2022. Social commerce is also on the
rise among the younger generations; 38% of Millennials now say they shop on social media platforms.
Indians seek unique shopping experiences, both online and offline; 37% of respondents (compared to 24% globally) say they
3 look for personalised and tailored shopping experiences. 62% of Millennials use a subscription service, their main motives being
convenience (63%) and simply to enjoy the products or brands (49%). The use of e-payment methods has increased strongly,
with 65% of consumers making in-store mobile payments at least weekly.
32% 47% 35%

bought something via a social media ‘’follow’’ or ‘’like’’ a company’s social media use AR or VR weekly to enhance shopping
platform in last six months feed or post ranked leading digital experience
Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2022 engagement in last year
41
StoreKing brings click-and-collect service to rural Indian consumers

Characteristic
▪ StoreKing, an Indian start-up specialising in rural commerce, launched
its first Smart Store in Kadur in 2021. Offering rural consumers a
shopping experience typically available only in urban areas, StoreKing’s
supermarket concept gives small town consumers the ability to order
national and regional brands online via WhatsApp and then pick up their
orders from a physical outlet within an hour or two.
Context
▪ E-commerce has penetrated much of rural India in recent years,
making it possible for much of the population to enjoy online shopping in
much the same way as their urban counterparts. As a result,
consumption patterns and innovations that had previously been confined
to cities are now making their way into unchartered territory within the
Indian hinterland.
Consequence
▪ With over 70% of the Indian population living in rural areas, the lack of
last mile infrastructure represents an enormous hurdle for retailers
looking to boost digital sales. Tapping into the vastly underserved rural
StoreKing operated over 20,000 outlets (kiranas) in 2021, making it market by using brick-and-mortar stores to provide click-and-collect
one of the most important retailers in rural India service, such as that offered by StoreKing’s Smart Store, will open the
door to future growth.
42
Mobile shopping has overtaken other options

Methods used to purchase products over previous year
n = 1,002; % of respondents by channel
Apparel and personal accessories
Small consumer electronics
Large consumer electronics
Beauty and personal care
Pet food/products
Food for takeaway or delivery
Second-hand products
Tickets
Travel
0% 10% 20% 30% 40% 50% 60% 70%

In store/in person On computer or tablet On smartphone
43
Indian shoppers like to engage with brands via social media

Online engagement with companies over previous six months
“Follow” or “like” a company’s social media feed or post
Provide feedback to a company via a social media post
Talk to a company’s customer service through social media
Share a purchase you made with your social network
Receive a discount/offer for referring someone via social media
Buy something via a social media platform
Share or retweet a company’s social media feed or post
Share or retweet a product
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

India Global
44
Millennials are most likely to follow companies on social media

Top five forms of online engagement with companies over previous six months
n = 1,002; % of respondents by generation
“Follow” or “like” a company’s
social media feed or post
Provide feedback to a company via

a social media post
Receive a discount/offer for

referring someone via social media
Share a purchase you made with

your social network
Talk to a company’s customer

service through social media
0% 10% 20% 30% 40% 50% 60%

Sustainable living
Among consumers and business, increasing attention is paid to ethics and moral values. This translates into decisions framed by
concerns about the environment, sustainability, animal welfare, production and labour practices, as well as desires to positively impact
communities and people
46
Sustainable living
With India highly susceptible to the negative impacts of global warming, our survey found that more than three quarters (78%)
1 of respondents are worried about climate change, while a whopping 81% (compared to 66% globally) say they try to have a
positive impact on the environment through their daily actions. More specifically, 54% are concerned with reducing plastics use,
53% want to reduce food waste and 45% try to conserve water.
These concerns, along with growing social media usage, are bringing about profound changes in buying behaviour: 41% of
2 respondents (compared to a global average of 30%) say they buy sustainable-produced items and 38% say buying eco- or
ethically-conscious products makes them feel good. 30% of Millennials (compared to just 15% of their global counterparts) now
say they prefer to rent items rather than own them.
Political or social values are also playing a greater role in purchasing decisions. Just over a third (34%) of consumers, compared
3 to 22% globally, say they buy products and services from purpose-driven brands or companies, while 34% boycott brands that
do not share their political beliefs. As many as 31% of Gen Z (compared to 21% of their global peers) are influenced by food that
is certified as fair trade.
76% 78% 51%

feel they can make a difference through are worried about climate change of eco-conscious consumers recycle items
their choices and actions
E-rickshaws provide electric car batteries with a second life

Characteristic
▪ Nunam, a German/Indian non-profit funded by the Audi Environmental
Foundation, has created an e-rickshaw powered by battery modules
formerly used in Audi e-trons. In a pilot project scheduled for early 2023,
the e-rickshaws will be provided to female small business owners to
enable them to transport their goods. Special solar charging stations will
also be developed for the vehicles.
Context
▪ Most e-rickshaws currently run on lead-acid batteries, which have a
fairly short life and are often not disposed of properly, contributing to
pollution. Used lithium-ion batteries, which are used to power most
electric vehicles (EVs) and are typically recycled when they still have 70%
of their charging capacity, are therefore ideal for use in vehicles with
lower range and power requirements.
Consequence
▪ EV usage will continue to gain traction in light of high fuel prices and
pollution in India’s congested cities. Re-using lithium-ion batteries in
micro-mobility vehicles would provide a second life for EV batteries while
helping small business owners gain economic independence in a
42% of Indians say they want to reduce their carbon emissions sustainable way. The use of solar power for charging will avoid them
having to use the mainly coal-powered national grid.
48
Consumers are willing to do their part to help save the planet

Top five ethical issues and actions
I try to have a positive impact on the environment through my everyday actions
I give back to those in need
I am worried about climate change
I feel I can make a difference to the world through my choices and actions
I only buy from companies and brands that I trust completely
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
India Global
49
Reducing plastics and food waste are leading environmental concerns

Top five actions to positively impact the environment or lead a more sustainable life
n = 811; % of respondents
Reduce plastics use
Reduce food waste
Recycle items
Use less water
Use more energy-efficient

products
0% 10% 20% 30% 40% 50% 60%

India Global
Note: Only showing results from respondents who try to have a positive impact on the environment
50
Political issues also play a key part in buying decisions

Top five typical political and social activities
Vote in elections
Share my opinion on social/political issues on media
Make my purchasing decisions based on brands/companies' social and political beliefs
Contact my local government representatives
Buy from brands that support social and political issues that are aligned with my values
0% 10% 20% 30% 40% 50% 60%

India Global
Note: Only showing results from respondents who are politically or socially active
51
Recyclable and paper packaging are considered most sustainable

Top five packaging types considered to be sustainable or better for the environment
Recyclable
Paper
Biodegradable
Bio-based/plant-based
Made with recycled content
0% 10% 20% 30% 40% 50% 60% 70%

India Global
Wellness
Healthy lifestyle habits, inside and outside the home, are becoming a more normal way of life as concerns over obesity, food sensitivity
and the number of people affected by different types of disease continue to rise. Furthermore, a more holistic approach to wellness is
being adopted which encompasses spiritual and mental wellbeing, alongside physical health. Continued focus on health and wellbeing
entails a wider lifestyle shift and evolving attitudes towards health care, nutrition, beauty, physical activity, and overall self-improvement.
The pursuit of optimal wellness also transpires in continued product development, as well as technological and digital advancements to
fit consumers’ new priorities
53
Wellness
Indian consumers have become more aware of the need to eat healthier, more nutritious foods in recent years. As many as 70%
1 of our survey respondents (compared to 56% globally) now say they look for healthy ingredients in food and beverages. 51%
(compared to a global average of 42%) actively monitor what they eat in order to manage their weight, and 49% say they closely
read the nutritional labels of food and drinks.
Consumers are taking a more holistic approach to health in general, especially in light of the increase in incidents of anxiety and
2 depression that arose during the pandemic. Yoga and meditation remain two of the key ways for reducing stress in India,
practised by 76% and 73% of consumers, respectively, (compared to just 44% and 54% of their global counterparts). 59% of
respondents take health supplements at least weekly.
Physical activity is also being stepped up as consumers are realising the benefits of exercise for the mind and body. 79%
3 (compared to a global average of 64%) say they exercise at least weekly, with running and cycling especially popular (65% and
59% do these on at least a weekly basis, respectively). A substantial 82% of respondents say they take an online or virtual
fitness class at least weekly, and 49% (compared to 33% globally) use an app to track their health or fitness.
23% 23% 76%

want to work for companies that prioritise shop online to avoid interaction in-store use yoga for stress reduction
health and safety
Fur Ball Story addresses canine wellness needs with a new Ayurvedic range
Characteristic
▪ In April 2022, pet care start-up Fur Ball Story began marketing a new
range of Ayurvedic solutions for pets under the brand name Ayurpets.
The medicines are formulated with a wide range of plants and herbs and
are indicated for the treatment of common health conditions, including
overheating, fever and pain, ticks, and maintenance of tooth and gum
health.
Context
▪ Higher incomes and a shift towards working from home during the
pandemic spurred a boom in the adoption and purchase of pets. Fur Ball
Story has been dedicated to the wellbeing of pets since 2016, offering
pet therapy and a range of other products and services. In July 2022,
leading personal care company Emami acquired a 30% stake in Fur Ball
Story to enable it to scale up its new Ayurpets range.
Consequence
▪ The pet care segment in India is set to see further rapid growth. In line
with the pet humanisation trend, India’s “pet parents” will apply human
health and wellness trends to their pet care habits - including holistic
solutions - in order to support the healthy development of their animals.
Spending on pet healthcare increased by 104% over 2017-2022
55
Indian consumers exceed the global average in all health activities

Wellness solutions Wellness solutions by generation
Participate in physical exercise*
Look for healthy ingredients in food and

beverages
Take health supplements/vitamins*
Partipate in stress-reduction activities*
Closely read nutrition labels of food and

beverages
Visit health-related or medical sites*
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
India Global
Note: *At least weekly
56
Yoga and meditation top the list of stress-busting activities

Top five mental wellbeing activities in the last six months
Yoga
Meditation
Massage
Herbal remedies
Sleep aids
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

India Global
Note: Questions shown to respondents who participate in stress-reduction activities at least once every few months
57
Millennials have highly embraced health tech

Frequency of tech-related health activities
n = 993; % of respondents (at least monthly)
Use an app to track health and fitness on a mobile phone
Buy health-related products online
0% 10% 20% 30% 40% 50% 60% 70%

India Global
% of respondents by generation (at least monthly)

Use an app to track health and
fitness on a mobile phone
Buy health-related products online
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

58
Consumers remain highly cautious about health and safety

Actions to preserve and protect health
Take health and safety precautions when I leave my home
Increase spending on health and wellness
Shop online to avoid interaction in store
Work for a company that prioritises employee health and safety
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

India Global
MEGATRENDS IN INDIA
For Further Insight please contact
Gina Westbrook
Director of Consumer Trends
gina_westbrook@euromonitor.com
MEGATRENDS IN INDIA
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The data included in this report is accurate according to

focus megatrends and insights as to how each

Reviews shifting consumer traits and values that influence

Explores consumers beyond their demographic profile and

Connects survey insights with Euromonitor’s Disclaimer

The drivers shaping consumer behaviour

Businesses harness megatrends to renovate, innovate and disrupt

85% 84% 26%

Tata Neu joins the race for “super app” dominance

Indian app use surpasses global average for most activities

Play video games

Order food/drink online for

**Use augmented or VR to enhance my

Remotely monitor or control home

*Own a fitness wearable/health tracking

Take an online/virtual fitness class

*Own an in-home virtual assistant device

0% 10% 20% 30% 40% 50% 60% 70%

Most consumers actively manage their data settings

Strongly agree Agree Disagree Strongly disagree Neither agree or disagree

Millennials are the most willing to share personal information online

Targeted ads based on my online

I share my data in order to receive

I feel comfortable sharing my

I freely share personal information

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Friends and family remain the most trusted source of information

Friends and family recommendations

Independent consumer reviews

My social media network

Product label and other information shown on packaging or brand website

0% 10% 20% 30% 40% 50% 60%

A return to face-to-face activities is expected post-pandemic

More of my everyday activities will shift to in-person

More of my everyday activities will shift to online platforms

0% 10% 20% 30% 40% 50% 60%

85% 65% 65%

Indian esports start-up FanClash eyes global expansion

Gen X are the most likely to seek tailored experiences

Value real world experiences

Experience other cultures

Shop in stores that create engaging

Value online virtual experiences

Seek curated experiences tailored to me

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Socialising online is the most common at-home activity

Socialise with friends online 48% 27% 14% 8%

Socialise with friends in person 26% 41% 20% 10%

Go shopping for leisure 20% 37% 25% 14% 5%

Take a class/attend a lecture 17% 27% 20% 20% 16%

Volunteer 16% 21% 23% 24% 16%

Go to the cinema 15% 29% 29% 21% 6%

Go to a sporting event 15% 22% 22% 26% 15%

Go to a museum/art gallery 14% 17% 25% 32% 12%

Take a day trip 13% 29% 32% 20% 6%

Go to a concert or the theatre 13% 20% 24% 29% 14%

Source: Euromonitor Voice of the Consumer: Lifestyles Survey 2022

Nature and outdoor activities