India's Festive Season: Health, Local Pride Drive Consumer Choices
India's consumer landscape is witnessing a significant shift, with health-consciousness, local pride, and cultural appreciation driving purchasing decisions. This festive season, consumers are opting for sugar-free sweets, healthy snacks, and homegrown businesses, reflecting a growing preference for wellness, tradition, and community.
The health and wellness sector is booming, with 73% of younger consumers preferring sugar-free sweets over traditional mithai. This trend is supported by the success of health and wellness startups like Kaam-in and Detechgene, which are backed by prominent investors. Meanwhile, consumers are actively seeking products with cultural value, blending tradition with mindful living, and are more likely to shop from local or small businesses that foster a sense of community.
The fastest-growing consumer categories reflect this shift. Health & Wellness, Kitchen Appliances, Food & Beverages, Fashion Accessories, and Pet Care are leading the pack. During festivals, healthy snacks top shopping lists, with 53% of Millennials and 47% of Gen Z planning to buy them. UPI is the preferred payment method for its speed and convenience, chosen by two in five shoppers.
India's consumer economy is set to become the world's second-largest by 2030, with consumers shaping trends and driving businesses to rethink their strategies. More than half of Indian consumers now prefer homegrown and small businesses, seeking belonging, trust, and cultural resonance. This festive season, consumers are not just buying products; they're investing in their health, their culture, and their community.
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