New Delhi, The average consumption of bottled soft drinks in Indian households has increased in the last two years, surpassing the annual penetration of 50 percent in FY24, according to a report.
According to the latest Kantar FMCG pulse report, this trend is expected to increase further as summer heats up.
He said the average household has expanded its consumption of bottled soft drinks by 250 ml in the last two years.
Additionally, fabric softeners, still considered a premium laundry item, now reach one in four households in the country, according to the report.
Furthermore, washing liquids, another premium laundry product introduced by leading consumer goods companies, crossed the 100,000 tonne mark in FY24. All these trends are "record-breaking", the report notes.
The bottled soft drinks category had a "massive 41 percent household growth in MAT (annual moving total) in March 2023" and continued to add more households and expanded 19 percent in March 2024 MAT.
"With summer intensifying, the category is likely to continue its growth this year as well," he said.
In terms of consumption, the report says that consumers now purchase consumer goods products 156 times a year, or every 56 hours, through online or offline channels.
However, he also added that the average basket value has dropped as shoppers are no longer buying more packages than before.
"Packaging frequency and trends indicate that shoppers are no longer reducing the size of their packaging, but rather keeping the ones they buy. In other words, we are very likely at a point in time where we see shoppers purchasing packaging slightly bigger from now on," he said.
Now, high-end discretionary categories such as washing liquids and indulgent products such as bottled soft drinks have performed extremely well.
Still, groceries are the largest household expense, accounting for more than 24 percent of all quarterly household expenses, he added.
The report also highlighted that, although inflation may have slowed to acceptable levels, its effects are not going unnoticed by the consumer.
"The worst of inflation is now behind us, however, there are sectors of the market that are still under some stress... the buyer looks to the future with great optimism, even those who are under stress, and this optimism has been the standard bearer of history of Indian consumption for a long time," he said.
According to the latest Kantar FMCG pulse report, this trend is expected to increase further as summer heats up.
He said the average household has expanded its consumption of bottled soft drinks by 250 ml in the last two years.
Additionally, fabric softeners, still considered a premium laundry item, now reach one in four households in the country, according to the report.
Furthermore, washing liquids, another premium laundry product introduced by leading consumer goods companies, crossed the 100,000 tonne mark in FY24. All these trends are "record-breaking", the report notes.
The bottled soft drinks category had a "massive 41 percent household growth in MAT (annual moving total) in March 2023" and continued to add more households and expanded 19 percent in March 2024 MAT.
"With summer intensifying, the category is likely to continue its growth this year as well," he said.
In terms of consumption, the report says that consumers now purchase consumer goods products 156 times a year, or every 56 hours, through online or offline channels.
However, he also added that the average basket value has dropped as shoppers are no longer buying more packages than before.
"Packaging frequency and trends indicate that shoppers are no longer reducing the size of their packaging, but rather keeping the ones they buy. In other words, we are very likely at a point in time where we see shoppers purchasing packaging slightly bigger from now on," he said.
Now, high-end discretionary categories such as washing liquids and indulgent products such as bottled soft drinks have performed extremely well.
Still, groceries are the largest household expense, accounting for more than 24 percent of all quarterly household expenses, he added.
The report also highlighted that, although inflation may have slowed to acceptable levels, its effects are not going unnoticed by the consumer.
"The worst of inflation is now behind us, however, there are sectors of the market that are still under some stress... the buyer looks to the future with great optimism, even those who are under stress, and this optimism has been the standard bearer of history of Indian consumption for a long time," he said.
