Quick commerce has become a key growth driver in grocery shopping, with 31% of Indian shoppers depending on it for their essential grocery needs͏͏ and͏͏ 39%͏͏ using͏͏ these͏͏ platforms͏͏ for͏͏ top-up͏͏ purchases,͏͏ according͏͏ to͏͏ a͏͏ NielsenIQ Shopper Trends 2024 report.
The͏͏ research͏͏ and͏͏ analytics͏͏ company’s͏͏ report͏͏ highlighted͏͏ that͏͏ 42%͏͏ of͏͏ shoppers͏͏ utilise͏͏ quick͏͏ commerce͏͏ for͏͏ ready-to-eat͏͏ meals,͏͏ while͏͏ 45%͏͏ do͏͏ so͏͏ for͏͏ salty͏͏ snacks.
The͏͏ report͏͏ stated͏͏ that͏͏ economic͏͏ challenges͏͏ and͏͏ changing͏͏ preferences͏͏ are͏͏ prompting͏͏ more͏͏ shoppers͏͏ to͏͏ adjust͏͏ to͏͏ rising͏͏ food͏͏ prices,͏͏ explore͏͏ new͏͏ shopping͏͏ channels,͏͏ and͏͏ embrace͏͏ innovations͏͏ in͏͏ product͏͏ categories.
Continue͏͏ Exploring:͏͏ Quick commerce set͏͏ to͏͏ drive͏͏ India’s͏͏ gross͏͏ order͏͏ value͏͏ to͏͏ USD͏͏ 10͏͏ Bn͏͏ by͏͏ FY26
Demand͏͏ for͏͏ Convenience͏͏ and͏͏ Value:
Mitesh͏͏ Dabrai,͏͏ Executive͏͏ Director͏͏ of͏͏ Consumer͏͏ &͏͏ Marketing͏͏ Insights͏͏ at͏͏ NIQ,͏͏ stated:͏͏ “Today’s͏͏ shoppers͏͏ are͏͏ increasingly͏͏ discerning,͏͏ price-conscious,͏͏ and͏͏ channel-agnostic.͏͏ The͏͏ surge͏͏ in͏͏ quick͏͏ commerce͏͏ usage͏͏ highlights͏͏ the͏͏ urgent͏͏ need͏͏ for͏͏ FMCG͏͏ brands͏͏ to͏͏ prioritise͏͏ convenience͏͏ and͏͏ speed͏͏ while͏͏ also͏͏ addressing͏͏ value͏͏ perceptions.”
The͏͏ report͏͏ indicated͏͏ that͏͏ with͏͏ 87%͏͏ of͏͏ shoppers͏͏ feeling͏͏ the͏͏ effects͏͏ of͏͏ rising͏͏ food͏͏ prices,͏͏ businesses͏͏ must͏͏ concentrate͏͏ on͏͏ strategic͏͏ pricing͏͏ and͏͏ promotions͏͏ to͏͏ sustain͏͏ shopper͏͏ loyalty.͏͏ It͏͏ also͏͏ noted͏͏ that͏͏ 67%͏͏ of͏͏ shoppers͏͏ actively͏͏ seek͏͏ premium͏͏ private͏͏ labels.
E-commerce͏͏ Gains͏͏ Traction͏͏ for͏͏ Monthly͏͏ Purchases:
The͏͏ report͏͏ reveals͏͏ that͏͏ shoppers͏͏ are͏͏ increasingly͏͏ using͏͏ online͏͏ platforms͏͏ not͏͏ just͏͏ for͏͏ fill-in͏͏ shopping͏͏ but͏͏ also͏͏ for͏͏ their͏͏ monthly͏͏ purchases,͏͏ with͏͏ both͏͏ categories͏͏ experiencing͏͏ growth͏͏ across͏͏ all͏͏ trade͏͏ types.͏͏ E-commerce͏͏ platforms͏͏ are͏͏ becoming͏͏ a͏͏ preferred͏͏ choice͏͏ for͏͏ essential͏͏ staples,͏͏ as͏͏ 60%͏͏ of͏͏ shoppers͏͏ in͏͏ India͏͏ are͏͏ now͏͏ opting͏͏ for͏͏ online͏͏ channels͏͏ for͏͏ these͏͏ purchases.
The͏͏ report͏͏ also͏͏ highlighted͏͏ that͏͏ promotions͏͏ significantly͏͏ impact͏͏ store͏͏ and͏͏ brand͏͏ selection,͏͏ with͏͏ 40%͏͏ of͏͏ modern͏͏ trade͏͏ shoppers͏͏ changing͏͏ stores͏͏ in͏͏ response͏͏ to͏͏ promotional͏͏ offers.
“As͏͏ shoppers͏͏ increasingly͏͏ adopt͏͏ multichannel͏͏ shopping,͏͏ 20%͏͏ of͏͏ offline͏͏ shoppers͏͏ are͏͏ also͏͏ turning͏͏ to͏͏ online͏͏ stores͏͏ for͏͏ their͏͏ grocery͏͏ needs.͏͏ Additionally,͏͏ non-metro͏͏ shoppers͏͏ are͏͏ increasingly͏͏ using͏͏ online͏͏ stores͏͏ for͏͏ top-up͏͏ purchases,”͏͏ it͏͏ added.
Price͏͏ Sensitivity͏͏ Across͏͏ Categories:
The͏͏ report͏͏ noted͏͏ that͏͏ staples,͏͏ fresh͏͏ foods,͏͏ and͏͏ snacks͏͏ are͏͏ among͏͏ the͏͏ categories͏͏ most͏͏ impacted͏͏ by͏͏ price͏͏ sensitivity.͏͏ In͏͏ non-food͏͏ categories͏͏ like͏͏ laundry͏͏ and͏͏ dental͏͏ care͏͏ products,͏͏ shoppers͏͏ are͏͏ exhibiting͏͏ similar͏͏ cost-saving͏͏ behaviours.
