Thursday, December 23, 2010

IMRB: Premiumisation in FMCG driven by personal care and household care

Consumers increasingly want the best when it comes to pampering themselves or their homes. This is borne out from data that market research agency IMRB has provided on household consumption in the top eight metros, for September 2008 to August 2010.

The metros here are Mumbai, Delhi, Kolkata, Pune, Ahmedabad, Chennai, Bangalore and Hyderabad.

Data shows the reach of premium products within categories such as shampoos, skin creams, talcum powders, metal scourers and floor cleaners in households in these metros has grown substantially in the past two years. This, even as households have had to contend with food inflation which has eaten into expenditure of allied products. Over half of a household’s monthly expenditure is devoted to food alone. In inflationary times, this can rise to 60-70 per cent of a monthly budget.