“If the head is on fire and the feet are cold, then on average, is the body okay?”

This question aptly challenges the validity of deriving a macro picture from surveys across diverse socio-economic and cultural landscapes. Adding geographical diversity to the mix only amplifies the complexity. Enter the latest BrandXcel 2024 report, a robust market research tool that not only quantifies brand rankings but also unveils intricate consumer product category priorities, facilitating insightful drill-downs. One compelling aspect of the report is its revelation of subtle yet significant differences in priorities between urban and rural India, as evidenced by their respective brand rankings and category prioritizations. Let’s delve into some key findings:

While both urban and rural audiences are influenced by consumer packaged goods (CPG) and personal care products, their preferences diverge significantly beyond these categories. Urban consumers are more influenced by social media and mobile technology, whereas rural consumers prioritize home care, transportation, beverages for on-the-go and at-home consumption, and personal grooming.

Interestingly, e-commerce and over-the-top (OTT) platforms have yet to make significant inroads into rural markets, while home care and beverages are losing traction among urban audiences. This prompts speculation on whether these differences stem from varying distribution and marketing focuses or from differences in consumer needs and satisfaction with existing alternatives.

The report also offers valuable insights into lifestyle profiles, allowing marketers to not only profile their consumers but also understand segment-level progressions. For instance, while activities such as social media engagement, academics, and sports resonate well with consumers up to 55 years old, activities like online gaming, mobile entertainment, and breakfast delivery might not appeal as strongly to those above 40. The report further delineates unique lifestyle markers for older demographics.

As the younger audience ages, the question arises: Will they adopt lifestyles akin to today’s older individuals, or will their youthful habits persist into older age? BrandXcel’s unpacking of aggregated findings adds significant value, enabling a deeper understanding of evolving consumer dynamics.

Additionally, the report sheds light on gender specific consumption patterns, revealing that while both males and females engage in intrinsic and extrinsic activities, females tend to over-index on home-related, hobbyist, health, and reading activities, whereas males lean towards news consumption, travel, shopping, and out-of-home indulgences.

These insights can inform more nuanced consumer personas and aid in crafting targeted marketing communications.

Apart from the above, there are several interesting themes that was spotted in the lifestyle section of the BrandXcel 2024. These could be interesting topics to dwell in detail before any marketing strategy or planning sessions. Some of them from the urban market perspective were:

• Income Level Influence: There are also variations based on income levels. For instance, individuals with higher incomes (more than INR 10 lakh) are more likely to engage in activities like traveling to exotic places, ordering home deliveries for groceries, and participating in religious functions, compared to those with lower incomes.

• Technology Adoption: Urban respondents across all age groups show a high prevalence of using social media/messaging apps and online shopping. This indicates a widespread adoption of technology-driven activities among urban residents, regardless of age.

• Health and Fitness Trends: Activities related to health and fitness, such as going to the gym, practicing yoga, and participating in outdoor activities, are relatively popular across all age groups and income levels, suggesting a growing emphasis on personal well-being among urban residents.

• Environmental Consciousness: There is a notable proportion of respondents across all demographics who engage in environmentally friendly behaviors, such as using sustainable products, conserving water/electricity, and following waste segregation practices.

The report also covered Rural market in detail. Thus, provides an exciting opportunity for citing the following key trends:

• Consumption habits: There are variations in consumption habits based on demographic factors. For instance, younger age groups tend to consume more snacks/namkeens, carbonated beverages, and noodles compared to older age groups.

• Accessing internet: Younger age groups tend to access the internet more frequently through various means, including friends’ or neighbours’ mobile devices, cyber cafes, and other locations.

• Media Consumption: Preferences for different types of media consumption, such as movies, sports, daily soaps, and news, vary across demographics. For instance, younger age groups are more inclined towards watching movies and reality shows, while older age groups prefer news and general debate programs.

Self-Development and Sustainability Habits in Rural India:

• Self-Development: Engagement in self-development activities like pursuing academic programs, attending classes (both in-person and online), and watching content for skill improvement is relatively higher among younger age groups and those with higher education levels.

• Sustainability Habits: There’s a growing awareness of sustainability practices, such as conserving water/electricity, using sustainable products, and segregating waste. These behaviors are more pronounced among females and older age groups, indicating a greater sense of responsibility towards environmental concerns.

Marketers can definitely gain immense value from the insights presented in the BrandXcel 2024 report. Additionally, constant engagement & customized analysis can help gain even more. Thus, marketers can tailor their strategies to resonate more effectively with their target audience. Armed with detailed brand rankings, category prioritizations, and lifestyle profiles, marketers can craft hyper targeted campaigns that speak directly to the needs and desires of their consumers. Furthermore, the report’s day-part level analysis of brand rankings and product prioritizations provides invaluable context for marketers to optimize their messaging and distribution strategies, ensuring maximum impact and engagement. In an ever-evolving market landscape, where consumer preferences and behaviors continually shift, the BrandXcel 2024 report serves as a compass, guiding marketers towards informed decision making and sustainable growth.

Kudos to the team at Market Xcel for their continued dedication to this evolving initiative.