Consumers are increasingly down-trading to lower priced or value products across FMCG electronics<\/a> and apparel segments, signalling a possible squeeze on monthly household budgets as compared to a year ago. 消费者越来越多,交易来降低价格或价值的产品快速消费品电子和服装领域,信号可能在每月的家庭预算紧缩相比一年前。
In rural areas, the share of bulk or high value packs fell 22% among packaged foods while low value packs accounted for 10% more during April-June quarter compared to a year ago, according to a study by sales automation firm Bizom. Among personal and home care products too, the contribution of large packs fell 2.7% while the share of lower-priced products rose by 1-4%. Even in urban India<\/a>, large packs’ share fell across categories, except in personal care, while small and medium sized packs grew.
“We saw consumers, especially in rural markets, increasingly buying lower priced packs—especially below Rs10— as it doesn't really squeeze the wallet. Also, sales of large bulk packs were affected due to restricted operations by modern trade and online channels,” said Krishnarao Buddha, senior category head at leading biscuits maker Parle Products.
![\"\"](\"\/\/www.iser-br.com\/Themes\/Release\/images\/responsive\/ettelecom-default.jpg\")
Overall FMCG<\/a> sales expanded 8% during the April-June period over the same period a year ago, reflecting increased buying frequency and a recovery after a dismal quarter last year, which was severely impacted by the nation-wide lockdown.
“The down-trading could be mainly due to consumers looking to rationalise spending in anticipation of health emergencies due to the pandemic,” said Akshay D’Souza, chief marketing officer at Mobisy Technologies<\/a>, which owns Bizom.
For categories that saw price hikes in the recent past, there was even down-trading to unbranded products.
Angshu Mallick, chief executive of Adani<\/a> Wilmar, said there is a 10-15% shift from its Fortune brand to lower priced ones, primarily in rural markets, due to record increase in edible oil prices as well as stressed consumer budgets. “The down-trading in purchase has further intensified in the last two months after the peak of the second wave, probably due to increased economic constraints,” Mallick said.
Consumers have also opted for buying smaller packs in categories such as edible oils, sugar and tea in the hope that their prices will come down soon.
DISCRETIONARY SEGMENTS<\/strong>
In smartphones, the sub-Rs 10,000 segment could account for 54% of overall sales this calendar year, up from 51% in 2020, said market research firm IDC<\/a>, adding that under normal circumstances, the contribution should have been only 40% in 2021.
Contribution of this segment to overall sales remained flat last year after rapid decline between 2016 and 2019 as a lot of consumers started down-trading. The trend is more noticeable after the second wave, IDC said.
IDC India research director Navkendar Singh<\/a> said the growth rate in the premium segment, or smartphones priced Rs 30,000 and above, is likely to come down this year between July and December compared to the same period last year despite massive push by brands.
“In fact, the second-hand or refurbished smartphone market growth rate has increased since last month as consumers want to conserve money,” Singh said.
The contribution of 50-inch and above screen size premium televisions to overall TV sales across ecommerce platforms has also come down to 13-14% in June against 17-18% six months ago, as per industry estimates. That's largely due to almost 50% price increase in the last one year after panel prices nearly doubled.
Avneet Singh Marwah, chief executive of SPPL, the company that sells Thomson<\/a> and Kodak brands of TVs, said premium televisions were growing at 45% before the second Covid wave, but the rate of growth has now slowed down to 20%.
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在农村地区,大部分的份额或高价值包下降了22%在包装食品,低价值包占10%的4 - 6月季度相比一年前,一项研究显示,销售Bizom自动化公司。在个人和家庭护理产品,大的贡献包的比例下降了2.7%,而低价产品上升了1 - 4%。即使是在城市印度各个类别,大包装的股票下跌,除了个人护理,而中小型包了。
整体快速消费品销售增长8%在4 - 6月期间一年前同期,反映增加购买频率和恢复去年季度低迷后,由全国严重影响了封锁。
“降低了交易可能主要是由于消费者寻求合理化消费预期卫生突发事件由于流感大流行,“阿卡什D’索萨说,首席营销官Mobisy技术拥有Bizom。
类别,看到价格上涨在最近的过去,甚至还有降低了交易无品牌产品。
首席执行官Angshu Mallick印度阿达尼丰益表示,有10 - 15%从其财富品牌转向低价格的,主要在农村市场,由于记录食用油价格上涨以及强调消费者的预算。“购买的降低了交易进一步加剧了在过去的两个月后,第二波的峰值,可能由于经济约束,增加“Mallick说。
消费者也选择了购买小包装食用油等类别,糖和茶,希望他们的价格很快就会下来。
可自由支配的部分
在智能手机中,sub-Rs 10000段占整体销量的54%这个日历年,高于2020年的51%,市场研究公司说国际数据公司(IDC),在正常情况下,贡献应该只有2021年的40%。
贡献的这段整体销售持平去年2016年和2019年之间的快速下降,很多消费者开始降低了交易。第二波后的趋势比较明显,IDC说。
IDC印度研究主管Navkendar辛格说,头等舱的增长率或智能手机定价Rs 30000及以上,今年可能会下来在7月和12月与去年同期相比,尽管大规模推动品牌。
“事实上,二手或翻新的智能手机市场增长速度自上个月增加了消费者想节约钱,”辛格说。
50英寸及以上屏幕大小的贡献优质电视整体电视销售在电子商务平台也下来6月13 - 14%对17 - 18%的六个月前,按行业估计。主要是由于价格上涨近50%在过去的一年之后面板价格几乎翻了一番。
首席执行官Avneet辛格Marwah SPPL,公司销售汤姆森和柯达品牌的电视,说高端电视第二Covid波之前,45%的速度增长,但增长率已经放缓至20%。
Consumers are increasingly down-trading to lower priced or value products across FMCG electronics<\/a> and apparel segments, signalling a possible squeeze on monthly household budgets as compared to a year ago.
In rural areas, the share of bulk or high value packs fell 22% among packaged foods while low value packs accounted for 10% more during April-June quarter compared to a year ago, according to a study by sales automation firm Bizom. Among personal and home care products too, the contribution of large packs fell 2.7% while the share of lower-priced products rose by 1-4%. Even in urban India<\/a>, large packs’ share fell across categories, except in personal care, while small and medium sized packs grew.
“We saw consumers, especially in rural markets, increasingly buying lower priced packs—especially below Rs10— as it doesn't really squeeze the wallet. Also, sales of large bulk packs were affected due to restricted operations by modern trade and online channels,” said Krishnarao Buddha, senior category head at leading biscuits maker Parle Products.
Overall FMCG<\/a> sales expanded 8% during the April-June period over the same period a year ago, reflecting increased buying frequency and a recovery after a dismal quarter last year, which was severely impacted by the nation-wide lockdown.
“The down-trading could be mainly due to consumers looking to rationalise spending in anticipation of health emergencies due to the pandemic,” said Akshay D’Souza, chief marketing officer at Mobisy Technologies<\/a>, which owns Bizom.
For categories that saw price hikes in the recent past, there was even down-trading to unbranded products.
Angshu Mallick, chief executive of Adani<\/a> Wilmar, said there is a 10-15% shift from its Fortune brand to lower priced ones, primarily in rural markets, due to record increase in edible oil prices as well as stressed consumer budgets. “The down-trading in purchase has further intensified in the last two months after the peak of the second wave, probably due to increased economic constraints,” Mallick said.
Consumers have also opted for buying smaller packs in categories such as edible oils, sugar and tea in the hope that their prices will come down soon.
DISCRETIONARY SEGMENTS<\/strong>
In smartphones, the sub-Rs 10,000 segment could account for 54% of overall sales this calendar year, up from 51% in 2020, said market research firm IDC<\/a>, adding that under normal circumstances, the contribution should have been only 40% in 2021.
Contribution of this segment to overall sales remained flat last year after rapid decline between 2016 and 2019 as a lot of consumers started down-trading. The trend is more noticeable after the second wave, IDC said.
IDC India research director Navkendar Singh<\/a> said the growth rate in the premium segment, or smartphones priced Rs 30,000 and above, is likely to come down this year between July and December compared to the same period last year despite massive push by brands.
“In fact, the second-hand or refurbished smartphone market growth rate has increased since last month as consumers want to conserve money,” Singh said.
The contribution of 50-inch and above screen size premium televisions to overall TV sales across ecommerce platforms has also come down to 13-14% in June against 17-18% six months ago, as per industry estimates. That's largely due to almost 50% price increase in the last one year after panel prices nearly doubled.
Avneet Singh Marwah, chief executive of SPPL, the company that sells Thomson<\/a> and Kodak brands of TVs, said premium televisions were growing at 45% before the second Covid wave, but the rate of growth has now slowed down to 20%.
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