Use regional nuances to craft hyper-local narratives. Employ traditional ingredients to lift quality perceptions and emphasise ethical initiatives while localising.
Saptarshi Banerjee, Senior Research Analyst – Lifestyle, India
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executive summary
- Definition and purpose of localism
- Key issues covered in this Report
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Key Trends and market factors
- Uncertainties driving the local mindset
- Graph 1: consumers’ attitude towards statement ‘My heritage is an important part of my identity’*, 2021-23
- Graph 2: consumer concerns over the next six months, by age group*, 2023
- Rise of ethical consumerism
- Graph 3: consumers’ attitudes towards sustainability*, 2023
- Premiumisation opportunities arise using local
- Graph 4: consumers’ current financial situation*, 2022-23
- Graph 5: product launches with ‘local’ search results and ‘premium’, ‘limited edition’ and ‘novel’ claims, 2018-23
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what consumers want and why
- Go hyper-local while localising
- Graph 6: attributes that define a local product or brand, by age group, 2023
- Graph 7: attributes that define a local product or brand, by region, 2023
- Graph 8: attributes that define a ‘local’ product, by city tier and age group, 2023
- Graph 9: attributes that define a ‘local’ product, by region, 2023
- Graph 10: attributes that define a ‘local’ product, by city tier, SEC and region, 2023
- Enhance quality perceptions using ‘local’
- Graph 11: categories where consumers have bought local brands in the last six months and intend to buy in future, 2023
- Graph 12: top factors considered while purchasing products, 2023
- Graph 13: top factors considered while purchasing products, by parental status, 2023
- Graph 14: top factors considered while purchasing a product, by buyers, non-buyers and considerers of local brands in staple foods, 2023
- Graph 15: consumers who have bought local brands in the last six months in cosmetic products, by age group, region and city tier, 2023
- Drive ethical perceptions using ‘local’
- Graph 16: top factors considered while purchasing products, by city tier and age group, 2023
- Graph 17: attitudes towards localism, by gender and city tier, 2023
- Graph 18: consumer attitudes towards localism, by age group and city tier, 2023
- Graph 19: attitudes towards localism, by age group and city tier, 2023
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APPENDIX
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