Amidst global economic uncertainties, Indian consumers are demonstrating a growing consciousness towards mindful spending and responsible consumption.
As sustainability awareness gains traction, 25% of consumers are opting for sustainable products. This adoption could be due to a genuine desire to make a positive impact on the planet, to project an eco-conscious image or to alleviate guilt. Sustainability knowledge gaps and scepticism about brands’ sustainability commitments will persist, requiring businesses to address these concerns effectively.
Key Topics Covered in this Report
- Trends in sustainability investments, value-driven consumer mindsets and support for local products that influence the trajectory of Indians’ sustainable lifestyle
- The mindset, behaviours and concerns of Indian consumers who have embraced sustainable products
- The roadblocks to adopting a sustainable lifestyle: lack of knowledge, affordability and convenience
- Opportunities to leverage Indians’ sustainable living through natural, organic and local elements
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Expert Analysis From Mintel
Attract Indians to sustainable consumption with natural, organic and local elements. Focus on fostering knowledge, affordability and convenience.
Saptarshi Banerjee
Senior Research Analyst – Lifestyle, India
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EXECUTIVE SUMMARY
- Key issues covered in this Report
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KEY TRENDS AND MARKET FACTORS
- Graph 1: product launches with sustainable claims, 2018-22
- The early age of sustainability investments
- Graph 2: consumers who plan to save more money for investments ‘in next 3-12 months’, by age group, 2023
- Graph 3: consumers who ‘strongly agree’ to prioritise purchasing a product that aligns with their values, by age group, 2023*
- Sustainable living boosted by value-driven mindset
- Graph 4: attributes encouraging product purchase beyond price, 2023
- Graph 5: consumers who agree that ‘eco/ethical claims’ is an important factor when buying a product, by product category, 2023
- Growing momentum of local product support
- Graph 6: consumers who agree that being a ‘local brand’ is an important factor when buying a product*, by product category, 2023
- Graph 7: attributes associated with Indian brands and imported brands, 2022
- Graph 8: product launches with ‘local’ and/or ‘vocal for local’ search results and ‘premium’ claim, 2018-22
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what consumers want and why
- A dilemma of sustainable product users
- Graph 9: consumers who have purchased sustainable products in the past year, 2023
- Graph 10: consumers who have purchased sustainable products in the past year, by generation, education level and socio-economic group, 2023
- Graph 11: product categories which sustainable product shoppers preferred purchasing in sustainable alternatives, 2023
- Graph 12: product categories which sustainable product shoppers preferred purchasing in sustainable alternatives, 2023
- Graph 13: attitudes towards sustainability, by sustainable product shopper category, 2023
- Graph 14: consumers who are willing to pay for products with sustainable claims, by financial situation, 2023
- Back at one: create awareness and increase affordability
- Graph 15: consumers’ attitudes towards sustainability, by socio-economic class, 2023
- Graph 16: consumers’ top concerns over the next six months, 2023*
- Graph 17: actions to save money*, 2022-23
- Use nature and localism for sustainable living
- Graph 18: impactful actions that consumers are aware of to live sustainably, 2023
- Graph 19: consumers who have purchased sustainable products in the past year, by generation, monthly household income and socio-economic group, 2023
- Graph 20: product categories that consumers bought more natural/organic options of in 2020 compared to 2019, 2021
- Graph 21: product launches with ‘natural’ and ‘ethical & environmental’ claims, 2018-22
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APPENDIX
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