Indian small towns are witnessing a prominent shift in buying behaviour from need-based to want-based purchase. Products such as face wash, hair-conditioner, air freshener, prickly heat powder, after-shave lotion, pre/post wash fabric products, jams, jellies, cheese, fragrances and liquid toilet soap now form a larger part of consumer basket.
Colgate has seen major consumer shift from tooth-powder to toothpaste (70:30 15 years ago to 30:70 currently) with small town / rural consumers now buying sensitive and mouthwash. (more…)