NEW DELHI: India’s shopping basket is evolving as new categories enter more households, reshaping consumption patterns. One-third of consumers across the country now shop for hair creme, making it the fastest-growing category in the FMCG basket, with penetration rising from 21% to over 31% over two years, according to the latest data from market research firm Numerator (formerly Kantar).In another shift, noodles have staged a comeback, adding 9 percentage points in penetration over the same period to reach 77%, making them the second fastest-growing category by penetration.Another close cousin of noodles, vermicelli, has recorded steady growth, growing its penetration by nearly 7 percentage points to 39% over the past two years.
“The overarching theme across the growth of these categories seems to be convenience – hair creme is an easily applicable and a less messy format of hair colours. Noodles and Vermicelli are also quick and convenient preparations. Washing liquids are likewise less messy and easier to use. Insecticides growth could be linked to the growing awareness of health and hygiene behaviours in the country,” K Ramakrishnan, managing director-South Asia, Worldpanel by Numerator told TOI.The trend is also reflected in investor disclosures from companies such as Godrej Consumer in hair creme and household insecticides, and Nestle India in noodles. Revenue growth in hair colour at Godrej Consumer Products accelerated to 24% in FY24 from a CAGR of 16% over FY18-23. In the case of noodles, India emerged as the largest market for Nestle’s Maggi, with six billion servings in 2023-24, according to the company’s annual report. Typically, staples including biscuits, tea, salt, toothpaste, edible oil dominate the consumption basket.
