Indian households’ shopping rhythm is changing. While annual FMCG spends are going up as consumers experiment and trade up, the number of purchase occasions has decreased. Categories such as biscuits and hair wash, which traditionally generated higher shopping trips, are particularly witnessing consumers consolidate their purchases as they opt for bigger packs or premium options.
As per data sourced from Worldpanel by Numerator, the number of FMCG store trips decreased to 155.6 occasions in the 12 months period ended March’26 down from 157.2 in April’24- March’25. This occurred even as FMCG annual spends grew by 10 per cent year-on-year. The research and insights firm said that while the correction is modest in terms of dip in shopping trips at an aggregate level, it has larger implications for categories that have relied on frequent shopping trips.
Manoj Menon, Director- Commercial, South Asia, Worldpanel by Numerator said, “The Indian FMCG shopper is not necessarily stepping away from consumption, but is becoming more deliberate about how and when they shop. Our data shows that household purchase occasions have softened over the past two years, even as annual spending has continued to increase. Shoppers are consolidating value into fewer trips, making every shopping occasion more important.”
Snacking segment
In the snacking segment, consumers are redistributing occasions as well as seeking premium and indulgent choices. Overall snacking occasions came down from 92.7 in April’23-March’24 period to 90.9 in the April’25-March’26 period. This was largely due to some easing in biscuits purchase occasions, while salty snacks occasions remained stable and chocolate occasions saw growth.
“Within snacking, consumers are expanding their choices. Salty snacks are taking some occasions from biscuits, while the biscuit occasions that remain are shifting from routine consumption towards more indulgent and premium propositions,” Menon noted. Premium indulgence occasions’ share has grown from 28.8 per cent to 35.5 per cent while everyday value occasions’ share fell from 47.3 per cent to 39.1 per cent.
Meanwhile, hair wash purchase occasions declined from 30.4 in April’22-March 2023 period to 25.8 in April’25-March 2026. The research and insights firm pointed out that the reduction is primarily visible in sachets while bottle occasions remained broadly stable reflecting change in format choices.
“Brands must bring more households into the franchise and give shoppers a stronger reason to choose them on every occasion. The encouraging signal is that experimentation remains alive. The winners will be brands that can recruit more households, create genuine differentiation and make every purchase occasion more valuable,” Menon noted.