The Indian grocery retail sector is set to enter a phase of rapid growth and transformation, with the advent of modern retail and changing consumer attitudes towards grocery shopping itself. This report Shopper Insights in India identifies key prevalent trends, provides insight into the potential growth opportunities, and offers strategic action points for the evolving modern grocery retail in the country.

1. Shopper Insights in India
Published:November 2011
No.Of Pages:66
Price:US $ 3450
Introduction
The Indian grocery retail sector is set to enter a phase of rapid growth and transformation,
with the advent of modern retail and changing consumer attitudes towards grocery
shopping itself. This report Shopper Insights in India identifies key prevalent trends,
provides insight into the potential growth opportunities, and offers strategic action points for
the evolving modern grocery retail in the country.
Features and benefits
* Understand the key consumer trends/insights driving the growth of modern grocery retail
in India.
* Develop stronger brands and a superior competitive positioning by drawing inspiration
from the pioneers in the Indian grocery retail industry.
* Focus on factors that influence consumers' store choice through shopper profiling on the
basis of evolving desires, wants, and shopping habits.
* Avoid costly investments by learning important lessons from companies already operating
in India.
Browse All Retail Market Research Reports
Highlights
* Covers the overall grocery retail sector in India with a specific focus on drivers of modern
retail formats, including category-specific data and consumer survey data. It provides
detailed analysis of consumer attitudes towards and the perceived influence of different
retailer schemes and strategies.
* In-depth action points offering practical strategies based on the trends and insights
uncovered in the report. India is benchmarked against other relevant countries, as and
when appropriate.
Your key questions answered
* What are the major trends shaping the future course for the grocery retail sector in India?
* How effective are store loyalty programs in India and what are the key strategies to
improve the store loyalty of Indian shoppers?
* What is the role of private label offerings and online grocery retail in India's modern retail
setup?

2. * What are the key trends emerging from the increasing participation of men and children in
grocery shopping, and what are its key implications?
Table Of Contents
OVERVIEW
Catalyst
Summary
THE FUTURE DECODED
Introduction
Trend: in addition to value, product quality, range, and convenience are emerging as strong
influencers of store choice for the Indian shopper
The value seeker consciously hunts for bargains and tries to stretch each rupee to the
maximum
Quality seekers prioritize buying quality products
Range seekers prefer more product options and like to compare and contrast between
numerous choices
Convenience seekers want to diminish effort on grocery shopping, which is mostly perceived
as a chore
While convenience and value strongly influence store choice in northern India, product
range in the east and quality in the west act as key influencers
Quality seeking as a behavior tends to be strongly prevalent across all shopper profiles, but
becomes significantly more important with rising income
Trend: the active participation of men and children in grocery purchases is redefining the
decision-making process
Men are increasingly identifying themselves as collectively responsible for grocery shopping;
however, factors related to store and product choice influence them differently
Children are influencing the choice of store for grocery shopping and the specific choice of
brand as well
Trend: Indian shoppers are fast adapting to the idea of bulk purchases, as the frequency of
shopping decreases
The modern shopper's attitude towards grocery shopping at local kirana stores is changing,
as the frequency of visits to these stores is on the decline
Trend: the gradual rise in price consciousness and a changing perception towards private
labels is providing a fertile environment for the growing Indian private label sector
Private label in India is at a very nascent stage, especially in terms of shopper perceptions
about quality and value for money
As private label brands evolve, it is apparent that specific product categories like household
cleaning products and food offer better opportunities for growth
Insight: superior quality and the longevity of products are the strongest contributors to
Indian shoppers’ evolving perceptions of value for money
Retailers are moving towards brand differentiation on the basis of quality product offerings
Insight: product preservation remains a key concern for Indian shoppers when it comes to
packaged consumer goods
However, Indian shoppers tend to be wary of buying packaged fruits and vegetables
Retailers are focusing on delivering more product information to Indian shoppers
Insight: despite increasing retailer initiatives, store loyalty is yet to evolve as a significant
influencing factor of store choice
Insight: though still at a nascent stage, shoppers are exhibiting growing interest in online
grocery shopping

3. ACTION POINTS
Action: retailers should focus on loyalty programs that differentiate them from competitors
while driving long-term loyalty
Action: retailers should explore opportunities in online grocery retail
Action: introduce private label offerings in niche categories and create a distinguished brand
appeal
Action: increase sales by addressing the growing participation of children in grocery retail
APPENDIX
Methodology
Further reading
Secondary research
Ask the analyst
Datamonitor consulting
Disclaimer
LIST OF FIGURES
Figure: Value is mostly sought by younger, single, and female shoppers
Figure: Quality is more often sought by females, married couples, and older consumers
Figure: Range is another attribute that mostly appeals to female, married, or older shoppers
Figure: Single shoppers in the younger age groups tend to be convenience seekers, a
behavioral trend which is also more apparent among female shoppers
Figure: Northern Indian shoppers show a greater affinity towards value product offerings
and convenience, while those in eastern India are more concerned about product range
Figure: Quality seeking is an attribute that is strongly visible across all consumer profiles
Figure: Consumers in higher income groups are significantly more swayed by quality
product offerings
Figure: The average household size in India has seen a constant decline over the last two
decades
Figure: The gender divide in the Indian workforce is diminishing, which also means that
more men are participating in household responsibilities like grocery shopping
Figure: Women are increasingly being influenced by their family members, even in the
choice of distinctive product categories like household cleaning and laundry products
Figure: A significant proportion of Indian men now identify themselves as "partly" or
"mostly" responsible for the main grocery shopping in the household
Figure: Factors like proximity to home, loyalty schemes, and product quality have a greater
influence on women's store choices
Figure: Habit, brand image, and product attributes like scent and ingredients have greater
influence on female shoppers, as compared to male shoppers
Figure: Children can prove to be significant influencers of the grocery brands selected by
shoppers
Figure: Child friendliness is a significant factor affecting the store choice of modern
shoppers, especially for younger married couples
Figure: Indian shoppers are tending towards making bulk purchases in fewer trips to
supermarkets and hyperstores
Figure: Retailer schemes, a changing consumer product basket, and the introduction of
shopping carts are among the factors that are encouraging bulk purchases by shoppers
Figure: The frequency of visits to local kirana stores for top-up shopping is on the decline
Figure: Kirana stores are still the preferred shopping destination for perishable food items
Figure: Private label offerings have seen a consistent increase over the years, across retail

4. formats
Figure: Big Bazaar's Tasty Treat range is a prime example of how vending a home brand
gives retailers higher negotiation power with established brands, while providing an
alternative revenue stream
Figure: Private label offerings can prove to be a key differentiator between competing retail
brands
Figure: The economic slowdown has changed Indian shoppers' attitudes towards private
label offerings
Figure: Private label products are still perceived to be of inferior quality to branded
offerings, and thus rank lower in terms of value for money
Figure: A higher proportion of respondents perceive private label household cleaning brands
to be superior to existing company brands
Figure: Indian shoppers' value consciousness has significantly augmented after the
economic slowdown
Figure: Superior quality and longer lasting products are greater contributors to the overall
perception of value, for the Indian shopper
Figure: In contrast to Big Bazaar which offers bulk and discount deals, Hypercity focuses on
creating a distinguished positioning through quality product offerings
Figure: Packaging innovation goes far beyond providing convenience, giving brands an
opportunity to recreate their brand image
Figure: Preserving freshness and product protection are the key features that Indian
shoppers seek from product packaging
Figure: Tetra Pak has successfully elevated the perceptions of product preservation, thus
creating a market niche through its uniquely positioned advertising campaigns
Figure: Packaged fruit and vegetables are not likely to be accepted by the "freshness
conscious" Indian shopper
Figure: Indian shoppers, especially the female segment, are looking closely at ingredient
information when making product choices
Figure: There is a visible shift towards more detailed ingredient and product information
across categories, in response to the increasing interest from shoppers
Figure: The Big Bazaar Shakti Credit Card combines the features of a credit card and a store
loyalty card
Figure: Retailers like Reliance and Hypercity are focused on delivering simplicity and
convenience through their loyalty programs
Figure: Store loyalty cards are the least influential factor on shoppers' store choice
Figure: Both Internet penetration and broadband connectivity is on the rise
Figure: A significant percentage of respondents, mostly in the 22–34 age group, agree that
they have spent more time shopping online in 2011 than in previous years
Figure: An increasing number of online grocers are offering services across India
Figure: Tata Teleservices' T24 offering in collaboration with Future Group is an example of
how a retailer and a product brand can work together to improve customer loyalty
Figure: Australian retailer Woolworths offers an integrated loyalty program which appeals to
various shopper aspirations
Figure: Retailers could look at the following solutions to tackle the existing barriers in online
grocery retail in India
Figure: Integration with local stores, strong digital marketing, and online innovation are
some of the key factors contributing to the success of retailers like Tesco in online grocery
retail
Figure: A tiered private label strategy can work well for retailers
Figure: Increasing competition for shelf space means that manufacturers need to specifically
brand and position products that trigger children's attention, while fulfilling the nutritional

5. requirements that parents seek for their children
Figure: While offering confectionery at checkout counters can add substantially to retailers'
sales, providing optional confectionery-free checkout counters can help retailers to
distinguish themselves from the competition
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