Indian consumer has a Gemini Soul

Decoding consumer behaviour can be quite challenging. Many a time, consumer needs seem contradictory in nature. It is precisely when we need to solve contradictions that is there a tension point and great consumer problem to solve!

For example, a fast-food company heard their consumers consistently clamour for healthier products across focus group discussions. They came out with a set of healthier products, only to find very limited takers for these healthier products. Did they hear the consumer wrong?

Indian consumers have, what we call a Gemini Soul!

We like it Fresh, but we also want convenience. Hail the rise of Licious and Fresh2Home.

We like it Natural but it's not as convenient. Natural packaged coconut water, anyone?

We think homemade pizza loaded with veggies is healthy! (fresh is healthy no; plus quality of ingredients used at home is good).

Let's examine some of the underlying drivers of some of the conflicts.

East or West, India is the best! 

In the Indian context, for example, much of our upbringing and culture is still rooted in the Brahminical notions of self-restraint, control and saving for the rainy day.  Even the more hedonist, consumption-driven western world has a heavy influence on modern-day consumption and younger consumers.  

At the same time, there is a strong resurgence in the Indian traditional template of nutrition and health around holistic health based on a balanced diet and lifestyle. Celeb dieticians like Rujuta Diwekar have made these codes cool again!  

We find this conflict continues to open innovation opportunities where often Food companies cater to both Indian and international food segments and choices and win all via their range of offerings. Eg Lays American vs Masala

Nature vs Science

For many the relationship between food and health is scientific; each food item is analysed for its caloric and nutrient value! Health is an input vs output equation. New superfoods and diet regimens become cool every day as new scientific evidence emerges. Eg Keto foods, Super Foods, Diet Snacks.

While those valuing fresh, natural, and seasonal look for source creds and are willing to pay a premium for better processes and sources.  Eg Organic Food, Aashirwaad Atta

Price vs Convenience; Health vs Convenience

Saving time and effort is important but typically conflicts with price or Health beliefs. Eg Licious is convenient but expensive. RTC category solves this challenge to some extent especially if freshness or quality is not compromised. Eg ID foods

By the way, in the fast-food company’s example. They hadn’t heard the consumers wrong but markers of health in the case of a pizza were freshness; a variety of toppings available, thinner/ guiltfree bread- pizza bases, quality of oil; cheese used, naming, sourcing and credibility of ingredients that went into making the pizza.