Safe and secure: Consumers in India are risk averse and are seeking products that they know and trust

Consumers in India are becoming more risk averse as they question aspects of daily life that they once took for granted. Indeed, consumers are becoming more concerned about basic product safety, from the formulation and distribution of products along the supply chain to the handling of products in store. At the same time, consumers will also be more mindful of ingredients used in products as they become more health conscious, whilst also re-evaluating the role of packaging from a safety perspective. Whilst this is happening, consumers will also become more value conscious as financial confidence falls in a recessionary environment.

This means that it is more important than ever that brands operating in India are seen to be acting in the best interest of the consumer and offering maximum value for money. Moreover, it is also important that brands offer maximum transparency over practices and policies.

Trust is of high importance to consumers when seeking out products – consumers want products that align with their core values. Consumers also want reassurance about the ingredients used in the products that they purchase.

80%

of consumers in India say that they are willing to pay extra for a trusted brand (2020)

57%

of consumers in India say that they check product labelling for ingredients that they do not recognize (2020)

Proportions of consumers who agree with the following (2020)

Proportion of consumers who say that they are concerned about the following health risks posed by product packaging (2019)

79%

72%

The fewer ingredients in a product the better

It is important that the products are 100% natural

Inadequate protection against germs and bacteria in the surrounding environment of the product

Chemicals in the material of the packaging contaminating the product that it contains Paper Plastic Cardboard Glass

22% 20% 47% 33% Metal

25%

15% 44% 8% 14% 18%