This survey was conducted in 17 Indian states and deep dives into the lives of Rural consumers and their adaptations post COVID, providing valuable inputs for any brand’s rural strategy Kantar, along with GroupM’s experiential marketing unit- Dialogue Factory, today unveiled a first of its kind Rural COVID Barometer Report. This report provides a unique, fact-based perspective on consumer sentiments, their consumption choices and the behavioral changes brought about by the pandemic. This survey was conducted in 17 Indian states and deep dives into the lives of Rural consumers and their adaptations post COVID, providing valuable inputs for any brand’s rural strategy. The lockdown amidst COVID has brought about varied changes in the lives and livelihoods of Rural India. Loss of income, socio-cultural norms, health and hygiene protocols and reverse migration are some key challenges faced by the rural population during the pandemic. The report highlights the emergence of new trends which will necessitate changes in the way businesses and brands connect with rural consumers:
- Heightened focus on rural affluent consumers: The report suggests that with 1 in 3 rural adults being impacted by COVID-19, the rural economy is likely to take a hit. However, with fewer job losses and consequent reduction in the incomes of the affluent households, the overall impact on rural consumption pattern is likely to be muted in the future. This presents an opportunity for the businesses to sharply target their brands towards the upper end of the rural consumer spectrum
- Quest for balancing the budget: The rural Indian is walking the tight rope and is balancing the budget by cutting on “indulgence” categories like cold drinks, ready to eat snacks like chips etc. and diverting the savings towards hygiene products
- Digital adoption: Like their urban counterparts, rural Indians are increasingly relying on digital services for their day to day activities. With the pandemic accelerating digital adoption, there is a huge potential for businesses and brands to leverage mobile as a medium to reach rural consumers
- Focus on the future: The pandemic has heightened the worries around health and safety. The study highlights that rural Indians are today more concerned about their future well-being; especially of the chief earners. With a relatively weaker health infrastructure as compared to urban areas, the mindset of rural Indians is shifting towards financial planning. They are also considering buying health and other insurance products. This opens a large market for the BFSI segment.
- Last mile connectivity: With commute being restricted, the rural consumer is now increasingly shopping within the village for their FMCG needs. It is therefore imperative for the brands to focus on their distribution and last mile connectivity, since product availability in the local village stores will significantly impact brand choices of the rural shopper