Mumbai: If last year’s festive season grossed additional revenues of Rs 844 crore for fast-moving consumer good (FMCG) companies, this festive season could well surpass that figure, given the rise in consumerism.
Consumer products usually witnesses an upsurge in sales during the festive period from October-to-December. The festive season of 2005 exhibited an uptrend with Rs 844 crore of additional revenues coming in, compared to the previous quarter, according to ACNielsen’s audit.
This was determined by ACNielsen Utsav Express—a weekly service for monitoring the distribution and sales build up of key gifting products in five large metros.
With the country all set to enter the festive season—a much awaited time for marketers and consumers alike—the market research firm has advised marketers to ensure point of purchase displays, a variety in price points and distribution efficiency for availability of stock.
During this period, FMCG products like edible oils, biscuits, chocolates, grooming products, witness a surge in sales. ACNielsen data for last year’s festive seasons reveals that spending habits of urban consumers on foods and non-foods were about the same, while in rural areas people purchased more of non-food items like home and personal care products.
The data reveals that people indulged more on cooking and personal grooming products, which accounted for 29% and 31% of total incremental sales compared to the previous quarter.
Chocolates, the popular gifting product, have seen a 16% increase in sales at an all-India level in the festive months of October-to-December 2005 as compared to the previous quarter.
In the top five gifting markets, chocolates worth around Rs 19 crore were sold every month during this season with as much as Rs 12 crore coming from festive packs alone.
Salty snacks and biscuits were the other favourites whose sales reach a peak during festive season, predominantly during Diwali, as per the Utsav Express 2005 findings.
Says Sapna Shetty, associate director (client service), ACNielsen, “The Indian consumer has been enticed and is slowly upgrading his/her gifting pattern from traditional gifts to premium FMCG gift products. This paradigm shift has resulted in a surge of sales for the packaged gifting items during this festive time. We expect the trend to continue.’’
Stressing on the importance of product placements at retail stores, Shetty said, “To marketers, it is a matter of placing the right products at the right store, at the right time and at the right price points. It is one of the key essentials to catch the consumers’ attention.’’
Consumer products usually witnesses an upsurge in sales during the festive period from October-to-December. The festive season of 2005 exhibited an uptrend with Rs 844 crore of additional revenues coming in, compared to the previous quarter, according to ACNielsen’s audit.
This was determined by ACNielsen Utsav Express—a weekly service for monitoring the distribution and sales build up of key gifting products in five large metros.
With the country all set to enter the festive season—a much awaited time for marketers and consumers alike—the market research firm has advised marketers to ensure point of purchase displays, a variety in price points and distribution efficiency for availability of stock.
During this period, FMCG products like edible oils, biscuits, chocolates, grooming products, witness a surge in sales. ACNielsen data for last year’s festive seasons reveals that spending habits of urban consumers on foods and non-foods were about the same, while in rural areas people purchased more of non-food items like home and personal care products.
The data reveals that people indulged more on cooking and personal grooming products, which accounted for 29% and 31% of total incremental sales compared to the previous quarter.
Chocolates, the popular gifting product, have seen a 16% increase in sales at an all-India level in the festive months of October-to-December 2005 as compared to the previous quarter.
In the top five gifting markets, chocolates worth around Rs 19 crore were sold every month during this season with as much as Rs 12 crore coming from festive packs alone.
Salty snacks and biscuits were the other favourites whose sales reach a peak during festive season, predominantly during Diwali, as per the Utsav Express 2005 findings.
Says Sapna Shetty, associate director (client service), ACNielsen, “The Indian consumer has been enticed and is slowly upgrading his/her gifting pattern from traditional gifts to premium FMCG gift products. This paradigm shift has resulted in a surge of sales for the packaged gifting items during this festive time. We expect the trend to continue.’’
Stressing on the importance of product placements at retail stores, Shetty said, “To marketers, it is a matter of placing the right products at the right store, at the right time and at the right price points. It is one of the key essentials to catch the consumers’ attention.’’