Urban netizens in India are prioritizing health and wellbeing with a host of actions, as 8 in 10 consumers (80%) claim choosing high quality food products with cutbacks on other discretionary spends, as inflation impacts their lives. 46% global citizens claimed to be doing the same.
Turning Health Conscious
Urban Indians are consciously taking measures to stay healthy (both physically and mentally). By eating healthy nutrious food (56%), exercising regularly (52%), yoga or stretching (44%), buying natural/ organic foods (37%), following a routine including sleep schedule (34%) etc. Global citizens claim to be exercising regularly (44%), eating nutritious food (41%), following a routine, including sleep schedule (29%) and do yoga and stretching (16%), among others.
88% of Indian urban netizens claim to be buying products and services that help support their physical and mental wellbeing. 3 in 4 global citizens (75%) too claimed to be making similar healthy choices in their purchase decisions.
Almost 9 in 10 Indian urban netizens (88%) claimed to be consuming healthy foods – proactively managing their health and wellness through their food and beverage choices. 3 in 4 global citizens polled (74%) echoed similar views, by consuming healthy foods and beverages.
These are some of the findings of the Ipsos Essentials, April 2023 wave, the monthly comprehensive syndicated survey that monitors how people across the globe navigate the new rules of engagement and the resulting impact on their state of mind, state of wallet and future intentions. Each month Ipsos surveys consumers in 15 countries including Australia, Brazil, Canada, China, France, Germany, India, Italy, Japan, Mexico, South Africa, South Korea, Spain, the UK and the US.
"Urban netizens in India are making healthy food choices and even shelling out more for high quality food products at the cost of trimming their budgets on discretionary spends, in times of inflation. They are also adopting healthier lifestyles by eating nutrious foods, exercising, following routines and sleep schedule, " says Archana Gupta, Country Service Line Leader, Market Strategy & Understanding (MSU), Ipsos India.
Global citizens, including Indians are backtracking on plans for bigger purchases this year.
Global citizens, including Indians want to travel, even venture out of the country, shows Ipsos Essentials (details by countries, available in the full report).
Top Concerns of Global Citizens
Ipsos Essentials highlighted these top concerns emerging in the 15 markets covered (including India). Inflation sits at the top, followed by personal financial concerns.
Mingfeng, a millennial from China said, "My health definitely depends on my finances. My body and mind are more at ease when I earn more."
Ipsos Essentials is a monthly syndicated survey loaded with consumer insights for marketers.
Summarizing on the findings, Krishnendu Dutta, Practice Lead for Innovation, Understanding and Strategy3, Ipsos India said, "We run Ipsos Essentials every month. It bridges the gap between consumers and marketers, enabling marketers to be cognizant of consumer behavior, expectations and spending trends. With inflationary pressures, there is some expected balancing of spending that is happening. While there are fewer compromises on products which promote health and wellbeing, there is some postponing of big ticket purchases. Interestingly, there are fewer compromises on experiential spends like travel."
1 in 2 urban Indians believe our education system is good; 76% believe most education systems in the country have adequate resources and facilities (textbooks, technology, and laboratories): Ipsos Global Education Monitor
8 in 10 urban Indians polled believe teachers are adequately respected in the country
79% urban Indians polled believe the education system in India; contributes to reducing social inequalities;
4 in 10 urban Indians polled do not want AI and Chat GPT to be banned in schools
2 in 3 urban Indians believe India is moving in right direction in August 2023 (improvement seen over last month): Ipsos What Worries the World
India 3rd most optimistic market, after Singapore & Indonesia; Only 1 in 3 global citizens believe their country is on right track; Worry around inflation and unemployment increases in August 2023; Across all 29 countries (including India), inflation remains top worry