Effort minimization over price minimization
Homemakers are turning to products and channels that help them save time and effort. Convenience and do-it-yourself (DIY) techniques are driving consumption changes
- 52% respondents increased usage of online services and digital payments to save time
- 28% respondents in the high- and medium-spend category purchased convenience goods like standing mops, choppers, etc.
Challenging gender norms: paving the for more gender-neutral homes
The lockdown has given family members a chance to get up close and personal, and experience the challenges of being a homemaker. Homemaking is becoming a shared responsibility. Family members are pitching in and actively participating in their consumption choices.
- 48% homemakers delegate decision-making about brand preference when relying on other family members to place online orders
Reducing digital divide but gaps remain
Homemakers are rapidly adopting digital channels; however, digital education remains a bottleneck
- 52% respondents switched to online channels for purchasing at least a category of essentials
- 48% respondents stated that UPI and digital wallets as their preferred modes of payment
Currently the uptick in fintech is limited to digital payments. However, potential for penetration of digital tools in other areas like insurance, wealth management, budget management remains to be seen.
- Managing fixed deposits (FDs) and investments was cited as the prerogative of spouse with minimal involvement from the homemaker.
- Lack of awareness and confidence in handling investment and insurance matters was cited as primary deterrents to adoption of digital tools in this space.
Though there is an accelerated uptake of online shopping among homemakers, digital literacy still remains a bottleneck for wider adoption of digital channels, especially in the older age categories. To eliminate this digital divide, brands should develop user-friendly interfaces specially designed for this segment.
Consumer baskets are growing, with room for experimentation
Most households have reduced frequency of purchases and increased basket size in order to reduce store visits. Additionally, there is an increasing openness to try alternate brands.
- 35% respondents stated that they have switched to alternate brands in at least one grocery category since the pandemic
Festivities to be smaller, more intimate and more digital
Households are planning intimate festivities and are expressing caution over spending.
- 84% respondents indicated that they would celebrate the festive season at home with only members of their own household.
- 24% respondents would prefer to courier gifts to their loved ones during the upcoming festive season
Homemakers get demanding: the rise of over-the-top (OTT) and online platforms
Influenced by their children, homemakers are getting accustomed to digital platforms for entertainment and learning, in addition to taking up traditional offline hobbies like gardening and cooking
- 50% respondents said they spend more time watching content on OTT platforms
Stay home, stay safe may not be just a fad
Staying indoors may indeed become a long-term preference over going out. Homes have become the epicenter of activities with households staying home to stay safe.
- 52% would prefer cooking exotic meals at home over going to a restaurant
- 51% would prefer watching OTT premiers over going to movie theatre