From snacks to soft drinks, Delhi is now India’s fast-moving consumer goods (FMCG) capital: West spends the most, South buys the most

Households in West Delhi lead the nation in spending on fast-moving consumer goods (FMCG), with an average annual outlay of Rs. 39,325 (US$ 456), more than double the national average, according to data from Kantar’s FMCG Pulse. This micro-level study, excluding regionally skewed items like wheat flour (atta), reveals distinct consumption patterns across India's metros, shaped by both location and lifestyle. In the Tilak Nagar–Janakpuri–Sagarpur–Vikaspuri cluster of West Delhi, families show a strong inclination for flavour-rich items, spending about Rs. 1,700 (US$ 19) annually on salty snacks, which is 30% higher than the city average. They also spend significantly on sauces, ketchups, spices, and basmati rice, underlining a pronounced preference for taste-centric food choices.

Meanwhile, households in South Delhi (Okhla, Kalkaji, Lajpat Nagar, Bhogal) purchase the highest volume of FMCG goods, around 240 kg per year, double the national mean. Their consumption includes 45 litres of cooking oil, 17 kg of salt, and 20 litres of bottled soft drinks annually, 30% above the Delhi average. Bengaluru stands out for premiumisation, spending Rs. 211 (US$ 2.44) per kg on FMCG goods, the highest across metros. In contrast, Mumbai’s Greater Dharavi–Santacruz belt records the most frequent shopping behaviour, with 233 trips a year or one every 37 hours, averaging Rs. 93 (US$ 1.03) per trip, the lowest among major cities. According to the Head of Sales at Dabur India, Mr. Rehan Hasan, Delhi’s preference for larger pack sizes across FMCG categories reflects higher affluence and mature consumer behaviour. 

Disclaimer: This information has been collected through secondary research and IBEF is not responsible for any errors in the same.