A significant shift is underway in what fills the shopping bags of Indian consumers. New data reveals that categories like hair creme and instant noodles are rapidly entering more homes, fundamentally altering the country's fast-moving consumer goods (FMCG) landscape. The driving force behind this change is a clear consumer preference for convenience and less messy solutions.
Hair Creme Takes the Crown in Growth
According to the latest insights from market research firm Numerator (formerly Kantar), hair creme has emerged as the fastest-growing category in the Indian FMCG basket. Its penetration, or the percentage of households purchasing it, has seen a remarkable surge from 21% to over 31% in just two years. This means approximately one-third of all consumers across the nation now shop for hair creme.
This explosive growth is mirrored in corporate performance. For instance, Godrej Consumer Products reported that revenue growth in its hair colour segment accelerated to 24% in the financial year 2024. This is a significant jump from a compound annual growth rate (CAGR) of 16% over the FY18-23 period.
The Convenience Comeback: Noodles and Vermicelli
In another notable trend, instant noodles have staged a strong comeback. The category added 9 percentage points in penetration over the same two-year period, reaching 77% of households, making it the second fastest-growing category. Its close cousin, vermicelli, also recorded steady growth, increasing its penetration by nearly 7 percentage points to 39%.
The resurgence is backed by strong market performance. Nestle India's annual report highlighted that India has become the largest market for its flagship brand Maggi, with a staggering six billion servings consumed in 2023-24.
Understanding the Consumer Mindset
Industry experts point to a unifying theme behind the rise of these diverse categories. Convenience is the key driver. K Ramakrishnan, Managing Director-South Asia for Worldpanel by Numerator, explained the trend to TOI.
"The overarching theme across the growth of these categories seems to be convenience - hair creme is an easily applicable and a less messy format of hair colours. Noodles and Vermicelli are also quick and convenient preparations," Ramakrishnan stated. He also linked the growth in categories like household insecticides to a growing nationwide awareness of health and hygiene.
This shift marks an evolution from the traditional Indian consumption basket, which has long been dominated by staples like biscuits, tea, salt, toothpaste, and edible oil. The new data signals that modern Indian consumers are actively seeking products that save time, reduce effort, and fit seamlessly into busy lifestyles, a trend that investors and companies are closely watching.
