Growing nuclear families powering premium FMCG purchases, says Kantar

It is observed that joint families don't necessarily prefer large packs for consumption, and the nuclearisation of families is also leading to the premiumisation trend in FMCG

With nuclear family structures in India on the rise, consumption habits, too, are changing, observes a report by Kantar. The report notes that large families don’t necessarily buy larger packs. Additionally, home and hygiene items like floor and utensil cleaners, snacking, and beverages are more commonly opted for by nuclear households.

The report also highlights that the penetration of the premium segment is relatively higher in nuclear families. For instance, in washing powders, the penetration stands at 68 per cent for nuclear families, compared to 50 per cent in joint families. In tea, the penetration stands at 19 per cent in