'Apparel among top purchases of Indian youth' – ASSOCHAM

It has been observed in the survey that female cosmetic, apparel consumers prefer to purchase individually. 85% of Women consumers tend to buy cosmetic, apparel items from any shop of their convenience rather than a single shop. They buy all their items from different shops rather than a single shop. Quality is given utmost preference by the women consumers, highlights the survey.

The percentage of respondents who selected the brands by themselves is slightly high among females 65% compared to those among the males is 50%.

About 68% of respondents spend about Rs.1,000 to 15,000 for cosmetics, Rs.3,000-25,000 for apparel, Rs.5,000-35,000 for mobile on yearly basis.  The rest of the respondents spent an amount in the range of Rs. 500-5000, Rs. 2500-5000 & 3500-10,000 respectively.

There is a tremendous increase in the female cosmetic and apparel consumers due to increasing number of women becoming earning members of the family. Also increased level of literacy and growing influence of the media, more males in India are becoming conscious about the way they look and are increasingly looking to grooming products to spruce up their physical appearance.

This newfound male grooming consciousness was encouraged by men's active participation in prominent fashion shows, such as the popular Fashion TV channel, and in beauty pageants exclusively for men especially in the forward-looking and cosmopolitan cities of Mumbai, Bangalore and New Delhi, adds the ASSOCHAM survey.

The purchasing power of Indian consumers is increasing thereby shaping aspirations and lifestyles of consumers, who are upgrading to good value products at affordable prices. This has also increased the demand for essential everyday items like bath and shower products, hair care, oral hygiene and skin care. Another strategy followed by companies to promote cosmetics in rural areas was sachets' approach, highlights the survey.

“Rising beauty consciousness due to changing demographics and lifestyles, deeper consumer pockets, rising media exposure, greater product choice, growth in retail segment and wider availability are the reasons for sharp rising demand of cosmetics, apparel and mobile telephony in Indian consumers” said Mr. Rawat.

Gender analysis revealed that the awareness level was much higher in boys than in the girl’s case of girls. In other words they seem to keep a track of the market trends much more than what the girls do.

Girls spend the most on clothes, cosmetics and toiletries as compared to boys who spend maximum on computer games and equipments. Gadgets (including mobile phone), recreation and holidays, hobby classes, fitness activities, parties, beauty treatment are taken care of by the parents, found the survey.

ASSOCHAM