Case Study

Consumption habits of urban India

IMRB’s first-of-its-kind syndicated consumption audit was an attempt to ascertain urban India’s consumption habits. The Indian consumer navigates between taste and health, and the time of day dictates which dominates.

While mornings are healthy, evenings are indulgent, according to a National Food Survey (NFS) by IMRB International, the research division of Hindustan Thompson Associates.
“Not all slots in the day are healthy slots, consumers balance taste and health during the course of the day. 3pm to 7pm is a pure indulgence slot,” said the survey.