Urban India emerged as the sole market among ten tracked Asian nations to post double-digit FMCG value growth, expanding 13% as overall regional growth slowed to 1.5%. An 11.5% jump in basket spend drove this performance, directly countering a 1.8% decline in store visit frequency. Personal care witnessed the sharpest rise at 16.3%, closely followed by food at 13.3%. Simultaneously, consumer channel preferences evolved as e-commerce grocery sales jumped 48.9%, securing a 4% share of urban spending.
Key points
Urban India defied the broader Asian consumer goods slowdown by posting double-digit valu…: Urban India defied the broader Asian consumer goods slowdown by posting double-digit value expansion while regional growth halved to 1.5%.
Larger spending per trip rather than frequent store visits is driving current FMCG revenu…: Larger spending per trip rather than frequent store visits is driving current FMCG revenue gains across Indian cities.
Modern retail formats and e-commerce are steadily eroding traditional kirana dominance as…: Modern retail formats and e-commerce are steadily eroding traditional kirana dominance as consumers adopt alternative digital shopping channels.
Sources checked by our analysis pipeline: 1
Urban India recorded 13% growth in FMCG value sales in the 12 months ended June 2026, the highest among the 10 Asian markets tracked in Worldpanel’s Asia Pulse report. Growth was driven largely by an 11.5% increase in spending per shopping trip, even as the frequency of purchases declined 1.8%, suggesting higher prices are lifting household bills rather than a comparable increase in consumption.
The shift is also reshaping where consumers shop. Online FMCG sales value surged 48.9%, taking its share of urban grocery spending to 4% from 3% a year earlier. The growth came from a 32.1% increase in the number of households buying online and an 11.4% rise in shopping occasions, while spending per online trip increased just 1.2%.
Traditional kirana stores, however, continue to dominate, accounting for about 77% of FMCG sales value in urban India, although their share fell 1.5 percentage points over the year. Supermarkets are also gaining traction, with shopping occasions rising 1% and spending per trip increasing 10%.
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