Consumer Behaviour Trends in Emerging Markets

Market research has become a critical predictive tool for companies aiming to understand and anticipate consumer responses in an ever-evolving marketplace. Markets today are in constant flux—driven by innovation, technological advancements, shifting consumer preferences, changing tastes, and rapidly evolving fashion trends that collectively shape their direction.

Globally, markets have become increasingly democratized. Emerging economies such as India, Indonesia, Vietnam, Brazil, and Nigeria are witnessing a remarkable transformation in consumer behaviour, fuelled by rising incomes, accelerated digital adoption, urbanization, and a predominantly youthful population.

Among these, India—one of the fastest-growing large economies—stands out. It continues to demonstrate strong growth momentum, even as many emerging economies grapple with global headwinds such as economic slowdown, declining activity levels, and inflation impacting household savings. India has effectively defied these global trends, displaying economic resilience and steady market evolution despite protectionist measures adopted by developed nations.

Below are some of the key consumer behaviour trends shaping the economies of the Global South, including India—trends that will define the foundation of their long-term, robust growth.

Ω    Digital-First Decision Making

Consumers increasingly research products online before making purchases, including those finalized offline.

In India, over 60% of rural online shoppers now prefer video-based product reviews to written descriptions, highlighting the growing influence of visual content in shaping buying decisions.

Ω    Value Consciousness with Aspirational Spending

Shoppers continue to seek value for money, yet aspire for premium experiences.
Affordable categories—such as smartphones, fashion, and personal care—are thriving.
A rising number of middle-class families in Tier 2 and Tier 3 cities are opting for mid-tier smartphones that deliver high-end features without the premium price tag.

Ω    Rise of Local and Regional Brands

Consumer trust in local and regional brands is strengthening, driven by cultural relevance, affordability, and authenticity.

The “Made in My Country” sentiment and locally inspired products have gained emotional traction among buyers, fostering brand loyalty rooted in regional pride.

Ω    Health, Wellness & Sustainability Orientation

Post-pandemic, consumers have become increasingly conscious of health, hygiene, and environmental sustainability.

Demand for natural, organic, and eco-friendly products is rising, reflected in the growing popularity of herbal and chemical-free personal care products across India.

Ω    Convenience and Digital Payments Boom

The rapid adoption of mobile wallets, UPI, and contactless payments has made transactions seamless and secure.

Meanwhile, the rise of Quick Commerce platforms is transforming grocery shopping expectations, particularly in urban India, where consumers value speed and convenience.

Ω Social Commerce and the Influencer Economy

Peer reviews, influencer recommendations, and user-generated content now play a pivotal role in shaping trust and purchase intent.

Micro-influencers—local, relatable content creators—have emerged as more effective than celebrities in driving engagement.

Platforms like Instagram Reels and YouTube Shorts are powering the growth of fashion and beauty categories, especially among Gen Z audiences.

Ω Omni-Channel Behaviour

Modern consumers seamlessly navigate between online and offline touchpoints.

Traditional retail continues to hold relevance but now coexists with digital discovery, comparison, and purchasing, creating a truly hybrid shopping experience.