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: Modern retailing in India is expanding and exploring new avenues at a rapid pace; while at the same time it is playing a very visible role in the life of a consumer. Large crowds at malls, departmental stores at any point of time is an indication of how shopping is becoming an integral part of consumer lifestyles and leisure.

Also, as consumers get more and more acquainted with the modern shopping formats, there are transformations that are being observed in their shopping behavior. These transformations are not just at an overall level in terms of frequency of purchases or products purchased, as one would expect, but little nuances that are being observed at the shop floor level as well. What shoppers do at the actual place of purchase and understanding the factors that drive this behavior will provide critical inputs to how retailers and manufacturers can make simple changes to assortment, display, visual merchandising or services to dramatically maximise the efficacy of in-store presence, gain mind share, enhance shop-ability and ultimately draw shoppers.

Technopak Advisors’ Market Intelligence division, The Knowledge Company’s latest report India Shopping Trends 2008—Food & Grocery provides insights into some of these behavioral transformations that are taking place in food & grocery shopping, at these modern format outlets. India Shopping Trends 2008—Food & Grocery, covering more than 2,500 food and grocery shoppers across 17 cities is the first report in a series of three reports, which studies shopper behaviour across various categories.

While the proportion of those who shop regularly for food and grocery at supermarkets or other modern format outlets is still small (as per the report, those who have purchased food and groceries at modern format outlets in the last three months is restricted to 15%), there are some interesting occurrences that the report talks about, which bring to light the transformations in shopper behavior at the shop floor level.

Catering to the metrosexual

Men in a modern shopping environment are increasingly becoming explorers, losing themselves to the allure of colours, interesting packs and displays. Modern formats thus have to accommodate on their radar this vital category of shoppers who are no longer just shopping for macho products like shaving accessories or gadgets, but are just as interested in products that till now have targeted women. The male consumer seems to have developed an appetite for gourmet foods, kitchen gadgets, spa treatments, and personal products.