Consumers actively move online to buy Small home appliances, Auto accessories, Jewellery, Personal care & Kids products
Flipkart, India’s largest online marketplace, officially introduces ‘#FlipTrends’, a comprehensive and in-depth view into how India shops online. This one-of-a-kind study across 50 million Indian shoppers analyses consumer buying preferences between January 1st and December 14th 2015 and offers a detailed analysis into what trends dominate the online retail space today.
In addition to the traditionally well-known categories like apparels and electronics, 2015 saw a huge rise in the popularity of certain unconventional categories like auto accessories, jewellery, personal care etc., showing the consumers’ readiness and affinity towards online shopping. Products like Air Fryers flew off the shelves throughout the year closely followed by auto accessories like car electronics and personal care products like essential oils.
Trends across Emerging Categories
Small Home Appliances
- Healthy cooking seems to be taking over kitchens with the market for Air Fryers witnessing a 900% growth in the second half of 2015
- Bangalore emerged as leader in this category, closely followed by Delhi and Kolkata
- Philips, Prestige and Kenstar emerged as the three favourite consumer brands in this category
Auto accessories
- Indians are shifting gears with online shopping, apparent from the rise in auto retail at Flipkart. Automotive saw a huge traction amongst Indians with more and more purchases on car AV electronics and accessories
- Tyres form an important vertical with customers across India buying for cars and bikes
- South India leads adoption of auto accessories with 50% of the products being sold in the region
- Car & Bike care, car accessories & electronics and riding gear are the top 3 product categories
Kids
- Barbie and Mickey Mouse are joined by Chhota Bheem to make up the top 3 favorite characters in the kids category
- Fisher Price and Lego topped the charts as the most popular kids brands
Personal Care
- There has been surge in popularity of health & wellness products, showing consumers’ inclination towards investing in items offering personal luxury and a ‘home-spa’ experience
- While Delhi NCR, Bangalore and Kolkata are the top 3 cities shopping for personal care items, Flipkart has also witnessed a growing interest from Tier 2 cities for these products
- The use of essential oils in personal care has seen a significant uptake in 2015. 4 out of the top 5 selling products this year are essential oils!
- Premium beauty category has grown by 59% while Herbal brands have seen a growth of 57% from Jan to December 2015
- Salon hair care products have grown by 53%, popular brands being Schwarzkopf Professional, L’Oreal Paris, Matrix and Wella
- This has also been the year of a wider penetration of home grown brands with Khadi, VLCC and Shahnaz Hussain emerging as some of the most popular brands of the year
Jewellery
- There has been an unprecedented increase in demand for jewellery online
- Flipkart has witnessed massive spikes in customer purchases during special seasons like Akshay Trithiya, Rakshabandhan, Dhanteras, Valentines Day etc.
- Jewellery worn in Bollywood movies and TV serials impacts customer browse and purchase patterns. For example – During Bajrangi Bhaijaan, there was a sharp rise in sales of ‘Mace’ pendants
- Traditional jewellery like Kundan, Temple and Punjabi Chudas are extremely popular across Tier 2 and Tier 3 cities
- CaratLane, Malabar Gold & Diamonds, BlueStone, Jisha and Araanz by TBZ were the top 5 brands clocking the highest sale in this category
Overall trends
- Electronic accessories & mobiles are consistently the top performing categories across all regions
- The study shows that 69% of the online shoppers are male, this gender clearly dominates the online retail space
- While Delhi NCR emerges as the most e-commerce savvy metro, South space leads with a significant number of shoppers coming from this region. Bangalore, Hyderabad and Chennai are among the top 5 cities that shop the most online along with Delhi NCR and Mumbai
- The e-retail space is largely dominated by consumers falling between the 25-34 years age group. More than half of the consumers shopping online are office goers closely followed by students
Small Home Appliances
| Top Cities
– Bangalore – New Delhi – Kolkata – Hyderabad – Chennai
|
| Top Brands
– Philips – Prestige – Kenstar – Pigeon
|
Auto Accessories:
| Top Cities
– Bangalore – Chennai – New Delhi – Hyderabad – Mumbai –
|
| Top Categories
– Car & Bike care (polish, washer, and cover) – Car AV Electronics & Accessories – Helmet & Riding Gear – Car Essentials (air pump, rider guard, battery charger) – Car & Bike Styling (car sticker)
– Speedwave |
| Top 5 Products
– 2 Wheeler bike Cover – Mobile Holder, car charger and USB Cable Combo – 360 degree rotation mobile holder – Car Charger – Car media player |
| Top Brands
– Retina – AutoSun – Mototrance – FLY – Speedwave |
Personal Care:
| Top Cities
– New Delhi – Bangalore – Kolkata – Mumbai – Hyderabad – Mumbai –
|
| Top Brands (Home grown)
– Biocare – Khadi – VLCC – Shahnaz Husain – Nova |
| Top Brands (Premium)
– Schwarzkopf Professional – L ‘Oreal Paris – The Body Shop – Amway – Wella |
Jewellery:
| Top Brands
– CaratLane – Malabar Gold & Diamonds, – BlueStone – Jisha – Araanz by TBZ |
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