Smytten, the D2C product discovery and trial platform conducted a large-scale consumer survey to provide key insights into consumer behaviour and decision-making.
The survey collected data from 15,000 Indian customers across various demographics, via Smytten Pulse, an AI and machine learning-backed platform for D2C brands.
Through their analysis, Smytten has delved into the key factors that influence how customers evaluate brands and the drivers and barriers to their purchase. The study further dissects consumer behaviour across five focus categories - personal care, makeup, fragrances, health & wellness and food & beverages - to provide key insights on basket expansion and category-focused implications to build and optimize business strategies.
The key findings are across all five categories:
The Indian D2C industry is at its peak, with a market size of more than 800 D2C brands and a projection to be a 100 billion US dollar industry. In this dynamic space, a brand has to solve the modern Indian consumers’ ever-evolving needs and build a strategy that will make them become a disruptor.
Speaking on the survey and the launch of Smytten Pulse, Swagata Sarangi, Co-Founder, Smytten, said, "We wanted to build a platform for the next generation of founders who are truly going to disrupt the consumer brand space. With Smytten Pulse, you can now get consumer data at your fingertips within 72 hours. Gain information on emerging trends from over 15 million users driven by AI, track how the consumer basket is moving on a real-time basis and find insights cut across demographics and psychographics. This research was the first large-scale survey conducted, and we're elated to share the insights with everyone in the D2C space.”
According to Smytten's survey, consumers’ purchase behaviour is influenced by various factors such as price, effectiveness, transparency and authenticity. Additionally, the survey found that consumers are increasingly interested in products that align with their belief in “function over emotion,” especially when it comes to the ingredients being used. Smytten's survey also shed light on the importance of customer experience, when it comes to consumers shopping directly from the brand’s websites. Brands that can provide attractive deals, free or low delivery fee, product information and a hassle-free shopping experience are likely to gain a competitive edge.
It is interesting to note that 63% of the consumers are willing to try products before purchasing, given the newer innovations available across categories like fragrance capsules/wipes, DIY salon kits, beauty edibles, ayurvedic juices, plant-based meals, etc.