India’s oldest biscuit maker, a cornerstone of Indian snacking culture for generations, has been closely observing how consumption trends are evolving in 2025 amid broader economic headwinds. After a year marked by inflation, GST rate resets and uneven consumer demand, the company has been recalibrating its understanding of what drives purchases in both urban and rural markets — where affordability, convenience and brand trust are still powerful influences. Domestic demand has shown pockets of resilience, but price sensitivity remains acute among budget-conscious buyers who make up a large portion of the population and whose buying power was tested by rising everyday costs.

The brand’s experience underscores that while nostalgia and long-standing brand recall continue to matter, newer consumption patterns are emerging. Younger shoppers increasingly seek variety, health-forward options and premium lines, while traditional buyers stick to trusted staples that deliver value for money. These shifting preferences highlight how mass market consumption in India is no longer monolithic but segmented by age, income and lifestyle.

Parle’s reflections also mirror wider trends across the fast-moving consumer goods (FMCG) space, where pricing strategies, distribution reach and localised marketing are becoming critical to sustain growth. In a market where cost pressures meet aspirational demand, brands that can balance quality, price and relevance are best positioned to thrive — even as macroeconomic uncertainties persist.