Urban Singles will shape the future of India, notes Nielsen

23 Aug,2018

By A Correspondent


Nielsen India has published its Featured Insight on the rise of a new premium consumer category – wealthy urban singles. Urban Singles are defined as Indians aged between 28-45 years – living alone in an urban location and includes people who are unmarried, separated, divorced, single parent with kids or in long distance marriage – having monthly earnings of more than Rs. 50,000.  This consumer profile accounts for close to seven million people.


As per the Nielsen Insight, these consumers have the potential to shape the future of Indian markets given their spending power as well the penchant for being first movers. This consumer segment has emerged as a trial market for companies as keen to test revolutionary designs and ideas which simplify lives while simultaneously helping consumers reflect their personalities.


Commenting on the featured insight, Arjun Urs, Executive Director, Nielsen South Asia said, “Globally urban singles are considered to be the preferred customer segment for premium and innovation driven brands. In India, being single is still considered to have negative undertones – often linked to depression, unhappiness and loneliness. However, our findings on the segment presents a contrarian picture – comprising of segment which is educated, focused, hardworking and ambitious. This segment is not only fast emerging to be super consumers but also, influencers and early adopters to revolutionary products and ideas. These are global citizens having global views and preferences.”


The report explores broad behavioral insights relating to consumption, lifestyle, food habits, spending, housing, hobbies, travel, gadgets, appliances, food and health segments, among others. The report was compiled through a survey conducted across Delhi, Mumbai and Bangalore with a sample size of 700 people.



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