Target audience: Organic food store shoppers in India

Selected insights on target audience: Organic food store shoppers in India

• 38% of organic food store shoppers have a high annual household income
• Organic food store shoppers value similar aspects of life as the overall consumer
• 33% of organic food store shoppers are innovators or early adopters of new products
• A relatively high share of organic food store shoppers think that health & social security are issues that need to be addressed
• Organic food store shoppers remember seeing ads in online stores more often than the average consumer

Management summary

• Key insights

• Life stages
• Gender
• Education
• Income
• Household classification
• Type of community
• LGBTQ+

• Life values
• Main interests
• Hobbies & leisure activities
• Sport activities
• Sports followed

• Attitudes towards digital media
• Innovation adoption
• Challenges facing the country
• Politics

• Digital advertising touchpoints
• Internet usage by device
• Social media usage
• Non-digital advertising touchpoints
• Traditional media usage

Demographic profile

• Age of consumers in India
• Gender of consumers in India
• Consumer’s level of education in India
• Share of consumers in India in the high, middle, and low thirds of monthly household gross income
• Type of households in which consumers in India live
• Communities where consumers live in India
• LGBTQ+ status of consumers in India

• Most important aspects of life for consumers in India
• Top 10 interests of organic food store shoppers in India
• Top 10 hobbies and leisure activities of organic food store shoppers in India
• Top 10 sports activities of organic food store shoppers in India
• Top 10 sports followed by organic food store shoppers in India

• Agreement with statements in India
• Innovation adopter types based on statements towards innovation by consumers in India
• The 10 most important issues facing India according to organic food store shoppers
• Political attitudes of consumers in India

• Top 10 places where organic food store shoppers in India have come across digital advertising in the past 4 weeks
• Devices consumers in India use regularly to access the internet
• Social media activities in India by type
• Places where consumers in India have come across non-digital advertising in the past 4 weeks
• Type of media consumers in India have been using in the past 4 weeks