Mumbai, Aug. 21 -- Consumers across rural and urban India are increasingly experimenting with newer fast-moving consumer goods (FMCG) formats, ranging from fabric softeners and washing liquids to sauces, instant noodles, juices, and Western-style snacks.

According to data from Worldpanel by Numerator (Kantar), household consumption across these categories increased significantly between 2021 and 2025, driven by a combination of buyers' aspirations and company efforts to make such products widely available.

Per the household survey, the use for fabric softeners among rural elite households increased from 11% to 20% between 2021 and 2025, while for washing liquids, the number rose from 7% to 15%.

Among the rural masses, the penetration o...