Social and Consumer Trends - Newspaper Summary

 The sources highlight several Social and Consumer Trends prevailing in October 2025, revealing shifts in consumer behavior driven by economic conditions, policy changes, digital saturation, health concerns, and evolving workplace culture.

1. Consumer Spending and Price Sensitivity

Consumer behavior in October 2025 was highly influenced by price movements, inflation, and policy interventions.

• Food Consumption Volatility: Staple food items remain a major source of political and economic volatility. Vegetable prices, particularly for potato, tomato, and onion, have been falling on a year-on-year basis for the past eight months, driven by deflation in 10-16 out of 21 key vegetables. This deflation has kept overall prices in the contraction zone. Onion prices saw a severe decline, reaching wholesale levels not observed since the summer of 2023 (₹20–21 per kg). This price plunge, despite earlier policy interventions like export restrictions, has tilted the scales against farmers. Conversely, when onion prices rise, they significantly impact headline inflation (e.g., adding over 200 basis points when inflation skyrocketed to over 300% in December 2019).
• Impacting FMCG and Retail:
  • Orkla India (MTR/Eastern brands) noted that a "consumption squeeze" in India, stemming from two years of sharp spice inflation, contributed to a muted top line, despite delivering double-digit growth historically. The company noted, however, that volume growth hit 8.5% in Q1FY26, showing stronger underlying demand.
  • Bata India experienced a "forgettable" September quarter (Q2FY26), with revenue declining 4% year-on-year, marking its worst performance in ten quarters. The shortfall was partly attributed to deferred purchases by consumers and channel partners following the announcement of GST rationalization. However, sales momentum reportedly picked up after the new GST rates came into effect on 22 September. Robust growth was seen in Bata’s premium brands, such as Hush Puppies and Power.
  • The GST rate cut, which was fully passed on to customers by companies like TVS Motor Co., is expected to have a "multiplier effect" supporting sales growth in the subsequent quarters and boosting rural sales. The CEO of TVS Motor expressed confidence that rural sales would start growing in line with urban demand.

2. Digital Adoption and Media Consumption

The sources detail a nuanced shift in how Indians consume digital media and utilize payment technology.

• OTT Slowdown and Connected TV (CTV) Surge: The Indian streaming industry is undergoing an "unusual transition". While overall Over-The-Top (OTT) growth is slowing, the adoption of Connected TV (CTV) is accelerating rapidly. CTV use has seen an 87% year-on-year rise, reaching 129.2 million active users across 35–40 million homes. In contrast, overall OTT growth slowed to 10% between 2024 and 2025, down from 13-14% in the preceding two years, largely because metros and Tier-1 markets are maturing.
• Selective Viewing: The average number of paid platform subscriptions per user dropped from 2.8 to 2.5 between 2024 and 2025, indicating that users are becoming more selective. Streaming platforms are responding by focusing on cinematic content, family viewing, and adapting for the big screen to drive engagement among the existing user base. Content is shifting towards stories that feel authentic and rooted in culture, with companies like Netflix investing in reality shows featuring family-friendly TV personalities.
• Digital Payments Dominance (RuPay/UPI): The homegrown credit card network RuPay has successfully gained market share by leveraging its exclusive access to the Unified Payments Interface (UPI). Digital payment trackers and bankers view the ubiquitous UPI platform as the primary driver for the sharp growth of RuPay credit cards. RuPay credit card transaction volumes surged to 28% and value to 5.3% of total credit card transactions in the April-October 2024 period, up sharply from 10% and 1.8% in FY24, respectively.

3. Societal Health, Environment, and Policy Shifts

Public health, environmental concerns, and official policy are driving behavioral changes.

• The "Twin Burden" of Nutrition: India faces a major economic shift from fighting hunger to dealing with excess. The success in combating hunger has led to a new challenge: the coexistence of rising obesity (driven by cheap, calorie-dense processed foods) and widespread undernutrition (due to nutrient-poor diets).
• Policy Intervention in Health: India is showing signs of acknowledging this issue. The new 40% tax on sugary drinks under GST 2.0 has initiated a conversation about the cost of unhealthy diets. There is a push for clearer front-of-pack labels for processed foods, making cities more walkable, promoting physical education, and evolving national dietary guidelines to emphasize proteins, fruits, and healthier oils. Prime Minister Narendra Modi urged citizens to reduce edible oil consumption by 10% in his Deepavali message.
• Pollution and Climate Impact: Delhi's air quality index remained stubbornly high, staying in the "poor" to "very poor" range, peaking at 353 on 22 October, two days after Diwali.
• Behavioral Push for Energy Security: Niti Aayog recommended promoting a behavioral shift toward efficient equipment and shared mobility as part of a national mission for energy security. This plan includes mandatory use of 5-star-rated air conditioners and energy-efficient industrial motors for domestic and industrial consumers, and enforcing energy codes for building construction. NITI Aayog also suggested a "concerted push" towards public transport, non-motorized options like bicycles, and pedestrian-friendly initiatives for travel under five kilometers in large cities. However, experts noted that pricing is key, possibly requiring concessions on expensive, sustainable equipment (like 5-star ACs) compared to cheaper variants.

4. Workplace Culture and Attention Economy

A significant trend involves the struggle against digital distraction in professional settings.

• CEOs Decry Distraction: CEOs of major firms, including Jamie Dimon of JPMorgan Chase, have expressed fury over employees being constantly distracted by phones and laptops during meetings. Airbnb CEO Brian Chesky placed the issue high on his "fester list," acknowledging it as a "major societal problem".
• New Tactics: Companies are exploring new governance tactics to enforce presence and attention, ranging from hiding Wi-Fi passwords in meeting rooms and levying fines, to institutionalizing a "swear jar" equivalent where employees pay a small penalty for pulling out their devices, with proceeds going to charity. However, some employees argue that current culture expects them to be connected at all hours and that supervisors are often unaware of parallel conversations (texting/emailing) that are necessary for real-time collaboration or addressing personal issues. Some leaders, like Chesky, are attempting to reset the culture by leading by example and minimizing their own phone use.