A growing preference for convenience products and hybrid media consumption, and a surge in digital engagement have led to a rise in the average basket size for fast-moving consumer goods (FMCG) among rural consumers. The average of the rural FMCG basket saw a 60 per cent rise from 5.8 in 2022 to 9.3 in 2024 as it expanded to include convenience products like ready-to-eat packages and beverages, stated the fifth edition of the Rural Barometer Report, brought out jointly by GroupM and Kantar, which surveyed 4,376 rural adults across 20 states.
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