Established in 2010, TRA Research stands at the forefront of market research with a unique focus on understanding and measuring consumer trust across India. TRA conducts comprehensive studies in 16 cities across the country, offering twice-yearly insights through its distinguished Brand Trust Report and Most Desired Brands report. TRA Research is renowned for its proprietary Trust and Desire Matrix, a ground-breaking tool that meticulously analyses and interprets consumer behaviours and preferences.
MI speaks with N. Chandramouli, CEO, TRA Research in an exclusive interaction. N. Chandramouli is also the author of ‘Decoding Communication’, a book that deals with the theory and practice of communication and brands. Chandramouli opens up about the big sustainable change that is adopted by modern consumers. He also talks about brands meeting these growing changes.
Let’s read:
Q) What is the need for change among customers and relying on sustainable goods?
Chandramouli: Consumers are increasingly shifting towards sustainable and healthier options as they become more aware of environmental issues and personal health. This trend has seen a move away from cheaper, mass-produced goods toward eco-friendly, ethically sourced, and healthier products. People now prioritize long-term benefits and quality over short-term savings, and brands must respond to these evolving preferences by integrating sustainable practices into their product development.
Also read: Lenovo India Named as the Most Trusted Tablet Brand in TRA’s Brand Trust Report 2023
Q) What age-group is driving these constant food choices?
Chandramouli: The age group primarily driving these changes includes millennials (aged 25-40) and Gen Z (under 25). These groups are highly informed, socially conscious, and active in pushing for sustainable and healthy food options. However, as awareness grows, older generations are also becoming increasingly interested in making more responsible and health-focused choices.
Q) Could you underline the sources of education where people largely gaining knowledge about sustainable and healthy life choices?
Chandramouli: Consumers are gaining knowledge through a variety of channels, including social media, documentaries, and online health communities. Influencers, blogs, and brand transparency initiatives are also playing a critical role. People are using these platforms to educate themselves about the environmental impact of their choices and the health benefits of clean, natural products.
Q) How are brands meeting these growing changes among end consumers?
Chandramouli: Brands are adapting by investing in sustainable sourcing, reducing their carbon footprint, and being more transparent with their ingredients and production methods. They are also aligning themselves with eco-certifications and labels that validate their commitment to the environment. Product innovation is key, as brands work to provide healthier alternatives without compromising on taste or convenience, while also highlighting these efforts in their marketing to build consumer trust.
Q) How to maintain brand trust in the overall F&B industry?
Chandramouli: Maintaining brand trust in the F&B industry requires consistent transparency, high product quality, and a genuine commitment to sustainability. Brands need to communicate their efforts honestly, ensuring that consumers can see the tangible steps they are taking to improve their products and reduce their environmental impact. Trust is built when a brand consistently delivers on its promises, both in terms of product and ethical values.
Q) Is this affecting the whole FMCG industry as well?
Chandramouli: Yes, the entire FMCG sector is being impacted by this shift towards sustainability and healthier products. Brands are being pressured to innovate, adopt eco-friendly packaging, and reduce waste. Those who fail to adapt to these changes risk losing market share to more agile competitors who are quicker to respond to these new consumer demands. Additionally, regulatory pressures and consumer activism are further accelerating this transition across the FMCG landscape.
