App-first Gen Z scripting big shifts in consumption trends: Bernstein report
Gen Z cohort is assuming the centre stage in India's consumer markets by scripting «big shifts» in consumption trends, including the rise of quick commerce delivery and direct-to-consumer brands, according to a report by Bernstein. Brands are seeking a deeper connection with this digitally-native, app-first generation that 'swipes up' for practically everything from social media to ride-hailing and food delivery.
Indian Gen Zs' are the world's largest, the report said about the cohort born into a digital age, that shops, works and eats online. Gen Z is the generation born between 1996 and 2010.
Indian Gen Zs make up 20 per cent of the world and about 27 per cent of India's population, it noted.
Gen Zs have become the «Swipe Up» generation considering the amount of time they spend on social media. They swipe up for practically everything — social media, ride-hailing, and food delivery, according to Bernstein's report on 'India Internet'.
Gen Zs are showing a preference for digital-first, new-age brands, it observed.
«We see big shifts in consumption trends dominated by GenZs...scale up of short-form content (Instagram, Youtube shorts)...preference for quick commerce delivery, 15-20 minutes (Blinkit, Zepto)… the emergence of D2C brands...discovering new food choices through food delivery apps (Zomato, Swiggy),» the report said, adding this has led to brands building deeper connections with GenZs.
Gen Zs have significant headroom in consumption, contributing to about 17 per cent of India's total consumption.
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