2nd wave hits consumer sentiment; but digital, healthcare, vaccination willingness key positives: BCG

The second wave of the ongoing pandemic has hit consumer sentiment, but led to sustained adoption of digital platforms and consumption of healthier food choices, in addition to triggering increased willingness to take Covid-19 vaccination, a new report said on Monday.

Less affluent consumers are more skeptical about economic outlook and concerned about health, while daily lifestyles have been impacted more in urban and affluent India, the report by consulting firm BCG, which maps consumer sentiment and was conducted last month among 4,000 consumers, said.

Decline in income sentiment is steepest among less affluent consumers and those in small towns. Spending sentiment on essentials, health care and at-home entertainment has remained stable and positive. However, spending sentiment on discretionary categories such as personal care and apparel remains low.


The report flagged that 58% consumers think their income in the next six months will be lower than pre-Covid levels. Similarly, more than half (51%) consumers expect their spends over the next six months to be lower compared to 40% compared to last year.

However, categories that continue to show positive sentiment include essentials, health-care and in-home entertainment. “There is an impending sense of uncertainty. However we have observed certain positive messages too. Spending sentiment has not been impacted similarly across categories,” said Nimisha Jain, managing director at BCG India.

“Many adopted behaviours ranging from social commerce, online shopping, digital content and digital payments have continued to stick even through the period when the situation was looking better and the lockdowns were no longer in place,” BCG said in the report.

The report highlighted that there has been a significant increase in willingness to take vaccine post the second wave specially in small towns and rural areas which had shown high levels of hesitancy and indifference earlier.