Deepak's Musings #125: Meet the Zero Consumer

What they want and why it matters

Deepak Shahdadpuri
October 23, 2023

All things consumer & insurgent brands. What I am currently reading, thinking about, and reflecting upon. You can follow me on Twitter at @dishahdadpuri or follow DSG Consumer Partners at @dsgcp.

💰 Premiumisation is the name of the game

All the data points to strong growth at premium price points across most consumer discretionary categories. Insurgent brands are working hard to lay claim to this space. Incumbents focused on the mass segment are now starting to enter or increase premium offerings.

The Ken does an interesting breakdown of Godrej, which was founded in 1884, and how it is now looking to gain more exposure to younger consumers who are demanding a more premium offering.

Dabur seeks Gen Z approval to shed boomer image

In its new avatar, Dabur has so far focused on mass brands plans to increase premium offerings and to attract younger consumers

💊 How far can you personalise?

Will there be a time when ‘full personalisation’ becomes a reality?

Is personalised nutrition truly the future? Suntory on the challenging journey to ‘full personalisation’

Global megabrand Suntory has highlighted consumer confusion and production time as some of the key challenges standing in the way of achieving ‘full personalisation’ in the nutrition and food manufacturing spaces.

🏢 India’s urban consumption continues to outperform

Know your customer. As an insurgent brand founder, are you targeting the urban or rural consumer? How is the Indian consumer going to evolve? How will the rural-to-urban migration impact consumer and consumer spending?

🌿 Sweetgreen becomes the first national fast-casual chain to cook exclusively in EVOO

Interesting choice given the falling supply and increasing price of EVOO on the global market. But as consumers continue to focus on health and wellness, I think this is a smart move to put the brand top of mind for its core consumers.

Sweetgreen to cook exclusively using extra virgin olive oil

Starting Oct. 24, all proteins, veggies and grains will be cooked using the oil

Olive oil prices at all time high

🏃‍♀️ 54% of adults’ main motivation for exercising was for boosting mental health

This caught me by surprise but it makes so much sense. I have been running for 15+ years and the primary reason was to ‘check out’ and get into my zone so I could switch off. I guess a long-winded way to say that is for my mental well-being.

Mental health the main motivation for exercise but three-quarters of Brits don’t know recommended activity levels

Polling of 2,271 UK adults by ukactive for National Fitness Day shows mental health scores higher (54%) than getting in shape (49%).

🛍️ Zero boundaries. Zero midrange. Zero loyalty. Net Zero. Meet the Zero Consumer

This fascinating piece from McKinsey looks at how can a company, incumbent or insurgent, win the zero consumer and gain a competitive advantage.

‘Zero consumers’: What they want and why it matters

In light of the modern-day consumer’s shopping behaviours and spending habits, retailers and consumer goods manufacturers in Asia would do well to question—or perhaps even abandon—traditional ways of doing business.

👜 Luxury: Bling or discreet

Are consumers moving to minimal logos and quiet understated elegance?

Niche luxury: less bling can mean ka-ching for top brands

Confident, wealthy buyers increasingly prefer minimal logos and timeless clothes

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