This report analyses consumer lifestyles in India and forms part of a 52-country series that complements the Euro monitor Consumer Lifestyles Database. Each country profile is structured under the following sub-headings: • Population
• Consumer segmentation
• Regional development
• Home ownership
• Household profiles
• Consumer and family expenditure
• Eating habits
• Drinking habits
• Personal grooming
The information in this report was gathered from a wide range of sources, starting with the national statistical agencies. This information was cross-checked for consistency, probability and mathematical accuracy. Secondly, we sought to fill in the gaps in the official National statistical offices by using private sector surveys and official pan-regional and global sources. Furthermore, Euromonitor has carried out an extensive amount of modelling in order to come up with interesting data sets to complement the national standards available.
The wide range of sources used in the compilation of this report means that there are occasionally discrepancies in the data which we were not able to reconcile in every instance. Even when the data is produced by the same national statistical office on a specific parameter, like the total population in a particular year, discrepancies can occur depending on whether it was derived from a survey, a national census or a projection and whether the data are mid-year or January.
For slow trends, data are presented for 1990, 1995 and 2000-2003. Where it is interesting to look at projections, the data encompasses 1990, 1995, 2000, 2005, 2010 and 2015.
Fast-moving trends such as communications are illustrated with data sets relating to 1990, 1995, 2000-2005, 2010 and 2015. Consumer goods data cover the period 1998-2003.
2.1 Population by Age
700 million Indians are under the age of 35, making India one of the youngest nations in the world. The population of youth is almost equally divided between men and women, and in terms of numbers is more than the population of Latin America and the Caribbean put together. The changing demographics can be attributed to a slowdown in birth rate during the 1990s as well as rising levels of diseases amongst the 30+ age group.
The biggest attraction for international players is perhaps the sheer numbers that provide them turnovers that corporates dream of. The 5-9 year-age group was the largest in 2004 though growth rates have been dropping over the review period. By the end of the forecast period though, the 15-19 year-age group is expected to be the largest in a digression from the historical trend indicating that the country will age slowly.
In absolute terms, 10-14 year olds, 15-19 year olds and 20-24 year olds grew by approximately 25% since 1990. The changing demographics has been due to the high levels of birth rate in the last decade resulting in a population that attained these age levels post 2000. The population above 70 years of age will more than have doubled over the 1990-2015 period. 97% growth is expected amongst the 80+ group over the 2000-2015 period. Migration to other countries, better healthcare and a slowdown in birth rate are expected to contribute to some of these trends.
The median age of the population is rising, albeit extremely slowly. Death rates are dropping gradually with improved access to healthcare but it is also accompanied by rather high levels of birth rate. According to an Oxford University Press publication by Tim Dyson, Robert Cassen and Leela Visaria by 2015, shifts are expected. The median age would rise to 31 from the current 24, and the proportion of 60+ would rise from 7% to 11%.
Table 1 Population by Age: 1990-2015