Touch-up avoiders judge makeup by whether it lasts the day through work, a commute, heat or a wedding without smudging.
Finish-and-feel judges are the largest makeup consumer segment in India. They decide on finish, texture, comfort and colour payoff once a product is on their face.
Indian makeup consumers do not shop alike. Six consumer segments, what each one acts on, and what a brand team can do with that.
Delivery-burned consumers choose where to buy after a stock-out, a late order or silent support. Their loyalty is decided after checkout.
Results trackers judge protein on gym results, often on a coach’s or friend’s recommendation. They buy again when it works and rule it out when it doesn’t.
Gut-led switchers change products more often than any other whey protein consumers in India, because their stomach vetoes product after product.
Taste fixers stay or leave on flavour and mixability. They adjust the product themselves, then buy again if it works.
Price re-shoppers are the second-largest whey protein consumer segment in India. They compare price per gram of protein at every purchase.
Three triggers push Indian whey consumers to change brands. What each looks like and which consumer segment it belongs to.
The biggest consumer segment in Indian whey protein trusts lab results over labels. What they look for and how brands can answer.
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