<p>According to data by Bizom, a platform that automates retail execution at 7.5 million kirana stores, overall FMCG sales clocked an MoM growth of a little less than 6% during the period, but this was driven largely by branded commodities and chocolates &amp; confectionery (see graphic). Packaged foods and home care, on the other hand, have degrown. Beverages, according to the data, had an even steeper fall. FMCG sales during the Diwali week &mdash; October 18-24 &mdash; rose 10.6% when compared to the previous year&rsquo;s Diwali.</p>
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<p id="2">Bizom&rsquo;s chief of growth and insights, Akshay D&rsquo;Souza, said, &ldquo;There has definitely been a rise in consumption of sweets and savouries, leading to a surge in commodity sales. However, non-food categories in FMCG did not see MoM growth despite the festival season. This clearly indicates that consumers are tightening their purse strings beyond &lsquo;need&rsquo; products.&rdquo;</p>
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<p id="2">D&rsquo;Souza said this is surely a sign of caution for companies who have mainly looked to price hikes earlier for sales growth. &ldquo;They would now need to take definitive steps to improve consumption too for them to keep up the growth trajectory,&rdquo; he said.</p>
<p id="3">&ldquo;With the major festival season getting over, we could also see consumers go back to controlled spending like it happened in September this year after the first wave of festivals in August. To drive consumption, they will need to see higher value from products to offset all the price increases they have shouldered over the recent quarters,&rdquo; he said.</p>
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Choco sales up, but beverages plunge

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