The fast moving urban life is pushing up average expenditure of India’s fashion-conscious youth with expenses on cosmetics, apparel and mobile showing steep rise, reports DH News Service from New Delhi.

The average expenditure of India’s youth on cosmetics, apparel and mobile have exceeded Rs 2,500 per month against average expenditure of less than Rs 1,000 in year 2000, says Assocham’s Economic Research Unit (ERU) survey.

It found over 65 per cent of teenagers’ branded cosmetic consumption has gone up by about 30 per cent last seven years. Nearly 58 per cent said their expenses on cosmetics application have risen by 25 per cent. A good majority felt that they would spend less than Rs 1,000 on cosmetic use during year 2000 which have exceeded Rs 2,500 per month now and the main reason is increasing participation of women in employment basket.

Secondly, massive advertisements both in electronics and print have influenced customers to spend more on cosmetics. The survey reveals that male consumers lately tend to spend more on cosmetics compared to females due to demand for men’s hair care, deodorants, razors and blades. More and more males in India are becoming conscious about the way they look and are increasingly looking to grooming products to spruce up their physical appearance.

The survey also finds that 70 per cent of male consumers generally prefer to purchase and make the brand selection of cosmetics, apparel, mobile individually. The survey also reveals that 75 per cent of women consumers tend to buy cosmetic, apparel items from any shop of their convenience rather than single shop.

Purchasing power
It reveals there is a tremendous increase in level of expenditure by females on cosmetic and apparel, due to women becoming earning members of family due to their increased level of literacy.

The survey notes that the purchasing power of Indian consumers is increasing thereby shaping aspirations and lifestyles of consumers, who are upgrading to good value products at affordable prices. This has also increased the demand for essential everyday items like bath and shower products, hair care, oral hygiene and skin care.

Rising hygiene and beauty consciousness, changing demographics and lifestyles, deeper consumer pockets, greater product choice, growth in retail segment and wider availability are reasons for sharp rise in demand for cosmetics, apparel and mobiles in Indian consumers, the survey notes.