Spending patterns within Take-Home consumption also vary depending on where shoppers live. Behaviours of Rural consumers contrast with those in Urban areas and GBKK. For instance, Rural shoppers increased their basket size while reducing frequency last year, while BKK consumers acted in the opposite direction.
One of the reasons that shaped this pattern among Urban consumers is the ‘convenience lifestyle’, which allows them to shop anywhere and at any time – and with far greater frequency – at proximity and online stores.