Small small but premium: FMCG bets on ‘access packs’ to boost demand

Companies like Hindustan Unilever, Britannia, ITC, and Colgate Palmolive are introducing smaller, lower-priced packs of premium products to boost demand in urban markets. This strategy aims to attract price-sensitive consumers and increase accessibility amid weak urban demand. Smaller packs are helping drive trial, push impulse purchases, and prevent customers from switching to lower-priced local brands.