Rural India’s Gen Z consumers are buying across more categories ,adopting influencer led online shopping and using AI, as per a report released by WPP Media and Kantar. At the same time, the report points out to rural consumers focusing on intentional financial discipline rather than a broad-based pullback in terms consumer demand, amidst challenging macro-economic conditions.
The report titled, the Rural Barometer Report 2026, said that over 53 per cent of rural households reported “unchanged or lower expenditure” over the last six months. At the same time, while there was softening for certain essential categories, rural households have been adding impulse products to their baskets. They are also selectively investing in consumer durables and electronics purchases. The report is based on a quantitative study of rural mobile phone users across 12 state groupings, conducted in June 2026 and compared with February 2025.
Gen Z, who make up 33 per cent of rural mobile users, now buy 19.1 product categories a month, up from 17.0 in February 2025, the report noted. Millennials (30–45) stayed broadly flat at 18 categories in 2026 over 17.5 categories in 2025, and those over 45 fell to 16.7 categories in 2026 vs 17.2 in 2025, it added.
Puneet Avasthi, Director – Specialist Business, South Asia, Kantar said, “Rural consumption is becoming broader and driven by an aspirational and digitally influenced generation. Expanding product repertoires, especially among Gen Z and women sit alongside deliberate trade-offs, as households balance everyday essentials with small indulgences and bigger-ticket aspirations.” He added there is growing traction for categories such as convenience food and health and wellness products among Gen Z consumers.
At the same time, Gen Z rural consumers spend 115 minutes a day online (rural average 93),and 39.4 per cent shopped online, against a rural average of 29.6 per cent, the report noted. Also, over half of rural consumers were found to have already used at least one AI-enabled feature. One in three rural adults also follow online influencers. Meanwhile, rural women consumers now buy across 18.4 categories a month, against 18.1 for men. Also, online shopping among women rose from 20 per cent to 29 per cent.
Ajay Mehta – Executive Vice President, Media Solutions, WPP Media, India said, “We are seeing younger rural consumers accelerate digital discovery, women expand their role in household purchasing, and creators and AI influence how products enter the consideration set. Premiumisation is also gaining traction in certain categories such as liquid face wash and hand wash, health and wellness products.”
Published on October 28, 2026
