An overwhelming 53% of people say that work pressures prevent them from meeting with extended family members more often!
Britannia Good Day Indian Family Survey Report 2018 by Nielsen reveals startling causes and effects of changing family dynamics; and prompts Britannia Good Day to launch the ‘The Great International Holiday’ campaign
Does the idea of the Great Indian Family still hold true? Are grand gettogethers of grandparents, uncles, aunts and cousins around festivals and summer vacations, a thing of the past?
Britannia Good Day, the ‘Smile’ Cookie, the largest biscuit brand in urban India, commissioned the Indian Family Survey Report 2018 to dive deep and understand the changing patterns in the Indian family space better. The brand’s purpose of ‘inspiring moments of everyday optimism’ is firmly rooted in spreading smiles and the brand sought to unlock deeper insights on what is causing Indian families to smile and what is taking away those smile moments. The observations that emerged from the study allowed the brand to hone in on a unique, one- of- its- kind campaign, ‘The Great International Holiday’ promotion.
The survey was conducted by Nielsen among 769 respondents across six metros - Mumbai, Delhi, Bangalore, Chennai, Kolkata and Hyderabad, amongst a wide age group of 15- 40 year olds, Males & Females, NCCS A & B.
The Key takeaways of the study:
Section 1- Time spent with family on the decline; friends are the new family! Millennials and GenZ lose out significantly on creating strong family ties.
1. 1 in 2 people had not met family on festivals more than once in the last 3 years.
2. 1 in 2 respondents spend 30 days or lesser, in a year with their parents.
3. Time spent with grandparents on the decline. 40% of all respondents have spent 10 days or less in a year with them.
4. 76% of all respondents did not celebrate the last festival with extended family members.
5. Over 90% of people affirm that friends are the new family for Indians. Distance and paucity of time, key reasons for spending less time with family.
6. An overwhelming 53% of people said that work pressures prevented them from meeting with extended family members more often.
7. 89% affirm that WhatsApp has becomes the new ‘meeting place’ for families!
8. 1 in 2 millennials have spent less than 10 days last year with their grandparents.
9. Around 1/3rd of Gen Z’s across metros spend 10 days or less with their siblings in a year.
10. 1 in 4 Gen Z’s have not met their extended family members, like grandparents, uncles, aunts, cousins in the last 3 years.
11. Over 60% of Gen Z’s have not met their families more than once on festivals in the last 3 years.
Section 2- Are Family holidays a thing of the past?
1. 76% of working professionals have cancelled a family holiday at least once in the last 3 years. 60% of them claimed work pressure as the cause for the same.
2. Only 2 in 10 respondents have gone on a vacation with extended family in the last 3 years.
3. Over 90% of respondents have not gone on an international holiday with their extended family in the last 3 yrs.
Section 3- City- wise data points
1. Delhi spends the least time with their family, compared to the other cities
2. Mumbaiites get least time with their grandparents. 50% claim to have spent 10 days or less with their grandparents in the last 1 year
3. 4 in 10 people in Kolkata claimed to not know names of their cousins and other extended family members.
Mr. Ali Harris Shere, VP - Marketing, Britannia Industries Ltd., said, “In India, family is the most important institution that has survived through the ages. Ours has been a closely-knit collectivist society with emphasis on maintaining family and kinship ties across generations. The Family unit is a vibrant source of optimism, helping bring smiles in one’s life. But today, family ties are being weakened due to various demands on our time. We did this multi city research to understand the causes and effects of changing family dynamics and to determine how Good Day, which is consumed by over 30% of Indian households can play a role in bringing families together and spreading smiles, thereof.
He further added, “The survey re- affirmed our campaign’s approach of enabling families to come together and enjoy some precious time out by way of an international holiday. The initial response to the campaign has been overwhelming and we are confident of spreading many, many Smiles through this one- of- its- kind campaign”.