When it pertains to consumer behaviour, every marketplace has its own nuances. It may be a certain way in India, but it will be different in another market. For instance, the purchase frequency in a market like the US might be higher than in India. Europe
, for example, is leading in the green revolution and there is a huge preference among consumers for sustainable goods e.g., most brands in the UK give emphasis to glass packaging. Hence, brands have to be thoughtful while creating a product portfolio and it is necessary to establish this in the initial stage itself. Product packaging is a noticeable requirement for every marketplace. Another example is the growing awareness on reducing sugar consumption.