We’ve all heard the famous, old phrase, ‘Consumer is the King’, and we all know how marketing campaigns work these days. However, there is a category of consumers that are truly treated as the king – ‘super consumers’.
Marketers have identified wealthy, single urbanites (WSUs) as their new super consumers, replacing DINKs (double income, no kids).
You might wonder what the term ‘super consumer’ even means. Well, let me explain.
Who are Super Consumers?
A super consumer, as the term suggests, isn’t an average consumer. Although they aren’t many in number, they have a huge impact on the economy because of their buying choices.
They spend considerably more than an average consumer, and are more likely to buy something that an average consumer probably won’t because of their different tastes.
They are very conscious about what they buy – the brand, the product, the quality, and can offer invaluable suggestions to the producers because of this consciousness.
Since the feedback of such consumers matter, and because they are so passionate about what they buy, marketers call such consumers as ‘super consumers’.
Now that we know what the term means, let us know more about our new super-consumers – WSUs.
Who are WSUs?
WSUs stands for wealthy, single urbanites. Urbanites, as you might have guessed, refers to those living in cities.
They are a new class of consumers who, in marketing terms, are leading the market towards premiumization – a move towards more expensive, premium products.
WSUs are people living in the cities, aged from 28 to 42, earning an income of over Rs 50,000 per month.
There are hardly 1.3 million WSUs in the country, representing just 1% of India’s population. The millennial trend of moving to different cities for better growth opportunities has fueled to a rise in WSUs.
Lifestyle of WSUs
Their lifestyle is different from others. Although they live away from their families, their houses are well-stocked with all the necessary items.
They aren’t afraid to try new things or make bold choices, with little to no fear of judgment from the society. They are more likely to use high-tech appliances and gadgets than others.
Due to lack of family responsibilities, they are to free to make choices of their own. Their passion drives their life choices, and thus they contribute significantly to the market.
As per TOI, a study by Nielsen found that WSUs spend a significant portion of their income on food and drinks. However, the biggest chunk of their income is saved, which says a lot about their sound financial planning.
WSUs represent a typical millennial mindset – prioritizing career and money over other things, including marriage. They have long working hours and are usually considered anti-social, which may not be necessarily true.
They like to maintain a fine balance between health and work, which is evident from their willingness to indulge in sports activities.
Products Demanded By WSUs
As mentioned earlier, the life choices of WSUs differ from that of a family. Thus, marketers have to derive a specific range of products and services to lure these ‘super consumers’.
Anything that makes their life more convenient or easy is a must-buy for them.
Virtual assistants, like Google Home or Amazon Alexa, are more in demand from these consumers. Appliances like air purifier or air fryer are also commonly found in their houses.
Ready-to-eat and packaged food items have a high demand from them.
With the growing economy and modern mindset of the youth, WSUs are only going to increase in the coming years. The marketers, thus, have a challenge on their hands to cater to the demands of these consumers and ride on their high incomes.
Image Credits: Google Images
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