India’s overall fast-moving consumer goods (FMCG) market shrank in the 2018 calendar year despite branded products, especially from listed companies, seeing double-digit growth, indicating falling demand for unbranded and unorganized products. The overall FMCG market by volume declined 1% in 2018 compared with a 7.5% rise a year ago. FMCG has seen accelerating growth between 2015 and 2017 before taking a downturn in 2018. Much of this has to do with the underwhelming performance of atta and wheat category as volumes plummeted over 2%. On a very large base, this is highly impactful. Data is also skewed toward the food and beverages segment, which account for nearly 70% of the total volume of products covered. The slowdown wasn’t restricted to food. The numbers revealed that nearly three-fourth of all categories across food, home and personal care either declined or grew slower than a year ago.