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How FMCG brands can hack human psychology to drive impulse buys
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Friday, 21 March, 2025, 16 : 00 PM [IST]
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Ritesh Gauba
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Have you ever walked into a store for one thing but walked out with five? That’s not on you – that’s on science! That tempting priced pack of gum at the checkout counter, or the limited-edition snack that you couldn’t resist? These aren’t just random purchases; they’re carefully maneuverer moments of impulse buying. For FMCG brands, impulse buys aren’t happy accidents but part of a carefully planned strategy.
In fact, studies have found that impulse buying accounts for over 62% of supermarket sales in India. This number can be as high as 80% in some product categories. This behaviour is picking up in digital retail and quick-commerce as well. Impulse buying accounts for nearly 30% of Average Order Value (AOV) for Q-comm today. Just five years ago, impulse purchases only accounted for 5-7% of AOV, indicating a sales jump of around five-six times now.
But why does it work so well? How can brands refine it to make impulse purchases almost second nature?
The Science of Impulse Buying
The human brain is wired to seek rewards, react to scarcity, and adapt responses based on our surroundings. If you see an offer that makes you feel like you’re saving money or a “limited stock” sign hinting at scarcity, your brain nudges you to act. So, impulse purchases aren’t just about a lack of self-control—it's about how our brains process information, emotion and urgency. And in a sector like FMCG, where purchases are frequent, low-risk and emotionally driven, these triggers become even more effective.
How FMCG Brands Embed Impulse Buying
The FMCG industry has long learned the power of impulse. Take grocery and convenience stores, for example—why are chocolates, mints, gums and beverages conveniently placed at checkout? Because that’s where decision-making happens quickly and resistance is at the lowest, checkouts are also a great subconscious way of “rewarding yourself”- Done with my shopping- time to grab a bar of chocolate or that favorite beverage of mine.
Not just the checkout counters but also the shelf placements at the supermarket are engineered to cash in on your impulses. Eye level placements, attractive displays. Offers you can’t (seemingly) resist, or just the ‘New’ shouting out and you want to amongst the first to pick
Digital retail and quick commerce have decoded this as well. Consider the “frequently bought together” or “last chance to add” prompts you encounter while browsing or checking out, and not to forget, buy for ‘X’ more to save on the delivery cost. These are not merely platform features; they serve as psychological triggers designed to maximise basket size with minimal resistance.
Creating Desire Through Subtle Triggers
Product placement is only one part of impulse buying. The key also lies in creating an irresistible product appeal. Think about packaging—bright colours, engaging visuals, and familiar cues seek to establish an emotional connection even before consumers process what they are buying.
A limited-edition, seasonal flavour, irresistible offers (where you pick the product if not required)? These the perfect example of scarcity driving urgency. A nostalgic brand redesign? That taps into emotional recall, making the product feel comforting and familiar.
Price perception also plays a crucial role in driving impulse purchases. Sometimes, a Buy One Get One offer can be more tempting than a %age discount. But the idea of getting “something extra” for the same price is far more compelling than saving money. These cues can make impulse purchases feel like smart decisions rather than indulgences.
The Role of Environment in Driving Impulse Purchases
Think about the last time you were at the cinema. Did you find yourself buying a treat you wouldn’t normally consider? That’s because certain environments make impulse decisions more likely. I mean, what is a cinema experience without a large bucket of popcorn? And I can upgrade to a combo with a large serving of soda, too—why not?!
For brands, this means tailoring strategies to the consumer’s context. A high-energy retail environment with poppy music might encourage fun, spontaneous purchases. While a calming store ambience can create a sense of indulgence and reward. Digital retail has also mastered this using flash sales, countdown timers, and personalised recommendations to simulate a real-world retail shopping experience.
Balancing Impulse with Brand Loyalty
Impulse buying is a powerful behaviour but does not work in isolation. The best FMCG brands balance impulse purchases with building long-term brand loyalty. Consumers may be tempted to try a new product on impulse, but the key is ensuring they keep returning for it. This is where consistency in quality, robust branding and emotional storytelling come into play.
A limited-edition product may lure consumers, but core products keep them loyal. Or even how promotional bundling not only increases immediate purchases but also familiarises consumers with products they may not try otherwise.
The Future of Impulse In FMCG
As consumers evolve, so do their habits and, ultimately, their impulse buying behaviours. Digital-first shopping experiences, AI-driven personalisation, and seamless payment options will make impulsive or spontaneous purchases even easier. Imagine an in-store QR code that gives an instant digital coupon for the next purchase or AI-driven recommendations on quick-commerce predicting what you may crave next—the possibilities are endless!
Impulse buying may feel spontaneous, but behind every purchase is a carefully designed strategy. For FMCG brands, the key lies in understanding human psychology to create desire, reduce friction, and make the decision effortless. Because, at the end of the day, if a consumer leaves with five items instead of one, they should feel good about it. That’s the real magic of impulse.
(The author is country general manager - India at Pladis Global)
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