Indians move from necessities to luxury Spending On F&B Comes Down While Expenditure On Health & Tourism Jumps  According to recent reports although consumption is on the rise in India, a shift in pattern is clearly visible. In urban areas, food and beverages (F&B) is witnessing a declining share of the consumer’s wallet, while spends on tourism and health are going up. Even within categories, there is a shift in consumption. For instance, in foods, people are consuming more fruits and vegetables, meat and milk as compared to pulses and cereals. On the other hand, rural India is seeing a different pattern of consumption. Although rural consumers spend half of what urban consumers spend on cosmetics and toiletries annually, the lines between urban, semi-urban and rural areas are fast blurring with growing connectivity. In short, the geography of consumption is changing rapidly.     According to a Citi India report on consumption, spending i...