FMCG grew 9.4% in Jan-March 2021 led by staples, rural growth; however second quarter situation dynamic: NielsenIQ SECTIONS FMCG grew 9.4% in Jan-March 2021 led by staples, rural growth; however second quarter situation dynamic: NielsenIQBy Share Synopsis Rural markets grew 14.6% year-on-year in the quarter, while metro cities (or 52 cities with over a million population) grew 2.2% after two quarters of decline. Traditional trade channels grew in double digits, while e-commerce normalised down to single digits. iStock The consumption growth was visible across segments, with uniform consumption for both foods and non-foods in the quarter. The fast moving consumer goods industry grew 9.4% year-on-year in the quarter ended March 2021, led by growth in staples, essential non-foods and indulgence categories and a buoyant rural India, research firm NielsenIQ said in its quarterly FMCG snapshot report on Wednesday, flagging however, that the second quarter situation remains dynamic.