Stress in rural and urban channels has been well articulated by leading FMCG companies over the last couple of quarters. And, now household consumption data shows that for the first time in four years, rural volumes de-grew by two percent and urban volumes de-grew by one percent. Interestingly, categories like household and staples have contributed to the decline in volumes, according to data analysed by Kantar Worldpanel, which tracks consumption data of households across the country.