The Fast-Moving Consumer Goods (FMCG) industry is a crucial sector in the Indian econ-omy, comprising products such as packaged foods, beverages, toiletries, over-the-counter medicines, and household essentials that are sold quickly at relatively low prices. This study examines the FMCG market in Coimbatore\\\'s urban areas by analysing consumer prefer-ences, competitive forces, and marketing strategies. It highlights the impact of digital trans-formation, lifestyle changes, and demographic shifts on consumer behaviour, helping busi-nesses adapt and sustain growth. The study is based on primary data collected from 120 urban respondents and employs percentage analysis and chi-square testing. Findings reveal that brand loyalty, price sensitivity, and product availability are the dominant purchase decision factors. The research provides actionable insights for FMCG marketers operating in Tier-II Indian cities.