New Delhi, Nov. 17 -- India's fast-moving consumer goods (FMCG) sector reported a 5.4% rise in September-quarter volumes, which moderated sequentially on account of the transition to new goods and services tax rates, while the value of sales jumped 12.9%, according to data released by consumer intelligence platform NielsenIQ.

The rural markets, which account for 38% of FMCG volumes, grew faster than the urban areas for the seventh consecutive quarter. Urban volumes reported a sequential slowdown.

The FMCG sector recorded a 7.1% increase in pricing-led growth, with unit growth outpacing overall volume growth-indicating a consumer preference for smaller packs. FMCG volumes grew 6% in the June quarter.

"The Indian FMCG sector continues to...