The Covid-19 pandemic has modified not simply how we store, but additionally what we store for. There is an evident shift in shopper demand in a number of classes. While merchandise similar to hair color, hand cleaning features, eye make-up, keyboard-up formal high wear, Korean instant noodles, loungewear and sleepwear, trimmers and headphones have seen a surge, there’s a dip in the sale of formal wear, lipsticks and sunscreens. Perhaps to make the background higher for zoom calls, there’s additionally an elevated curiosity in the home decor phase.
Several beauty manufacturers are seeing extra demand for pores and skin and hair care merchandise because the lockdown started. “Upon communicating the reopening of our delivery channels, we had an increased demand for our Organic Hair Colour Kit,” said a Kama Ayurveda spokesperson. “The closure of salons and spas has pushed the consumers to take better care of their skin at home,” said Vishal Bhandari, SoulTree’s CEO and Founder. “Functional categories such as acne, anti-ageing, hair loss and dandruff have been growing,” said Pooja Saghal, Vice President and Head, Marketing, Kaya. The Body Shop has seen an increase in demand for its anti-bacterial skincare vary of Tea Tree merchandise, said Antara Kundu, Marketing Head, Asia South.
In spite of summer time months, there has been a noticeable dip in the sale of sunscreen lotions, as individuals are not stepping out as a lot, said Khadi Natural’s MD Gaurav Singh.
“A quick scroll through social media indicates that a lot of people, including men, are turning to skincare. Mood-boosting and wellness-oriented products, which were earlier considered niche, have become more mainstream as consumers seek ways to ‘de-stress’,” said Neha Rawla, Head, Brand Communications, Forest Essentials. People have additionally began trying in direction of rescue classes similar to hand cleaning features, together with hand soaps, sanitisers and moisturising cream, added Rawla.
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After noticing an “extremely high demand”, Nykaa launched hand sanitizers, hand wash, masks, PPE fits, together with a spread of disinfectant sprays for cleaning greens and fruits, and home and journey wants. Khadi Natural has additionally launched hygiene care merchandise, which have reportedly grow to be their bestsellers.
Make-up classes similar to lipsticks and foundations are noticing a dip, said Reena Chhabra, CEO, Nykaa Brands. However, eyes and nails are seeing a gentle progress. “We are also foreseeing an increase in the demand for eye make-up as masks will stay with us for a longer time,” said Umashan Naidoo, Westside’s Head Cosmetics & Head of Customer. “The Body Shop is seeing more consumers opting for minimal matte finish products like our Matte Clay face range as well as multifunctional lip products like our lip juicers,” said Kundu. Forest Essentials has observed a dip in the gross sales of perfumes.
Naidoo has additionally noticed a rise in the sale of home merchandise. “Customers want to make sure that the background during zoom calls are perfect. People are setting up home offices or even chill corners with beautiful pieces of decor, plants and cushions,” he said. Furniture and decor model Script by Godrej & Boyce has been getting a lot of enquiries for research tables and chairs, said Rajat Mathur, Business Head. The company is in the method of designing small and compact work-from-home ecosystems. Godrej Interio is in the method of designing couches and beds with platforms that will allow folks to place their laptops and a number of different WFH equipment… Most Indian houses are small and there’s not sufficient house to accommodate separate workplace settings,” said Subodh Mehta, Senior Vice President, B2C.
Korikart, an India-based online retailer for Korean meals and lifestyle merchandise, has witnessed a rise in gross sales by round 300 to 400 per cent, primarily due to a surge in demand for Jin Ramen instant noodles, said Seo Young-doo, CEO and founder. In the previous few months, they’ve added new classes similar to connoisseur meals, tea and occasional. “People are looking at Korean products beyond the lens of technology and sheet masks. Korean food is immensely liked by people these days and they are also trying products in our Home & Kitchen category,” he said.
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In attire and clothes, in the meantime, there’s low demand for formal pants, shirts and attire, and equipment similar to ties, socks and belts. “Anything too tailored is not being favoured by the customer,” said Naidoo. “With an embargo on gatherings and events, occasion and party wear categories have seen the lowest ebb… Consumers prefer comfort over being trend-driven,” said Tanvi Malik and Shivani Poddar, co-founders of FabAlley, a girls’s style model. Hence, they’ve curated a WFH assortment, that includes preppy shirts, versatile blouses and keyboard-up formal high wear.
There is a surge in demand in the loungewear, casualwear and sleepwear classes. “Within womenswear, the most popular items are T-shirts, casual blouses and tops along with our casual linen bottoms,” said a Marks & Spencer spokesperson. “Non-wired bras have seen an uplift, and our Flexifit fabric Crop Top bra is one of the top sellers. Cotton rich knickers and sleepwear have also been popular,” they said. FabAlley is noticing a rise in sale of cotton-based separates, T-shirts and bottoms. “We are witnessing a huge pull towards knits- across categories,” said Sundeep Chugh, MD & CEO, Benetton India.
Since individuals are focussing on their health, activewear is one other favorite lately. Lingerie model Zivame is seeing a rise in the class. “Besides masks, sweatpants and joggers in breathable fabrics have seen a demand up-swing. Coordinated pyjama sets have also seen a spike in demand,” said Malik and Poddar. Headphones, trimmers and flip flops have additionally gained traction.
“Fashion masks have emerged as a new category in the last 40 days and the results are quite satisfactory. We are soon coming up with a new collection of co-ordinated t-shirts and masks in August,” said Akhil Jain, Executive Director, Madame. Myntra had additionally launched its vary of private protecting masks on the onset of the lockdown that are one among its high searched merchandise on the platform, it said.