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How Consumer Expectations are Evolving Amid Pandemic - - By Reetesh Dhingra

How Consumer Expectations are Evolving Amid Pandemic - - By Reetesh Dhingra

May 06, 2021

Sandeep Nair

The increased awareness among consumers has resulted in a better variety of hygiene products coming to the market.

The first wave of the COVID-19 pandemic came with three primary precautionary steps - wearing masks, social distancing, and regular hand washing. This global pandemic has made people realize the importance of proper personal hygiene and a robust immune system. In 2020, the sudden and aggressive spread of the Coronavirus forced people to buy and use whatever hygiene product they could take off shelves. This panic buying phase was focused on keeping the virus at bay, so consumers hardly gave a second thought about the after-effects of these products. However, today, even with the second wave of COVID-19 proving to be even more devastating, consumers are buying products with precautions and patience. 

The trends have shown that after religiously using personal hygiene products for almost a year now, consumers are more aware of the kind of hygiene products they want to buy and use. It is mainly because personal hygiene products have become as routine as using toothpaste in the morning; the consumers have become much more knowledgeable and experienced about using them.

This increased awareness among consumers has resulted in a better variety of hygiene products coming to the market. Today, instead of rushing to buy whatever product they can, consumers are taking their time and buying the best possible products, which can keep the virus away and have soothing and refreshing after-effects. This has also encouraged companies to offer a larger range of personal care products for consumers with all needs and purposes. 

Following are a few changing consumer buying behaviors in the personal and hygiene segment -  

‘Go Organic’ - New-age consumers are intently reading product labels. This information includes ingredients and the type of chemicals that are used in the making of the product. Most consumers buy products that include traditional ingredients such as neem, tulsi, aloe vera, and turmeric -- this is mainly because people believe that organic products are less likely to cause any harm or allergic reactions. 

Long-Term Effects of Personal Hygiene Products - Personal care and hygiene have always been an integral part of an individual; especially a working professional needs to have long-lasting hygiene to keep himself or herself out of any social embarrassment. Today, consumers are not only concerned about safety and efficacy, but they also expect long-term effects of personal hygiene products. Remember, personal hygiene keeps you mentally and physically healthy and impacts the lives of those around you. 

Virtual Shopping Because Social Distancing is Vital - In December 2020, a Shopify survey showed that nearly 86 percent of Indians opted for online shopping during the global pandemic highlighting the shift or evolution of shopping mode. Most people are opting for online shopping because it is easier, convenient, and more importantly, it adheres to the principles of primary precautions against COVID that is social distancing. Consumers can read online reviews about the products and easily opt for those products that best satisfy their needs. 

Increase in the Use of Hand Sanitizers - As offices and almost every other workplace has made it mandatory for people to wear masks and carry hand sanitizers, the demand, and supply for hand sanitizers, especially alcohol-based ones, have increased exponentially. In 2019, it was reported that the alcohol-based hand sanitizer market stood at $828.07 million. The CDC has also announced that these sanitizers are crucial to prevent individuals from various harmful microorganisms and germs and are vital to take precautions against outbreaks like COVID-19.  

Growing Usage of Wipes - Usage of face and hand wipes have increased rapidly in the past year, mainly because these products are easier and far more convenient than washing your face or hands repeatedly. Products like wipes that showed slow growth in the pre-COVID era show an affirmative response from the consumers now. Moving forward these antibacterial wipes are likely to become an indispensable part of our day-to-day routines. 


The fluctuating waves of COVID-19 will lead to continuing demand and supply of personal care and hygiene products. The trends mentioned above simply show that the consumer today wants to receive the worth of the money they are investing in a product. A product that is claiming to keep the viruses and bacterias away can also keep your hands and skin soft, supple, and moisturized. So, instead of compromising for one advantage, try to buy products with adequate ingredients and conditioners; this way, you will be able to keep dirt, grime, virus, and bacteria away while keeping your skin smooth and refreshed.