COVID Megatrends: The Hygiene, Health & Immunity Gold Rush

The rapid increase in consumer demand for sanitisation, health, and immunity-related products is driving innovation, brand extensions, and growth for many of India’s leading FMCG firms.

The population’s preoccupation for all things hygiene, health, and immunity-related in the wake of the COVID-19 pandemic has prompted companies, like long-standing Evolve Creative client, Emami, to rapidly bring to market new products and brand extensions for several of its food and personal care brands.

Personal Care

Emami’s BoroPlus brand is India’s biggest selling Ayurvedic antiseptic cream. The newly launched BoroPlus hygiene range, which includes antiseptic soap, sanitiser, and hand wash, has given this long-standing brand a renewed sense of purpose, as well as increased sales.

Emami is not the only FMCG firm benefiting from changing consumer demands arising from the pandemic.

Ayurveda

Ayurveda is a natural system of medicine that originated in India 3,000 years ago and uses herbs, amongst other elements, to balance the body and promote good health. Ayurvedic products are seeing a surge in demand, helped by the Indian Government who are recommending traditional remedies to manage mild cases of COVID-19.

Whilst traditional medicine and mainstream science may not approve of its use for COVID-19, the increased demand for Ayurvedic health and personal care products is fuelling growth for Dabur, another leading FMCG firm that earns over a third of its income from Ayurvedic products.

Market research firm IMARC predicts that the Ayurvedic segment in India will grow by 14% annually over the next 5 years and Dabur is currently reporting strong traction in sales of these products.

The brand extension opportunities aren’t just limited to health and personal care.

Immunity-boosing Food

With sales of turmeric skyrocketing in both India and Europe thanks to its medicinal properties, Emami has taken the opportunity to extend its Healthy & Tasty Smart Oils range to include India’s first immunity-boosting cooking oil, containing 5 scientifically proven immunity-boosting nutrients.

Household Hygiene

Furthermore, with the help of Evolve Creative, Emami has now entered a whole new category, fast-tracking the product development, branding, and launch of an entirely new household cleaning and hygiene range, Emasol.

Evolve Creative’s managing director, Babu Datta said, “The Evolve Creative team has been very busy over the summer, designing and delivering the new Emasol brand identity and packaging designs for six new Emasol products across 11 SKUs, all in record time.”

With the pandemic showing no sign of slowing down, demand for these products is likely to remain high, ensuring a healthy future for Emami, Dabur, and others that have rapidly adapted to meet the changes in consumer needs.

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