Personal hygiene products sales to surge as Omicron hits APAC

Seven in 10 APAC consumers buy their personal hygiene products online.

Sales of personal hygiene products online in the Asia Pacific (APAC) region is expected to surge as the highly transmissible coronavirus variant Omicron continues to spread, according to GlobalData.

In a statement, GlobalData said online retailers accounted for a huge chunk of personal hygiene sales with 71% of APAC respondents in its Q4 2021 survey stating that they usually purchase healthcare, hygiene, and toiletries through online sub-channels.

According to the survey, e-retailer sales of personal hygiene products skyrocketed by 42.4% in 2020, reaching $948.7m from $666.4m in 2019. 

Growth momentum, however, slowed in 2021, rising to $992.3m, the analyst data said.

“The rapid spread of the new wave of COVID-19 will fuel demand for personal hygiene products and sustain the upward trajectory in the coming years. Online retailers are well positioned to capture this change in the category fortunes,” GlobalData said.

 GlobalData Consumer Analyst Anchal Bisht said personal hygiene brands are aiming to leverage on the accelerated digitalisation through omni-channel approach.

“Going forward, manufacturers are expected to step up consumer engagement with exclusively online promotions and advertisement campaigns on social media sites. Brands can focus on creating a personalised, virtual shopping experience for consumers to increase more engagement, especially among the younger demographics.”