With India facing an unprecedented crisis due to COVID-19 and consumers following hygienic lifestyles strictly, companies are making efforts to address the growing demand for these hygiene products, including food. In line with this, India-based fast-moving consumer goods (FMCG) giant ITC has launched 100% natural NimWash vegetable and fruit wash with neem and citrus fruit extracts to strengthen its FMCG portfolio, says GlobalData, a leading data, and analytics company.
According to GlobalData’s COVID-19 Consumer tracker, 44% of Indian consumers are buying fresh fruits and vegetables more than before in Week 9 (19-31 May 2020). Data also reveals that 48% of Indian consumers are buying household cleaning products and 47% prefer buying personal care products more than before. Additionally, the percentage of consumers being influenced by health and well being has increased from 73% during week 1 (25-30 March 2020) to 89% in week 9.
Shagun Sachdeva, Consumer Insights Analyst at GlobalData says, “ITC seems to be consistent with its disruptive strategy by launching a wide range of products and collaborating with the right service partners in the fight against the COVID-19. The strategic move is in line with ITC’s strategy to solidify its market share as it recently acquired 100% stake in Sunrise Foods, collaborated with Amway India to launch the first of its kind immunity offering ‘B Natural+’ fruit beverage and teamed up with Swiggy to provide responsible dining experience.”
The key feature of NimWash is the natural claim that can make it unique among its rivals and grab the attention of consumers, who are looking for products with natural ingredients. Sachdeva adds, “With the COVID-19 cases increasing in India, FMCG companies are ramping up production, retooling their portfolios or doubling their distribution efforts to ensure the availability of hygiene products to meet the massive spike in demand. Household goods and personal hygiene seems to be the winners from the pandemic, with widespread lockdowns and cleanliness concerns driving short-term and medium to a long-term spike in the sector. Companies have realized this and have been running strategic campaigns to create awareness for hygiene.”
Along with Marico and ITC, other FMCG companies such as Dabur, Godrej Emami, and Pantanjali have also expanded their portfolio to include health and hygiene products. Most of these companies began with the launch of hand sanitizers, such as ITC Salvon’s hand sanitizer and disinfectant, Dabur Sanitize, and Emami BoroPlus sanitizer. These companies now plan to expand their portfolio by exploring newer categories such as floor and surface cleaners, disinfectant sprays, and immunity building products. Not only the established brands, but retailers are also betting big on private labels.
Sachdeva concludes, “Overall, the consumer sense of health and hygiene would make it possible for NimWash to grow in the Indian market. In India, fruits and vegetable wash segment is still in the nascent stage. With few smaller players in the market, companies such as Marico and ITC are best placed to take early mover advantage.”