Evolving consumer behaviour in the multi-million personal care industry - YourStory - By Reetesh Dhingra

Remember the pre-COVID-19 era when personal hygiene was just limited to a chapter in the kids’ science book? For many of us, it wasn’t even a mandatory thing to follow. Fast forward to 2021, the second wave of the COVID-19 pandemic has literally rattled India with its fast pace and never-seen-before variants.

Personal hygiene is no longer a topic we can ignore or laugh about. Today, the personal care routine has become an integral part of our lives, but it is proving to be an amazing weapon against COVID-19.

With the increasing number of fatalities, it has become evident that it is safer to focus on the precautions than cure. And one of the most significant steps in terms of precaution is adequate personal care. Following the same point of view, new-age consumers have started including personal care and hygiene routine in their daily schedule. Consumers opt for proper personal care routines to kill germs and bacteria, and enhance their hygiene and beauty.

Indian beauty and personal care industry

The beauty and personal care industry has grown exponentially over the last few years; especially since the COVID-19 ordeal pushed the industry to grow rapidly. With more and more citizens understanding the importance of hygiene and personal care, personal care product sales are soaring high.

It is important to mention here that the BPC (beauty and personal care) industry – which can be primarily divided into body care, face care, hair care, hand care, and colour cosmetics – is evaluated to be worth $8 billion.