Brands launching new products with immunity, health and hygiene in focus

Old brands and new are reshaping the health, hygiene and personal care category, catering to a new basket of needs

T E Narasimhan | Chennai
Last Updated at July 21, 2020 06:01 IST

Dabur talks about honey as an immunity booster while ITC promotes its vegetable washing brand as a must-have to keep the virus out of our homes

While the pandemic has shuttered down several businesses, it has also served up hope for some; the health, hygiene and personal care categories being among its biggest beneficiaries. The cluster is growing and reinventing itself at breakneck pace; there were 350 plus hand sanitizer launches in the March-May 2020 period alone, while hand wash brands are rapidly scooping up the market, adding close to 300,000 households per week in the last 14 weeks, according to a report on the impact of Covid-19 on consumption patterns by market research agency, Kantar.

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