Hurt by consumption slowdown earlier, small brands bounce back in lockdown

Over 150 new players seen in hygiene category alone; food business also sees similar rush

A large number of small brands that had exited the fast-moving consumer goods (FMCG) space last year following a consumption slowdown have re-entered the market amid the ongoing nationwide lockdown.
 

The data from market research agency Nielsen shows that 152 new players entered the hygiene market in March as the lockdown was implemented to contain the spread of the coronavirus disease (Covid-19). The trend is expected to continue, the agency says, as hygiene and health emerge as key themes.
 

Not only hygiene, but the food category also saw small and local players make their presence felt, said Prasun Basu, president,