Trend of contactless to witness steady rise: Report

Consumers are looking at products and brands with a new lens, says ASSOCHAM-Primus Partners action report in collaboration with HUL

e4m by exchange4media Staff
Updated: Sep 17, 2020 5:36 PM

The ASSOCHAM-Primus Partners action report, in collaboration with Hindustan Unilever, showcases how consumer behaviour is likely to shift initially by the rising fear of infection and in the long-term be driven by the increasing focus on health and wellness.

All industries are witnessing a shift in the selection of products, shopping channels, mode of payment, etc. The report brings forth the recommendations of various experts on how the health, sustainability and wellness will witness a renewed vigour across all sectors.

The unfolding COVID-19 crisis has changed the way of life, across the world, with people changing the way they live, work, make purchases and even think.

With significant supply chain disruptions, many retailers are closing their doors, and consumers are looking at products and brands through a new lens. Almost overnight, practically everybody has been pushed into the deep end of the e-commerce pool. In just a few days, a high level of dexterity and comfort in online shopping has been witnessed across the board.

Though it is too early to claim whether this new change from offline retail shopping to online commerce will be permanent, the rising fear of infection is likely to keep many people away from venturing into public places such as shopping malls, movie theatres with the same enthusiasm as before. The changed scenario at retail sites is expected to be underlined by a bottle of sanitizer, and mask, which would be essential items for anyone going outside their homes.

As things start to reopen, people would visit retail shops, but the new normal suggests that the number of people stepping out would be lower.

Some other highlights of the report are:

  • The trend of contactless will also witness a steady rise. The focus on hygiene and social distancing are pushing customers to prefer everything to be contactless from delivery to payments. • With sanitization becoming critical, malls, shops, offices, and other public places w ill have to be regularly sanitized for the safety of the employees and the public at large. • There is also an increasing focus on nutrition, w ith significant importance being placed on diet. Consumers would not only demand stringent hygienic practices but also look at nutrition value when purchasing food products. Restaurants, food processing plants, etc. will have to show case their focus on the safety measure and precautions taken during the preparation and delivery of high-nutrition food. • The need to keep immunity higher, to mitigate infection, has started pushing the trend of preventive healthcare, w ith more Indian consumers relying on Ayurveda and immunity-boosting products, w hich can stave infections and help people remain fit. Over the year, many FMCG brands had been going local and relying on old-age herbs and medicines to enhance their products. This trend would see a significant uptick.

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