During the peak of the pandemic in the second and third wave, when Covid-19 cases were rising across India, US, India, Gernmany and Thailand, there was an imminent surge in the sales of multivitamins as people purchased 'immunity boosters' such as Zinc, minerals and vitamin C.
MavenMagnet, a data analytics company, conducted a study and created a crest and trough analysis to understand the short-term and deep-seated impact of COVID-19 on consumers’ shopping behavior and drew a correlation between the number of COVID-19 cases and the consumer engagement across diverse categories in four countries – US, India, Germany and Thailand.
The findings were as following:
The Multivitamins category in India, Thailand and Germany witnessed a consistent increase in consumer engagement over the last two years.
According to data by research firm, AIOCD-AWACS, chemists across India sold around 171 crore pills of Vitamin C and 13 crore pills of Vitamin C combined with other multivitamins in 2020. The growth in sales of the Vitamin C supplement in 2020 was 110 per cent.
Home isolation drove intermittent snacking in India, Thailand and Germany which was evident in the short-lived spikes in Snacking
While US & Germany witnessed short-lived decline in the Bath & Body Care category engagement, Thailand demonstrated a steep increase during peak pandemic waves.
