Sale of hygiene items grows as other segments fall

The covid-19 pandemic has changed consumer practices around the world. Hygiene habits have been intensified, delivery and e-commerce have become more common for a large part of the population and some products are repeatedly purchased. In the city of São Paulo, the volume of purchases increased 25% in the period from March 16 to 22, compared to the previous one, between the 9th and 15th. In these days there was a growth of 211% in the purchase of toilet paper, 98% of products for home care, 79% of detergents and 73% of cereals, according to data from market analysis company Kantar. The increase in the use of products also happens by changing the habit. According to a Procter & Gamble survey, overall 88% of people surveyed said they are washing their hands more. They are also washing clothes more, with an increase of 37%; increasing the frequency of brushing teeth by 19% and baby diaper changes by 23%. Grocery shopping was higher for 42% of customers, and 37% of them changed the way they do so by, for example, prioritizing delivery. Despite the amount of purchase, other sectors are drastically affected. On the elo7 retail site, party products had an 82% reduction in sales volume. Among the items with the highest drop are souvenirs (85%), invitations (82%) and decoration (78%). Other segments affected on the site were fashion, with a drop of 67%, stationery with 64% and accessories 41%. "We continue to invest to attract buyers, re-re-investments according to category and consumer dynamics, as habits have changed dramatically in a short time," the company said in a statement.