their own beauty routines the need for convenience has never been greater with lesser help at home and a hesitation to bring in external support a heightened need for hygiene and clean living is another such theme with multiple categories hand wash sanitizers disinfectants taking off over the last 34 months the lockdown has also resulted in a surfeit of digital experiences online classes online fitness paid video and many more while between 2030 new consumers have tried these a large proportion have been positively surprised by the experience and expect to continue to use them going forward these trends are wild cards how well they will stick will really depend on how good the experience for consumers turns out to be as companies look to form their strategies to capture consumer demand in a post covid world they need to build a differentiated play for each of these bucketsbe cautious about the reversals review past strategies for reversal themes these are likely to remain important during the recovery period therefore guarding short to medium term business by developing strategies to tackle the reversals will be important ride on the accelerations given these are likely to be long term shifts make these an integral element of the business take a few bets among the wildcards these could provide interesting ideas for high return bets consider picking one from here to invest in either as a part of the core business or as a near term adjacency the relevant trends and the corresponding opportunities will of course be different by categories personal care player for example will be crunched in terms of demand from salons but can take new bets in terms of developing easy to use at home products similarly a foods player can strengthen their health range of offerings but can also take a bet with range of ready ingredient packs for easy at home cooking or even a home care player can look at the heightened need for hygiene and evaluate not only products but also end to end cleaning solutions around the same the important thing is for companies to understand the portfolio of reversals accelerations and wildcards in their context and ensure that their future model maintains the right balance against eachauthors of the article are managing director and partner bcg and partner and associate director bcg respectively etretail published on jul 13 2020 at 0538 pm ist telegram facebook copy link be the first one to comment comment now comments comment now read comment 1 all comments post post find this comment offensive choose your reason below and click on the submit button this will alert our moderators to take actions reasons for reporting foul language defamatory inciting hatred against a certain community out of context spam others report join the community of 2m industry professionals subscribe to our newsletter to get latest insights analysis download etretail app get realtime updates save your favourite articles scan to download