Best-Selling Health and Beauty Products During the Pandemic

A survey by the Katadata Insight Center (KIC) and Sirclo reveals a shift in the most popular product categories among online shoppers. Transactions for health and beauty products increased to 40.1% during the Covid-19 pandemic, up from 29.1% in 2019.

This increase in health and beauty product transactions surpassed that of Fast-Moving Consumer Goods (FMCG). FMCG transactions only grew from 30.5% in 2019 to 31.2% in 2020/2021.

The high transaction volume for health and beauty products and FMCG is attributed to people spending more time at home and increased health awareness during the Covid-19 pandemic.

Meanwhile, transactions for baby and children's products decreased from 16.4% to 13.2%. Transactions for fashion and hobby products fell from 16.3% to 9.5%.

Electronic product transactions dropped from 6.9% to 2.8%. Finally, transactions for household goods increased from 0.4% to 2.6%.

This research involved 4,590 respondents aged 17 and above across Indonesia with internet access. Conducted from August 24-28, 2021, the majority of respondents were from Socio-Economic Status (SES) Groups B and C.