Even though 2020 was very challenging due to the pandemic, it opened doors for new opportunities and innovation for the consumer durable industry. The first few months of lockdown were more challenging than the latter half of the year and proved to be favorable for those who could adjust to the evolving market realities.
Once the unlocking started, it created new demands which led to the emergence of new product innovations. Customer centricity became the foremost priority as the white goods industry innovated new technologies for purification and sanitization, which are inevitable in the new normal.
The pandemic has adversely affected many industries, but it’s evident that the consumer durables sector is experiencing long-term growth trends. A report suggests that the home appliances and consumer electronics industry (excluding mobile handsets) is projected to reach Rs 1.5 lakh crore by 2025, up from the current Rs 1 lakh crore.
The reasons for the same could be more stable disposable incomes, rural electrification, more than ever focus on work from home policies, and the government’s plans to offer production-linked incentives (PLI) to establish more and more manufacturing plants in India. With such potential growth opportunities, the industry and brands are required to keep an extremely close watch on ever-evolving consumer needs to drive their product innovations and truly thrive in the post-pandemic world among their competition.
Here are the key consumer durable industry trends that are likely to be witnessed in post-pandemic world:
Post pandemic consumers have become more health conscious than ever and want the technology to empower them for that. According to Deloitte, venture funding for health technology innovators has nearly doubled in 2020 compared to 2019.
Connected health monitoring devices that help track a number of vital signs such as:
The pandemic created an acceleration of funding for innovators with alternative forms of care delivery, such as remote monitoring and virtual health. Virtual health is here to stay and will continue post-pandemic as well, but industry decision-makers will need to find a way to maintain their current speed as in-person visits resume.
During the lockdown, many people were without housemaids. They had to manage household chores themselves while working from home. This increase in responsibilities consumed valuable time. It could have been spent with family or on self-development and professional activities.
Now consumers prefer automated, technologically superior products. These products aim to simplify their lives. Categories like washing machines, vacuum cleaners, microwaves, and dishwashers will experience increased demand. People seek self-reliance and convenience.
Products offering storage, such as refrigerators, will see increased demand. People seek more storage and aim for less frequent purchases. Cooling appliances like ACs, air coolers, and air purifiers will also experience heightened demand. With more people working from home, the need for cooling in multiple rooms has risen.
Brands should consider that while energy consumption is expected to rise, consumers will prioritize energy-efficient products.
This pandemic has changed work perceptions across the world and remote work is here to stay. Gone are the days when hiring talents were restricted to geographical constraints. But the only way this kind of setup can work long-term successfully is with uninterrupted conferencing technology.
When you can communicate consistently and easily without any interruption, distance doesn’t matter. In the business world, the technologies or the brands that will impact our lives the most, in the next year and coming years will be those that will empower and enable people to shift and adjust to the new work-life balance.
The pandemic caused widespread job losses and pay cuts across all industries, leaving many people still struggling. Consumer durable brands must prioritize cost innovation to offer quality products at affordable prices. In the future, consumers will prioritize value-for-money products, focusing on necessity and quality.
Boredom grapples with everyone during lockdown where people are restricted indoors. The major source of entertainment was TV and mobile and the quest for more options was created. Naturally, people became inclined towards old gaming favourites and companies responded with smart twists to old devices and even some new releases in the gaming arena. Gaming devices like the Nintendo Switch console were the most obvious source and have been in huge demand since the beginning of the pandemic. We expect to see a continued focus on great gaming experiences in the coming years as well.
The government has been encouraging “Make in India” and has launched several schemes to promote the same. It is believed that this movement will continue to gain further momentum. Indian brands should be independent for the future since consumers too have shown an affinity towards homegrown products.
In a 2021 CX report, malfunctioning technology emerged as a primary source of consumer frustration in the technology industry. Negative conversations around tech brands stemmed from issues like cracked smartphone screens, defective smartwatches, and crashing applications. Other brands can learn from this and improve their customer experience. Post-pandemic, only brands that prioritize customer feedback alongside technological advancements will gain a competitive edge.
Pandemics may have transformed the buying process from offline to online, but particularly in the white goods industry, there will always remain the need for touch and feel. Post-pandemic offline buying experience will again see a considerable boost and hence brands need to strike a balance in the growth of their offline and online presence. They should have an Omni-channel ecosystem to ensure a smooth buying experience for their consumers, whether offline or online.
According to Google Trends, the search for ‘virtual assistant’ has hit a five-year high recently. Nobody knew what was coming in 2019 and lockdown made us realize how important the perfect home setup is. There has been an ever-increasing rise in demand for innovations ranging from kitchen gadgets that make your life easier to at-home health solutions.
Many companies have showcased new home products equipped with artificial intelligence technology, including automated sanitization and cleaning robots at the recent Consumer Electronics Show. In the coming years, we can expect to see more home innovations like this on the market. Demand will continue to rise as consumers are still adapting to the post-Covid world and look for ways to make their life easier.
A large percentage of Indian households still lack access to electricity and the internet, and they may not have the capacity to afford high electricity bills. Brands should endeavor to create future systems based on alternative resources to address these markets. Additionally, targeting eco-friendly products for these households is essential.
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