CONSUMPTION of media and purchase of hygiene goods have significantly increased following the new coronavirus disease 2019 (COVID-19) pandemic.
Kantar in a report noted higher TV viewing levels as millions of Filipinos practice isolation in their homes and social distancing when stepping out following the Luzon lockdown.
During weekdays, the report noted a 25 percent surge in viewership with an increase of more than three million viewers glued to their TV screens between March 15 and 21, 2020, the first week of the Luzon enhanced community quarantine.
Kantar registered 24 million viewers during President Duterte’s press conference on the announcement of the enhanced community quarantine in Metro Manila on March 12, 2020. This increased by 7 million more viewers (31 million viewers) when the President made a follow-up announcement on March 16.
“This growth in viewership underscores the role of TV in disseminating information to Filipino homes in a timely manner during crisis,” Kantar said.
In its COVID-19 Global Barometer study, Kantar said 42 percent of Filipinos were worried about falling sick due to COVID-19 while 29 percent of Filipino respondents said they were concerned about running out of essentials, ending up making ‘panic purchases’ in the process.
But the study showed an even higher proportion of 58 percent felt that the current health situation demands for them to be more proactive about financial planning and security.
Even before the March 17, 2020 effectivity of the enhanced community quarantine in Luzon, Filipino consumers have begun stocking up on very specific hygiene and cleaning products for their households.
Based on data from 3,000 homes that Kantar monitors across the Philippines, Filipinos increased their purchase of rubbing alcohol by 124 percent in February versus the same month a year ago.
This was followed by other household products such as scouring pads (65 percent), dishwashing products (23 percent), laundry powder (20 percent), bar bath soaps (15 percent) and bleach (11 percent).
Lourdes Deocareza-Lozano, business development director at Kantar Philippines, said categories geared towards health and hygiene such as home cleaning and personal hygiene, as well as health and nutrition items like fruits and vegetables, were most likely be purchased more in March when the full impact of the crisis.