SKU’d Thoughts 54: Will in-home experiences persist post-pandemic?

In SKU’d Thoughts 47, I highlighted the boom in the self-care industry and how the better-for-you CPG movement in categories like food & beverage and personal care has aided in that growth. However, It doesn’t just stop at products, traditionally self-care has been activated through experiences like going to a spa or getting a haircut at the salon. According to a survey, 75% of Americans believe self-care can relieve stress and will try nearly anything to achieve this goal and 47% of those survey respondents said at-home spa rituals were their go-to for self-care.

Experiences like going to the spa or salon were put on hold by shelter-in-place orders of 2020. Having to be cooped up inside gave new meaning to the home for most people. The home had to be an office for those fortunate to work from home, a school for those pursuing degrees or with children who were relegated to zoom classes, and in some cases, a gym for those determined to stay in shape. All of this left little room for a place to relax and stay centered within the home. For a plurality of people, the bathroom became that sanctuary to escape from the chaos of pandemic life and relax. This was evidence by the rise in searches for bath-specific items like sponges and loofahs and year-over-year sales growth in products like body wash, soap, and lotion.

As of late September 2021, more than 55% of Americans have been fully vaccinated and life seems to be settling back to “normal”. Normal in a post-pandemic world means wearing a mask on public transit, going into the office once or twice a week instead of five days a week, and perhaps taking in luxury experiences in-home instead of out of the home. I am betting the latter holds true that is why I was excited about Esker Beauty, a clean body care brand that focuses on the skin below the chin and with a goal of helping turn your bathroom into a self-care sanctuary.