People resorted to panic buying during announcement of lockdown or its extension

Fast moving consumer goods grew 79% during fourth week of March when the government first ordered a nationwide lockdown for 21 days.

Purchase of daily household essentials and groceries in cities rose significantly only during the weeks when lockdown was announced, indicating huge surge in panic buying as consumers feared restrictions could worsen.

Fast moving consumer goods grew 79% during fourth week of March when the government first ordered a nationwide lockdown for 21 days. While the following week saw a sharp decline at 47%, the market saw purchase soar again by 239% during third week of April, which coincided with the extension announcement, according to Kantar Worldpanel, a global consumer research firm owned by communications and advertising giant WPP.

"Nearly 50% of the month’s FMCG is bought in the first week of the month. We see intensifying growth culminating with a very steep growth towards weeks when the lockdown was announced," said K Ramakrishnan, South Asia MD at Kantar.