At the end of 2024, several regions in Indonesia will enter the Seasonal Shift period, transitioning from the dry season to the rainy season, according to BMKG (Indonesian Meteorological, Climatological, and Geophysical Agency). This shift brings hot, dry days followed by rain in the late afternoon and evening.
These weather changes can trigger health issues like colds, allergies, and respiratory problems, causing many to rely on immune-boosting supplements, vitamins, and medications.
In this article, we explore customer behavior during seasonal shifts to prevent health issues. We surveyed 300 respondents and tracked customer transactions from POS tracking.
During seasonal shifts, customers often feel more vulnerable, with flu, colds, feeling unwell (masuk angin), and coughs being the most common health issues. Consequently, they tend to use health products more frequently, from several times a week to daily.
Based on transaction data, sales across certain health products show an increase during the seasonal shifts, with the most significant growth observed in the TRADITIONAL & CHINESE category. Rising sales during the seasonal shifts are driven by an increase in the number of members.
Increasing in sales also validated with customer's statement that nearly half of the people tend to buy health products more frequently, with the main reasons being to boost their immune system, prevent the flu, and relieve a cough.
Customers also prioritize health products that are both effective and made with natural ingredients. As the body adapts to weather changes, there’s a growing demand for safe, sustainable solutions that support overall well-being.
The majority prefer buying health products offline due to the assurance of product quality that meets their needs, while some still seek the convenience of purchasing online.
December marked the peak of health product sales during the Seasonal Shift. The TRADITIONAL & CHINESE and CAJUPUTI OIL categories experienced their highest sales in early December, while ADULT COUGH MEDICINE saw a consistent peak throughout the entire month.
This momentum in seasonal shifts can be an opportunity for brands with health products to increase their performance and position in the market. On the other hand, they also need to know customers preference in choosing health products as details as possible because health product markets become more competitive during seasonal shifts.
We hope these insights and data are beneficial for you. Suppose you want to know more about your product. We can help you because we have more than 20 million members with millions of daily transactions for analysis, such as customer behavior and other product data.
