CPG brand owners in SEA take note: Self-care is influencing the grocery run

Martyn U’ren

Amid the pandemic, Twitter’s Martyn U’ren says self-care is emerging as a key trend in Twitter conversations throughout Southeast Asia and influencing daily purchases.

There’s no denying that the past 18 months have been an emotional roller coaster for many, as people around the world learn to live in the presence of a hovering, ambiguous threat. Indeed, the COVID-19 outbreak has thrown routine and rhythm out the window, with safety measures fluctuating at a moment’s notice.

But rather than give in to chaos, it’s in these times of heightened anxiety that we see people take steps to regain control or find a moment’s respite and escape. Self-care is emerging as a key trend in Twitter conversations throughout Southeast Asia – trickling down and influencing...

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