Consumer Trends in the Personal Hygiene Market in India

Synopsis

This report provides the results for the Personal Hygiene market in India from Canadean’s unique, highly detailed and proprietary survey of consumers’ Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets.

Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption and the value of the market these trends influence, brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer group, providing hard and fast data on consumers and markets at the product category level.

Summary

Why was the report written?

Marketers in the Personal Hygiene market face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends.

This report solves these problems by providing integrated survey-based data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the Personal Hygiene market they account for and which consumer trends drive their behavior.

What is the current market landscape and what is changing?

As consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected. Since the global financial crisis of 2008–2009 the retail market has been characterized by an increased amount of discount and own-brand products. Personal hygiene products such as Antiperspirants & Deodorants, Bath & Shower Products and Soap are considered essential items and therefore consumption patterns have not been comparatively affected. As economic and market recovery continues over 2012, consumption patterns will record a positive trend in both the medium and heavy frequency bands and the amount of non-users should decrease.

What are the key drivers behind recent market changes?

Consumers’ uptake of products and the influence of consumer trends are fundamental causes of change in markets – making knowing what these trends are and the extent of their influence crucial.

The data in this report examines over 20 consumer trends that affect the market and examine the share of sales across over 26 consumer groups – providing a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?

The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Scope

Detailed category coverage is provided, covering the Antiperspirants and Deodorants, Bath and Shower Products and Soap markets.

Detailed consumer segmentation based on survey data covering over 26 consumer groups, 20 consumer trends and consumption frequency for each product category.

Volume shares in 2011 for brands and private label sales tracked by the survey.

Reasons To Buy

Unique proprietary data that sizes and segments consumers, tracks their behavior and shows the impact of this on their markets.

Results also cover over 20 consumer trends, showing exactly to what extent these trends have a direct influence on a market. As this impact assessment is based not only on how many consumers act on these trends, but also how often they act on this it provides unique insight into the “size of the prize” when targeting these consumer trends in each category covered.

Key Highlights

Antiperspirants and Deodorants constitute the largest category in the Personal Hygiene market in India in value terms
Antiperspirants and deodorants account for half of the Personal Hygiene market in India in value terms. This is followed by the Bath and Shower Products and Soap categories. Market valuation analysis reveals that although the Soap market is the largest in volume terms due to India’s large population, the low average price of these products make it the least valuable in the Personal Hygiene market.

Low private label penetration
More than 95% of Indian consumers use branded personal hygiene products. This can be primarily ascribed to the fragmented nature of the Indian retail market, as private labels typically perform better in mature, concentrated retail markets.

Changing age structures and Lifestyles are the key market drivers
Analysis of the consumer survey reveals that key factors influencing the personal hygiene market in India are socio-demographic. The country’s population is one of the youngest in the world, while its urban middle class population is one of the fastest-growing. Marketing planners need to design their campaigns keeping socio-demographic factors and lifestyle trends in mind to enable them to effectively reach a wider audience.