2.

3 Trends in personal care segment

Personal care segment in India consists of products like oral care, hair care, skin care, personal
wash (soaps), cosmetics and toiletries, deodorants, perfumes, feminine hygiene, shaving
products, etc. The size of branded oral care market in India was estimated at around USD
1.5bn. As of September 2013, Colgate was the leader in the toothpaste category with a market
share of more than 50% followed by HUL with its brand Pepsodent.
Chart 14: Market share of major toothpaste players in India (September 2013)

22%

56%
22%

Colgate-Palmolive

HUL

Others

Source: Trefis.com

According to The Economic Times, the size of Indian hair care market was more than INR
120bn as of September 2012. Hair oil category accounted for 52% of the hair care market while
shampoos contributed another 31%. Rest was contributed by hair colour and dyes. HUL is the
market leader in the shampoo category while Marico dominated the hair oil category. Coconut
based oil dominated the hair oil market in India.
Chart 15: Hair oil market in India based on constituent (September 2012)

20%

50%
30%

Coconut based oils

Perfume based oils

Others

Source: Trefis.com

FMCG

India

10

The skin care is again a major category in the personal care segment. It was estimated at INR
50bn with a growth rate of more than 15%. Fairness creams dominate the skin care category in
India. The size of overall fairness cream market was more than INR 25bn and was growing at a
rate of more than 15% as of 2011. HUL dominated the fairness cream market with a share of
around 57% backed by its iconic brand Fair & Lovely.
Chart 16: Breakup of skin care market in India (August 2013)

41%

44%

15%

Fairness creams

Face wash

Others

Source: The Economic Times

Another major category in the personal care segment is soap. The size of Indian soap industry
was pegged at INR 90bn as of August 2011. The leaders in this category are HULs two brands
namely Lifebuoy and Lux followed by Cinthol of GCPL, Dettol of Reckitt Benckiser and
Santoor which is a brand of Wipro Consumer Care and Lighting.
Chart 17: Market share of leading players in the soap category (Feb 2013)

23%
45%

3%
4%
8%

7%

HUL

GCPL

10%

Reckitt Benckiser

WCPL

Nirma

ITC

Others

Source: Digital Impulse

FMCG

India

11

Fragrance products form another pillar of the personal care category in India. According to
Associated Chambers of Commerce and Industry (ASSOCHAM), the market was valued at INR
40bn as of FY13 and was growing at a CAGR of 40%. Deodorant is a sub-category in the
fragrance where men dominate over their female counterpart. The deodorant market in India
was estimated at INR 18bn; mens segment contributing 70%. Perfume market was pegged at
INR 15bn and was growing at a CAGR of 30%. HUL was again the leader in the deodorant
category with its Axe brand.
Chart 18: Breakup of Indian fragrance market (May 2012)
11%

49%
40%

Deodorant

Perfume

Roll on

Source: ASSOCHAM

Female hygiene product category is still underpenetrated in India with a penetration rate of 20%
only. The market was valued at INR 13.5bn with a growth rate of more than 20% according to
Nielsen. The major players in this category are P&G with its Whisper brand and Johnson &
Johnson with its Stayfree brand. Mens shaving category is another major personal care
category in the personal care segment. The razor and shaving blade market was valued at
around INR 16bn as of 2011. Gillette India is the leader in this segment which also consists of
large number of small and medium players. Net sales of Gillette India grew at a CAGR of 19.3%
during the period 2008-13.
Chart 19: Net sales of Gillette India (in INR bn)
14.3

15
14
12.3

13
12

10.6

11
10

8.5

9
8
7

6.6
5.9

6
5
Jun-08

Jun-09

Jun-10

Jun-11

Jun-12

Jun-13

Source: Moneycontrol

FMCG

India

12

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