Bath and Shower in India

BATH AND SHOWER IN INDIA
Euromonitor International
July 2015
LIST OF CONTENTS AND TABLES

Headlines ..................................................................................................................................... 1
Trends .......................................................................................................................................... 1
Competitive Landscape ................................................................................................................ 2
Prospects ..................................................................................................................................... 2
Category Data .............................................................................................................................. 3
Table 1
Table 2
Table 3
Table 4
Table 5
Table 6
Table 7
Table 8
Table 9
Sales of Bath and Shower by Category: Value 2009-2014 .......................... 3

Sales of Bath and Shower by Category: % Value Growth 2009-2014 .......... 3
Sales of Bath and Shower by Premium vs Mass: % Value 2009-2014 ........ 3
NBO Company Shares of Bath and Shower: % Value 2010-2014 ............... 4
LBN Brand Shares of Bath and Shower: % Value 2011-2014...................... 4
LBN Brand Shares of Premium Bath and Shower: % Value 20112014 ............................................................................................................. 5
Forecast Sales of Bath and Shower by Category: Value 2014-2019 ........... 5
Forecast Sales of Bath and Shower by Category: % Value Growth
2014-2019 .................................................................................................... 6
Forecast Sales of Bath and Shower by Premium vs Mass: % Value
2014-2019 .................................................................................................... 6
Passport

HEADLINES
Bath and shower sees current value growth of 11% in 2014, to reach INR184.4 billion
Liquid soap sees the fastest current value growth of 25% in 2014
The average price of bath and shower products increases in line with inflation in 2014
Hindustan Unilever continues to lead bath and shower with a 47% value share in 2014
Bath and shower is expected to increase by a value CAGR of 3% at constant 2014 prices
during the forecast period, to reach INR208.3 billion in 2019
TRENDS
The price of palm oil fell by 15% from 2013, and this translated into reduced prices for palmbased derivatives such as PFA (Palm Fatty Acids). As PFA is one of the major components in
soap manufacturing, this helped companies to increase their margins, and further pass the
benefits on to consumers as discounts on multipacks. This also benefited manufacturers in
terms of increasing volume sales.
Liquid soap, which accounted for a 3% value share in bath and shower in 2014, continued to
display the highest value growth of 25%. This can be attributed to its affordable price, hygiene
and convenience when compared with bar soap, which is predominantly used for hand
washing in India. This growth was also driven by manufacturers pushing advertising
campaigns and promotions. During the review period various campaigns, such as Help a
Child reach 5 the Lifebuoy behaviour change programme, and Water, Sanitation and
Hygiene (WASH) in collaboration with Swachh Bharat Abhiyan (Clean India Campaign)
were launched in rural areas and third tier cities.
Body wash/shower gel witnessed steady current value growth of 20% in 2014. This was
mainly seen in metropolitan areas and first tier cities, because of the higher density of
showers and baths in these areas compared with the rest of India. This growth can also be
attributed to its convenience of use and higher spending amongst the residents of first tier
cities because of their rising discretionary incomes. However, it is also perceived by
consumers that shower gel consumes more water compared with bar soap, and also they are
not familiar with the greasy feel after showering, which is because of the foaming agent used
in shower gel.
Talcum powder is approaching saturation, and saw current value growth of only 4% in 2014.
Consumers looking for sweat absorption and deodorising products switched from talcum
powder to deodorants because of the convenience of the latter. Consumers in the age group
15-25 are bypassing talcum powder and directly opting for deodorants, because of their wide
availability and convenience of use. Talcum powder is also used as a make-up product, but
the wide availability and affordability of facial moisturisers has also affected this consumer
segment.
Sales of premium bath and shower products have not grown strongly, because India is
primarily a price-sensitive market. However, companies offering super premium brands, such
as Lush Handmade Cosmetics, are planning to set up outlets in India. This company plans to
commence business by setting up a single store in Delhi, and later increase its presence
across the country based on the market response.
Passport
COMPETITIVE LANDSCAPE
Hindustan Unilever was the leader in bath and shower with a 47% value share in 2014. Its bar
soap brands Lifebuoy and Lux accounted for a 13% value share each in overall bar soap in
2014, and are amongst the highest value contributors for Hindustan Unilever in bath and
shower. Lifebuoy is supported by wide distribution through more than five million stores
across the country, and is promoted by various rural hygiene programmes, such as
Khushiyon ki Doli, emphasising hand washing. Reckitt Benckiser India with its Dettol liquid
hand wash was the leader in liquid soap with a 48% value share in 2014.
International companies Hindustan Unilever and Reckitt Benckiser India were the leading
players in bath and shower in 2014, with 47% and 9% value shares respectively. The
widespread distribution of Hindustan Unilever, backed by strong leadership across the value
pyramid in bath and shower, helps it to retain the largest share of value and volume sales,
whilst Reckitt Benckiser focuses on health soaps with its brand Dettol, catering to a specific
consumer segment. Domestic companies ITC and Wipro held value shares of 8% and 7%
respectively in 2014.
In bath and shower ITC launched three signature limited editions called Fiama Di Wills
Shower Jewels. This launch featured fashion designer Masaba Gupta, and focused on
associating shower gel with the fashion industry. This was an addition to the existing fast
growing product line of Fiama Di Wills Shower Gel.
Product launches such as Cinthol Confidence+ by Godrej Consumer Products are expected
to perform well in the health soap segment; this is positioned as a premium health soap with
deodorising properties.
Private label liquid soap and bar soap are available from hypermarkets and chemist/pharmacy
chains such as Big Bazaar, Reliance Mart and Apollo Pharmacy. However, they are
positioned as a less expensive alternative to the leading brands, and also graphically imitate
the packaging of the leading brands. Currently these brands have negligible shares in their
respective categories.
PROSPECTS
Bath and shower is expected to increase by a value CAGR of 3% at constant 2014 prices
during the forecast period, to reach INR208.3 billion in 2019. Liquid soap is readily accepted
as a convenient and hygienic alternative to bar soap for hand washing. This trend is expected
to continue as the leading players push demonstration-based campaigns across the three
tiers of cities and in rural areas, where there is a huge risk of diarrhoea because of unhygienic
conditions.
Body wash/shower gel is expected to see the highest volume CAGR of 10% in the forecast
period, as this category is relatively new. This can be attributed to a promotional push by
manufacturers, upselling from bar soap to body wash. This is also evident in the ITC (Fiama
Di Wills) bar soap advertisement, which claims it is a gel bar and will act as a bridge from bar
soap to shower gel. This move will bring popularity to shower gel in India, where bar soap is
predominantly used for bathing. The television advertisement uses visual devices to
demonstrate the infusion of shower gel and moisturisers to form a transparent bar soap.
Hindustan Unilever is expected to remain the leading player in bath and shower in the
forecast period. This is mainly because of the penetration of its brands in bar soap across
India. This is supported by robust distribution in urban as well as rural India. Although
competition is being seen from companies such as ITC, there is a lack of focus on genderbased product differentiation from the company; especially products for men.
Passport
Passport
CATEGORY DATA
Table 1
Sales of Bath and Shower by Category: Value 2009-2014
INR million
Bar Soap
Bath Additives
- Bath Foam/Gel
- Bath Oil/Pearls
- Bath Salts/Powder
- Other Bath Additives
Body Wash/Shower Gel
Intimate Hygiene
- Intimate Washes
- Intimate Wipes
Liquid Soap
Talcum Powder
Bath and Shower
Source:
2009
2010
2011
2012
2013
2014
85,483.1
742.8
1,066.8
10,113.0
97,405.7
98,090.5
835.1
1,573.9
10,439.6
110,939.2
113,787.5
994.9
2,191.9
11,300.1
128,274.5
130,406.0
1,189.1
2,933.3
12,167.1
146,695.4
148,059.9
1,426.5
3,813.3
13,071.0
166,370.6
164,376.0
1,713.6
4,750.0
13,546.1
184,385.8
Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Table 2
Sales of Bath and Shower by Category: % Value Growth 2009-2014
% current value growth
Bar Soap
Bath Additives
- Bath Foam/Gel
- Bath Oil/Pearls
- Bath Salts/Powder
Intimate Hygiene
- Intimate Washes
- Intimate Wipes
Liquid Soap
Talcum Powder
Bath and Shower
Source:
2013/14
2009-14 CAGR
2009/14 Total
11.0
20.1
24.6
3.6
10.8
14.0
18.2
34.8
6.0
13.6
92.3
130.7
345.3
33.9
89.3
Table 3
Sales of Bath and Shower by Premium vs Mass: % Value 2009-2014
% retail value rsp
Premium
Mass
Total
Source:
2009
2010
2011
2012
2013
2014
0.9
99.1
100.0
0.9
99.1
100.0
0.9
99.1
100.0
1.0
99.0
100.0
1.0
99.0
100.0
1.0
99.0
100.0
Table 4
Passport
NBO Company Shares of Bath and Shower: % Value 2010-2014
% retail value rsp

Company
Hindustan Unilever Ltd
Reckitt Benckiser
(India) Ltd
Godrej Consumer
Products Ltd
Wipro Ltd
ITC Ltd
Karnataka Soaps &
Detergents Ltd
Helene Curtis India
Ltd, J K
Nivea India Pvt Ltd
McNroe Chemicals Pvt Ltd
Nirma Ltd
Anchor Health & Beauty
Care Pvt Ltd
Cholayil
Pharmaceuticals Pvt Ltd
Johnson & Johnson
(India) Ltd
Emami Ltd
Jyothy Laboratories Ltd
Amway India Enterprises
Pvt Ltd
Zydus Wellness Ltd
CavinKare Pvt Ltd
Oriflame India Pvt Ltd
Dabur India Ltd
Heinz India Pvt Ltd
Colgate-Palmolive India
Ltd
Wipro Consumer Care &
Lighting Ltd
Henkel India Ltd
Marico Ltd
Hindustan Lever Ltd
Fem Care Pharma Ltd
Oriental Extractions
Pvt Ltd
Others
Total
Source:
2010
2011
2012
2013
2014
48.2
7.5
47.2
8.5
47.0
8.4
47.0
7.8
46.9
8.9
9.1
9.3
9.3
9.2
8.4
7.8
4.1
1.3
7.6
4.4
1.3
7.1
5.4
1.7
6.6
6.1
1.8
7.5
6.7
2.3
1.4
1.4
1.4
1.7
1.9
1.6
4.1
1.5
1.6
3.7
1.9
1.7
1.0
3.4
1.8
1.9
2.0
2.1
1.2
1.9
1.9
1.5
1.1
1.4
1.3
1.3
1.2
1.0
1.3
1.2
1.1
1.0
1.0
0.7
0.8
0.7
1.1
0.8
0.7
1.0
0.8
0.7
0.9
0.7
0.8
0.8
0.6
0.5
0.3
0.2
0.4
0.2
0.4
0.3
0.2
0.3
0.2
0.1
0.4
0.2
0.3
0.3
0.2
0.5
0.4
0.3
0.3
0.3
0.2
0.5
0.4
0.3
0.3
0.2
0.2
0.1
0.1
0.1
0.1
1.1
0.1
-
0.0
0.1
-
0.0
0.1
-
0.0
0.0
-
0.0
0.0
-
6.7
100.0
6.3
100.0
5.4
100.0
5.9
100.0
4.7
100.0
Table 5
LBN Brand Shares of Bath and Shower: % Value 2011-2014
% retail value rsp

Brand
Company
2011
2012
2013
2014
Lifebuoy
Lux

11.2
12.4
11.3
12.1
11.4
11.9
12.5
11.7
Dettol
Santoor
Dove
Godrej No 1
Hamam
Cinthol
Pears
Breeze
Pond's
Park Avenue
Wild Stone
Nivea Crme Soap
Vivel
Fiama Di Wills
Mysore Sandal
Dyna
Medimix
Superia
Johnson's Baby
Nirma
Liril
Nima
Margo
Moti Gulab Bath Soap
Amway Persona
Himani Navratna
Cool Talc
Ever Yuth Bathing Bar
Spinz
Others
Total
Source:
Zydus Wellness Ltd

CavinKare Pvt Ltd
8.5
8.4
7.8
8.9
7.3
4.1
5.3
6.8
4.6
5.4
6.4
5.2
5.5
7.3
5.4
4.8
3.6
3.6
3.5
3.5
3.5
3.3
3.7
3.3
2.6
3.1
2.8
1.4
2.7
2.8
2.6
1.4
2.7
2.7
2.5
1.7
2.6
2.3
2.2
1.9
1.5
1.7
0.7
1.0
1.6
1.8
0.8
1.1
2.0
1.8
2.1
1.3
1.2
1.9
1.8
1.8
1.8
1.6
1.9
1.8
1.2
1.1
1.3
1.2
1.2
1.0
1.0
1.1
1.0
1.0
1.0
0.9
0.9
0.9
1.7
1.0
2.0
0.8
0.5
1.6
1.1
1.8
0.7
0.5
1.1
1.1
1.0
0.7
0.6
0.9
0.7
0.6
0.6
0.6
0.6
0.6
0.6
0.5
0.3
0.3
0.3
0.5
0.4
17.4
100.0
0.1
0.4
16.4
100.0
0.5
0.4
16.5
100.0
0.5
0.4
15.1
100.0
LBN Brand Shares of Premium Bath and Shower: % Value 2011-2014
% retail value rsp

Brand
The Body Shop
Others
Total
Table 7
Reckitt Benckiser
(India) Ltd
Wipro Ltd
Godrej Consumer
Products Ltd
Godrej Consumer
Products Ltd
Helene Curtis India
Ltd, J K
McNroe Chemicals Pvt Ltd
Nivea India Pvt Ltd
ITC Ltd
ITC Ltd
Karnataka Soaps &
Detergents Ltd
Anchor Health & Beauty
Care Pvt Ltd
Cholayil
Pharmaceuticals Pvt Ltd
ITC Ltd
Johnson & Johnson
(India) Ltd
Nirma Ltd
Nirma Ltd
Jyothy Laboratories Ltd
Karnataka Soaps &
Detergents Ltd
Amway India Enterprises
Pvt Ltd
Emami Ltd
Table 6
Source:
Passport
Company
2011
2012
2013
2014
Quest Retail Pvt Ltd
3.3
96.7
100.0
3.2
96.8
100.0
2.8
97.2
100.0
2.5
97.5
100.0
Forecast Sales of Bath and Shower by Category: Value 2014-2019
Passport
INR million
Bar Soap
Bath Additives
- Bath Foam/Gel
- Bath Oil/Pearls
- Bath Salts/Powder
Intimate Hygiene
- Intimate Washes
- Intimate Wipes
Liquid Soap
Talcum Powder
Bath and Shower
Source:
2014
2015
2016
2017
2018
2019
164,376.0
1,713.6
4,750.0
13,546.1
184,385.8
167,384.4
1,908.8
5,330.8
12,929.1
187,553.1
170,583.1
2,133.7
5,894.8
12,179.5
190,791.1
175,120.2
2,383.7
6,510.0
11,582.3
195,596.3
180,598.5
2,657.3
7,212.5
11,026.0
201,494.4
186,824.2
2,959.3
7,984.8
10,511.3
208,279.6
Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Table 8
Forecast Sales of Bath and Shower by Category: % Value Growth 2014-2019
% constant value growth
Bar Soap
Bath Additives
- Bath Foam/Gel
- Bath Oil/Pearls
- Bath Salts/Powder
Intimate Hygiene
- Intimate Washes
- Intimate Wipes
Liquid Soap
Talcum Powder
Bath and Shower
Source:
2014/2015
2014-19 CAGR
2014/19 TOTAL
3.4
11.4
10.7
-4.7
3.4
2.6
11.5
10.9
-4.9
2.5
13.7
72.7
68.1
-22.4
13.0
trade sources
Table 9
Forecast Sales of Bath and Shower by Premium vs Mass: % Value 20142019
% retail value rsp
Premium
Mass
Total
Source:
2014
2015
2016
2017
2018
2019
1.0
99.0
100.0
1.1
98.9
100.0
1.1
98.9
100.0
1.1
98.9
100.0
1.1
98.8
100.0
1.2
98.8
100.0
trade sources

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