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Market Research Report : Fairness Cream Market in India 2011


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The fairness cream market in India is driven by not only growth in the women’s sector but also growth in the male grooming segment. Due to the rise in disposable income and enhanced awareness with the help of larger penetration of media, fairness cream in India is experiencing stronger demand. Due to the increase in organized retailing and trends towards tapping untapped potential of men’s segment, Indian fairness cream market is poised for further growth.

The report begins with an overview of the skin care industry in India giving its market size and growth as well as a clear segmentation on the types of products that constitute this sector. This is followed by an overview of fairness cream market describing the market and includes information regarding market size and growth. Segmentation in the market in terms of types of fairness cream-based products has been provided. A clear indication of percentage break-up in terms of segments based on women’s and men’s market along with its size and growth has also been highlighted. Additionally, distribution channels adopted by the players are highlighted.

The section on EXIM provides an overview to the imports and exports. It covers the overall imports and exports as well as the segmented share across major countries participating in trade.

Social media insights make up the next section which speaks of the market trends and characteristics from a social media perspective. This primarily deals with source distribution, source distribution by tonality and topics of discussion. Additionally, analysis in the forms of customer experience and sentiment has also been provided.

An analysis of the drivers explains the factors for growth of the market including increase in disposable income, rise in organized retail, increase in awareness, increase in male grooming and low penetration. Products like fairness cream does not fall under the purview of necessary goods and therefore it becomes imperative for its survival that people have more income at their disposal. The growing Indian economy and the growth in disposable income have led to strong demand for fairness creams. Further, with enhanced awareness through increased media penetration, people are more aware about the sector and its products. Additionally, with increased organized retail in India, more brands including global brands are seen within the reach of the masses. Another potent source is the fact of increased male spending on grooming products. The growth of this segment has been exponential which is reflected by the trend of major players looking for product extensions towards the male segment. Finally, a latent but effective driver could be the fact of low penetration of these products in the market. An underpenetrated market always crates scope for enormous growth. However, the sector is also facing certain challenges. Factors such as presence of harmf

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Market Research Report : Fairness Cream Market in India 2011

  1. 1. Insert Cover Image using Slide Master View Do not distortFairness Cream Market –Fairness Cream Market IndiaOctober 2011
  2. 2. Executive Summary  Indian skin care industry has been growing steadily and is expected to observe strong growth in  future Market  Fairness cream market is a sub‐segment of the skincare industry and enjoys a CAGR of a%   Th The market can be categorized into women’s and men’s fairness cream market  k t b t i di t ’ d ’ f i k t Drivers Challenges – Increasing disposable income – Presence of harmful steroids Drivers &  – Rise in organized retail g – Availability of substitute products Challenges – Increase in awareness – Increase in male grooming – Low penetration  Value added factors Trends   Array of international brands  Adoption of newer packaging methods Major PlayersCompetition Company 1 Company 2 Company 3 Company 4 Company 5 Company 6 FAIRNESS CREAM MARKET IN INDIA 2011.PPT 2
  3. 3. •Introduction•Market Overview k•Import‐Export•Social Media Insights•Drivers & Challenges•Drivers & Challenges•Trends •Competition C ii•Strategic Recommendations FAIRNESS CREAM MARKET IN INDIA 2011.PPT 3
  4. 4. The desire for light skin is fuelling fairness products growth  in India Fairness Cream Market – Overview  Market Size and Growth • Fairness cream constitutes the major category in the  INR bn skin care segment in India a% 30 R • High value of fair skin has resulted in market size of  Q 20 P fairness creams and bleaches touch INR a1 bn • Category 1 fairness segment is an emerging area with  10 large untapped potential l t d t ti l 0  This segment is still to realize its full potential as many  20-- 20-- 20-- category 1 still use category 2 fairness creams  • Penetration of fairness creams in India is still around  Segmentation – Market (2010) x2% c% Type 1  This forces players to introduce several marketing  Type 2 initiatives like initiative 1, initiative 2, initiative 3 • Factor 1 is a dominant factor in this category as  Indians are factor 2 sensitive and they want quality 1  products with good quality b%Source: FAIRNESS CREAM MARKET IN INDIA 2011.PPT 4
  5. 5. Imported products witnessed a rise in demand from  aspirational consumers  Fairness Cream – Imports  Imports (Value and Volume) • India has no restrictions imposed and allows entry of  Value INR mn Volume ‘000 kg imported cosmetics imported cosmetics 600 B 1,500 A • Has a Cenvat duty of p1% with an excise cess of p2% 400 1,000 C • Country 1 have particularly been a major supplier of  D 200 500 cosmetics with countries like country 2, country 3  y , y 0 0 and country 4 increasing in import volumes of late 20----- 20----- 20----- 20----- Segmentation – Value (2010‐11)  Segmentation – Volume (2010‐11) Country 1 b6% Country 1 a6% Country 2 Country 2 a1% b5% Country 3 b1% Country 3 b4% Country 4 Country 4 a5% b3% Country 5 Country 5 Country 6 Country 6 a4% a2% a3% b2%Source: FAIRNESS CREAM MARKET IN INDIA 2011.PPT 5
  6. 6. Customer Experience recorded the highest number of  mentions with both positive and negative sentiments Topics of Discussion T i f Di i Topics of Discussion By Tonality T i f Di i B T li • Topic 1 (XX posts) has the maximum mentions superseded by Topic 2 (YY posts) and Topic 3 (ZZ Topic 1 b1 c1 p1 posts) Topic 1 related discussion: • The customer’s impression was largely M1 because of Topic 2 c2 d1 p2 the effectiveness and the M2 of the fairness creams d  M3 made a huge impact in creating Topic 1 discussions  Discussions included M4 of the fairness creams Topic 3 d2 p3 • The L1 mentions included:  Fairness creams are M5 to all M6 types A1 Topic 4 c3 p4  Look of certain fairness creams were ‘M7’ and attracted L1 comments for the same A2 Topic 2 related discussion: A3 Topic 5 d3 p5 • Topic 2 were mainly L2 where consumers inquired about b  M8 of the fairness cream and questioned M9 Topic 6 b3 p6 • L3 comments were towards responses which encouraged to M10 fairness cream Topic 3 related discussions: Topic 7 c4 p7 • M11 also consisted of L3 mentions b4 d4  M12 by the brands  M12 being rolled out in the market Topic 8 d5 p8Source: FAIRNESS CREAM MARKET IN INDIA 2011.PPT 6
  7. 7. Drivers & Challenges – Summary Drivers Increase in disposable income I i di bl i Challenges Rise in organized retail Presence of harmful steroids Increase in awareness Availability of substitute products Increase in male grooming Low penetration FAIRNESS CREAM MARKET IN INDIA 2011.PPT 7
  8. 8. Trends – Summary   Value added factors Key  Trends d Newer packaging  Array of international  methods h d brands  b d FAIRNESS CREAM MARKET IN INDIA 2011.PPT 8
  9. 9. Players in the Market (1/12) Company Snapshot: Player 1Corporate Information Financial Performance Revenue Headquarters Place 1, Country 1 Profit / Loss INR bn INR bn Founded 18‐‐ 600 Q S 60 R P Products P1 and P2 Products 400 40 200 20 Key People Person 1– Position 1 0 0 20-- 20-- 20-- 20-- Business Highlights Business Highlights • It markets its products in more than s1 countries, conducted through ‐‐ mn active independent persons 2 • Its product line includes p1 products as well as p2 and p3 products under the brand names of brand 1, brand 2, brand  3, brand 4, brand 5 and brand 6 3 brand 4 brand 5 and brand 6 • Has popularized the concept of c1 as an effective means of sales and distribution • Its operating subsidiary in India is called subsidiary 1 and was established in 19‐‐Source: FAIRNESS CREAM MARKET IN INDIA 2011.PPT 9
  10. 10. Thank you for the attentionFairness Cream Market ‐ India report is a part of Research on India’s Consumer Goods Industry Series.For more detailed information or customized research requirements please contact:Gaurav KumarGaurav Kumar Gagan Uppal Gagan UppalPhone: +91 33 4064 6214 Tel:  +91 22 4098 7530Email: Email:  gagan.uppal@netscribes.comResearch on India is a product of Netscribes (India) Pvt. Ltd. Research on India is dedicated to disseminating information and providing quick Research on India is a product of Netscribes (India) Pvt Ltd Research on India is dedicated to disseminating information and providing quickinsights on “hot” industries in India and other emerging markets. Track our new releases and major updates in these industries onAbout NetscribesNetscribes is a knowledge‐consulting and solutions firm with clientele across the globe. The company’s expertise spans areas of investment &  g g f g p y p p fbusiness research, business & corporate intelligence, content‐management services, and knowledge‐software services. At its core lies a true value proposition that draws upon a vast knowledge base. Netscribes is a one‐stop shop designed to fulfil clients’ profitability and growth objectives.Disclaimer: This report is published for general information only. Although high standards have been used the preparation, Research on India, Netscribes (India) Pvt. Ltd. or “Netscribes” is not responsible for any loss or damage arising from use of this document. This document is the Netscribes (India) Pvt Ltd or “Netscribes” is not responsible for any loss or damage arising from use of this document This document is thesole property of Netscribes (India) Pvt. Ltd. and prior permission is required for guidelines on reproduction. FAIRNESS CREAM MARKET IN INDIA 2011.PPT 10