Beauty and personal_care_in_india

BEAUTY AND PERSONAL CARE
IN INDIA
Euromonitor International
May 2016

B E A U T Y A N D P E R S O N A L C A R E I N I N D I A P a s s p o r t I
© E u r o m o n i t o r I n t e r n a t i o n a l
LIST OF CONTENTS AND TABLES
Executive Summary ..................................................................................................................... 1
Beauty and Personal Care Growth Slows Down in 2015.......................................................... 1
Rising Natural, Herbal and Ayurvedic Beauty and Personal Care Sales .................................. 1
International Players Continue To Dominate While Domestic Players Play Catch-up .............. 1
Independent Small Grocers Remain Preferred Distribution Channel........................................ 1
Demand Expected To Remain Strong Over Forecast Period ................................................... 1
Key Trends and Developments .................................................................................................... 2
Increasing Awareness of Beauty and Personal Care Products Helps To Drive Sales.............. 2
Growing Competition Within Natural, Herbal and Ayurvedic Market......................................... 2
Changing Lifestyle Trends Impacting Marketing Strategies...................................................... 4
Territory Key Trends and Developments...................................................................................... 5
East and Northeast India .......................................................................................................... 5
North India................................................................................................................................ 5
South India ............................................................................................................................... 6
West India................................................................................................................................. 7
Rural Vs Urban Key Trends and Developments........................................................................... 8
Trends ...................................................................................................................................... 8
Competitive Landscape ............................................................................................................ 8
Prospects.................................................................................................................................. 9
Market Data.................................................................................................................................. 9
Table 1 Sales of Beauty and Personal Care by Category: Value 2010-2015............ 9
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth
2010-2015.................................................................................................. 10
Table 3 Sales of Premium Beauty and Personal Care by Category: Value
2010-2015.................................................................................................. 10
Table 4 Sales of Premium Beauty and Personal Care by Category: % Value
Growth 2010-2015 ..................................................................................... 11
Table 5 Sales of Beauty and Personal Care by Region: Value 2010-2015............. 11
Table 6 Sales of Beauty and Personal Care by Region: % Value Growth
2010-2015.................................................................................................. 11
Table 7 Sales of Beauty and Personal Care by Rural vs Urban: % Value 2015...... 12
Table 8 GBO Company Shares of Beauty and Personal Care: % Value 2011-
2015........................................................................................................... 12
Table 9 NBO Company Shares of Beauty and Personal Care: % Value 2011-
2015........................................................................................................... 13
Table 10 LBN Brand Shares of Beauty and Personal Care: % Value 2012-2015 ..... 13
Table 11 Distribution of Beauty and Personal Care by Format: % Value 2010-
2015........................................................................................................... 15
Table 12 Distribution of Beauty and Personal Care by Format and Category: %
Value 2015................................................................................................. 16
Table 13 Forecast Sales of Beauty and Personal Care by Category: Value
2015-2020.................................................................................................. 18
Table 14 Forecast Sales of Beauty and Personal Care by Category: % Value
Growth 2015-2020 ..................................................................................... 18
Table 15 Forecast Sales of Premium Beauty and Personal Care by Category:
Value 2015-2020........................................................................................ 19

B E A U T Y A N D P E R S O N A L C A R E I N I N D I A P a s s p o r t II
Table 16 Forecast Sales of Premium Beauty and Personal Care by Category:
% Value Growth 2015-2020 ....................................................................... 19
Table 17 Forecast Sales of Beauty and Personal Care by Region: Value 2015-
2020........................................................................................................... 20
Table 18 Forecast Sales of Beauty and Personal Care by Region: % Value
Growth 2015-2020 ..................................................................................... 20
Sources ...................................................................................................................................... 20
Summary 1 Research Sources...................................................................................... 20

B E A U T Y A N D P E R S O N A L C A R E I N I N D I A P a s s p o r t 1
BEAUTY AND PERSONAL CARE IN
INDIA
EXECUTIVE SUMMARY
Beauty and Personal Care Growth Slows Down in 2015
Although the beauty and personal care market continued to register good growth in 2015 due
to improving economic conditions and falling inflation, growth was lower than over the review
period as a result of the impact of sluggish consumer expenditure on demand for mass
products, which account for the majority beauty and personal care products sales. However,
within premium product categories, demand remains high and consumers in urban consumers
with higher disposable incomes are trading up to more expensive brands.
Rising Natural, Herbal and Ayurvedic Beauty and Personal Care Sales
Demand for natural, herbal and Ayurvedic products was on the rise in 2015 due to strong
promotional campaigns carried out by top players in the industry such as Hindustan Unilever,
Colgate-Palmolive India, Dabur India, Marico, Godrej Consumer Products and Patanjali
Ayurved. To tap into the potential of natural, herbal and Ayurvedic products, companies
launched a number of new products and variants backed by strong promotional campaigns in
2015.
International Players Continue To Dominate While Domestic Players
Play Catch-up
In 2015, Indian beauty and personal care sales continued to be dominated by international
players such as Hindustan Unilever, Colgate-Palmolive India, Reckitt Benckiser (India) and
Gillette India. Almost all of these players have diverse product portfolios catering to the mass
consumer segment with good distribution networks in place. Domestic players such as Dabur
India, Godrej Consumer Products and Patanjali Ayurved appealed to regional needs and trends
among Indian consumers by launching new products during 2015 and managed to perform well.
In addition, Patanjali Ayurved focused on attracting consumers to Indian products via television
commercials.
Independent Small Grocers Remain Preferred Distribution Channel
Independent small grocers remain the primary channel for sales of beauty and personal care
products in India due to the fact that products such as bar soaps, toothpastes, tooth powders,
shampoos and hair oils tend to be purchased within smaller neighbourhood independent
grocery stores. However, while internet retailers, beauty specialist retailers and modern grocery
retailers currently have smaller sales shares, they are rapidly growing in popularity and
recording strong sales growth.
Demand Expected To Remain Strong Over Forecast Period
The beauty and personal care market in India has huge growth potential as a large number of
products still have only limited penetration in the country. Demand for beauty and personal care
products over the forecast will be driven by a number of factors, including rising disposable
incomes, increasing product penetration, the growth of modern retailers, increasing awareness

of beauty and personal care products, the rising aspirations of consumers, and strong economic
growth. As a result, overall beauty and personal care constant value growth over the forecast
period is expected to be higher than during the review period.
KEY TRENDS AND DEVELOPMENTS
Increasing Awareness of Beauty and Personal Care Products Helps To
Drive Sales
Overall awareness and usage of beauty and personal care products increased over the
review period, largely due to the large scale promotion of brands in this area throughout India.
Beauty and personal care brands such as Fair & Lovely, Dove, Lakmé, Pond’s, Dabur, Park
Avenue, Maybelline, Elle 18, The Body Shop and Mac carried out a number of promotions
through printed ads, TV commercials, billboards, online blogs and in-store promotions over the
review period, thus helping to increase awareness of these products. The Indian film industry,
popularly known as ‘Bollywood’, along with television soaps also helped to boost sales of beauty
and personal care products. For example, Bollywood celebrities such as Kareena Kapoor Khan,
Sonam Kapoor and Aishwarya Rai Bachchan are ambassadors of popular beauty and personal
care brands such as L’Oréal, Lakmé, Lakmé Absolute, Lux, and Colgate and help to boost
consumption of these products.
Online blogs and social media sites such as Facebook, Instagram, and Twitter also played an
important role in educating Indian consumers and increasing awareness of beauty and personal
care products over the review period. Consumers are increasingly visiting blogs, YouTube
videos and social media pages of beauty and personal care brands for beauty tips and trends.
In addition, brands are educating consumers about the various benefits of using beauty and
personal care products in their stores. Beauty and personal care players now have experts
helping out consumers by explaining the features and benefits of their products in their stores.
This has helped brands to attract consumers to their product offerings by making them try a new
product or encouraging them to shift from the mass market to their premium offerings.
Outlook
As the Indian consumer base is expected to remain young over the forecast period, the trend
of educating consumers about branded beauty and personal care products is expected to
continue. According to Euromonitor International consumer data, the median age of the Indian
population was a low 27 years in 2015 and disposable incomes are expected to continue to rise
over the coming years. Indian beauty and personal care sales are currently mainly concentrated
in urban regions, with the rural market remaining largely untapped. In addition, sales of beauty
and personal care products in smaller third and fourth tier markets are currently limited. Beauty
and personal care brands will thus need to continue to invest in educating consumers in these
sectors in order to increase awareness of their products and the benefits associated with them.
Beauty and personal care players are also expected to continue to invest in having experts in
their stores who will educate consumers about their brands, brand heritage, and product
benefits over the forecast period. Younger Indian consumers who are willing to experiment will
be targeted by these educational programmes to help boost sales and loyalty.
Growing Competition Within Natural, Herbal and Ayurvedic Market
Increasing demand for natural, herbal and Ayurvedic beauty and personal care products over
the review period has led to heightened competition in this area. Players such as Patanjali
Ayurved, Hindustan Unilever, Colgate-Palmolive India, Dabur India, Emami, Marico and Godrej

Consumer Products launched a number of new products targeting the masses during 2015. The
surge in demand for natural and herbal products over the review period helped these players to
record rapid growth.
Patanjali Ayurved in particular performed strongly over the review period, with the company
rapidly increasing its distribution network from a limited presence across 200 stores in 2012 to
over 4,000 self-owned Patanjali stores by the end of 2015. In addition, the company also
launched its products in modern retail outlets and launched larger self-owned stores under its
‘Patanjali Mega Store’ concept which exclusively sell Patanjali products. In addition, Patanjali
products were also made available online to reach out to urban consumers, with the company
aggressively promoting its brands via ambassadors such as Olympian Sushil Kumar, Bollywood
actress Hema Malini and Baba Ramdev. Aggressive pricing has helped Patanjali gain share
within the mass beauty and personal care market and thus heightened competition.
To counter the growing threat of Patanjali Ayurved, other major players in the market such as
Hindustan Unilever, Colgate-Palmolive India, Dabur India, Emami, Marico and Godrej
Consumer Products also focussed on strengthening their natural and herbal portfolios.
Hindustan Unilever, for instance, relaunched its Ayush Ayurvedic personal care brand online
during the year and also bought the Indulekha natural hair oil brand in 2015 to further strengthen
its natural, herbal and Ayurvedic portfolio. This rising competition among natural, herbal and
Ayurvedic brands within the mass beauty and personal care market helped drive awareness and
sales of naturally positioned products over the review period.
Competition has been growing not only within the mass sector but also within the premium
end of the beauty and personal care market. Brands such as Kama Ayurveda, Forest Essentials
and Lotus Herbals have been focussing on expanding their natural and herbal product ranges
and increasing distribution in order to reach out to more consumers. In addition, premium
natural, herbal and Ayurvedic players are also investing in educating consumers about their
brand heritage and the ingredients used in their products. For example, Forest Essentials claims
to be a luxury Ayurvedic brand with its foundation in the ancient science of Ayurveda. The
company’s outlets also propagate this claim and are named ‘Forest Essentials – Luxurious
Ayurveda’. In addition, the company also claims that all of its products are handmade and
produced using traditional methods. Overall, premium natural, herbal and Ayurvedic brands
successfully carved a niche for themselves within the beauty and personal care market in India
during 2015.
Outlook
Competition in the natural, herbal and Ayurvedic market within beauty and personal care in
India is expected to remain intense over the forecast period. Mass brands such as Dabur,
Emami and Patanjali are expected to continue to educate consumers about the benefits of using
natural products through product promotions and in-store displays. These brands are also
expected to focus on expanding distribution over the forecast period in order to increase
penetration and reach.
Patanjali Ayurved plans to increase its presence within modern retailers by expanding
distribution to retailers other than Big Bazaar, Reliance Retail and Spencer’s Retail over the next
couple of years. In addition, the company will also expand by opening new self-owned stores
over the forecast period and has plans to expand its ‘Patanjali Mega stores’, which will stock
Patanjali products exclusively – a development which will further heighten competition within the
mass beauty and personal care market.
Premium natural and herbal brands such as Kama Ayurveda, Lotus Herbals and Forest
Essentials will also look to expand their reach within the Indian beauty and personal care
market. These brands are expected to continue to invest in educating consumers about the
benefits of their premium offerings over the forecast period.

Changing Lifestyle Trends Impacting Marketing Strategies
According to Euromonitor International consumer data, the median age of the Indian
population is 27 years, with around 77% of the population being below the age of 45 in 2015.
The Indian consumer base is thus still very young and rising disposable incomes have been
impacting lifestyle trends and the way consumers shop for beauty and personal care products.
For example, consumers regularly look for product reviews and make-up tips on the internet and
the increasing use of social media has also resulted in consumers giving feedback and input
about the brands that they use to peers – developments which are also having a big influence
on the performance of these brands.
To tap into this trend, beauty and personal care players have started focussing on new and
innovative marketing techniques such as the extensive use of social media to reach out to these
consumers. For example, L’Oréal India has a ‘L’Oréal Paris India’ YouTube account which
features numerous videos educating consumers about the company’s product range, along with
tips on how to use these products at home. These DIY (Do It Yourself) make up videos by
L’Oréal India are hugely popular among Indian consumers, with some having been viewed over
three million times. Estée Lauder also has a YouTube account where the company regularly
posts new DIY videos, some of which have been viewed over one million times.
A growing number of Indian consumers are spending time online in order to research beauty
and personal care products and their benefits. According to Euromonitor International digital
consumer data, the percentage of the population using the internet in India increased from 7.5%
in 2010 to 30% in 2015, with this rise being aided significantly by the increase in household
smartphone penetration from 6% in 2010 to 34% in 2015. As a result, social media sites such as
Facebook and Twitter are increasingly seen as new platforms for brand promotions by beauty
and personal care players in India. With a large population in India having an active presence on
social media sites, this channel is proving to be very helpful regarding brand communications
and promotions. Some popular and active Facebook accounts from beauty and personal care
players in India include Kaya Skin Clinic (467,000 likes), L’Oréal Professionnel India (246,000
likes) and ColorBar Cosmetics & Beauty Supply (140,000 likes). Overall, social media sites are
proving to be very useful platforms to connect with consumers and increase awareness of
brands and the latest offerings.
Outlook
Over the forecast period, beauty and personal care brands are expected to carry out regular
promotions of their brands online. Brands will look to engage consumers through digital
platforms and to also garner feedback about products and trends through these channels.
Internet penetration in India is expected to further increase over the forecast period due to the
‘Digital India’ programme launched by the Government of India at the end of the review period,
with this initiative expected to boost usage of broadband internet in smaller towns and rural
regions of the country. Smartphone penetration and mobile internet penetration is also expected
to increase over the forecast period and digital and innovative online marketing campaigns will
help companies reach out to consumers in these regions.
According to Euromonitor International consumer data, the median age of the Indian
population is expected to be around 28 years by 2020. This indicates that the Indian market will
remain young and dynamic and reaching out to consumers through digital marketing is thus
expected to pick-up over the forecast period. More beauty and personal care brands are thus
expected to invest in digital marketing to reach out to potential consumers and social media
websites such as Facebook, Instagram and Twitter are expected to gain further importance as
marketing tools.

TERRITORY KEY TRENDS AND DEVELOPMENTS
East and Northeast India
Trends
 Beauty and personal care products in East and Northeast India recorded current retail value
growth of 13% in 2015, with sales reaching INR137 billion. Bar soaps, toothpaste, hair
conditioners, shampoos and facial moisturisers continued to be widely used by consumers of
this region during 2015. In addition, new product categories such as deodorant pumps,
mouthwashes/dental rinses, intimate washes and premium firming/anti-cellulite body care
products are growing from a small base and registered the fastest retail value growth during
the year.
 The penetration of branded beauty and personal care products remains limited in East and
Northeast India as consumers in this region continue to widely use home remedies and
traditional products. Penetration of modern retailers is also negligible in this region, thus
leading to distribution issues for a large number of brands and products. As a result,
availability and penetration of branded beauty and personal care products remains limited in
this region.
Competitive Landscape
 Hindustan Unilever Ltd (HUL) continued to be a strong player in East and Northeast India
during 2015. The company has a relatively well-established distribution network across this
region, including a good distribution base in rural sectors. As a result, most HUL brands have
strong visibility within stores in East and Northeast India. In addition, the company offers a
wide range of brands across beauty and personal categories at varied price points catering to
mass as well as premium consumer segments. Some prominent brands offered by the
company include Clinic, Lux, Lakmé, Ponds, Aviance, Vaseline, Pears, Fair & Lovely, Dove,
Sunsilk, Clear, Brylcreem, Elle 18 and Axe.
 Consumers in East and Northeast India continue to predominantly use home remedies and
traditional beauty and personal care products. Hair oil is extensively used by consumers due
to the tradition of using natural and herbal products in this region, with Dey’s Medical Stores
Private’s Keo Karpin hair oil brand remaining a prominent regional player in this region during
2015.
Prospects
 Infrastructure in East and Northeast India is expected to improve substantially over the
forecast period as a result of the special emphasis put on developing this region by the
Government of India. This is expected to help drive sales of beauty and personal care
products as accessibility to this region is currently a big challenge for players in this area.
 Beauty and personal care in East and Northeast India has a projected forecast period
constant 2015 price value CAGR of 8%, with sales set to reach INR198 billion by 2020. This
represents a slight improvement from the review period CAGR of 7% which can be attributed
to the improving economy in the region and expected improvements in infrastructure.
North India

Trends
 Beauty and personal care in North India recorded current retail value growth of 13% in 2015,
with sales reaching INR197 billion. Bar soaps, toothpaste, facial moisturisers, shampoos,
conditioners, colourants and lipsticks remained the most popular beauty and personal care
products in terms of sales in this region during 2015. The fastest retail value growth was
registered by newer categories such as deodorant pumps, mouthwashes/dental rinses,
intimate washes, dental floss, mascara and liquid soap.
 North India has a well-developed network of modern retail chains and shopping malls, with
the availability of international brands and offerings being higher in this region. Beauty and
personal care players continued to invest in opening new stores in this region during 2015
and a large number of new products were launched within categories such as lipstick, liquid
soaps, anti-agers and men’s deodorants.
 Most of the leading beauty and personal care players such as Hindustan Unilever, Colgate-
Palmolive India, Dabur India, L’Oréal India, Godrej Consumer Products, Reckitt Benckiser
(India), Gillette India and ITC already have a strong base in North India with good distribution
networks in place. In addition, rural regions and townships of North India also provide a strong
base for mass beauty and personal care brands.
 Due to the presence of a large number of malls and premium malls in North India such as
DLF Emporio Mall, Ambience Mall, Select City Walk Mall, DLF Promenade and Ansal Plaza,
luxury and premium beauty and personal care brands such as Opium, Yves Saint Laurent,
Bvlgari, Davidoff, Hugo Boss, Park Avenue, Maybelline and L’Oréal Excellence have a strong
presence in this region.
Prospects
 Beauty and personal care products are expected to continue to perform well in North India as
the region has a strong infrastructure and consumer base in place which will help to drive
sales over the forecast period. Rising disposable incomes, coupled with the increased
awareness and availability of beauty and personal care products, is expected to help drive
sales of these products in North India over the forecast period.
 Beauty and personal care in North India has a projected forecast period constant 2015 price
value CAGR of 8%, with sales set to reach INR287 billion by 2020. This projected growth is in
line with the review period CAGR.
South India
Trends
 Beauty and personal care in South India registered current retail value growth of 14% in 2015,
with sales reaching INR204 billion. Beauty and personal care products such as bar soaps,
toothpaste, facial moisturisers, shampoos, conditioners, deodorant sprays, men’s razors and
blades continued to account for majority of sales in South India during 2015.
 Areas which are growing from a small initial base such as deodorant pumps,
mouthwashes/dental rinses, intimate washes, premium men’s deodorants, mass firming/anti-
cellulite body care, mass deodorants, dental floss and mass anti-agers registered the fastest
growth in South India during 2015. The presence of a strong organised channel for sales of
beauty and personal care products in this region has helped to drive sales.

 South India has good infrastructure in place and a strong distribution network for leading
beauty and personal care players in the region. Almost all top beauty and personal care
players such as Hindustan Unilever, Colgate-Palmolive India, Dabur India, L’Oréal India and
Godrej Consumer Products have a strong presence in South India.
 South Indian cities such as Bengaluru, Chennai, Coimbatore and Hyderabad have a strong
immigrant population from various parts of the country. These immigrants are mainly white
collar workers coming down south to work in software companies. Beauty and personal care
players usually test market their products online in this region as people working in the
software industry are known to purchase a lot of products via the internet.
Prospects
 Demand for beauty and personal care products is expected to remain strong in South India
over the forecast period. Beauty and personal care products in South India has a projected
forecast period constant 2015 price value CAGR of 8%, with sales set to reach INR294 billion
by 2020.
 The area’s projected forecast period constant 2015 price value CAGR of 8% is in-line with the
review period CAGR. Awareness and demand for beauty and personal care products is high
in South India due to the fact that the region has a large population of educated and working
people.
West India
Trends
 Beauty and personal care in West India recorded current retail value growth of 14% in 2015,
with sales reaching INR210 billion. West India is usually considered to be the most developed
region in the country due to the presence of a large number of manufacturing industries. West
India also registered the strongest retail value growth for beauty and personal care products
in 2015, with higher consumer disposable incomes helping to drive sales.
 The Indian film industry, popularly known as Bollywood, is based in the West Indian
metropolis of Mumbai and hence has a big impact on sales of beauty and personal care
products in the region. Most of the major television and movie studios of India are located in
this region and there is thus great demand for glamour and beauty products. In addition, most
of the major fashion events in the country are held in the city of Mumbai, with consumers in
West India thus generally having higher awareness of the latest trends and product launches
within the beauty and personal care market.
 Mumbai is known as the financial capital of India and is home to the head offices of most of
the top industrial players in the country. As a result, almost all of the major beauty and
personal care players in the Indian market have a strong presence in this region. Prominent
players that have a strong presence in Western India include Hindustan Unilever, Colgate-
Palmolive India, Dabur India, L’Oréal India and Godrej Consumer Products.
 West India has a long standing tradition of using homemade beauty and personal care
products due to the rich natural heritage of this region. As a result, traditional and homemade
beauty products remain a challenge to branded beauty and personal care offerings in this
region.

Prospects
 Beauty and personal care products are expected to continue to do well over the forecast
period in West India, with the area having a projected forecast period constant 2015 price
value CAGR of 9% and sales set to reach INR320 billion by 2020.
 The projected forecast period constant 2015 price value CAGR for beauty and personal care
products in West India is higher than the review period CAGR of 8%. Rising consumer
disposable incomes in this region, coupled with the growth of modern retailers, is expected to
help fuel sales over the coming years.
RURAL VS URBAN KEY TRENDS AND DEVELOPMENTS
Trends
 The median age in India is 27 years, with around 77% of the population being below the age
of 45 in 2015 according to Euromonitor International consumer data. The urban Indian
population has a pre-dominantly younger consumer base which is willing to experiment and
try new brands and products within beauty and personal care. The aspirations of these young
consumers are high and, with increased disposable incomes, they are adding new products to
their personal care kits. The growth of modern retail outlets such as supermarkets and
hypermarkets in urban centres has also helped to increase the penetration of international
players within beauty and personal care in urban India. A lot of these brands are investing in
educating consumers about the benefits associated with their products through social media
campaigns, the printed media, and TV commercials. This is resulting in increased awareness
of personal hygiene among urban consumers. International beauty and personal care brands
are also adopting the premiumisation strategy for their urban markets by launching premium
variants of their beauty and personal care brands in order to drive value growth. This trend is
expected to continue over the coming five years as beauty and personal care brands work on
expanding their consumer bases and introducing new categories and products to urban Indian
consumers.
 Demand for beauty and personal care products within rural regions of India is on the rise as
awareness of these products is increasing. Traditional beauty and personal care products
such as bar soaps, talcum powder, toothpaste, tooth powder and fairness creams already
have a significant penetration in rural India. Awareness of new products such as toothpastes
addressing sensitivity issues, tooth whitening products and hair styling products is also on the
rise in rural India due to the efforts of companies to educate consumers. In addition, rural
Indian consumers are also becoming aware of the use of skin care products such as anti-
aging products, moisturisers and hair care products such as hair conditioners due to
awareness campaigns by beauty and personal care players in these regions. Furthermore,
Bollywood and television soaps also have a big impact on consumption of beauty and
personal care products among rural consumers.
 The top beauty and personal care players in the Indian market in 2015 (eg Hindustan
Unilever, Colgate-Palmolive India, Dabur India, Godrej Consumer Products, Reckitt
Benckiser) already have a good presence within rural markets in India. All these players have
strong portfolios of mass brands across various segments to reach out to rural consumers
and most already have strong distribution networks set up across rural regions and continued
to invest in increasing their reach and penetration in 2015.

 In India, beauty and personal care products such as hair oil, bar soaps, shampoos, fairness
creams, toothpaste and tooth powders are popular among rural consumers. In addition, the
recent surge in popularity of Patanjali Ayurved in rural regions of India is also helping to
increase awareness of natural and herbal products among rural consumers. Patanjali Ayurved
also carried out aggressive television campaigns for its various product categories, mainly
targeting rural consumers during 2015 and 2016. These campaigns by Patanjali Ayurved
have helped to improve awareness of a large number of beauty and personal care products
among rural consumers, including hair conditioners, hand washes, face washes and facial
care products. This move by Patanjali Ayurved is expected to benefit the entire beauty and
personal care market over the coming five years as rural consumers will become more aware
of various product categories and will look to spend more on these products.
Prospects
 Consumption of FMCG (Fast moving Consumer Goods) in rural regions of India is dependent
on monsoons as rural India’s economy relies heavily on rainfall. The fact that the country has
witnessed drought for two consecutive years has impacted the consumption of beauty and
personal care products in rural India. However, the fact more rainfall is expected in 2016
should help drive consumption of beauty and personal care products in rural India over the
coming two years. The main target for beauty and personal care players in India over the next
five years will be to continue to invest in increasing distribution in order to be able to reach out
to more consumers as well as to invest in educating rural consumers about the various beauty
and personal care products, their benefits and usage. This will help drive sales of beauty and
personal care products in rural regions as more consumers will shift from using traditional
homemade solutions to beauty and personal care to organised branded beauty and personal
care. Over the coming five years, the beauty and personal care market in rural India is
expected to be dominated by mass brands and big players with a strong supply chain in
place.
 Over the next five years, beauty and personal care players are expected to continue to launch
premium products in urban India to drive value sales. Beauty and personal care players are
expected to reach out to young urban consumers through social media and digital marketing.
In addition, players will also invest in launching new niche products addressing the specific
needs of urban consumers in order to create a niche for themselves in a highly competitive
market. The urban Indian beauty and personal care market is expected to move towards more
premiumisation and premium variants as consumers with increased disposable incomes are
willing to trade-up to higher quality products.
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2010-2015
INR bn
2010 2011 2012 2013 2014 2015
Baby and Child-specific 6.3 7.3 8.4 9.5 10.7 12.0
Products
Bath and Shower 110.9 128.3 147.0 166.7 184.8 201.2
Colour Cosmetics 17.3 22.4 28.4 35.8 44.2 53.8
Deodorants 7.9 11.3 15.2 19.5 24.0 30.5
Depilatories 4.0 5.3 6.7 8.6 10.6 12.7
Fragrances 6.2 8.1 10.0 12.5 15.1 18.1

Hair Care 81.9 97.9 115.8 135.2 154.7 175.5
Men's Grooming 29.7 36.8 44.7 55.0 63.9 75.4
Oral Care 55.4 63.3 72.4 83.4 94.0 105.3
Oral Care Excl Power 55.4 63.3 72.4 83.4 94.0 105.3
Toothbrushes
Skin Care 41.0 51.1 62.0 75.3 89.4 103.7
Sun Care 1.3 1.6 1.9 2.2 2.5 2.9
Sets/Kits - - - - - -
Premium Beauty and 10.9 14.0 17.6 22.0 27.1 33.0
Personal Care
Mass Beauty and 262.0 313.8 371.2 434.7 498.4 564.7
Personal Care
Beauty and Personal Care 348.1 414.4 488.4 572.8 658.0 747.6
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Note 1: Premium/mass beauty and personal care sales are additionally included within baby and child-specific
products, bath and shower, colour cosmetics, deodorants, fragrances, hair care, sets/kits, skin care and
sun care.
Note 2: Sum of categories is greater than market size because of double counting in men’s bath and shower,
men’s deodorants, men’s hair care, men’s skin care, men’s fragrances, colour cosmetics sets/kits, skin
care sets/kits, fragrances sets/kits and baby and child-specific sun care categories.
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2010-2015
% current value growth
2014/15 2010-15 CAGR 2010/15 Total
Baby and Child-specific Products 12.4 13.7 89.8
Bath and Shower 8.8 12.6 81.3
Colour Cosmetics 21.9 25.5 211.2
Deodorants 26.9 30.9 284.6
Depilatories 20.5 25.8 215.3
Fragrances 19.7 23.7 189.9
Hair Care 13.5 16.5 114.4
Men's Grooming 18.1 20.5 154.0
Oral Care 12.0 13.7 90.0
Oral Care Excl Power Toothbrushes 12.0 13.7 90.0
Skin Care 15.9 20.4 153.1
Sun Care 14.4 17.2 120.9
Sets/Kits - - -
Premium Beauty and Personal Care 21.7 24.9 204.0
Mass Beauty and Personal Care 13.3 16.6 115.5
Beauty and Personal Care 13.6 16.5 114.7
sun care.
Table 3 Sales of Premium Beauty and Personal Care by Category: Value 2010-2015
INR million
2010 2011 2012 2013 2014 2015
Premium Baby and Child- 0.0 0.0 0.0 0.0 0.0 0.0
specific Products

Premium Bath and Shower 1,020.6 1,205.8 1,411.4 1,634.1 1,848.4 2,212.7
Premium Colour Cosmetics 968.7 1,298.0 1,704.4 2,217.4 2,870.8 3,768.1
Premium Deodorants 138.8 197.5 273.7 350.6 444.5 564.2
Premium Fragrances 4,022.4 5,349.8 6,831.1 8,714.3 10,767.3 13,124.5
Premium Hair Care 2,619.8 3,262.6 3,962.0 4,796.5 5,902.8 6,963.9
Premium Skin Care 2,016.1 2,627.5 3,323.2 4,192.6 5,143.8 6,216.8
Premium Sun Care 76.2 96.6 114.3 132.5 154.7 177.0
Premium Sets/Kits - - - - - -
Premium Beauty and 10,862.7 14,037.8 17,620.1 22,038.0 27,132.3 33,027.2
Personal Care
Note: Premium/mass beauty and personal care sales are additionally included within baby and child-specific
sun care.
Table 4 Sales of Premium Beauty and Personal Care by Category: % Value Growth
2010-2015
2014/15 2010-15 CAGR 2010/15 Total
Premium Baby and Child-specific Products 12.4 13.7 89.8
Premium Bath and Shower 19.7 16.7 116.8
Premium Colour Cosmetics 31.3 31.2 289.0
Premium Deodorants 26.9 32.4 306.6
Premium Fragrances 21.9 26.7 226.3
Premium Hair Care 18.0 21.6 165.8
Premium Skin Care 20.9 25.3 208.4
Premium Sun Care 14.4 18.3 132.2
Premium Sets/Kits - - -
sun care.
Table 5 Sales of Beauty and Personal Care by Region: Value 2010-2015
INR million
2010 2011 2012 2013 2014 2015
East and Northeast India 64,633.7 76,659.1 89,920.2 105,209.0 120,622.1 136,691.7
North India 90,814.0 108,528.8 128,238.1 150,899.5 173,621.9 196,947.0
South India 95,651.3 113,747.2 134,067.0 156,788.4 179,865.0 204,326.8
West India 97,031.3 115,476.1 136,131.6 159,949.9 183,842.6 209,637.8
India 348,130.2 414,411.2 488,356.9 572,846.9 657,951.6 747,603.2
Table 6 Sales of Beauty and Personal Care by Region: % Value Growth 2010-2015
2014/15 2010-15 CAGR 2010/15 Total

East and Northeast India 13.3 16.2 111.5
North India 13.4 16.7 116.9
South India 13.6 16.4 113.6
West India 14.0 16.7 116.1
India 13.6 16.5 114.7
Table 7 Sales of Beauty and Personal Care by Rural vs Urban: % Value 2015
Urban Rural Total
India 68.7 31.3 100.0
Table 8 GBO Company Shares of Beauty and Personal Care: % Value 2011-2015
% retail value rsp
Company 2011 2012 2013 2014 2015
Unilever Group 31.9 31.1 29.9 28.8 27.9
Colgate-Palmolive Co 6.9 7.0 7.1 7.1 6.7
Procter & Gamble Co, The 5.1 5.0 5.1 5.2 5.2
L'Oréal Groupe 3.6 3.9 4.1 4.3 4.5
Dabur India Ltd 4.5 4.6 4.4 4.3 4.2
Godrej Group 4.3 4.1 4.2 3.9 3.9
Reckitt Benckiser Group 3.6 3.5 3.3 3.4 3.4
Plc (RB)
Wipro Ltd 2.5 2.2 2.0 2.1 2.1
Johnson & Johnson Inc 2.0 2.0 2.0 2.0 2.0
Emami Ltd 1.4 1.4 1.5 1.5 1.5
Amway Corp 1.6 1.6 1.6 1.5 1.5
Beiersdorf AG 0.9 1.0 1.0 1.0 1.0
CavinKare Pvt Ltd 1.3 1.2 1.0 1.0 0.9
Himalaya Drug Co, The 0.5 0.5 0.8 0.8 0.8
Revlon Inc 0.6 0.5 0.6 0.6 0.6
Bajaj Sevashram Ltd 0.6 0.6 0.6 0.6 0.6
Henkel AG & Co KGaA 0.6 0.6 0.5 0.5 0.5
Estée Lauder Cos Inc 0.3 0.3 0.3 0.4 0.4
Nirma Ltd 1.1 1.0 0.6 0.4 0.4
GlaxoSmithKline Plc 0.1 0.2 0.3 0.3 0.3
Pfizer Inc 0.2 0.2 0.3 0.3 0.3
Coty Inc 0.2 0.2 0.2 0.2 0.3
Avon Products Inc 0.4 0.4 0.3 0.2 0.2
LVMH Moët Hennessy 0.2 0.2 0.2 0.2 0.2
Louis Vuitton SA
Clarins SA 0.1 0.2 0.2 0.2 0.2
Nike Inc 0.1 0.1 0.1 0.1 0.1
Heinz Co, HJ 0.1 0.1 0.1 0.1 -
Sara Lee Corp - - - - -
Cadila Healthcare Ltd - - - - -
Fem Care Pharma Ltd - - - - -
Others 25.3 26.2 27.7 29.0 30.5
Total 100.0 100.0 100.0 100.0 100.0

Table 9 NBO Company Shares of Beauty and Personal Care: % Value 2011-2015
% retail value rsp
Company 2011 2012 2013 2014 2015
Hindustan Unilever Ltd 31.7 30.9 29.8 28.6 27.8
Colgate-Palmolive India 6.9 7.0 7.1 7.1 6.7
Ltd
Dabur India Ltd 4.5 4.6 4.4 4.3 4.2
L'Oréal India Pvt Ltd 3.4 3.6 3.8 4.0 4.1
Godrej Consumer 4.3 4.1 4.2 3.9 3.9
Products Ltd
Reckitt Benckiser 3.6 3.1 2.8 3.0 3.0
(India) Ltd
Gillette India Ltd 2.9 2.9 2.9 2.9 2.9
Marico Ltd 2.3 2.7 2.7 2.6 2.5
Wipro Ltd 2.4 2.2 2.0 2.1 2.1
ITC Ltd 1.5 1.7 2.0 2.1 2.1
Procter & Gamble Home 1.9 1.9 2.0 2.0 2.0
Products Ltd
Johnson & Johnson 2.0 2.0 2.0 2.0 2.0
(India) Ltd
Emami Ltd 1.4 1.4 1.5 1.5 1.5
Amway India Enterprises 1.6 1.6 1.6 1.5 1.5
Pvt Ltd
Oriflame India Pvt Ltd 1.0 1.0 1.1 1.2 1.2
Patanjali Ayurved Ltd 0.2 0.4 0.6 0.9 1.0
Nivea India Pvt Ltd 0.9 1.0 1.0 1.0 1.0
McNroe Chemicals Pvt Ltd 0.3 0.6 1.0 0.9 0.9
CavinKare Pvt Ltd 1.3 1.2 1.0 1.0 0.9
Helene Curtis India 0.5 0.5 0.7 0.9 0.9
Ltd, J K
Hygienic Research 0.7 0.7 0.8 0.8 0.8
Institute
Himalaya Drug Co, The 0.5 0.5 0.8 0.8 0.8
Vini Cosmetics Pvt Ltd - 0.2 0.4 0.6 0.7
Karnataka Soaps & 0.4 0.5 0.5 0.6 0.6
Detergents Ltd
Modi Revlon Pvt Ltd 0.6 0.5 0.6 0.6 0.6
Bajaj Consumer Care Ltd 0.6 0.6 0.6 0.6 0.6
Malhotra Shaving 0.5 0.4 0.4 0.4 0.5
Products Pvt Ltd
Zydus Wellness Ltd 0.3 0.3 0.4 0.4 0.5
Vidyut Metallics Ltd 0.5 0.4 0.4 0.4 0.4
Elca Cosmetics Pvt Ltd 0.3 0.3 0.3 0.4 0.4
Others 21.0 20.8 20.7 20.9 22.2
Total 100.0 100.0 100.0 100.0 100.0
Table 10 LBN Brand Shares of Beauty and Personal Care: % Value 2012-2015
% retail value rsp
Brand (GBO) Company (NBO) 2012 2013 2014 2015
Fair & Lovely Hindustan Unilever Ltd 5.1 4.9 4.7 4.7

(Unilever Group)
Lifebuoy (Unilever Hindustan Unilever Ltd 3.4 3.3 3.5 3.3
Group)
Colgate (Colgate- Colgate-Palmolive India 3.9 3.6 3.4 3.2
Palmolive Co) Ltd
Lux (Unilever Group) Hindustan Unilever Ltd 3.6 3.4 3.3 3.1
Dove (Unilever Group) Hindustan Unilever Ltd 2.4 2.6 2.6 2.6
Dettol (Reckitt Reckitt Benckiser 2.6 2.3 2.5 2.5
Benckiser Group Plc (India) Ltd
(RB))
Lakmé (Unilever Hindustan Unilever Ltd 2.0 2.1 2.2 2.3
Group)
Santoor Wipro Ltd 2.0 1.9 2.0 1.9
Johnson's Baby Johnson & Johnson 1.6 1.5 1.5 1.4
(Johnson & Johnson (India) Ltd
Inc)
Pond's (Unilever Hindustan Unilever Ltd 1.6 1.5 1.5 1.4
Group)
Godrej No 1 (Godrej Godrej Consumer 1.6 1.6 1.3 1.2
Group) Products Ltd
Godrej Hair Dye Godrej Consumer 0.9 1.0 1.1 1.2
(Godrej Group) Products Ltd
Parachute Marico Ltd 1.3 1.2 1.2 1.2
Dabur Dabur India Ltd 1.3 1.3 1.2 1.2
Clinic Plus Hindustan Unilever Ltd 1.5 1.3 1.2 1.1
(Unilever Group)
Pepsodent (Unilever Hindustan Unilever Ltd 1.3 1.2 1.0 1.0
Group)
Hamam (Unilever Hindustan Unilever Ltd 1.1 1.0 1.0 1.0
Group)
Head & Shoulders Procter & Gamble Home 0.9 0.9 1.0 1.0
(Procter & Gamble Products Ltd
Co, The)
Himani Navratna Emami Ltd 0.9 0.9 0.9 0.9
Close-Up (Unilever Hindustan Unilever Ltd 1.3 1.1 1.0 0.9
Group)
Wild Stone McNroe Chemicals Pvt Ltd 0.6 1.0 0.9 0.9
Pantene (Procter & Procter & Gamble Home 0.8 0.8 0.9 0.9
Gamble Co, The) Products Ltd
Garnier Skin L'Oréal India Pvt Ltd 0.7 0.8 0.8 0.9
Naturals (L'Oréal
Groupe)
Cinthol (Godrej Godrej Consumer 1.1 1.0 0.9 0.8
Group) Products Ltd
Park Avenue Helene Curtis India 0.5 0.6 0.8 0.8
(Raymond Ltd) Ltd, J K
Sunsilk (Unilever Hindustan Unilever Ltd 0.9 0.9 0.8 0.8
Group)
Maybelline (L'Oréal L'Oréal India Pvt Ltd 0.6 0.7 0.7 0.8
Groupe)
Pears (Unilever Hindustan Unilever Ltd 0.9 0.9 0.8 0.8
Group)
Super Vasmol Hygienic Research 0.6 0.7 0.7 0.7
Institute
Fogg Vini Cosmetics Pvt Ltd 0.2 0.4 0.6 0.7
Others Others 52.4 53.5 53.8 54.7
Total Total 100.0 100.0 100.0 100.0

Table 11 Distribution of Beauty and Personal Care by Format: % Value 2010-2015
% retail value rsp
2010 2011 2012 2013 2014 2015
Store-Based Retailing 95.3 94.9 94.5 94.2 93.9 93.9
- Grocery Retailers 70.1 69.5 68.9 68.2 67.7 66.9
-- Modern Grocery 17.6 17.8 17.9 18.1 18.1 17.9
Retailers
--- Convenience Stores 1.0 1.0 1.1 1.1 0.8 0.5
--- Discounters - - - - - -
--- Forecourt Retailers - - - - - -
--- Hypermarkets 8.9 9.2 9.4 9.5 9.9 10.0
--- Supermarkets 7.8 7.5 7.4 7.4 7.5 7.4
-- Traditional Grocery 52.5 51.7 51.0 50.2 49.6 49.0
Retailers
--- Food/drink/tobacco - - - - - -
specialists
--- Independent Small 46.6 45.6 44.9 44.2 43.7 43.1
Grocers
--- Other Grocery 5.9 6.1 6.1 6.0 5.9 5.9
Retailers
- Non-Grocery Specialists 15.8 15.6 15.6 15.6 15.3 15.7
-- Apparel and Footwear - - - - - -
Specialist Retailers
-- Electronics and - - - - - -
Appliance Specialist
Retailers
-- Health and Beauty 14.3 14.1 14.0 14.1 13.9 14.4
--- Beauty Specialist 2.0 1.9 1.8 1.9 2.0 2.0
Retailers
--- Chemists/Pharmacies 12.3 12.2 12.2 12.2 11.9 12.3
--- Drugstores/ - - - - - -
parapharmacies
--- Other Health and 0.0 0.0 0.0 0.0 0.0 0.0
Beauty Specialist
retailers
-- Home and Garden - - - - - -
--- Homewares and Home - - - - - -
Furnishing Stores
-- Other Non-Grocery 1.5 1.5 1.5 1.4 1.4 1.4
Specialists
--- Outdoor Markets 1.5 1.5 1.4 1.3 1.2 1.2
--- Other BPC Non- 0.0 0.0 0.2 0.2 0.1 0.1
Grocery Specialists
- Mixed Retailers 9.4 9.8 10.0 10.4 10.8 11.2
-- Department Stores 9.4 9.8 10.0 10.4 10.8 11.2
-- Mass Merchandisers - - - - - -
-- Variety Stores - - - - - -
-- Warehouse Clubs - - - - - -
Non-Store Retailing 3.9 4.4 4.7 5.0 5.3 5.3
- Direct Selling 3.9 4.1 4.2 4.2 4.4 4.3
- Homeshopping - - - - - -
- Internet Retailing 0.1 0.3 0.5 0.8 0.9 1.0
- Vending - - - - - -
Non-retail channels 0.7 0.8 0.8 0.8 0.8 0.9
- Hair Salons 0.7 0.8 0.8 0.8 0.8 0.9

Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 12 Distribution of Beauty and Personal Care by Format and Category: % Value
2015
% retail value rsp
BC BS CC D DP F
-- Modern Grocery 15.8 17.3 14.5 23.4 13.8 9.9
Retailers
--- Discounters 0.0 0.0 0.0 0.0 0.0 0.0
--- Forecourt Retailers 0.0 0.0 0.0 0.0 0.0 0.0
--- Hypermarkets 9.4 10.3 8.8 11.9 8.3 5.7
--- Supermarkets 6.3 7.0 5.7 10.0 5.6 4.2
Retailers
--- Food/drink/tobacco 0.0 0.0 0.0 0.0 0.0 0.0
specialists
Grocers
--- Other Grocery 1.9 11.9 3.1 5.7 0.0 2.2
Retailers
-- Apparel and Footwear 0.0 0.0 0.0 0.0 0.0 0.0
-- Electronics and 0.0 0.0 0.0 0.0 0.0 0.0
Retailers
Retailers
--- Drugstores/ 0.0 0.0 0.0 0.0 0.0 0.0
parapharmacies
--- Other Health and 0.0 0.0 0.0 0.0 0.0 0.0
Beauty Specialist
retailers
-- Home and Garden 0.0 0.0 0.0 0.0 0.0 0.0
--- Homewares and Home 0.0 0.0 0.0 0.0 0.0 0.0
Furnishing Stores
Specialists
--- Outdoor Markets 0.8 2.2 0.9 1.0 0.0 0.0
--- Other BPC Non- 0.0 0.3 0.6 0.3 0.0 0.0
Grocery Specialists
- Mixed Retailers 0.0 1.5 36.1 20.9 0.0 60.4
-- Mass Merchandisers 0.0 0.0 0.0 0.0 0.0 0.0
-- Variety Stores 0.0 0.0 0.0 0.0 0.0 0.0
-- Warehouse Clubs 0.0 0.0 0.0 0.0 0.0 0.0
- Direct Selling 0.8 1.0 16.9 1.9 0.0 6.5

- Homeshopping 0.0 0.0 0.0 0.0 0.0 0.0
- Vending 0.0 0.0 0.0 0.0 0.0 0.0
Non-retail channels - - - - - -
- Hair Salons - - - - - -
Total 100.0 100.0 100.0 100.0 100.0 100.0
HC MG OC SC SU SK
-- Modern Grocery 20.8 17.6 20.4 14.4 12.6 0.0
Retailers
--- Discounters 0.0 0.0 0.0 0.0 0.0 0.0
--- Forecourt Retailers 0.0 0.0 0.0 0.0 0.0 0.0
--- Hypermarkets 11.5 9.2 10.9 7.4 7.3 0.0
--- Supermarkets 9.3 7.1 8.7 5.2 5.3 0.0
Retailers
--- Food/drink/tobacco 0.0 0.0 0.0 0.0 0.0 0.0
specialists
Grocers
--- Other Grocery 1.0 3.2 5.4 8.9 1.7 0.0
Retailers
-- Apparel and Footwear 0.0 0.0 0.0 0.0 0.0 0.0
-- Electronics and 0.0 0.0 0.0 0.0 0.0 0.0
Retailers
Retailers
--- Drugstores/ 0.0 0.0 0.0 0.0 0.0 0.0
parapharmacies
--- Other Health and 0.2 0.0 0.0 0.0 0.0 0.0
Beauty Specialist
retailers
-- Home and Garden 0.0 0.0 0.0 0.0 0.0 0.0
--- Homewares and Home 0.0 0.0 0.0 0.0 0.0 0.0
Furnishing Stores
Specialists
--- Outdoor Markets 0.3 1.4 0.1 2.7 1.4 0.0
--- Other BPC Non- 0.0 0.1 0.0 0.0 0.0 0.0
Grocery Specialists
- Mixed Retailers 10.6 20.8 0.0 19.1 24.0 0.0
-- Mass Merchandisers 0.0 0.0 0.0 0.0 0.0 0.0
-- Variety Stores 0.0 0.0 0.0 0.0 0.0 0.0
-- Warehouse Clubs 0.0 0.0 0.0 0.0 0.0 0.0
- Direct Selling 1.6 3.1 2.7 12.0 9.0 0.0
- Homeshopping 0.0 0.0 0.0 0.0 0.0 0.0
- Vending 0.0 0.0 0.0 0.0 0.0 0.0

Non-retail channels 3.7 - - - - -
- Hair Salons 3.7 - - - - -
Total 100.0 100.0 100.0 100.0 100.0 0.0
Key: BC = baby and child-specific products; BS = bath and shower; CC = colour cosmetics; D = deodorants;
DP = depilatories; F = fragrances; HC = hair care; MG = men’s grooming; OC = oral care; SC = skin
care; SU = sun care; SK = sets/kits
Table 13 Forecast Sales of Beauty and Personal Care by Category: Value 2015-2020
INR bn
2015 2016 2017 2018 2019 2020
Baby and Child-specific 12.0 12.7 13.5 14.3 15.1 16.0
Products
Bath and Shower 201.2 204.3 207.2 209.9 212.2 214.2
Colour Cosmetics 53.8 62.9 73.7 85.7 99.0 113.9
Deodorants 30.5 36.6 44.5 53.5 64.6 78.3
Depilatories 12.7 14.8 17.2 19.9 22.8 26.1
Fragrances 18.1 20.4 23.0 25.9 29.1 32.7
Hair Care 175.5 189.9 205.7 222.9 241.4 261.6
Men's Grooming 75.4 85.2 96.8 110.0 125.0 142.1
Oral Care 105.3 112.8 120.8 129.9 140.0 151.4
Oral Care Excl Power 105.3 112.8 120.8 129.9 140.0 151.4
Toothbrushes
Skin Care 103.7 113.0 122.6 132.9 143.9 155.9
Sun Care 2.9 3.1 3.4 3.7 4.0 4.4
Sets/Kits - - - - - -
Premium Beauty and 33.0 38.0 43.6 49.9 57.4 66.0
Personal Care
Mass Beauty and 564.7 605.1 650.0 698.9 751.9 811.1
Personal Care
Beauty and Personal Care 747.6 804.9 868.5 938.2 1,014.7 1,100.3
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
sun care.
Table 14 Forecast Sales of Beauty and Personal Care by Category: % Value Growth
2015-2020
% constant value growth
2015/2016 2015-20 CAGR 2015/20 TOTAL
Baby and Child-specific Products 5.8 5.8 32.6
Bath and Shower 1.6 1.3 6.5
Colour Cosmetics 16.9 16.2 111.6
Deodorants 20.2 20.8 156.8
Depilatories 16.4 15.4 104.6
Fragrances 12.7 12.5 80.6
Hair Care 8.2 8.3 49.0
Men's Grooming 13.0 13.5 88.4
Oral Care 7.1 7.5 43.8

Oral Care Excl Power Toothbrushes 7.1 7.5 43.8
Skin Care 9.0 8.5 50.4
Sun Care 8.5 9.1 54.4
Sets/Kits - - -
Mass Beauty and Personal Care 7.1 7.5 43.6
Beauty and Personal Care 7.7 8.0 47.2
trade sources
sun care.
Table 15 Forecast Sales of Premium Beauty and Personal Care by Category: Value
2015-2020
INR million
2015 2016 2017 2018 2019 2020
Premium Baby and Child- 0.0 0.0 0.0 0.0 0.0 -
specific Products
Premium Bath and Shower 2,212.7 2,247.4 2,320.8 2,413.7 2,461.3 2,528.1
Premium Colour Cosmetics 3,768.1 4,718.2 5,603.8 6,599.8 8,114.5 9,683.4
Premium Deodorants 564.2 681.5 845.1 1,017.1 1,228.2 1,566.5
Premium Fragrances 13,124.5 15,018.7 17,197.2 19,667.1 22,433.4 25,541.6
Premium Hair Care 6,963.9 8,079.2 9,447.0 10,888.8 12,685.7 14,765.4
Premium Skin Care 6,216.8 7,060.4 8,015.5 9,077.7 10,261.5 11,605.9
Premium Sun Care 177.0 192.1 208.4 227.4 253.1 286.5
Premium Sets/Kits - - - - - -
Premium Beauty and 33,027.2 37,997.5 43,637.7 49,891.6 57,437.7 65,977.5
Personal Care
trade sources
sun care.
Table 16 Forecast Sales of Premium Beauty and Personal Care by Category: % Value
Growth 2015-2020
2015/2016 2015-20 CAGR 2015/20 TOTAL
Premium Baby and Child-specific Products 10,480.8 - -
Premium Bath and Shower 1.6 2.7 14.3
Premium Colour Cosmetics 25.2 20.8 157.0
Premium Deodorants 20.8 22.7 177.7
Premium Fragrances 14.4 14.2 94.6
Premium Hair Care 16.0 16.2 112.0
Premium Skin Care 13.6 13.3 86.7
Premium Sun Care 8.5 10.1 61.8
Premium Sets/Kits - - -
trade sources

sun care.
Table 17 Forecast Sales of Beauty and Personal Care by Region: Value 2015-2020
INR million
2015 2016 2017 2018 2019 2020
East and Northeast India 136,691.7 145,969.7 156,728.5 168,925.2 182,631.8 198,159.3
North India 196,947.0 211,620.5 227,920.2 245,907.7 265,254.4 287,248.6
South India 204,326.8 219,349.4 235,595.6 253,248.9 272,773.0 294,435.7
West India 209,637.8 228,002.9 248,213.8 270,151.6 294,063.9 320,433.3
India 747,603.2 804,942.6 868,458.0 938,233.4 1,014,72 1,100,27
3.1 6.9
trade sources
Table 18 Forecast Sales of Beauty and Personal Care by Region: % Value Growth
2015-2020
2015/2016 2015-20 CAGR 2015/20 TOTAL
East and Northeast India 6.8 7.7 45.0
North India 7.5 7.8 45.9
South India 7.4 7.6 44.1
West India 8.8 8.9 52.9
India 7.7 8.0 47.2
trade sources
SOURCES
Sources used during research included the following:
Summary 1 Research Sources
Official Sources Hygienic Research Institute Pvt Ltd
National Council for Applied Economic
Research
National Information Centre
Trade Associations All India Small Scale Cosmetics
Manufacturers Association
FICCI
Fragrances & Flavours Association of India
Healthkart.com
Indian Direct Selling Association
Indian Soaps & Toiletries Makers Association
Indian Society of Cosmetics & Chemists

Trade Press Asian Age, The
Beauty Business News
Bloomberg
Brand Equity
Broker Research
Business Standard
Business Today
Business Wire India
Capital Market
Cosmade.com
Cosmetique News
Daily News & Analysis
Economic Times, The
Equity Master
ET Intelligence Group
European Cosmetic Markets
Femina Magazine
fibre2fashion.com
Financial Express, The
Financial Times
Financial Times, The
Forbes
Forbes India
GCI Magazine
Happi Magazine
Hindu Business Line, The
Hindu, The
Hindustan Times
ICN India South Asia
imagesfashion.com
India Infoline
India Today
Indian Express
Indian Mirror
indiancosmeticchemists.org
International Cosmetique News
Live Mint
Livemint

Mag India
makeupandbeauty.com
nfibeam.com
Outlook Magazine
Pitch
Premium Beauty News
Responservice
slideshare.net
Soap Perfumery & Cosmetics
The Hindu
Times of India
watblog.com
Source: Euromonitor International

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