toc & synopsis indian personal hygiene market - 2017
Post on 16-Jul-2015
312 Views
Preview:
TRANSCRIPT
Indian Personal Hygiene Market - 2017
Disclaimer: All information contained in this report has been obtained from sources believed to be accurate by Gyan Research and
Analytics (Gyan). While reasonable care has been taken in its preparation, Gyan makes no representation or warranty, express or
implied, as to the accuracy, timeliness or completeness of any such information. The information contained herein may be changed
without notice. All information should be considered solely as statements of opinion and Gyan will not be liable for any loss incurred by
users from any use of the publication or contents.
Indian Personal Hygiene Market-2017
2 | P a g e © Gyan Research and Analytics Pvt. Ltd., 2013
Table of Contents
Executive Summary
1. Overview
1.1 Indian Personal Care Market
1.2 Indian Personal Hygiene Market
2. Product Consumption Pattern
2.1 Consumption in Rural & Urban Areas
3. Market Segmentation
3.1 Oral Care Market
3.2 Bath & Shower Market
3.3 Antiperspirants & Deodorants Market
3.4 Hand Wash Market
3.5 Antiseptic Liquid Market
3.6 Feminine Hygiene Market
4. Major Brands and Their Market Shares
5. Growth Drivers & Market Trends
6. Consumer Behaviour in Personal Hygiene Market
7. SWOT Analysis
8. Policy, Rules & Regulations
8.1 Excise Duty
8.2 Service Tax
8.3 Value Added Tax (VAT)
8.4 Import Duty
8.5 Others
9. Comparison of Promotional Expenses of Major Companies
Indian Personal Hygiene Market-2017
3 | P a g e © Gyan Research and Analytics Pvt. Ltd., 2013
10. Awareness Programmes by Major Companies
11. Investments
11.1 FDI
11.2 Domestic
11.3 Key Mergers & Acquisitions
12. Issues & Challenges
13. Key Players
14. Outlook
No. of Charts
Chart 1: Indian Personal Hygiene Industry, 2008-2012
Chart 2: Outlook - Indian Personal Hygiene Industry, 2013-2017
Chart 3: Oral Care Products Market in India, 2008 - 2012
Chart 4: Segment-wise Oral Care Market in India, FY2012
Chart 5: Outlook - Oral Care Products Market in India, 2013 - 2017
Chart 6: Bath & Shower Products Market in India, 2008 - 2012
Chart 7: Outlook- Bath & Shower Products Market in India, 2013 - 2017
Chart 8: Antiperspirant & Deodorant Market in India, 2008 - 2012
Chart 9: Outlook - Antiperspirant & Deodorant Market in India, 2013 - 2017
Chart 10: Hand Wash Market in India, 2008 – 2012
Chart 11: Outlook - Hand Wash Market in India, 2013 - 2017
Chart 12: Antiseptic Liquid Market in India, 2008-2012
Chart 13: Outlook- Antiseptic Liquid Market in India, 2013-2017
Chart 14: Per Capita Income in India, FY2009 - FY2012
Indian Personal Hygiene Market-2017
4 | P a g e © Gyan Research and Analytics Pvt. Ltd., 2013
Chart 15: Urban-Rural Distribution & Urbanization Rate in India, 2011
Chart 16: Segment-wise Cumulative FDI in FMCG Sector, FY2001 - FY2012
No. of Tables
Table 1: Population Distribution of India (in million), 2011
Table 2: Rural – Urban personal Hygiene Product Penetration in India, 2011
Table 3: Major Brands and Their Market Shares
Table 4: Comparison of Advertisement Expenses of Major Companies
Table 5: Mergers & Acquisitions Deal in Personal Hygiene Sector in India, FY2012
No. of Figures
Figure 1: SWOT Analysis of Personal Hygiene Market in India
Indian Personal Hygiene Market-2017
5 | P a g e © Gyan Research and Analytics Pvt. Ltd., 2013
Executive Summary
Historically, personal hygiene has implied and was confined to just bathing and cleaning oneself.
However, this perception has been fast changing in the wake of increasing literacy levels, robust
economic growth, increasing concerns over health, beauty and grooming, and evolving lifestyles.
Moreover, steady increase in disposable incomes, coupled with an enhanced willingness to spend,
has driven consumers’ demand for higher priced, better quality products.
The Indian personal hygiene sector is dominated by multinational companies (MNCs) which have
been operating in the country for a number of years. With the liberalization of foreign direct
investment (FDI) policies, more such companies are expected to enter the sector, resulting in
increased competition from many new foreign players. Besides, major Indian companies are on an
expansion drive and are seeking opportunities in other emerging countries.
The personal hygiene segment in India is witnessing a trend of premiumization, primarily in the
urban market segment. Consumers are more inclined towards buying the best available products.
This up-trading in personal care was a predicted phenomenon given the contemporary reach of
media and emphasis on grooming.
There is a general perception that Indians do not take serious care of their oral health. The bleak
scenario indicates that about one-third of the Indian population does not have access to modern
Oral Care. A case in point is the per capita consumption of toothpaste, which is about X gm – one of
the lowest in the world.
The national epidemiological study on the status of oral health in the country reveals that dental
caries (tooth decay) is prevalent among X percent in the 0-15 year age group, while in the age group
of 35-44 years it is around X percent. Further, periodontal diseases (gum diseases) are widespread in
X percent in the 0-15 year age group, while it is close to a serious X percent in the age group of 35-44
years.
The soaps and shower gels segment is observing an uptrend towards shower gel & face wash
products. These are premium products and offer better margins. This is the primary reason that
companies are pushing these products to improve their sliding profit margins in traditional soaps.
Though the antiperspirant and deodorant market is dominated by the male segment, this category
Indian Personal Hygiene Market-2017
6 | P a g e © Gyan Research and Analytics Pvt. Ltd., 2013
has immense possibilities of expanding into the female segment. Further, the industry believes that
some male products are also used by females as they considered to be stronger deodorants.
Finally, the Indian feminine health care market has been growing rapidly. However, the penetration
levels of feminine health products are very low. The rural population needs to be educated to
increase awareness about feminine hygiene. Consequently, this sector has immense untapped
potential for the companies who want to diversify into this category as well as for new entrants.
Indian Personal Hygiene Market
An ever-increasing middle class – the key target - along with increasing demand from the rural areas
offers a massive opportunity for the Indian personal hygiene sector. The sector was estimated at
USD XX billion in 2012. It is growing at X percent CAGR and is projected to reach USD XX billion by
2017.
The industry is dominated by MNCs such as Hindustan Unilever Ltd (HUL), Procter & Gamble India
Ltd (P&G), and Johnson & Johnson. These companies have a well-organized distribution network.
The country is a favorable destination offering as it does cheap and skilled workforce with easy raw
material availability. Further, the major
players are constantly under pressure
from the unorganized sector to keep
operational costs low so as to remain
competitive in this price-sensitive market.
Tapping the rural market has been the
priority for most of the companies in this
sector and they have expanded their
distribution reach mostly in rural India.
For example, HUL has tripled its rural
penetration in the last two years.
There is always a trade-off between value-growth and volume-growth. Interestingly, over the years,
these companies have managed to balance these two factors well. However, in the near future,
consumer demand will be inclined toward up-trading.
xx
xx
x
2013F 2014F 2015F 2016F 2017F
USD
Bill
ion
Outlook - Indian Personal Hygiene Industry, 2013-2017
Source: Gyan Research & Various Published Reports
Indian Personal Hygiene Market-2017
7 | P a g e © Gyan Research and Analytics Pvt. Ltd., 2013
An earlier research by ET Intelligence Group reveals that companies registered a rapid growth in
revenues and profits during high inflationary periods as against periods of low inflation, as bigger
companies can take advantage from economies of scale and reap the benefits of established brands.
Market Segmentation
Oral Care Market
The global Oral Care market was estimated
at USD XX billion in 2012. Around X percent
of the global population uses at least one
variety of toothpaste and X percent of this
population brushes twice daily in the
developed countries. In stark contrast, only
X percent of the population in India uses
any kind of toothpaste. This implies the
existence of a huge dormant market
waiting to be explored.
XX
XX
X
0
200
400
600
800
1000
1200
2008 2009 2010 2011 2012E
USD
Mill
ion
Oral Care Products Market in India, 2008 - 2012
Source: Gyan Research & Various Published Reports
Indian Personal Hygiene Market-2017
8 | P a g e © Gyan Research and Analytics Pvt. Ltd., 2013
The Oral Care market in India was estimated at around USD XX million in 2012 and is expected to
reach XX million by 2017.
Bath & Shower Market
The Bath & Shower gels market in India
was estimated at around USD XX million
in 2012.
India’s Soap market is dominated by the
personal care giant Hindustan Unilever
Ltd’s (HUL) two flagship brands - LUX and
Lifebuoy. While LUX has always been
positioned as a brand for the fairer sex,
Lifebuoy at one time had a very male-
centric imagery. However, since the early
x
x
x
x
x
118
120
122
124
126
128
130
132
2008 2009 2010 2011 2012E
USD
Mill
ion
Bath & Shower Products Market in India, 2008 - 2012
Source: Gyan Research & Various Published Reports
x
x
x x
Segment-wise Oral Care Market in India, FY2012
Toothpaste Toothbrush
Toothpowder Mouthwash
Source: Gyan Research & Various Published Reports
xx
x
x
x
2013F 2014F 2015F 2016F 2017F
USD
Mill
ion
Outlook - Oral Care Products Market in India, 2013 - 2017
Source: Gyan Research & Various Published Reports
Indian Personal Hygiene Market-2017
9 | P a g e © Gyan Research and Analytics Pvt. Ltd., 2013
2000’s, Lifebuoy has made the shift into a family soap slot with the value proposition of protection
and care.
The brands Dove and Pears from HUL
and Cinthol from Godrej Consumer
Products Ltd. dominate the premium
soaps category. However, there is
intense competition among brands from
companies such as Henkel India Ltd,
Wipro Ltd, Reckitt Benckiser (India) Ltd,
Nirma Ltd as well as HUL and Godrej.
Antiperspirants & Deodorants Market
The deodorants market in India was
estimated at about USD XX million in
2012 and the products were mostly in
the men's grooming category.
Deodorants started out as men's
merchandise but as the demand from
women grew, it gradually entered the
latter category. Today women’s
deodorants account for X percent of the
market and is growing.
Interestingly, the deodorant market in
India is dominated by males, contrary to
the norm in Indian society where
women chose the personal care
products and men are surrogate users. Moreover, the market share of male to female is X:Y in this
segment.
x
x
x
x
x
0
50
100
150
200
250
300
2008 2009 2010 2011 2012E
USD
Mill
ion
Antiperspirant & Deodorant Market in India, 2008 - 2012
Source: Gyan Research &Various Published Reports
xx
xx
x
2013F 2014F 2015F 2016F 2017F
USD
Mill
ion
Outlook- Bath & Shower Products Market in India, 2013 - 2017
Source: Gyan Research & Various Published Reports
Indian Personal Hygiene Market-2017
10 | P a g e © Gyan Research and Analytics Pvt. Ltd., 2013
Primary reasons for this dominance can
be attributed to the physiological
differences of men and women and the
general climatic conditions in India
which induces men to sweat more.
Having identified this important
opportunity, the major players are
setting their sights on this segment. For
example, HUL is planning to extend its
LUX brand into the deodorant segment.
However, the segment is already
cluttered with the presence of major
players such as Wipro, Yardley, Vini
Group, Fogg and 18. The market leader in this segment is the AXE brand from HUL.
Feminine Hygiene Market
Feminine hygiene is one of the least discussed issues in Indian society. The awareness levels about
menstruation and its consequent biological & physiological changes among Indian women are very
low. Further, the inaccessibility of sanitary hygiene products, especially in rural India and remote
areas of the country makes it even worse. Compounding the problem is the lack of sanitary facilities
and the availability of quality products.
The subject of menstruation is taboo in Indian society and is not discussed openly. This behaviour
has created a dark void of ignorance about this significant biological phenomenon. Adolescent girls
are not adequately informed about the hygienic procedures to be followed during menstruation
even after reaching menarche.
According to a 2010 survey by AC Nielsen, only X percent of menstruating women use sanitary
napkins in the country. The remaining X percent use unsanitary materials such as old rags, husk,
dried leaves and grass, ash, sand or newspapers every month, leading to Reproductive Tract
Infection (RTI). Around X percent women in India are infected.
Chart 1
xx
x
x
x
2013F 2014F 2015F 2016F 2017F
USD
Mill
ion
Outlook - Antiperspirant & Deodorant Market in India, 2013 - 2017
Source: Gyan Research & Various Published Reports
Indian Personal Hygiene Market-2017
11 | P a g e © Gyan Research and Analytics Pvt. Ltd., 2013
A UNICEF report implies that more than X percent of adolescent girls in India are underweight - the
highest in the world. The report also states that X percent of this number is anaemic and X percent
are married before the age of 18; of these X percent become teenage mothers.
However, the biggest barrier to using sanitary napkins is affordability. Around X percent of women in
India cannot afford to buy a sanitary napkin.
The government, on its part, initiated the National Rural Health Mission (NRHM) in 2005, to deal
with the health situation and infrastructure of the country. Several schemes have since been
launched to address the issue of menstrual hygiene and nutritional health of adolescent girls under
NRHM. In 2010, the Ministry of Health and Family Welfare, Government of India, launched the
Menstrual Hygiene Management scheme in X districts across the country to provide sanitary napkins
at subsidized rates (INR X per pack of X pads) to adolescent girls in rural India. The scheme is
projected to cover around X million girls in the age group of 10-19 years.
Indian Personal Hygiene Market-2017
12 | P a g e © Gyan Research and Analytics Pvt. Ltd., 2013
Outlook
With over X percent of the population of India living in the villages, the Base of the Pyramid seems to
be the focus area for personal hygiene companies. An increasing per capita income coupled with
rising literacy rates in rural areas is expected to spur the consumption of personal hygiene products.
Given the inherently essential nature of personal hygiene products, recessionary pressures are
unlikely to affect the industry at large. The phenomenal growth of the industry in the last decade in
consonance with growing urbanization, changing lifestyles and buying behaviours of consumers are
indicators of the industry’s bright future.
A Price Waterhouse Coopers (PwC) study suggests that countries like India, China, Indonesia, the
North African countries and Latin America represent a new consumer base termed as the Global
Emerging Markets (GEM). PwC expects purchasing power of these geographies to rise from the
current USD X trillion to USD X trillion by 2021, with the Indian FMCG segment set to contribute
atleast USD XX billion.
Further, changing demographics of consumers will place emphasis on beauty, health, and wellness.
This will lead to increased requirements for more customized and relevant products. Government
initiatives such as the implementation of the Goods and Services Tax (GST) and opening up of the
retail market to FDIs will also give the industry a much required boost. Finally, the government is
considering modernizing labour laws, which will improve the efficiency of services.
top related