2.

3 Trends in personal care segment

Personal care segment in India consists of products like oral care, hair care, skin care, personal
wash (soaps), cosmetics and toiletries, deodorants, perfumes, feminine hygiene, shaving
products, etc. The size of branded toothpaste market in India was estimated at around INR
62bn. As of 2014, Colgate was the leader in the toothpaste category with a market share of
more than 55%, followed by HUL with its brand ‘Pepsodent’.

Chart 17: Market share of major toothpaste players in India (2014)

8%

13%
Colgate-Palmolive
HUL
Dabur
57%
Others 22%

Source: The Economic Times

The size of Indian hair care market was more than INR 130bn, out of which hair oils accounted
for INR 88bn as of 2014. Hair oil category accounted for two-thirds of the hair care market while
shampoos, hair colour and dyes contributed another one-third. HUL is the market leader in the
shampoo category, while Marico dominated the hair oil category. Coconut based oil dominated
the hair oil market in India with a share of 43%.

Chart 18: Hair oil market in India based on constituent (2014)

13%
Coconut based oils
Amla based oils 10%
43%
Light hair oils
Cooling oils 17%
Others

17%

Source: The Economic Times

FMCG India 11
Skin care is again a major category in the personal care segment. Its size was estimated at INR
75bn with an annualised growth rate of more than 15%. Fairness creams dominate the skin
care category in India. HUL dominated the fairness cream market with a share of more than
50%, backed by its iconic brand ‘Fair & Lovely’.

Chart 19: Breakup of skin care market in India (2015)

20%

Fairness creams
Face wash
Others 20% 60%

Source: The Economic Times

Another major category in the personal care segment is soap. The size of Indian soap industry
was pegged at INR 132bn as of 2015. The leaders in this category are HUL’s two brands
namely ‘Lifebuoy’ and ‘Lux’, followed by ‘Cinthol’ of GCPL, ‘Dettol’ of Reckitt Benckiser and
‘Santoor’ which is a brand of Wipro Consumer Care and Lighting (WCPL).

Chart 20: Market share of leading players in the soap category (2015)

HUL
27%
GCPL
40%
Reckitt Benckiser
WCPL
J&J 3%
ITC 3%
9%
Others
8% 10%

Source: The Economic times

FMCG India 12
Fragrance products form another pillar of the personal care category in India. According to the
Associated Chambers of Commerce and Industry (ASSOCHAM), the market was valued at INR
56bn as of 2014 and was growing at a CAGR of 40%. Deodorant is a sub-category in the
fragrance where men dominate over their female counterpart. The deodorant market in India
was estimated at INR 36bn; men’s segment contributing two thirds. Perfume market was
pegged at INR 20bn and was growing at a CAGR of 50%. HUL was again the leader in the
deodorant category with its ‘Axe’ brand.

Chart 21: Breakup of Indian fragrance market (2014)

36%

Deodorant
Perfume

64%

Source: ASSOCHAM

Female hygiene product category is still underpenetrated in India with a penetration rate of 20%
only. The market was valued at INR 16bn with a growth rate of more than 20%. The major
players in this category are P&G with its ‘Whisper’ brand and Johnson & Johnson with its
‘Stayfree’ brand. Men’s shaving category is another major personal care category in the
personal care segment. The razor and shaving blade market was valued at around INR 40bn.
Gillette India is the leader in this segment which also consists of large number of small and
medium players. Net sales of Gillette India grew at a CAGR of 17% during the period 2008-15.

Chart 22: Net sales of Gillette India (in INR bn)

5
Jun-08 Jun-09 Jun-10 Jun-11 Jun-12 Jun-13 Jun-14 Jun-15
Source: Moneycontrol

FMCG India 13
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