Rising
disposable income, change in preferences, trend of premiumization and strong
advertising & marketing campaigns have changed the scenario of body wash
and shower gel category in India. Players have been introducing number of variants
in this category, which is acting as a major growth driver for the bath &
shower market.
disposable income, change in preferences, trend of premiumization and strong
advertising & marketing campaigns have changed the scenario of body wash
and shower gel category in India. Players have been introducing number of variants
in this category, which is acting as a major growth driver for the bath &
shower market.
India bath and
shower market includes products like bar soap, body wash and shower gels. Bathing
products have shown huge potential in the country from last decade. Indian
consumers are spending a lot of money over their grooming and care - be it men
or women. They are getting more demanding even about dull activities such as
their daily shower, with an increasing number of urban households beginning to
use shower gels and body washes instead of standard bar soaps. However, tier-II
and tier-III city consumers still prefer traditional beauty soaps over these
new age gels. Affluent urban consumers and experimenting youth are the two
major end users of body wash and shower gel in India and thus this category is majorly
stick to the urban markets. Being premium, these products offer better margins and
help companies to rein in their sliding profits.
shower market includes products like bar soap, body wash and shower gels. Bathing
products have shown huge potential in the country from last decade. Indian
consumers are spending a lot of money over their grooming and care - be it men
or women. They are getting more demanding even about dull activities such as
their daily shower, with an increasing number of urban households beginning to
use shower gels and body washes instead of standard bar soaps. However, tier-II
and tier-III city consumers still prefer traditional beauty soaps over these
new age gels. Affluent urban consumers and experimenting youth are the two
major end users of body wash and shower gel in India and thus this category is majorly
stick to the urban markets. Being premium, these products offer better margins and
help companies to rein in their sliding profits.
According to recently
published report of Bonafide Research "India
Bath and Shower Market Outlook, 2022", bath and shower market size has
reached over Rs. 18,000 crore in FY 2016-17, registering a healthy compounded
annual growth rate in the last five years. In India, the market is dominated by
HUL followed by players like ITC, Reckitt Benckiser, Godrej, Patanjali, Wipro
and many more. These companies have strong presence in the personal care
segment as well. In bar soap category, traditional beauty soaps are the highest
selling soaps in India followed by herbal and health soap. Market leader HUL with
its decade old brands like Lux, Lifebuoy, Liril, Pears, Breeze, Hamam and Ayush
leads the bar soap category as well. However in the southern region, soaps like
Margo, Medimix and Mysore Sandal are more popular than the leading brands. HUL
and other major players operating in the bar soap category still find it
difficult to sustain in this region, due to dominance of these age old soaps. On
the other hand, market scenario has completely changed after Baba Ramdev's Patanjali
Ayurved has made its entry into number of categories, including bath and shower.
Patanjali Ayurved has fully diverted Indian consumers towards herbal bath soaps
made from natural ingredients. To counterpart Patanjali, market leader HUL also
came with its lost brand Ayush and re-launched it in 2017 as 'Lever Ayush'.
Similarly, other soap brands are also trying to market their products as
natural and herbal. Brand promotions and marketing strategies have become
aggressive to capture a larger consumer base.
published report of Bonafide Research "India
Bath and Shower Market Outlook, 2022", bath and shower market size has
reached over Rs. 18,000 crore in FY 2016-17, registering a healthy compounded
annual growth rate in the last five years. In India, the market is dominated by
HUL followed by players like ITC, Reckitt Benckiser, Godrej, Patanjali, Wipro
and many more. These companies have strong presence in the personal care
segment as well. In bar soap category, traditional beauty soaps are the highest
selling soaps in India followed by herbal and health soap. Market leader HUL with
its decade old brands like Lux, Lifebuoy, Liril, Pears, Breeze, Hamam and Ayush
leads the bar soap category as well. However in the southern region, soaps like
Margo, Medimix and Mysore Sandal are more popular than the leading brands. HUL
and other major players operating in the bar soap category still find it
difficult to sustain in this region, due to dominance of these age old soaps. On
the other hand, market scenario has completely changed after Baba Ramdev's Patanjali
Ayurved has made its entry into number of categories, including bath and shower.
Patanjali Ayurved has fully diverted Indian consumers towards herbal bath soaps
made from natural ingredients. To counterpart Patanjali, market leader HUL also
came with its lost brand Ayush and re-launched it in 2017 as 'Lever Ayush'.
Similarly, other soap brands are also trying to market their products as
natural and herbal. Brand promotions and marketing strategies have become
aggressive to capture a larger consumer base.
Soaps are divided into mass/
popular and premium category based on their pricing and positioning. Mass bar
soaps still dominate in value as well as volume sales whereas body wash and
shower gel are fast becoming a substitute for premium soaps. If players continue
to increase the prices of premium soaps, then body washes and shower gels may
fully substitute them in upcoming years due to high preference by consumers. Players
of body wash and shower gels are coming up with small packaging sizes to
promote these products in tier-II and tier-III cities as well. Some players are
targeting the hotel and hospitality segment by supplying their products in
bulk. India still has a very low penetration in shower gel category but now it
is expanding fast in urban cities. Higher disposable income and change in
lifestyle of younger generation are the key growth drivers for this expansion.
popular and premium category based on their pricing and positioning. Mass bar
soaps still dominate in value as well as volume sales whereas body wash and
shower gel are fast becoming a substitute for premium soaps. If players continue
to increase the prices of premium soaps, then body washes and shower gels may
fully substitute them in upcoming years due to high preference by consumers. Players
of body wash and shower gels are coming up with small packaging sizes to
promote these products in tier-II and tier-III cities as well. Some players are
targeting the hotel and hospitality segment by supplying their products in
bulk. India still has a very low penetration in shower gel category but now it
is expanding fast in urban cities. Higher disposable income and change in
lifestyle of younger generation are the key growth drivers for this expansion.
Major companies
operating in the bath and shower market of India are ITC Limited,
Hindustan Unilever Limited, The Himalaya Drug Company, Wipro Consumer Care
Limited, Beiersdorf (India) Private Limited, Colgate Palmolive (India) Limited,
Godrej Consumer Products Limited, Reckitt Benckiser (India) Private Limited and
Karnataka Soaps & Detergents Limited.
operating in the bath and shower market of India are ITC Limited,
Hindustan Unilever Limited, The Himalaya Drug Company, Wipro Consumer Care
Limited, Beiersdorf (India) Private Limited, Colgate Palmolive (India) Limited,
Godrej Consumer Products Limited, Reckitt Benckiser (India) Private Limited and
Karnataka Soaps & Detergents Limited.
Report: India Bath and Shower Market Outlook, 2022
Base Year: 2016-17
Estimated Year: 2017-18, Forecast
Year: 2021-22
Year: 2021-22
Pages: 132, Figures:
58, Tables: 27
58, Tables: 27
Contact Us
Bonafide Research
& Marketing Pvt. Ltd.
& Marketing Pvt. Ltd.
Steven Thomas –
Sales & Marketing Manager
Sales & Marketing Manager
Telephone:
+91-265-2331309/ +91-7878231309
Website: http://bonafideresearch.com/
+91-265-2331309/ +91-7878231309
