FMCG – Personal Care

Personal Care Sector: An Introduction

• Personal Care products are one of the key
constituents of the Fast Moving Consumer Goods
(FMCG) sector
• Intense brand wars for increasing “mind share”
• Recent years have also seen price wars
• Increase in income levels, penetration of mass
media and increased awareness of personal
hygiene have led to a strong growth in this sector
 Segments under Personal Care
• Bath and Shower products
• Hair Care
• Skin Care
• Oral Care
• Colour Cosmetics
• Fragrances
Segmental breakup for personal care market
in India
Indian market for personal care products
 Toilet Soap: An Overview
• Toilet soap is one of the dynamic segments in the personal care
sector
• Many new brands are being introduced frequently & some of the
brands are withdrawn from the market
• Market penetration of toilet soaps is around 88 % , but per capita
consumption is low are 800 gms as against 6.5 Kgs in USA, 4Kgs
in China & 2.5 Kgs in Indonesia
• Based on the pricing structure, toilet soaps are classified as :
Premium, Economy & Popular segments
• Based on the usage, toilet soaps can further be classified as :
men's soap, ladies' soap, infants soap & common soaps
• There are a few speciality soaps such as transparent glycerin
soaps, sandal soaps, specially flavoured soaps & medicated
soaps, which are normally targeted at higher income groups
 Toilet Soap : Major Players & Brands

Company Brands
• Colgate Palmolive • Palmolive Extra Care, Palmolive

• Naturals, Aroma Therapy

• Godrej Consumer
• No. 1 Natural, Cinthol, Fair & Glow
• VVF Ltd
• Doy, Doy Care Aloe Vera, Jo, Shiff,
Margo
• Henkel Spic
• Lux, Lifebuoy, Liril, Hamam,
• HUL Breeze, Dove, Pears, Rexona
 Toilet soaps : New launches
Company Brand
• HUL • Lux - Chocolate seduction, Aromatic Glow,
Festiva Glow, Pears, Pears Juniors, 'Rexona
with Lux‘,
• Reckitt Benckiser
• Dettol Cool

• VVF Ltd
• Doy princess (olive Oil)

• Jyothi Lab • Jeeva

• Godrej • Evita, Vigil

• Anchor • Dyna

• Marico • Manjal
 Men’s Care Products : Introduction
• Personal care products have now become gender specific 
• Mens gromming products include : shaving preparation products,
shaving razors / blades & after shave lotion
• The market for male grooming products was estimated at Rs. 14.5 
billion & is growing at 24 % per annum (2005-06)
• Apart from grooming products, face creams for men are becoming
popular in the domestic market, which was valued at Rs. 2 billion
(2005-06)
• Some of the key brands in men’s face cream products are : Fair & 
Lovely Menz Active and Emami's Fair and Handsome
• Some of the other men’s personal care products that have
significant share are Sara Lee's Brylcreem Talc and Helene Curtis 
India's Park Avenue International Soap
 Men’s Care Products : Major Players &
Brands
Player Brand
• Gillette (India) Ltd. • Gillette 
• Godrej  • Godrej Shaving Cream
• Procter & Gamble • Old spice
• HUL • Axe, Denim
• Raymonds • Park Avenue
• J L Morrison • Nivea Shaving Cream
• Colgate-Palmolive • Palmolive Shave Gel
 Headlines

• Bath and shower grew by 9% in 2009 to reach Rs86.8

billion
• Manufacturers ramped up their bath and shower portfolios
• Liquid soap witnessed the fastest value growth of 27% in
2009
• Average unit prices rose as consumers traded up
• Hindustan Unilever Ltd saw a drop in its value share
• Bath and shower is forecast to see a constant value CAGR
of 5%
 Competitive Landscape

• Hindustan Unilever remains the dominant player in bath and shower products,
with a multitude of brands. However, the value share of the company fell by
nearly two percentage points to 51% in 2009. The decline came about due to
strong competition from players such as Reckitt Benckiser (India) Ltd, Godrej
Consumer Products Ltd and Wipro Ltd. However, due to the company’s extensive
presence throughout bath and shower products, it still managed to end 2009
with a formidable share.
• Reckitt Benckiser (India) Ltd increased its value share by nearly one percentage
point in 2009 over 2008 as the company was able to leverage Dettol’s
indomitable positioning on the “anti-infection” platform during the H1N1 flu
hype. Dettol soaps and liquid handwash also underwent rebranding in May 2009
and were relaunched with a new formulation, shape and packaging as well as
new flavour variants such as Dettol Fresh (new fragrance) and Dettol Cool (with
menthol).
National Brand Owners and their Brands
Forecast
 Hair Care : Introduction
• Hair Care is the largest segment in the cosmetics sector
• Based on the application, hair care products can be classified as : 
– Hair Oil
– Shampoo
– Hair Colour
– Hair Cream
• Hair oil accounts for the major share in the hair care segment 
• The market is fragmented with a number of regional players in the
unorganised sector
• The total hair care market was estimated at Rs. 41.5 billion
(2005 – 06)
Shampoo : Major Players & Market Share 

18%

44%
11%
HLL
Dabur
Procter & Gamble
Calvin Care
Others
22% 5%
 Hair Colour : Major Players & Brands

Player Brand
• Godrej • Godrej Hair Dye, Godrej Kesh Kala,
Color Soft

• J K Helen Curtis • Tru-tone 

(part of Raymond Group, India)
• Excellence, Majirel, Dia colour, Color
• L'Oreal Naturals 

• Modi-Revlon • Color n Hair

• Cavin Kare • Indica 

• HUL • Sunsilk
 Headlines

• Hair care grew by 15% in 2009 to reach nearly Rs70 billion

• Manufacturers ramping up product portfolios through
brand extensions
• Salon hair care saw the fastest value growth of 21% in 2009
• Average unit prices continued to rise in 2009
• Hindustan Unilever Ltd continues to lead as competition
intensifies
• Hair care is forecast to see a constant value CAGR of 10%
 Competitive Landscape

• Hindustan Unilever continued to lead sales in hair care in 2009, with a value share
of 19%. While the company has only a 3% value share in conditioners, the largest
product category in India, it has a strong lead overall due to its large presence
with a 46% share in shampoos, where it owns three major brands, namely
Sunsilk, Clinic Plus and Clear. However, the company’s share steadily decreased
over the later half of the review period due to strong competition from other
companies, including number two player Dabur India Ltd.
• Dabur India Ltd experienced the largest increase in value share, from 12% in 2008
to 13% in 2009. The company witnessed nearly 50% growth in shampoo sales in
2009, driven by strong growth in rural sales for its Dabur Vatika brand and the
launch of Dabur Total Protect, a shampoo with ayurvedic ingredients, in July
2009. The company revamped its popular antidandruff variant in terms of price,
packaging and pack size – replacing its previous Rs1 sachets with the revamped
Rs1.5 sachets in the second half of 2009.
National Brand Owners and their Brands
Forecast
 Skin Care : Introduction
• Usage of cosmetics in India dates back to historic times, when
traditional cosmetics were prepared at home using herbal leaves
fruits & vegetables
• Till recently the non- traditional cosmetics were used mainly by
middle and upper income groups
• A few well known brands, mainly MNCs, have a major share of the
market; Indian brands have made significant inroads over the last
two decades
• Imports were made through Indians traveling abroad or NRIs
coming to India
• However, the market liberalisation of 1991 has changed the
cosmetics consumption pattern in the country
 Headlines

• Skin care grew by 13% in 2009 to reach nearly Rs32 billion

• New brands and portfolio extensions keep skin care
dynamic
• Nourishers/anti-agers saw the fastest value growth of 19%
in 2009
• Average unit prices continued to rise in 2009
• Hindustan Unilever Ltd’s products continue to dominate
skin care sales
• Skin care is forecast to see a constant value CAGR of 10%
 Competitive Landscape

• Hindustan Unilever Ltd continued to dominate sales in 2009, accounting for

a 61% value share. The company’s brands Fair & Lovely, Pond’s and Lakmé
were the top three skin care brands in India in 2009, with Fair & Lovely
accounting for 48% of the value sales of skin care in India. Despite increasing
competition from new entrants such as Johnson & Johnson Ltd and Dabur
India Ltd, the company’s sales performance remained strong, aided by its
low-priced sachet SKUs, free samples and new variants for its major brands.
• Hindustan Unilever Ltd witnessed the largest change in value share in 2009,
falling by one percentage point compared to 2008. The sales of its major
brand – Fair & Lovely – grew by only 10% in 2009. With the brand’s growth
slowing as it reached higher and higher penetration levels towards the end
of the review period it grew significantly more slowly than other moisturiser
brands such as Pond’s and Garnier Skin Natural.
National Brand Owners and their Brands
Forecast
 Fairness Cream : An Overview
• Fairness cream accounts for the major share in the overall
skin cream sector & is growing at 20 % per annum
• The fairness cream market was estimated at Rs. 9.5 billion
(2005-06)
• HUL’s Fair & Lovely & its ayurvedic variant occupy the first
position in the Fairness cream market, followed by
Cavinkare’s Fairever
• Emami, in collaboration with Activor Corp., USA has
launched the following brands
– Fair & Handsome
– Fair & Ageless
– Fair & Teen
 Fairness Cream : Major Players & Brands

Player Brand
• Cavin Kare • Fair Ever
 
  • Naturally Fair, Fair &
• Emami Handsome, Fair & Ageless,
 
Fair & Teen
 
• Godrej • Fair Glow
   
• Hindustan Unilever • Fair & Lovely
 Anti-wrinkle & Anti-marks Cream :
An Overview
• Anti-ageing products, used to reduce wrinkles & improve skin
is becoming popular in the Indian market, in the recent years
 
• The products are sold under two categories - anti-wrinkle & skin
firming cosmetics - as lotions, cream, sunscreens, eye gels, face
packs & moisturisers
 
• The total domestic market for Anti-Marks products was valued at
Rs. 130 million (2005-06)
 
• The anti-wrinkle product category in India is largely dominated by
multinational companies
 
• Avon & Garnier Synergie are the largest selling brands in this
category, followed by premium brands like Estee Lauder, P&G,
Christian Doir, L'Oreal & Clarins
 Talcum Powder : An Overview
• Talcum powder is one of the largest sector in the personal care 
products with 100 % penetration, across all groups of population 
• Total market for talcum powder was estimated at Rs. 6.5 billion
2005 - 06) – growth in terms of volume has been almost stagnant 
in the last few years 
• The Indian talcum powder market is characterized by a number of
regional players as well as national players
• Major national players are : HUL, Wipro, Cavinkare, Belle Herbals
 Ltd., Godrej, Manisha Pharma Plast Ltd., Colgate Palmolive,
 Johnson & Johnson , The Health Care Ltd., Paras Pharma Ltd. 
• Colgate Palmolive has recently introduced a variation in perfumed
talcum powder - “New Palmolive Auromathearpy Talcum powder”
THANK YOU!

:-)