Beauty and Personal Care in India

Beauty and Personal Care in India
Euromonitor International
June 2019
BEAUTY AND PERSONAL CARE IN INDIA Passport i
LIST OF CONTENTS AND TABLES

Executive Summary ..................................................................................................................... 1
Complete Transition To the Gst Allows Companies To Bring the Focus Back on Consumers . 1
Manufacturers Launch Smaller Pack Sizes To Promote Trials and Convenience .................... 1
Multinational Players Sustain Leadership Position Despite Competition From Niche Brands .. 1
Premiumisation Through Collaboration and Curation To Enhance Brand Image ..................... 2
Internet Retailing Serves As A Platform for Niche Players Seeking To Expand Consumer
Reach ....................................................................................................................................... 2
Market Data .................................................................................................................................. 2
Table 1 Sales of Beauty and Personal Care by Category: Value 2013-2018 ............ 2
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth
2013-2018 .................................................................................................... 3
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2014-
2018 ............................................................................................................. 3
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2014-
2018 ............................................................................................................. 4
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018 ....... 5
Table 6 Distribution of Beauty and Personal Care by Format: % Value 2013-
2018 ............................................................................................................. 6
Table 7 Distribution of Beauty and Personal Care by Format and Category: %
Value 2018 ................................................................................................... 7
Table 8 Forecast Sales of Beauty and Personal Care by Category: Value
2018-2023 .................................................................................................... 9
Table 9 Forecast Sales of Beauty and Personal Care by Category: % Value
Growth 2018-2023 ..................................................................................... 10
Sources ...................................................................................................................................... 10
Summary 1 Research Sources ...................................................................................... 10
© Euromonitor International
BEAUTY AND PERSONAL CARE IN INDIA Passport 1
BEAUTY AND PERSONAL CARE IN

INDIA
EXECUTIVE SUMMARY
Complete Transition To the Gst Allows Companies To Bring the Focus

Back on Consumers
Implementation of the Goods and Services Tax (GST) during the second half of calendar year
2017 caused business interruptions as companies transitioned to the new tax regime. However,
in 2018 beauty and personal care was on the path to recovery with most product categories
witnessing higher growth during 2017-2018 compared to the previous year as business
continued to resume manufacturing and supply of products. Bath and shower and hair care
remained the largest categories in 2018 whilst fragrances, depilatories, baby and child-specific
products and colour cosmetics witnessed the most dynamic growth during the same year.
Across all categories, major focus for companies was on expanding their online presence,
deepening product penetration, leveraging innovative technology, adding value and increasing
consumer connection through social media initiatives. With changing consumer preferences
towards ethical living and holistic wellbeing, consumers are demanding more transparency and
experiences, which provides opportunities for companies in the future.
Manufacturers Launch Smaller Pack Sizes To Promote Trials and

Convenience
The desire to experiment with different beauty and personal care products is growing in India,
especially amongst young consumers. Whilst there is a growing need for variety, consumers
remain price conscious. As a result, companies focussed on launching smaller pack sizes and
“mini” variants of the traditional sizes to increase penetration in rural areas and incentivise
consumers to trade up to premium products in urban areas. Further, small pack sizes are
considered to be more convenient, especially amongst “on the go” consumers. This trend has
cut across major beauty and personal care categories including colour cosmetics, skin care and
deodorants, amongst others. Over the last year, brands such as Engage, Axe, Set Wet and
Yardley introduced pocket size deodorants, a convenient pack size for working consumers in
urban areas. Similarly, colour cosmetics brands including Mac, Forest Essentials, Bobbi Brown
and Huda Beauty launched “mini” variants of lipsticks, facial cleansers and mascara. Going
forward, small pack sizes will play a crucial role with increasing focus on ethical living,
meaningful consumption and sustainability.
Multinational Players Sustain Leadership Position Despite Competition

From Niche Brands
In 2018, multinational players such as Unilever Group, Colgate-Palmolive, Procter & Gamble
and L’Oréal Groupe maintained their leadership positions in the Indian beauty and personal care
market. Along with other top players, these companies are focusing on improving their
distribution channels, both store based and non-store based, to cater to larger audiences. In
addition, launching new products backed by widespread marketing campaigns for both new and
existing product lines are allowing them to create strong brand recall amongst consumers.
Companies are also focusing on building a stronger natural products portfolio to benefit from the
health and wellness trend. The beauty and personal care market continues to be a highly
fragmented industry with a good mix of large multinational players and small domestic players
that are catering to consumer demands. Smaller domestic companies such as Kama Ayurveda
are receiving attention from multinational players such as Puig, who are acquiring a stake in
such domestic players, thus, helping them become future’s global brands.
Premiumisation Through Collaboration and Curation To Enhance Brand

Image
There were many new launches in 2018, with some companies focussing on enhancing their
ingredients mix and adding value whilst others focussed on improving brand perception and
positioning through collaborations with famous personalities. The latter has strengthened in
India with beauty brands partnered with fashion designers and Bollywood celebrities. In October
2018, L’Oréal Paris collaborated with fashion designer Sabyasachi Mukherjee to launch L’Oréal
Paris x Sabyasachi, a 21-piece limited-edition line of colour cosmetics. In December 2018,
MyGlamm collaborated with celebrity designer Manish Malhotra to launch an exclusive cosmetic
collection – Manish Malhotra Haute Couture Makeup. Further, Mac collaborated with Bollywood
celebrity Disha Patani to launch Mac Shades of Disha Patani in March 2019, a limited edition
collection of lipsticks. Going forward, more companies are anticipated to focus on such
partnerships to enhance brand image and tap the premiumisation trend through limited edition
product lines.
Internet Retailing Serves As A Platform for Niche Players Seeking To

Expand Consumer Reach
As internet retailing continues to build its prominence in the country, sales of beauty and
personal care products through this distribution channel are projected to grow further during the
forecast period. Domestic and international manufacturers, online grocery stores, e-commerce
players as well as online beauty specialist stores are using this channel alike to provide beauty
and personal care products. This is allowing penetration of beauty and personal care products in
far-flung rural areas as well, which earlier had a lot of unmet potential. In addition, this
distribution channel has allowed new domestic players such as Arata, Bombay Perfumery and
Beardo, etc to market their products through social media and their own websites. Thus, during
the forecast period, many new domestic and international players are expected to continue
leveraging this distribution channel and capitalise on the market opportunity, as they do not
have to invest in physical outlets. Moreover, consumers during the forecast period are expected
to leverage this distribution channel as they gain access to year-round discounts, online
consumer reviews, home delivery options and the like, and thus further create demand.
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2013-2018
INR bn
2013 2014 2015 2016 2017 2018
Baby and Child-specific 13.1 15.3 17.7 20.4 23.5 27.1

Products
Bath and Shower 159.8 181.2 196.4 209.1 222.2 237.0
Colour Cosmetics 35.8 43.1 50.6 58.4 66.5 76.3
Deodorants 19.4 23.5 26.9 30.2 33.1 36.6
Depilatories 8.6 10.6 12.7 15.1 17.8 20.7
Fragrances 12.3 14.6 17.3 20.1 23.3 27.0
Hair Care 150.4 165.7 179.1 192.8 207.9 224.6

Men's Grooming 58.4 67.7 75.5 83.2 91.4 100.7
Oral Care 80.5 93.9 103.3 114.1 122.6 133.4
Oral Care Excl Power 80.5 93.9 103.3 114.1 122.6 133.4
Toothbrushes
Skin Care 75.4 86.1 96.5 106.2 116.5 128.0
Sun Care 2.2 2.5 2.9 3.3 3.8 4.3
Premium Beauty and 22.2 27.2 32.6 38.7 45.2 52.9
Personal Care
Prestige Beauty and 22.1 27.1 32.4 38.4 45.0 52.6
Personal Care
Mass Beauty and 446.1 504.8 554.8 601.5 651.4 707.8
Personal Care
Beauty and Personal Care 588.3 672.0 741.8 810.5 881.1 962.3
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Note 1: Prestige/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 2013-2018
% current value growth

2017/18 2013-18 CAGR 2013/18 Total
Baby and Child-specific Products 15.4 15.6 106.1

Bath and Shower 6.7 8.2 48.3
Colour Cosmetics 14.8 16.4 113.5
Deodorants 10.5 13.5 88.4
Depilatories 16.5 19.2 140.9
Fragrances 16.0 17.1 120.0
Hair Care 8.0 8.3 49.3
Men's Grooming 10.2 11.5 72.4
Oral Care 8.8 10.6 65.7
Oral Care Excl Power Toothbrushes 8.8 10.6 65.7
Skin Care 9.8 11.2 69.7
Sun Care 14.5 14.6 97.9
Premium Beauty and Personal Care 17.0 19.0 138.5
Prestige Beauty and Personal Care 17.0 19.0 138.5
Mass Beauty and Personal Care 8.7 9.7 58.7
Beauty and Personal Care 9.2 10.3 63.6
care and sun care.
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
% retail value rsp

Company 2014 2015 2016 2017 2018
Unilever Group 26.2 25.9 25.4 24.7 24.2
Colgate-Palmolive Co 7.2 6.9 6.4 6.0 5.7

Procter & Gamble Co, The 5.6 4.9 4.3 4.1 3.9
L'Oréal Groupe 3.8 3.9 4.0 3.8 3.9
Marico Ltd 4.6 4.7 4.3 4.0 3.8
Godrej Group 3.9 3.8 3.7 3.7 3.6
Dabur India Ltd 3.4 3.4 3.3 3.3 3.3
Johnson & Johnson Inc 2.7 2.8 3.0 3.2 3.3
Reckitt Benckiser Group 2.6 2.6 2.7 2.7 2.7
Plc (RB)
Patanjali Ayurved Ltd 1.3 1.9 2.7 2.7 2.7
Wipro Ltd 2.3 2.4 2.4 2.5 2.6
Emami Ltd 1.8 1.9 1.9 1.8 1.8
ITC Ltd 1.5 1.6 1.5 1.5 1.6
Himalaya Drug Co, The 0.9 0.9 1.0 1.1 1.2
Beiersdorf AG 0.7 0.8 0.9 1.0 1.1
Amway Corp 1.1 0.9 0.9 0.9 0.9
Oriflame Cosmetics SA 1.2 1.1 1.1 0.9 0.8
Bajaj Sevashram Ltd 0.6 0.7 0.7 0.8 0.8
Vini Cosmetics Pvt Ltd 0.6 0.6 0.7 0.7 0.7
Coty Inc 0.2 0.3 0.6 0.7 0.7
CavinKare Pvt Ltd 0.7 0.7 0.7 0.7 0.6
Edgewell Personal Care - 0.5 0.6 0.6 0.6
Brands LLC
Hygienic Research 0.4 0.5 0.5 0.5 0.6
Institute
Malhotra Shaving 0.4 0.5 0.5 0.5 0.5
Products Pvt Ltd
Henkel AG & Co KGaA 0.5 0.5 0.5 0.4 0.5
SuperMax Corp 0.4 0.4 0.4 0.4 0.4
Estée Lauder Cos Inc 0.3 0.3 0.3 0.3 0.4
Karnataka Soaps & 0.4 0.4 0.4 0.4 0.4
Detergents Ltd
Revlon Inc 0.2 0.2 0.3 0.3 0.4
Pfizer Inc 0.3 0.3 0.3 0.3 0.3
Others 24.4 23.8 24.1 25.5 26.1
Total 100.0 100.0 100.0 100.0 100.0
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
% retail value rsp

Company 2014 2015 2016 2017 2018
Hindustan Unilever Ltd 26.0 25.8 25.2 24.6 24.0

Colgate-Palmolive India 7.2 6.9 6.4 6.0 5.7
Ltd
L'Oréal India Pvt Ltd 3.5 3.6 3.7 3.7 3.8
Marico Ltd 4.6 4.7 4.3 4.0 3.8
Godrej Consumer 3.9 3.8 3.7 3.7 3.6
Products Ltd
Dabur India Ltd 3.4 3.4 3.3 3.3 3.3
Johnson & Johnson 2.7 2.8 3.0 3.2 3.3
(India) Ltd
Reckitt Benckiser 2.6 2.6 2.7 2.7 2.7
(India) Ltd
Patanjali Ayurved Ltd 1.3 1.9 2.7 2.7 2.7
Wipro Consumer Care & 2.3 2.4 2.4 2.5 2.6
Lighting Ltd
Gillette India Ltd 3.4 2.8 2.7 2.5 2.4

Procter & Gamble Home 2.3 2.1 2.0 1.9 1.8
Products Ltd
Emami Ltd 1.8 1.9 1.9 1.8 1.8
ITC Ltd 1.5 1.5 1.5 1.5 1.5
Himalaya Drug Co, The 0.9 0.9 1.0 1.1 1.2
Nivea India Pvt Ltd 0.7 0.8 0.9 1.0 1.1
Amway India Enterprises 1.1 0.9 0.9 0.9 0.9
Pvt Ltd
Oriflame India Pvt Ltd 1.2 1.1 1.1 0.9 0.8
Bajaj Consumer Care Ltd 0.6 0.7 0.7 0.8 0.8
Vini Cosmetics Pvt Ltd 0.6 0.6 0.7 0.7 0.7
CavinKare Pvt Ltd 0.7 0.7 0.7 0.7 0.6
Hygienic Research 0.4 0.5 0.5 0.5 0.6
Institute
Malhotra Shaving 0.4 0.5 0.5 0.5 0.5
Products Pvt Ltd
Jyothy Laboratories Ltd 0.5 0.5 0.5 0.4 0.5
Vidyut Metallics Ltd 0.4 0.4 0.4 0.4 0.4
Elca Cosmetics Pvt Ltd 0.3 0.3 0.3 0.3 0.4
Karnataka Soaps & 0.4 0.4 0.4 0.4 0.4
Detergents Ltd
Wyeth Ltd 0.3 0.3 0.3 0.3 0.3
Helene Curtis India 0.4 0.4 0.3 0.3 0.3
Ltd, J K
McNroe Chemicals Pvt Ltd 0.3 0.3 0.3 0.3 0.3
Others 24.3 24.6 25.0 26.3 26.9
Total 100.0 100.0 100.0 100.0 100.0
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
% retail value rsp

Brand (GBO) Company (NBO) 2015 2016 2017 2018
Fair & Lovely Hindustan Unilever Ltd 4.5 4.4 4.3 4.2
(Unilever Group)
Colgate (Colgate- Colgate-Palmolive India 4.9 4.5 4.1 3.9
Palmolive Co) Ltd
Lifebuoy (Unilever Hindustan Unilever Ltd 4.0 3.9 3.8 3.7
Group)
Lux (Unilever Group) Hindustan Unilever Ltd 3.4 3.3 3.3 3.2
Santoor (Wipro Ltd) Wipro Consumer Care & 2.2 2.3 2.4 2.5
Lighting Ltd
Johnson's Baby Johnson & Johnson 2.0 2.1 2.2 2.2
(Johnson & Johnson (India) Ltd
Inc)
Dettol (Reckitt Reckitt Benckiser 2.1 2.1 2.1 2.1
Benckiser Group Plc (India) Ltd
(RB))
Parachute Coconut Oil Marico Ltd 2.7 2.3 2.1 1.9
Dove (Unilever Group) Hindustan Unilever Ltd 1.9 1.9 1.9 1.9
Clinic Plus Hindustan Unilever Ltd 2.1 2.0 1.9 1.8
(Unilever Group)
Godrej No 1 (Godrej Godrej Consumer 1.8 1.7 1.7 1.7
Group) Products Ltd
Lakmé (Unilever Hindustan Unilever Ltd 1.2 1.3 1.3 1.3
Group)
Close-Up (Unilever Hindustan Unilever Ltd 1.4 1.4 1.3 1.3

Group)
Pond's (Unilever Hindustan Unilever Ltd 1.4 1.3 1.3 1.3
Group)
Patanjali Dant Patanjali Ayurved Ltd 0.6 1.0 1.1 1.1
Kanti Dental Cream
Dabur Dabur India Ltd 1.0 1.0 1.0 1.0
Himalaya Herbals Himalaya Drug Co, The 0.7 0.8 0.9 0.9
Pears (Unilever Hindustan Unilever Ltd 1.0 1.0 1.0 0.9
Group)
Garnier Skin L'Oréal India Pvt Ltd 0.9 0.9 0.9 0.9
Naturals (L'Oréal
Groupe)
Head & Shoulders Procter & Gamble Home 1.0 0.9 0.9 0.8
(Procter & Gamble Products Ltd
Co, The)
Cinthol (Godrej Godrej Consumer 0.9 0.9 0.9 0.8
Group) Products Ltd
Bajaj (Bajaj Bajaj Consumer Care Ltd 0.7 0.7 0.8 0.8
Sevashram Ltd)
Pepsodent (Unilever Hindustan Unilever Ltd 0.8 0.8 0.8 0.8
Group)
Fogg Vini Cosmetics Pvt Ltd 0.6 0.7 0.7 0.7
Himani Navratna Emami Ltd 0.8 0.8 0.7 0.7
Dabur Red Toothpaste Dabur India Ltd 0.7 0.7 0.7 0.7
Patanjali Patanjali Ayurved Ltd 0.5 0.7 0.7 0.7
Pantene (Procter & Procter & Gamble Home 0.8 0.7 0.7 0.7
Gamble Co, The) Products Ltd
Colgate Max Fresh Colgate-Palmolive India 0.7 0.7 0.7 0.6
(Colgate-Palmolive Ltd
Co)
Veet (Reckitt Reckitt Benckiser 0.5 0.6 0.6 0.6
Benckiser Group Plc (India) Ltd
(RB))
Others Others 52.0 52.6 53.5 54.1
Total Total 100.0 100.0 100.0 100.0
Table 6 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
% retail value rsp

2013 2014 2015 2016 2017 2018
Store-Based Retailing 94.8 94.7 94.4 93.8 93.3 92.8

- Grocery Retailers 68.9 68.8 67.9 66.8 65.7 61.5
-- Modern Grocery 18.4 18.6 18.7 19.1 19.6 19.9
Retailers
--- Convenience Stores 1.1 0.8 0.5 0.5 0.5 0.5
--- Discounters - - - - - -
--- Forecourt Retailers - - - - - -
--- Hypermarkets 9.4 9.9 10.1 10.5 10.8 11.1
--- Supermarkets 7.9 7.9 8.0 8.1 8.3 8.4
-- Traditional Grocery 50.4 50.2 49.2 47.7 46.1 41.6
Retailers
- Non-Grocery Specialists 15.1 14.9 15.2 15.5 15.9 16.4
-- Apparel and Footwear - - - - - -
Specialist Retailers
-- Electronics and - - - - - -
Appliance Specialist
Retailers
-- Health and Beauty 14.2 14.0 14.2 14.5 14.9 15.3
--- Beauty Specialist 2.6 2.8 3.1 3.4 3.7 4.1
Retailers
--- Chemists/Pharmacies 11.5 11.1 11.0 11.1 11.1 11.2
--- 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 0.9 0.9 1.0 1.0 1.0 1.1
Specialists
--- Outdoor Markets 0.5 0.4 0.4 0.4 0.3 0.3
--- Other BPC Non- 0.5 0.5 0.6 0.6 0.7 0.8
Grocery Specialists
-- Mixed Retailers 10.9 11.0 11.3 11.5 11.8 14.9
--- Department Stores 10.9 11.0 11.3 11.5 11.8 14.9
--- Mass Merchandisers - - - - - -
--- Variety Stores - - - - - -
--- Warehouse Clubs - - - - - -
Non-Store Retailing 4.4 4.6 4.9 5.3 5.8 6.3
- Direct Selling 3.5 3.5 3.5 3.5 3.5 3.3
- Homeshopping - - - - - -
- Internet Retailing 0.9 1.1 1.4 1.8 2.3 2.9
- Vending - - - - - -
Non-retail channels 0.7 0.8 0.8 0.8 0.9 0.9
- Hair Salons 0.7 0.8 0.8 0.8 0.9 0.9
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 7 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
% retail value rsp

BC BS CC DO DP FR
Store-Based Retailing 97.9 95.4 82.5 92.2 97.0 90.8

- Grocery Retailers 39.8 81.6 33.7 39.9 53.3 22.7
-- Modern Grocery 12.3 19.0 16.9 20.9 15.1 10.7
Retailers
--- Convenience Stores 0.0 0.0 0.0 1.6 0.0 0.0
--- 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 7.1 11.3 9.9 8.8 8.7 6.2
--- Supermarkets 5.1 7.7 7.1 10.4 6.3 4.5
-- Traditional Grocery 27.6 62.6 16.8 19.0 38.2 12.0
Retailers
- Non-Grocery Specialists 58.1 12.3 18.2 24.0 43.7 10.8
-- 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
-- Health and Beauty 34.2 12.3 18.2 24.0 43.7 10.8

--- Beauty Specialist 0.2 5.0 15.3 11.4 2.6 8.2
Retailers
--- Chemists/Pharmacies 33.9 7.2 2.9 12.6 41.1 2.5
--- 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
-- Other Non-Grocery 23.9 0.0 0.0 0.0 0.0 0.0
Specialists
--- Outdoor Markets 0.1 0.0 0.0 0.0 0.0 0.0
--- Other BPC Non- 23.8 0.0 0.0 0.0 0.0 0.0
Grocery Specialists
-- Mixed Retailers 0.0 1.5 30.5 28.3 0.0 57.4
--- Department Stores 0.0 1.5 30.5 28.3 0.0 57.4
--- 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
Non-Store Retailing 2.1 4.6 17.5 7.8 3.0 9.2
- Direct Selling 0.5 1.2 4.8 1.9 0.0 6.5
- Homeshopping 0.0 0.0 0.0 0.0 0.0 0.0
- Internet Retailing 1.5 3.3 12.8 5.9 3.0 2.7
- Vending 0.0 0.0 0.0 0.0 0.0 0.0
Non-retail channels 0.0 0.0 0.0 0.0 0.0 0.0
- Hair Salons 0.0 0.0 0.0 0.0 0.0 0.0
Total 100.0 100.0 100.0 100.0 100.0 100.0
HC MG OC SK SU
Store-Based Retailing 93.8 94.4 97.1 85.2 86.8

- Grocery Retailers 61.7 54.6 81.1 39.2 38.7
-- Modern Grocery 23.9 19.2 23.8 16.8 12.3
Retailers
--- Convenience Stores 0.0 1.4 0.8 1.8 0.0
--- Discounters 0.0 0.0 0.0 0.0 0.0
--- Forecourt Retailers 0.0 0.0 0.0 0.0 0.0
--- Hypermarkets 13.1 8.7 13.6 8.9 7.0
--- Supermarkets 10.8 9.2 9.3 6.1 5.4
-- Traditional Grocery 37.7 35.4 57.3 22.4 26.4
Retailers
- Non-Grocery Specialists 8.8 15.9 16.1 23.2 24.4
-- Apparel and Footwear 0.0 0.0 0.0 0.0 0.0
-- Electronics and 0.0 0.0 0.0 0.0 0.0
Retailers
-- Health and Beauty 8.1 15.0 16.0 22.1 23.0
--- Beauty Specialist 1.7 4.0 0.0 3.6 2.6
Retailers
--- Chemists/Pharmacies 6.2 11.0 16.0 18.4 20.5
--- Drugstores/ 0.0 0.0 0.0 0.0 0.0
parapharmacies
--- Other Health and 0.2 0.0 0.0 0.0 0.0
Beauty Specialist
retailers
-- Home and Garden 0.0 0.0 0.0 0.0 0.0
--- Homewares and Home 0.0 0.0 0.0 0.0 0.0
Furnishing Stores
-- Other Non-Grocery 0.7 0.9 0.1 1.1 1.4
Specialists
--- Outdoor Markets 0.3 0.8 0.1 1.1 1.4
--- Other BPC Non- 0.4 0.0 0.0 0.0 0.0
Grocery Specialists
-- Mixed Retailers 23.4 23.9 0.0 22.7 23.7
--- Department Stores 23.4 23.9 0.0 22.7 23.7
--- Mass Merchandisers 0.0 0.0 0.0 0.0 0.0
--- Variety Stores 0.0 0.0 0.0 0.0 0.0
--- Warehouse Clubs 0.0 0.0 0.0 0.0 0.0
Non-Store Retailing 2.3 5.3 2.9 14.8 13.2
- Direct Selling 1.1 3.4 1.6 13.3 8.9
- Homeshopping 0.0 0.0 0.0 0.0 0.0
- Internet Retailing 1.2 2.0 1.3 1.5 4.3
- Vending 0.0 0.0 0.0 0.0 0.0
Non-retail channels 3.9 0.3 0.0 0.0 0.0
- Hair Salons 3.9 0.3 0.0 0.0 0.0
Total 100.0 100.0 100.0 100.0 100.0
Key: BC = baby and child-specific products; BS = bath and shower; CC = colour cosmetics; DO = deodorants;
DP = depilatories; FR = fragrances; HC = hair care; MG = men’s grooming; OC = oral care; SK = skin
care; SU = sun care
Table 8 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
INR bn
2018 2019 2020 2021 2022 2023
Baby and Child-specific 27.1 29.7 32.7 36.0 39.6 43.4

Products
Bath and Shower 237.0 239.6 241.9 244.9 248.1 251.8
Colour Cosmetics 76.3 83.3 90.9 98.8 107.3 116.3
Deodorants 36.6 38.6 40.8 43.3 46.1 49.1
Depilatories 20.7 23.1 25.7 28.8 32.2 36.1
Fragrances 27.0 29.8 32.9 36.3 40.0 44.1
Hair Care 224.6 231.4 239.1 247.3 256.1 265.9
Men's Grooming 100.7 105.7 111.2 117.0 123.4 130.3
Oral Care 133.4 139.1 145.8 153.2 161.6 170.9
Oral Care Excl Power 133.4 139.1 145.8 153.2 161.6 170.9
Toothbrushes
Skin Care 128.0 134.2 141.1 148.6 156.5 165.0
Sun Care 4.3 4.7 5.2 5.7 6.3 6.9
Premium Beauty and 52.9 59.0 65.9 73.4 81.9 90.1
Personal Care
Prestige Beauty and 52.6 - - - - -
Personal Care
Mass Beauty and 707.8 732.4 758.7 787.4 818.1 508.0
Personal Care
Beauty and Personal Care 962.3 1,002.0 1,045.7 1,093.7 1,146.0 1,203.1
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
care and sun care.
Table 9 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023
% constant value growth

2018/2019 2018-23 CAGR 2018/23 Total
Baby and Child-specific Products 9.9 9.9 60.3

Bath and Shower 1.1 1.2 6.2
Colour Cosmetics 9.1 8.8 52.4
Deodorants 5.6 6.1 34.3
Depilatories 11.2 11.7 74.0
Fragrances 10.4 10.3 63.5
Hair Care 3.0 3.4 18.4
Men's Grooming 5.0 5.3 29.4
Oral Care 4.2 5.1 28.1
Oral Care Excl Power Toothbrushes 4.2 5.1 28.1
Skin Care 4.9 5.2 29.0
Sun Care 9.7 10.0 60.8
Premium Beauty and Personal Care 11.5 11.2 70.3
Prestige Beauty and Personal Care - - -
Mass Beauty and Personal Care 3.5 -6.4 -28.2
Beauty and Personal Care 4.1 4.6 25.0
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
care and sun care.
SOURCES
Sources used during the research included the following:
Summary 1 Research Sources

Official Sources Hygienic Research Institute Pvt Ltd
National Council for Applied

Economic Research
National Information Centre
Soap &Toilertires MAnufacturers

Association
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
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

Beauty and Personal Care in India

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LIST OF CONTENTS AND TABLES

BEAUTY AND PERSONAL CARE IN

Complete Transition To the Gst Allows Companies To Bring the Focus

Manufacturers Launch Smaller Pack Sizes To Promote Trials and

Multinational Players Sustain Leadership Position Despite Competition

Premiumisation Through Collaboration and Curation To Enhance Brand

Internet Retailing Serves As A Platform for Niche Players Seeking To

Baby and Child-specific 13.1 15.3 17.7 20.4 23.5 27.1

Hair Care 150.4 165.7 179.1 192.8 207.9 224.6

% current value growth

Baby and Child-specific Products 15.4 15.6 106.1

% retail value rsp

Unilever Group 26.2 25.9 25.4 24.7 24.2

Colgate-Palmolive Co 7.2 6.9 6.4 6.0 5.7

% retail value rsp

Hindustan Unilever Ltd 26.0 25.8 25.2 24.6 24.0

Gillette India Ltd 3.4 2.8 2.7 2.5 2.4

% retail value rsp

Close-Up (Unilever Hindustan Unilever Ltd 1.4 1.4 1.3 1.3

Table 6 Distribution of Beauty and Personal Care by Format: % Value 2013-2018

% retail value rsp

Store-Based Retailing 94.8 94.7 94.4 93.8 93.3 92.8

% retail value rsp

Store-Based Retailing 97.9 95.4 82.5 92.2 97.0 90.8

-- Health and Beauty 34.2 12.3 18.2 24.0 43.7 10.8

Store-Based Retailing 93.8 94.4 97.1 85.2 86.8

Baby and Child-specific 27.1 29.7 32.7 36.0 39.6 43.4

% constant value growth

Baby and Child-specific Products 9.9 9.9 60.3

Summary 1 Research Sources

National Council for Applied

National Information Centre

Soap &Toilertires MAnufacturers

Trade Associations All India Small Scale Cosmetics

Fragrances & Flavours Association

Indian Direct Selling Association

Indian Soaps & Toiletries Makers

Indian Society of Cosmetics &

Trade Press Asian Age, The

Beauty Business News

Business Wire India

Daily News & Analysis

Economic Times, The

European Cosmetic Markets

Financial Express, The

Financial Times, The

Hindu Business Line, The

ICN India South Asia

International Cosmetique News

Premium Beauty News

Soap Perfumery & Cosmetics

Source: Euromonitor International

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