Tissue and Hygiene in India (Full Market Report)

Tissue and Hygiene in India
Euromonitor International
March 2019
TISSUE AND HYGIENE IN INDIA Passport I
LIST OF CONTENTS AND TABLES

Tissue and Hygiene in India - Industry Overview ......................................................................... 1
Executive Summary ..................................................................................................................... 1
Retail Hygiene Drives Growth of Tissue and Hygiene Sales .................................................... 1
Goods and Services Tax (gst) Elicits Mixed Responses From Industry.................................... 1
International Companies Dominate Sales ................................................................................. 1
Consumers Are Increasingly Attracted by the Convenience and Wide Product Offerings
Provided by Internet Retailing ................................................................................................... 2
Rising Awareness and Routine Adoption To Drive Future Growth of Tissue and Hygiene ....... 2
Market Indicators .......................................................................................................................... 2
Table 1 Birth Rates 2013-2018 ................................................................................. 2
Table 2 Infant Population 2013-2018 ........................................................................ 2
Table 3 Female Population by Age 2013-2018 ......................................................... 3
Table 4 Total Population by Age 2013-2018 ............................................................. 3
Table 5 Households 2013-2018 ................................................................................ 4
Table 6 Forecast Infant Population 2018-2023 ......................................................... 4
Table 7 Forecast Female Population by Age 2018-2023 .......................................... 4
Table 8 Forecast Total Population by Age 2018-2023 .............................................. 4
Table 9 Forecast Households 2018-2023 ................................................................. 5
Market Data .................................................................................................................................. 5
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018 ............ 5
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth
2013-2018 .................................................................................................... 5
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-
2018 ............................................................................................................. 6
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018 ....... 7
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by
Category: % Value 2013-2018 ..................................................................... 8
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-
2018 ............................................................................................................. 8
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: %
Value 2018 ................................................................................................... 9
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value
2018-2023 .................................................................................................. 10
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value
Growth 2018-2023 ..................................................................................... 10
Sources ...................................................................................................................................... 11
Summary 1 Research Sources ...................................................................................... 11
Away-from-home Tissue and Hygiene in India - Category analysis ........................................... 13
Headlines ................................................................................................................................... 13
Prospects ................................................................................................................................... 13
Hospitals/healthcare Is A Key Channel for Afh Adult Incontinence ......................................... 13
Boom in Mncs and Technology-based Companies Drives Demand for Afh Tissue ................ 13
Rise in Consumer Foodservice Will Aid Growth in Afh Tissue ................................................ 14
Competitive Landscape .............................................................................................................. 14
© Euromonitor International
TISSUE AND HYGIENE IN INDIA Passport II
Introduction of the Goods and Services Tax Gives A Level Playing Field To Organised/formal
Players .................................................................................................................................... 14
Category Data ............................................................................................................................ 14
Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: Value
2013-2018 .................................................................................................. 14
Table 20 Sales of Away-From-Home Tissue and Hygiene by Category: %
Value Growth 2013-2018 ........................................................................... 15
Table 21 Sales of Away-From-Home Paper Towels by Type: % Value 2014-
2018 ........................................................................................................... 15
Table 22 Sales of Away-From-Home Wipers by Format through
Business/Industry: % Value 2013-2018 ..................................................... 15
Table 23 Sales of Away-From-Home Wipers by Format through Horeca: %
Value 2013-2018 ........................................................................................ 15
Table 24 Sales of Away-From-Home Wipers by Format through
Hospitals/Healthcare: % Value 2013-2018................................................. 16
Table 25 Distribution of Away-From-Home Tissue and Hygiene by Format: %
Value 2013-2018 ........................................................................................ 16
Table 26 Distribution of Away-From-Home Tissue and Hygiene by Format and
Category: % Value 2018 ............................................................................ 16
Table 27 Forecast Sales of Away-From-Home Tissue and Hygiene by
Category: Value 2018-2023 ....................................................................... 16
Table 28 Forecast Sales of Away-From-Home Tissue and Hygiene by
Category: % Value Growth 2018-2023....................................................... 17
Retail Adult Incontinence in India - Category analysis ................................................................ 18
Headlines ................................................................................................................................... 18
Prospects ................................................................................................................................... 18
Moderate/heavy Adult Incontinence Products Are More Popular Than Light Versions ........... 18
Retail Adult Incontinence Has Limited Retail Presence, Restricting Availability ..................... 18
Affordability Continues To Be A Key Challenge for Growth .................................................... 19
Nobel Hygiene India Ltd Launches India’s First Adult Nappy Advertisement ......................... 19
Focus on Educating Consumers Is Key for Manufacturers ..................................................... 19
Category Data ............................................................................................................................ 19
Table 29 Sales of Retail Adult Incontinence by Category: Value 2013-2018 ............ 19
Table 30 Sales of Retail Adult Incontinence by Category: % Value Growth
2013-2018 .................................................................................................. 20
Table 31 NBO Company Shares of Retail Adult Incontinence: % Value 2014-
2018 ........................................................................................................... 20
Table 32 LBN Brand Shares of Retail Adult Incontinence: % Value 2015-2018........ 20
Table 33 Forecast Sales of Retail Adult Incontinence by Category: Value 2018-
2023 ........................................................................................................... 21
Table 34 Forecast Sales of Retail Adult Incontinence by Category: % Value
Growth 2018-2023 ..................................................................................... 21
Nappies/diapers/pants in India - Category analysis.................................................................... 22
Headlines ................................................................................................................................... 22
Prospects ................................................................................................................................... 22
High Potential Signals Significant Opportunities for Growth ................................................... 22
Internet Retailing Challenges the Dominant Store-based Retailing Channel .......................... 22
Spotlight on High-end Consumers As Premium Products Are Introduced .............................. 23
TISSUE AND HYGIENE IN INDIA Passport III

Mitsui & Co Partners With Kao Corp To Enter Nappies/diapers/pants in India ....................... 23
Godrej Consumer Products Ltd Sells Its Snuggy Brand To Nobel Hygiene India Ltd ............. 23
Category Data ............................................................................................................................ 23
Table 35 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018 ..... 23
Table 36 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth
2013-2018 .................................................................................................. 24
Table 37 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value
2014-2018 .................................................................................................. 24
Table 38 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-
2018 ........................................................................................................... 24
Table 39 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value
2018-2023 .................................................................................................. 25
Table 40 Forecast Retail Sales of Nappies/Diapers/Pants by Category: %
Value Growth 2018-2023 ........................................................................... 25
Sanitary Protection in India - Category analysis ......................................................................... 26
Headlines ................................................................................................................................... 26
Prospects ................................................................................................................................... 26
Standard Towels Continues To Be the Most Popular Category .............................................. 26
Below-the-line Promotions To Increase the Uptake of Disposable Sanitary Protection .......... 26
Health and Beauty Specialist Retailers and Modern Grocery Retailers Remain the Leading
Distribution Channels .............................................................................................................. 27
Procter & Gamble Hygiene and Health Care Ltd Launches Strategic Initiatives To Meet
Consumers’ Needs ................................................................................................................. 27
Hindustan Unilever Ltd Sells Its Entire 50% Stake in Joint Venture With Kimberly-Clark Lever
Pvt Ltd..................................................................................................................................... 27
Category Data ............................................................................................................................ 28
Table 41 Retail Sales of Sanitary Protection by Category: Value 2013-2018 ........... 28
Table 42 Retail Sales of Sanitary Protection by Category: % Value Growth
2013-2018 .................................................................................................. 28
Table 43 Retail Sales of Tampons by Application Format: % Value 2013-2018 ....... 28
Table 44 Retail Sales of Towels by Type of Use: % Value 2013-2018 ..................... 29
Table 45 NBO Company Shares of Retail Sanitary Protection: % Value 2014-
2018 ........................................................................................................... 29
Table 46 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018 ....... 29
Table 47 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-
2023 ........................................................................................................... 30
Table 48 Forecast Retail Sales of Sanitary Protection by Category: % Value
Growth 2018-2023 ..................................................................................... 30
Wipes in India - Category analysis ............................................................................................. 32
Headlines ................................................................................................................................... 32
Prospects ................................................................................................................................... 32
Large Potential for Wipes in India ........................................................................................... 32
Baby Wipes and General Purpose Wipes Are Increasingly Popular ....................................... 32
Expansion of Modern Retailing Boosts Demand for Wipes .................................................... 32
Brands Associated With Baby Products Have A Strong Foothold .......................................... 33
TISSUE AND HYGIENE IN INDIA Passport IV
Future Consumer Ltd’s Own Range Gains Ground in Wipes ................................................. 33

Category Data ............................................................................................................................ 33
Table 49 Retail Sales of Wipes by Category: Value 2013-2018 ................................ 33
Table 50 Retail Sales of Wipes by Category: % Value Growth 2013-2018 ............... 34
Table 51 NBO Company Shares of Retail Wipes: % Value 2014-2018 .................... 35
Table 52 LBN Brand Shares of Retail Wipes: % Value 2015-2018 ........................... 35
Table 53 Forecast Retail Sales of Wipes by Category: Value 2018-2023 ................. 36
Table 54 Forecast Retail Sales of Wipes by Category: % Value Growth 2018-
2023 ........................................................................................................... 36
Retail Tissue in India - Category analysis................................................................................... 38
Headlines ................................................................................................................................... 38
Prospects ................................................................................................................................... 38
Urbanites Remain the Primary Consumer Base ..................................................................... 38
Toilet Paper Is Not Particularly Suitable for Indian Households .............................................. 38
Competitive Prices and Routine Adoption To Drive Future Growth ........................................ 39
Retail Tissue Is Quite Fragmented With A Large Presence of Local and Regional Brands .... 39
Major Brands and Private Label Players Target High-end Consumers................................... 39
Category Data ............................................................................................................................ 39
Table 55 Retail Sales of Tissue by Category: Value 2013-2018 ............................... 39
Table 56 Retail Sales of Tissue by Category: % Value Growth 2013-2018 .............. 40
Table 57 NBO Company Shares of Retail Tissue: % Value 2014-2018 .................... 40
Table 58 LBN Brand Shares of Retail Tissue: % Value 2015-2018 .......................... 41
Table 59 Forecast Retail Sales of Tissue by Category: Value 2018-2023 ................ 41
Table 60 Forecast Retail Sales of Tissue by Category: % Value Growth 2018-
2023 ........................................................................................................... 42
TISSUE AND HYGIENE IN INDIA Passport 1
TISSUE AND HYGIENE IN INDIA -

INDUSTRY OVERVIEW
EXECUTIVE SUMMARY
Retail Hygiene Drives Growth of Tissue and Hygiene Sales

The per capita consumption of tissue and hygiene products in India is quite low when
compared with global levels. Consumer-awareness and affordability are the two key
impediments to growth. Among tissue and hygiene products in the country, retail hygiene
products particularly nappies/diapers/pants and sanitary protection contribute the most to sales.
Category development efforts by manufacturers, increased consumer-awareness, demand from
consumers from metropolitan areas, tier one and tier two cities and the availability of affordable
products have aided higher sales. Increased acceptance of adult incontinence owing to greater
awareness has allowed for an open discussion about elderly health and associated
incontinence. This has positively impacted sales of adult incontinence products. The demand for
wipes and retail tissue primarily remains an urban phenomenon and the popularity of modern
retailing has further favoured these products.
Goods and Services Tax (gst) Elicits Mixed Responses From Industry
The introduction of the GST has received mixed responses from tissue and hygiene
manufacturers. On the outset, the introduction of the GST has been positive for
organised/formal players, as with under the new tax structure, GST compliance increases the
input costs for unorganised/informal players. This has made it a level playing field, aiding in the
reduction of the price gap between organised and unorganised players. This has had a
significant impact on retail tissue players as the category is highly fragmented with the presence
of international, local, regional and unorganised players. However, there are short-term
implementation and transitional issues that are being faced by manufacturers. Additionally, retail
tissue manufacturers feel the tax rates on raw materials and inputs could have been lower. With
the GST, the tax rate on nappies/diapers/pants has come down from 18% to 12%. This has
made it a level playing field for domestic manufacturers and importers. Moreover, the benefits of
the reduction in tax have been passed on to consumers. Sanitary protection however has been
exempted from the tax, following protests by activists. This is nevertheless not expected to
make sanitary protection products cheaper, and manufacturers have expressed dissent saying
that making the products less expensive would make it unviable to manufacture sanitary towels
locally, thus benefiting importers.
International Companies Dominate Sales

International companies dominate sales of tissue and hygiene products in India. Strong brand
names and consumer trust have helped international companies lead. The top three players for
sales of tissue and hygiene products are Procter & Gamble Home Products Ltd, Procter &
Gamble Hygiene & Health Care Ltd and Unicharm India Pvt Ltd. Collectively, Procter & Gamble
Home Products and Unicharm dominate sales of nappies/diapers/pants in the country. Product
innovation, strong marketing activities, wide distribution networks and the introduction of
affordable products are the key factors that have helped these companies strengthen their
leading positions. With low product awareness, the primary task for companies is to educate
and spread awareness among consumers and this requires significant investment, which
international companies have been able to undertake. The retail hygiene category is quite
consolidated as it is very competitive and many players, both domestic and international, have
exited it. In retail tissue, with the popularity and expansion of modern retailing, private label
products have been more successful than many branded products.
Consumers Are Increasingly Attracted by the Convenience and Wide

Product Offerings Provided by Internet Retailing
Internet retailing continued to record dynamic growth in tissue and hygiene in 2018, with
consumers increasingly looking for convenience and discounts, which are afforded by this
channel. Tissue and hygiene products are easily transportable and there is also a wider choice
available online. Consumers can have the products delivered to their doorsteps with just the use
of their mobile devices at any place and time. With increasing awareness of the channel and its
product offerings, consumers are expected to be more inclined to purchase tissue and hygiene
products when shopping for their groceries online. Additionally, supermarkets and hypermarkets
are stocking a wide range of products and offering significant discounts, which have attracted
consumers who still prefer store-based shopping.
Rising Awareness and Routine Adoption To Drive Future Growth of

Tissue and Hygiene
India is a developing country and offers considerable potential for tissue and hygiene. The
middle-class population is growing rapidly as income per capita is steadily increasing.
Subsequently, the country’s living standards are improving, and people are becoming more
aware of hygiene. Below-the-line promotions such as seminars and consumer education about
hygiene will be key to expanding demand. According to Euromonitor International’s industry
forecast model, GDP per capita and habit persistence will have the greatest positive impact on
the forecast period performance of tissue and hygiene in India. Population growth, favourable
demographics, the expansion of modern grocery retailers and better product availability are
expected to drive sales growth. However, product prices are set to slow down sales growth in
the forecast period, based on their impact over the review period. Nevertheless, with
manufacturers working to make products more affordable, it is expected that the effect of
product prices will be less detrimental to growth in tissue and hygiene in India.
MARKET INDICATORS
Table 1 Birth Rates 2013-2018
per '000 population

2013 2014 2015 2016 2017 2018
Birth rates 19.9 19.6 19.3 19.0 18.8 18.6

Source: Euromonitor International from official statistics
Table 2 Infant Population 2013-2018
'000
2013 2014 2015 2016 2017 2018
0-4 yrs female 57,300.6 56,626.2 56,108.0 55,869.8 55,813.0 55,873.9

0-4 yrs male 63,727.6 62,949.3 62,345.9 62,052.5 61,958.4 61,992.1
0-4 yrs total 121,028.2 119,575.4 118,453.9 117,922.3 117,771.4 117,866.0

Table 3 Female Population by Age 2013-2018
'000
2013 2014 2015 2016 2017 2018
Female population: 600,576.8 607,866.7 615,111.9 622,321.4 629,484.3 636,590.1

January 1st
0-4 yrs 57,300.6 56,626.2 56,108.0 55,869.8 55,813.0 55,873.9
5-9 yrs 59,004.8 58,866.8 58,562.2 58,018.1 57,353.1 56,650.0
10-14 yrs 58,076.1 58,253.7 58,406.4 58,555.0 58,648.9 58,654.9
15-19 yrs 56,301.3 56,644.1 56,968.3 57,238.3 57,475.1 57,682.6
20-24 yrs 54,280.1 54,513.4 54,762.7 55,058.1 55,381.0 55,719.1
25-29 yrs 51,772.1 52,315.9 52,766.2 53,126.3 53,419.4 53,670.0
30-34 yrs 46,818.2 47,905.2 48,919.6 49,801.5 50,570.1 51,230.0
35-39 yrs 41,227.9 42,099.7 43,042.0 44,090.9 45,194.7 46,314.1
40-44 yrs 36,667.8 37,482.0 38,299.4 39,088.7 39,884.8 40,707.4
45-49 yrs 32,396.9 33,059.8 33,751.1 34,488.7 35,258.7 36,054.1
50-54 yrs 28,310.4 29,000.5 29,683.1 30,330.5 30,969.3 31,610.2
55-59 yrs 24,219.9 24,761.6 25,309.6 25,927.7 26,578.1 27,248.0
60-64 yrs 18,935.3 19,882.2 20,766.3 21,495.3 22,122.8 22,679.5
65-69 yrs 13,409.6 13,902.7 14,499.1 15,232.7 16,054.3 16,922.6
70-74 yrs 9,854.6 10,049.0 10,267.8 10,520.0 10,818.6 11,175.3
75-79 yrs 6,536.8 6,761.9 6,967.1 7,143.0 7,303.0 7,458.8
80+ yrs 5,464.3 5,742.0 6,033.1 6,336.7 6,639.1 6,939.8
Table 4 Total Population by Age 2013-2018
'000
2013 2014 2015 2016 2017 2018
Population at January 1st 1,247,37 1,262,30 1,277,12 1,291,87 1,306,51 1,321,02

7.8 1.8 5.8 4.5 7.2 6.2
0-4 yrs 121,028.2 119,575.4 118,453.9 117,922.3 117,771.4 117,866.0
5-9 yrs 124,897.1 124,563.8 123,880.1 122,695.6 121,259.2 119,746.4
10-14 yrs 122,872.3 123,302.8 123,661.0 123,984.0 124,172.3 124,159.1
15-19 yrs 118,793.6 119,579.2 120,325.0 120,976.4 121,559.9 122,075.2
20-24 yrs 113,873.5 114,580.3 115,297.9 116,055.4 116,836.1 117,625.7
25-29 yrs 107,852.9 109,029.5 110,057.4 110,968.5 111,779.7 112,522.1
30-34 yrs 97,281.2 99,549.6 101,666.4 103,492.7 105,088.5 106,476.0
35-39 yrs 85,406.3 87,159.8 89,072.7 91,230.7 93,517.7 95,847.5
40-44 yrs 75,792.4 77,423.5 79,059.2 80,630.0 82,214.1 83,856.9
45-49 yrs 66,755.9 68,047.3 69,402.5 70,863.7 72,396.7 73,984.9
50-54 yrs 58,120.3 59,469.8 60,802.6 62,054.0 63,286.6 64,525.5
55-59 yrs 49,497.0 50,511.9 51,533.7 52,718.3 53,974.2 55,271.5
60-64 yrs 38,038.6 40,064.9 41,931.5 43,418.5 44,655.1 45,714.6
65-69 yrs 26,196.4 27,175.1 28,383.1 29,912.9 31,642.0 33,472.7
70-74 yrs 18,814.2 19,224.5 19,674.2 20,163.3 20,732.7 21,414.1
75-79 yrs 12,160.2 12,558.5 12,932.3 13,271.9 13,593.4 13,911.8
80+ yrs 9,997.7 10,485.9 10,992.3 11,516.4 12,037.5 12,556.3
Table 5 Households 2013-2018
2013 2014 2015 2016 2017 2018
Households ('000) 257,721.7 263,054.9 268,223.0 273,288.6 278,231.7 283,043.3

Average number of 4.8 4.8 4.8 4.7 4.7 4.7
occupants per household
(Number)
Table 6 Forecast Infant Population 2018-2023
'000
2018 2019 2020 2021 2022 2023
0-4 yrs female 55,873.9 55,981.7 56,071.3 56,050.7 55,974.5 55,857.8

0-4 yrs male 61,992.1 62,074.4 62,133.0 62,066.4 61,935.2 61,756.5
0-4 yrs total 117,866.0 118,056.1 118,204.3 118,117.1 117,909.8 117,614.2
Table 7 Forecast Female Population by Age 2018-2023
'000
2018 2019 2020 2021 2022 2023
Female population: 636,590.1 643,621.2 650,562.9 657,411.0 664,165.1 670,818.0

January 1st
0-4 yrs 55,873.9 55,981.7 56,071.3 56,050.7 55,974.5 55,857.8
5-9 yrs 56,650.0 56,005.1 55,510.2 55,305.4 55,276.4 55,355.9
10-14 yrs 58,654.9 58,530.4 58,236.0 57,689.0 57,024.9 56,336.1
15-19 yrs 57,682.6 57,864.2 58,022.7 58,190.5 58,304.1 58,322.8
20-24 yrs 55,719.1 56,058.1 56,384.0 56,670.3 56,928.4 57,156.6
25-29 yrs 53,670.0 53,906.7 54,158.2 54,464.4 54,803.8 55,161.4
30-34 yrs 51,230.0 51,786.4 52,245.9 52,615.8 52,920.0 53,184.5
35-39 yrs 46,314.1 47,404.4 48,421.0 49,310.5 50,087.2 50,754.1
40-44 yrs 40,707.4 41,578.4 42,518.8 43,569.2 44,674.5 45,794.2
45-49 yrs 36,054.1 36,863.7 37,676.1 38,463.2 39,258.3 40,080.3
50-54 yrs 31,610.2 32,265.3 32,947.2 33,680.5 34,447.0 35,237.3
55-59 yrs 27,248.0 27,923.5 28,591.6 29,227.7 29,857.0 30,489.7
60-64 yrs 22,679.5 23,203.1 23,733.0 24,331.4 24,961.1 25,609.7
65-69 yrs 16,922.6 17,787.7 18,595.9 19,266.8 19,850.1 20,373.6
70-74 yrs 11,175.3 11,603.9 12,120.0 12,756.8 13,469.3 14,222.2
75-79 yrs 7,458.8 7,622.2 7,805.2 8,013.8 8,258.9 8,549.3
80+ yrs 6,939.8 7,236.4 7,525.9 7,805.1 8,069.6 8,332.3
Table 8 Forecast Total Population by Age 2018-2023
'000
2018 2019 2020 2021 2022 2023
Population at January 1st 1,321,02 1,335,35 1,349,46 1,363,33 1,376,99 1,390,39

6.2 3.7 1.2 9.5 0.5 8.5
0-4 yrs 117,866.0 118,056.1 118,204.3 118,117.1 117,909.8 117,614.2
5-9 yrs 119,746.4 118,358.4 117,286.5 116,820.7 116,723.7 116,854.5

10-14 yrs 124,159.1 123,860.2 123,198.9 122,012.4 120,580.2 119,096.4
15-19 yrs 122,075.2 122,521.2 122,896.0 123,257.7 123,483.0 123,492.6
20-24 yrs 117,625.7 118,404.7 119,153.8 119,833.6 120,454.1 121,005.0
25-29 yrs 112,522.1 113,232.7 113,950.5 114,728.2 115,540.5 116,365.6
30-34 yrs 106,476.0 107,680.4 108,728.3 109,658.7 110,491.7 111,261.1
35-39 yrs 95,847.5 98,121.8 100,242.1 102,083.6 103,695.7 105,097.4
40-44 yrs 83,856.9 85,607.9 87,515.2 89,671.9 91,956.7 94,281.3
45-49 yrs 73,984.9 75,602.6 77,223.9 78,787.3 80,365.9 82,002.6
50-54 yrs 64,525.5 65,797.5 67,129.4 68,573.1 70,089.7 71,658.2
55-59 yrs 55,271.5 56,579.0 57,868.7 59,087.4 60,291.9 61,504.3
60-64 yrs 45,714.6 46,686.6 47,664.6 48,795.4 49,992.8 51,229.7
65-69 yrs 33,472.7 35,287.4 36,958.7 38,297.9 39,421.9 40,396.4
70-74 yrs 21,414.1 22,244.5 23,264.0 24,556.3 26,014.0 27,555.7
75-79 yrs 13,911.8 14,242.3 14,600.8 14,988.8 15,438.3 15,972.8
80+ yrs 12,556.3 13,070.3 13,575.4 14,069.2 14,540.8 15,010.5
Table 9 Forecast Households 2018-2023
2018 2019 2020 2021 2022 2023
Households ('000) 283,043.3 287,726.4 292,272.1 296,681.7 300,961.0 305,109.2

Average number of 4.7 4.6 4.6 4.6 4.6 4.6
occupants per household
(Number)
MARKET DATA
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
INR million
2013 2014 2015 2016 2017 2018
Retail Adult Incontinence 1,363.2 1,676.9 2,051.2 2,496.5 3,081.2 3,809.7

Nappies/Diapers/Pants 23,459.6 33,326.2 39,946.2 45,738.4 52,154.0 60,064.0
Sanitary Protection 21,067.2 24,622.8 28,933.6 34,229.9 40,747.3 48,734.2
Wipes 1,160.9 1,419.2 1,708.6 2,102.6 2,544.5 3,065.9
Retail Hygiene 47,051.0 61,045.1 72,639.6 84,567.5 98,527.1 115,673.8
Paper Towels 1,240.9 1,451.8 1,662.6 1,899.6 2,136.3 2,427.3
Paper Tableware 1,475.2 1,687.7 1,886.3 2,095.7 2,285.1 2,528.9
Facial Tissues 2,724.7 3,167.9 3,603.3 4,085.5 4,554.3 5,101.2
Toilet Paper 1,980.3 2,344.2 2,746.1 3,135.3 3,500.0 3,935.7
Retail Tissue 7,421.1 8,651.6 9,898.3 11,216.1 12,475.7 13,993.1
Retail Tissue and Hygiene 54,472.0 69,696.7 82,537.9 95,783.6 111,002.7 129,666.9
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
% current value growth

2017/18 2013-18 CAGR 2013/18 Total
Retail Adult Incontinence 23.6 22.8 179.5

Nappies/Diapers/Pants 15.2 20.7 156.0
Sanitary Protection 19.6 18.3 131.3
Wipes 20.5 21.4 164.1
Retail Hygiene 17.4 19.7 145.8
Paper Towels 13.6 14.4 95.6
Paper Tableware 10.7 11.4 71.4
Facial Tissues 12.0 13.4 87.2
Toilet Paper 12.4 14.7 98.7
Retail Tissue 12.2 13.5 88.6
Retail Tissue and Hygiene 16.8 18.9 138.0
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
% retail value rsp

Company 2014 2015 2016 2017 2018
Procter & Gamble Home 23.5 22.0 21.5 22.1 22.7

Products Ltd
Procter & Gamble 16.3 16.1 17.3 18.9 20.2
Hygiene & Health Care Ltd
Unicharm India Pvt Ltd 12.7 15.6 17.1 17.2 17.1
Johnson & Johnson 12.9 12.8 12.9 13.3 13.5
(India) Ltd
Nobel Hygiene India Ltd 2.4 2.5 2.7 3.0 3.3
Kimberly-Clark Lever Ltd 6.7 6.0 5.0 4.1 3.3
Origami Tissues Pvt Ltd 0.5 0.5 0.5 0.5 0.4
Ballarpur Industries Ltd 0.5 0.5 0.4 0.4 0.4
Himalaya Drug Co, The 0.3 0.3 0.3 0.3 0.3
Bella Premier Happy 0.3 0.3 0.3 0.3 0.3
Hygiene Care Pvt Ltd
Wintex Tissues Ltd 0.2 0.2 0.3 0.2 0.2
Provisions Suppliers 0.2 0.1 0.1 0.1 0.1
Corp Ltd
Tainwala Personal Care 0.2 0.1 0.1 0.1 0.1
Products Pvt Ltd
Pudumjee Hygiene 0.1 0.1 0.1 0.1 0.1
Products Ltd
Jackson Paper Products 0.1 0.1 0.1 0.1 0.1
Pvt Ltd
Sangita Impex Ltd 0.1 0.1 0.1 0.1 0.1
Elder Pharmaceuticals Ltd 0.1 0.1 0.1 0.1 0.1
Crown Paper Converters 0.0 0.0 0.0 0.0 0.0
Pvt Ltd
DSG International Ltd 0.0 0.1 0.0 0.0 0.0
Pigeon India Pvt Ltd 0.0 0.0 0.0 0.0 0.0
Pantaloon Retail India 0.0 0.0 0.0 0.0 0.0
Ltd
Actifit India Pvt Ltd 0.0 0.0 0.0 0.0 0.0
Wipro Ltd 0.9 0.7 0.6 0.5 -
Godrej Consumer 0.4 0.2 0.1 0.1 -
Products Ltd
SCA Hygiene Products 0.6 1.0 0.5 - -
India Pvt Ltd
Gufic Biosciences Ltd 0.3 0.2 0.2 - -
Vishal Retail Ltd - - - - -
V2 Retail Ltd - - - - -
Other Private Label 0.3 0.3 0.3 0.3 0.3
Others 20.2 19.7 19.2 18.2 17.4
Total 100.0 100.0 100.0 100.0 100.0
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
% retail value rsp

Brand (GBO) Company (NBO) 2015 2016 2017 2018
Pampers (Procter & Procter & Gamble Home 22.0 21.5 22.1 22.7
Gamble Co, The) Products Ltd
Always/Whisper Procter & Gamble 16.1 17.3 18.9 20.2
(Procter & Gamble Hygiene & Health Care Ltd
Co, The)
Mamy Poko (Unicharm Unicharm India Pvt Ltd 15.0 16.6 16.6 16.6
Corp)
Stayfree (Johnson & Johnson & Johnson 11.0 11.1 11.4 11.6
Johnson Inc) (India) Ltd
Huggies (Kimberly- Kimberly-Clark Lever Ltd 5.8 4.8 3.9 3.1
Clark Corp)
Friends Nobel Hygiene India Ltd 1.7 1.8 1.9 2.0
Johnson's Baby Johnson & Johnson 1.3 1.3 1.4 1.4
(Johnson & Johnson (India) Ltd
Inc)
Teddyy Nobel Hygiene India Ltd 0.9 0.9 1.1 1.2
Sofy (Unicharm Corp) Unicharm India Pvt Ltd 0.5 0.5 0.5 0.5
Carefree (Johnson & Johnson & Johnson 0.4 0.4 0.4 0.4
Premier (Avantha Ballarpur Industries Ltd 0.5 0.4 0.4 0.4
Group)
Godya Origami Tissues Pvt Ltd 0.4 0.4 0.4 0.4
Himalaya Himalaya Drug Co, The 0.3 0.3 0.3 0.3
Seni (Torunskie Bella Premier Happy 0.3 0.3 0.3 0.2
Zaklady Materialow Hygiene Care Pvt Ltd
Opatrunkowych SA
(TZMO))
Wintex Wintex Tissues Ltd 0.2 0.2 0.2 0.2
Beautex Provisions Suppliers 0.1 0.1 0.1 0.1
Corp Ltd
Fresh Ones Tainwala Personal Care 0.1 0.1 0.1 0.1
Products Pvt Ltd
Greenlime Pudumjee Hygiene 0.1 0.1 0.1 0.1
Products Ltd
Kotex (Kimberly- Kimberly-Clark Lever Ltd 0.2 0.2 0.1 0.1
Clark Corp)
Jackson Jackson Paper Products 0.1 0.1 0.1 0.1
Pvt Ltd
o b (Johnson & Johnson & Johnson 0.1 0.1 0.1 0.1
Paseo (Asia Pulp & Sangita Impex Ltd 0.1 0.1 0.1 0.1
Paper Co Ltd)
Molicare (Paul Elder Pharmaceuticals Ltd 0.1 0.1 0.1 0.1
Hartmann AG)
Zentex Crown Paper Converters 0.0 0.0 0.0 0.0
Pvt Ltd
Pigeon (Pigeon Corp) Pigeon India Pvt Ltd 0.0 0.0 0.0 0.0
Caremate (Private Pantaloon Retail India 0.0 0.0 0.0 0.0

Label) Ltd
Actifit Actifit India Pvt Ltd 0.0 0.0 0.0 0.0
Baby Soft Wipro Ltd 0.7 0.6 0.5 -
Libero (SCA Group) SCA Hygiene Products 1.0 0.5 - -
India Pvt Ltd
Shapers Gufic Biosciences Ltd 0.2 0.2 - -
Other Private Label Other Private Label 0.3 0.3 0.3 0.3
(Private Label)
Others Others 20.1 19.5 18.4 17.6
Total Total 100.0 100.0 100.0 100.0
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-
2018
% retail value rsp

2013 2014 2015 2016 2017 2018
Facial Tissues 5.1 3.9 3.9 3.7 3.5 3.3

Nappies/Diapers/Pants 0.4 - - - - -
Paper Tableware 0.5 0.5 0.6 0.6 0.6 0.6
Paper Towels 0.8 1.0 1.1 1.1 1.0 1.0
Retail Hygiene 0.3 - - - - -
Retail Tissue 3.4 3.0 3.1 3.1 3.2 3.2
Retail Tissue and Hygiene 0.7 0.4 0.4 0.4 0.4 0.3
Sanitary Protection 0.2 - - - - -
Toilet Paper 5.0 4.9 5.1 5.3 5.7 6.1
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
% retail value rsp

2013 2014 2015 2016 2017 2018
Store-Based Retailing 99.1 98.6 97.3 96.3 94.6 93.4

- Grocery Retailers 57.8 57.7 56.3 56.1 55.3 55.1
-- Modern Grocery 30.4 31.5 31.8 32.4 32.8 32.8
Retailers
--- Convenience Stores 1.1 1.2 1.2 1.3 1.3 1.3
--- Discounters 0.1 0.1 0.1 0.1 0.1 0.1
--- Forecourt Retailers 0.4 0.4 0.4 0.5 0.5 0.5
--- Hypermarkets 14.9 15.0 15.0 15.1 15.3 15.3
--- Supermarkets 13.9 14.7 15.1 15.4 15.8 15.7
-- Traditional Grocery 27.4 26.3 24.5 23.7 22.5 22.3
Retailers
- Non-Grocery Specialists 41.3 40.9 40.9 40.2 39.2 38.2
-- Health and Beauty 39.7 39.7 39.9 39.3 38.4 37.7
Specialist Retailers
-- Other HTH non- 1.6 1.2 1.0 0.9 0.8 0.6
grocery retailer
- Mixed Retailers - - - - - -
-- Department Stores - - - - - -
-- Mass Merchandisers - - - - - -
-- Variety Stores - - - - - -
-- Warehouse Clubs - - - - - -
Non-Store Retailing 0.9 1.4 2.7 3.7 5.4 6.6
- Direct Selling 0.0 0.0 0.0 0.0 0.0 0.0
- Homeshopping - - - - - -
- Internet Retailing 0.8 1.4 2.7 3.7 5.4 6.6
- Vending - - - - - -
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
% retail value rsp

RH RAC NDP SP W RT
Store-Based Retailing 92.6 98.0 88.5 96.9 99.5 99.5

- Grocery Retailers 50.3 0.3 52.2 50.3 73.0 95.5
-- Modern Grocery 32.9 0.0 38.1 29.5 23.0 32.6
Retailers
--- Convenience Stores 1.3 0.0 1.7 1.1 0.0 1.1
--- Discounters 0.1 0.0 0.0 0.2 0.0 0.0
--- Forecourt Retailers 0.4 0.0 0.4 0.6 0.0 0.5
--- Hypermarkets 15.0 0.0 15.3 15.8 13.2 17.6
--- Supermarkets 16.0 0.0 20.7 11.9 9.9 13.4
-- Traditional Grocery 17.4 0.3 14.1 20.8 50.0 62.9
Retailers
- Non-Grocery Specialists 42.4 97.7 36.2 46.6 26.5 4.0
-- Health and Beauty 41.7 97.7 36.2 45.1 26.5 4.0
-- Other HTH non- 0.6 0.0 0.0 1.5 0.0 0.0
grocery retailer
- Mixed Retailers 0.0 0.0 0.0 0.0 0.0 0.0
-- Department Stores 0.0 0.0 0.0 0.0 0.0 0.0
-- 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 7.4 2.0 11.5 3.1 0.5 0.5
- Direct Selling 0.0 0.0 0.0 0.0 0.0 0.0
- Homeshopping 0.0 0.0 0.0 0.0 0.0 0.0
- Internet Retailing 7.3 2.0 11.5 3.0 0.5 0.5
- Vending 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
PTW PTB FT TP
Store-Based Retailing 99.9 99.4 99.6 99.2

- Grocery Retailers 99.9 99.4 89.0 98.8
-- Modern Grocery 38.6 28.6 35.5 27.9
Retailers
--- Convenience Stores 0.0 0.6 1.2 2.1
--- Discounters 0.0 0.0 0.0 0.0
--- Forecourt Retailers 0.0 0.0 0.5 1.1
--- Hypermarkets 21.7 15.8 19.3 14.0
--- Supermarkets 16.8 12.2 14.5 10.6
-- Traditional Grocery 61.3 70.9 53.5 70.9
Retailers
- Non-Grocery Specialists 0.0 0.0 10.6 0.4
-- Health and Beauty 0.0 0.0 10.6 0.4
-- Other HTH non- 0.0 0.0 0.0 0.0

grocery retailer
- Mixed Retailers 0.0 0.0 0.0 0.0
-- Department Stores 0.0 0.0 0.0 0.0
-- Mass Merchandisers 0.0 0.0 0.0 0.0
-- Variety Stores 0.0 0.0 0.0 0.0
-- Warehouse Clubs 0.0 0.0 0.0 0.0
Non-Store Retailing 0.1 0.6 0.4 0.8
- Direct Selling 0.0 0.0 0.0 0.0
- Homeshopping 0.0 0.0 0.0 0.0
- Internet Retailing 0.1 0.6 0.4 0.8
- Vending 0.0 0.0 0.0 0.0
Total 100.0 100.0 100.0 100.0
Key: RH = retail hygiene; RAC = retail adult incontinence; NDP = nappies/diapers/pants; SP = sanitary
protection; W = wipes; RT = retail tissue; PTW = paper towels; PTB = paper tableware; FT = facial
tissues; TP = toilet paper
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
INR million
2018 2019 2020 2021 2022 2023

Wipes 3,065.9 3,486.8 3,958.1 4,478.9 5,052.1 5,680.2
Retail Hygiene 115,673.8 129,610.1 145,662.9 163,995.9 184,994.9 207,952.9
Paper Towels 2,427.3 2,616.9 2,813.4 3,012.6 3,213.5 3,414.9
Paper Tableware 2,528.9 2,658.7 2,790.6 2,920.6 3,047.9 3,172.1
Facial Tissues 5,101.2 5,439.2 5,802.4 6,183.9 6,584.3 7,003.9
Toilet Paper 3,935.7 4,204.9 4,486.1 4,772.9 5,063.9 5,358.7
Retail Tissue 13,993.1 14,919.7 15,892.5 16,890.0 17,909.7 18,949.7
Retail Tissue and Hygiene 129,666.9 144,529.8 161,555.3 180,885.8 202,904.6 226,902.6
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023
% constant value growth

2018/2019 2018-23 CAGR 2018/23 Total

Wipes 13.7 13.1 85.3
Retail Hygiene 12.0 12.4 79.8
Retail Tissue and Hygiene 11.5 11.8 75.0
trade sources
SOURCES
Sources used during the research included the following:
Summary 1 Research Sources

Official Sources Authorstream.com
Managementparadise.com
Moneycontrol.com
Scribd.com
Slideshare.net
Thehindubusinessline.com
Valuenotes.com
Trade Press Agency Faqs
Bloomberg Business Week
Business India
Business Standard
Business Today
Business World
BusinessLine Resources
Capital Ideas Online
Deccan Herald
Domain-b
Economic Times, The
Exchange For Media
Express Hotelier & Caterer
Facts for You
Financial Express
Happi Magazine
Hindu Business Line, The
Hindustan Times, The
India Converting Show
India Infoline
India Informer
India Today
Indian Express, The
Livemint.com
MagIndia
Money.rediff.com
Myiris.com
Paper Loop
Pitch
PR Domain
Print-Packaging
PTI
Rediff Business
Retail Asia
Reuters
Strategist
Superbrands India
Times of India, The
Tissue World
Tribune, The
Wallet Watch
Wordpress
Source: Euromonitor International
AWAY-FROM-HOME TISSUE AND

HYGIENE IN INDIA - CATEGORY
ANALYSIS
HEADLINES
 Away-from-home (AFH) tissue and hygiene value sales grow by 10% in 2018, reaching
INR16.5 billion
 The high importance of good hygiene is driving value sales growth
 Hospitals/healthcare remains the key channel for sales of AFH adult incontinence products
 The rise in consumer foodservice and the expansion of businesses are driving sales of AFH
tissue
 AFH wipers registers value sales growth of 12% in 2018
 The average unit price of AFH tissue and hygiene declines marginally in 2018, owing to
competition
 Although local and regional brands are more popular, international products are becoming
popular owing to their strong brand names and superior quality
 Current value sales are expected to record a 10% CAGR (5% 2018 constant value CAGR)
over 2018-2023
PROSPECTS
Hospitals/healthcare Is A Key Channel for Afh Adult Incontinence

The use of hygiene products is widespread in medical facilities such as hospitals and clinics.
As hygiene is very important here, the demand for tissue and hygiene products from these
facilities is very high. In the AFH tissue and hygiene category, sales of adult incontinence
products to hospitals/healthcare are therefore the largest. Hygiene items such as adult
incontinence and nappies/diapers are normally supplied to hospitals or nursing homes. The
healthcare institutions in India are still expanding and modernising as many private healthcare
providers are developing. With investment in healthcare rising, spending on medical supplies,
equipment and the building of new hospitals and medical facilities will create a greater
opportunity for AFH tissue and hygiene to expand. Over the forecast period, a positive outlook is
set for the category as a higher number of large and modern hospitals and healthcare facilities
is expected.
Boom in Mncs and Technology-based Companies Drives Demand for

Afh Tissue
Over the review period, there was a boom in the number of offices being set up in India
thanks to rising demand from IT companies, e-commerce retail firms and MNCs. Metropolitan
cities Bangalore, Delhi, Mumbai, Hyderabad, Chennai and Pune have emerged as prime
destinations for these units. The boom in start-ups has also contributed to the growth in office
culture in the country. MNCs and top-tier organisations have been instrumental in driving sales
of AFH tissue. Napkins, toilet paper and paper towels are among the most widely used products
in offices. With consumers being exposed to the use of tissue in AFH channels, it has also
helped raise awareness and people are also incorporating the products in their homes as well.
Rise in Consumer Foodservice Will Aid Growth in Afh Tissue

Specialist coffee shops such as Starbucks, Café Coffee Day, Barista Coffee and Costa
Coffee, among many others, are increasingly popular meeting places, not only for leisure but
also work purposes. Having lunch or dinner in a bar has also become commonplace in
metropolitan areas. This change in behaviour is supporting the popularity of bars/pubs in the
country. However, full-service restaurants continue to be the main channel of choice as
consumers continue to appreciate the superior service and ambience offered by full-service
restaurants. The increasing number of hotels and foodservice establishments therefore creates
opportunities for AFH tissue providers, especially in the case of hotels as the quality of tissue
products is important as they have a set of standards to abide by.
As the mid- and high-income groups continue to expand over the forecast period, dining out
will become increasingly popular as consumers’ purchasing power rises. This is likely to help
AFH tissue items, even premium products, to grow further.
COMPETITIVE LANDSCAPE
Introduction of the Goods and Services Tax Gives A Level Playing Field
To Organised/formal Players
At the overall level, the AFH tissue and hygiene category remains fragmented, with the
presence of many local and regional brands. There is a presence of small unorganised/informal
players and importers as well. Prior to the introduction of the Goods and Services Tax (GST),
organised and branded companies in AFH tissue and hygiene were at a disadvantage as they
were not able to fully compete with small, local and regional players that were operating
informally, ie paying no taxes. The GST regime has therefore given a level playing field and has
helped organised players increase their sales and build strong partnerships with horeca
establishments, public entities, hospitals/healthcare providers and business/industry players.
CATEGORY DATA
Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2013-2018
INR million
2013 2014 2015 2016 2017 2018
Away-from-Home Hygiene 565.4 626.6 692.1 761.9 836.2 915.1

- AFH Adult Incontinence 565.4 626.6 692.1 761.9 836.2 915.1
Away-from-Home Tissue 9,097.9 10,379.0 11,577.9 12,886.8 14,065.6 15,536.0
- AFH Boxed Facial 982.0 1,131.1 1,284.0 1,414.2 1,555.9 1,758.6
Tissues
- AFH Paper Tableware 2,821.8 3,266.0 3,666.6 4,119.5 4,495.6 4,970.3
-- AFH Napkins 2,821.8 3,266.0 3,666.6 4,119.5 4,495.6 4,970.3
-- AFH Tablecloths - - - - - -
- AFH Paper Towels 2,226.5 2,451.2 2,660.2 2,905.8 3,133.4 3,389.3
- AFH Toilet Paper 2,277.6 2,618.7 2,937.1 3,282.2 3,594.0 3,982.2
- AFH Wipers 790.1 912.0 1,030.0 1,165.1 1,286.8 1,435.6
and Hygiene
trade interviews, trade sources
Table 20 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2013-
2018

2017/18 2013-18 CAGR 2013/18 Total
Away-from-Home Hygiene 9.4 10.1 61.8

- AFH Adult Incontinence 9.4 10.1 61.8
Away-from-Home Tissue 10.5 11.3 70.8
- AFH Boxed Facial Tissues 13.0 12.4 79.1
- AFH Paper Tableware 10.6 12.0 76.1
-- AFH Napkins 10.6 12.0 76.1
-- AFH Tablecloths - - -
- AFH Paper Towels 8.2 8.8 52.2
- AFH Toilet Paper 10.8 11.8 74.8
- AFH Wipers 11.6 12.7 81.7
Away-from-Home Tissue and Hygiene 10.4 11.2 70.2
Table 21 Sales of Away-From-Home Paper Towels by Type: % Value 2014-2018
% away-from-home value msp

2014 2015 2016 2017 2018
Interleaf 95.0 95.0 95.0 95.0 95.0

Roll 4.8 4.8 4.8 4.8 4.8
Other 0.2 0.2 0.2 0.2 0.2
Total 100.0 100.0 100.0 100.0 100.0
Table 22 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value

2013-2018

2013 2014 2015 2016 2017 2018
Dry Wipes - - 93.0 92.8 92.8 91.9

Wet Wipes - - 7.0 7.2 7.2 8.1
Total - - 100.0 100.0 100.0 100.0
Table 23 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2013-2018

2013 2014 2015 2016 2017 2018
Dry Wipes - - 85.0 84.6 84.5 84.5

Wet Wipes - - 15.0 15.4 15.5 15.5
Total - - 100.0 100.0 100.0 100.0

Table 24 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value

2013-2018

2013 2014 2015 2016 2017 2018
Dry Wipes - - 80.0 79.8 79.7 79.7

Wet Wipes - - 20.0 20.2 20.3 20.3
Total - - 100.0 100.0 100.0 100.0
Table 25 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2013-2018
% away-from-home value
2013 2014 2015 2016 2017 2018
- Business/industry 21.5 21.6 21.6 21.6 21.6 21.6

- Horeca 64.6 64.7 64.7 64.7 64.7 64.7
- Hospitals/healthcare 11.4 11.3 11.3 11.2 11.2 11.2
- Public 2.5 2.4 2.4 2.4 2.5 2.5
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 26 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: %

Value 2018
% away-from-home value
AH AT
- Business/industry 0.0 22.9

- Horeca 0.0 68.5
- Hospitals/healthcare 100.0 6.0
- Public 0.0 2.6
Total 100.0 100.0
Key: AH = away-from-home hygiene; AT = away-from-home tissue
Table 27 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2018-
2023
INR million
2018 2019 2020 2021 2022 2023
Away-from-Home Hygiene 915.1 951.4 987.7 1,022.6 1,056.0 1,087.6

- AFH Adult Incontinence 915.1 951.4 987.7 1,022.6 1,056.0 1,087.6
- AFH Boxed Facial 1,758.6 1,892.6 2,038.0 2,192.8 2,357.7 2,532.9

Tissues
- AFH Paper Tableware 4,970.3 5,228.2 5,498.6 5,774.1 6,054.5 6,339.4
-- AFH Napkins 4,970.3 5,228.2 5,498.6 5,774.1 6,054.5 6,339.4
-- AFH Tablecloths - - - - - -
- AFH Paper Towels 3,389.3 3,506.8 3,647.6 3,809.8 3,996.7 4,211.8
- AFH Toilet Paper 3,982.2 4,194.5 4,414.2 4,634.9 4,856.1 5,077.1
- AFH Wipers 1,435.6 1,520.6 1,607.2 1,693.1 1,777.7 1,860.7
and Hygiene
trade sources
Table 28 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value

Growth 2018-2023

2018/2019 2018-23 CAGR 2018/23 Total
Away-from-Home Hygiene 4.0 3.5 18.9

- AFH Adult Incontinence 4.0 3.5 18.9
Away-from-Home Tissue 5.2 5.2 28.9
- AFH Boxed Facial Tissues 7.6 7.6 44.0
- AFH Paper Tableware 5.2 5.0 27.5
-- AFH Napkins 5.2 5.0 27.5
-- AFH Tablecloths - - -
- AFH Paper Towels 3.5 4.4 24.3
- AFH Toilet Paper 5.3 5.0 27.5
- AFH Wipers 5.9 5.3 29.6
Away-from-Home Tissue and Hygiene 5.1 5.1 28.3
trade sources
RETAIL ADULT INCONTINENCE IN

INDIA - CATEGORY ANALYSIS
HEADLINES
 Retail adult incontinence value sales grow by 24% in 2018, reaching INR3.8 billion
 Increased consumer-awareness and acceptance of incontinence products is driving sales
 The average unit price slightly increases in 2018, owing to a rise in input material costs
 Nobel Hygiene India Ltd continues to lead sales in 2018
 Current value sales are expected to generate a 24% CAGR (19% 2018 constant value
CAGR) over 2018-2023
PROSPECTS
Moderate/heavy Adult Incontinence Products Are More Popular Than

Light Versions
Retail adult incontinence in India is still seen as a category for elderly and bedridden
consumers. Subsequently, the demand for moderate/heavy adult incontinence products is much
higher than that for light adult incontinence products. Sales of light adult incontinence items for
younger and more active consumers are limited. Per capita consumption among the population
aged 65 years and over is much lower than the same demographic group in the developed
region of North America or Japan. The main reasons for the low per capita use of retail adult
incontinence are high product prices, social stigma and consumer ignorance, cheaper reusable
alternatives, narrow product ranges, low product accessibility and still very weak communication
with some of the key target groups. However, the situation is now changing and with Indians
now more accepting of incontinence products and with manufacturers focusing on category
development, the demand for retail adult incontinence items is expected to rise.
Retail Adult Incontinence Has Limited Retail Presence, Restricting

Availability
Health and beauty specialist retailers remains the primary channel for sales of retail adult
incontinence products in India. It is usually through hospitals and by the recommendation of
doctors and medical professionals that patients and their families are made aware of retail adult
incontinence products and, with prescription, they purchase these items from
chemists/pharmacies. As retail adult incontinence products are seen as pharma products,
product availability is better in chemists/pharmacies. It is due to this reason, and that people are
not quite open about the issues of incontinence, that the distribution of these items is limited.
Currently, there is limited to no presence of retail adult incontinence products in traditional
grocery retailers, supermarkets and hypermarkets. There is also resistance from retailers, which
do not wish to stock these items, further impeding the greater channel presence of retail adult
incontinence.
Affordability Continues To Be A Key Challenge for Growth

The affordability of retail adult incontinence products remains a factor restricting the demand.
Moderate/heavy incontinence products are expensive, with one unit costing up to INR50. As the
elderly are the primary consumers of these items, it becomes financially strenuous for them to
afford them. The issue of incontinence is not openly discussed as the elderly find it
embarrassing, and with the products being expensive as well, they further feel uncomfortable as
they must rely on their children and family to be able to afford the remedies. Manufacturers have
been putting in efforts to make the retail adult incontinence ranges affordable, but given that
there is a significant amount of raw material that goes into making the products and that the
items are designed to have superior absorbency levels, the price cannot be brought down much.
In some countries, the governments as part of their healthcare schemes, allow for
prescription/reimbursement adult incontinence, and bringing in something similar in India is
expected to help.
Nobel Hygiene India Ltd Launches India’s First Adult Nappy

Advertisement
Nobel Hygiene India Ltd has launched a new television commercial to start a conversation
about the benefits of using adult nappies. The advert is targeted at family members and carers
of the patient, as they note that the biggest obstacles to the adoption of the products are the
consumers themselves. The advertisement communicates with the families and carers why it is
important to have a conversation about incontinence as the elderly themselves would find it too
embarrassing to talk about the issue. The company states that although increasing product
penetration and usage is a key focus, the main objective of the marketing campaign is to make
people broach the subject of incontinence and discuss it freely. Currently, the campaign has
been driven on television and digital media.
Focus on Educating Consumers Is Key for Manufacturers

The leading manufacturers in the category continue to focus on offering potential consumers
information online, eg through their websites and social media accounts. The other main
promotional channel for the products is healthcare. Companies in retail adult incontinence work
with healthcare institutions to educate patients and carers, and this channel is close to ideal for
companies present in the category as it provides them with a direct and immediate platform to
communicate with existing and potential consumers of retail adult incontinence products. With
the marketing campaigns and education programmes undertaken by manufacturers and local
health authorities, it is expected that people will start to see adult incontinence as less of a taboo
and will actively seek ways to relieve and manage their incontinence.
CATEGORY DATA
Table 29 Sales of Retail Adult Incontinence by Category: Value 2013-2018
INR million
2013 2014 2015 2016 2017 2018
Light Adult Incontinence 214.3 267.3 331.4 408.7 511.3 640.8

Moderate/Heavy Adult 1,148.9 1,409.7 1,719.8 2,087.8 2,569.9 3,168.9
Incontinence
Table 30 Sales of Retail Adult Incontinence by Category: % Value Growth 2013-2018

2017/18 2013-18 CAGR 2013/18 Total
Light Adult Incontinence 25.3 24.5 199.0

Moderate/Heavy Adult Incontinence 23.3 22.5 175.8
Table 31 NBO Company Shares of Retail Adult Incontinence: % Value 2014-2018
% retail value rsp

Company 2014 2015 2016 2017 2018

Bella Premier Happy 12.1 12.5 11.4 9.7 8.3
Hygiene Care Pvt Ltd
Elder Pharmaceuticals Ltd 5.4 4.4 3.4 2.5 1.8
DSG International Ltd 2.0 2.0 1.9 1.7 1.2
Actifit India Pvt Ltd 0.2 0.1 0.1 0.0 0.0
Others 14.3 13.6 14.2 16.2 19.5
Total 100.0 100.0 100.0 100.0 100.0
Table 32 LBN Brand Shares of Retail Adult Incontinence: % Value 2015-2018
% retail value rsp

Friends Adult Briefs Nobel Hygiene India Ltd 67.4 69.1 69.9 69.2
Seni (Torunskie Bella Premier Happy 12.5 11.4 9.7 8.3
Zaklady Materialow Hygiene Care Pvt Ltd
Opatrunkowych SA
(TZMO))
Molicare (Paul Elder Pharmaceuticals Ltd 4.4 3.4 2.5 1.8
Hartmann AG)
Dispo 123 Adult DSG International Ltd - - - 1.2
Disposable Diapers
(Unicharm Corp)
Actifit Adult Diapers Actifit India Pvt Ltd 0.1 0.1 0.0 0.0
Dispo 123 Adult DSG International Ltd 2.0 1.9 1.7 -
Disposable Diapers
Others Others 13.6 14.2 16.2 19.5
Total Total 100.0 100.0 100.0 100.0
Table 33 Forecast Sales of Retail Adult Incontinence by Category: Value 2018-2023
INR million
2018 2019 2020 2021 2022 2023
Light Adult Incontinence 640.8 766.7 920.1 1,106.4 1,332.8 1,608.5

Moderate/Heavy Adult 3,168.9 3,729.9 4,404.0 5,209.1 6,172.9 7,328.0
Incontinence
trade sources
Table 34 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023

2018/2019 2018-23 CAGR 2018/23 Total
Light Adult Incontinence 19.6 20.2 151.0

Moderate/Heavy Adult Incontinence 17.7 18.3 131.2
trade sources
NAPPIES/DIAPERS/PANTS IN INDIA -
CATEGORY ANALYSIS
HEADLINES
 Nappies/diapers/pants registers value sales growth of 15% in 2018 to reach INR60.1 billion
 Internet retailing rapidly grows its sales share
 Owing to intense competition and a reduction in retail tax, the average unit price declines in
2018
 Pampers and Mamy Poko continue to collectively dominate sales in 2018
 Current value sales are expected to achieve a 15% CAGR (10% 2018 constant value CAGR)
over 2018-2023
PROSPECTS
High Potential Signals Significant Opportunities for Growth

The potential for nappies/diapers/pants in India is quite significant, with current value sales
representing a mere 6% of the total level possible. This presents significant opportunities for
category penetration and growth. Affordability remains a key factor for companies when looking
to capture demand from the large low-income population. Reaching consumers in this segment
is key to tapping into the significant potential of nappies/diapers/pants. According to Euromonitor
International’s industry forecast model, GDP per capita, habit persistence and urbanisation are
the factors that will significantly drive value sales growth for the category over the forecast
period. Elements such as consumer-awareness, product availability, lifestyle trends and product
variety are expected to further support sales growth. Requirements for nappies/diapers/pants
vary significantly across consumer groups. Thus, offering product variety in format and pack
size, and products for specific activities and child requirements, is vital to catering to consumers’
needs.
Internet Retailing Challenges the Dominant Store-based Retailing

Channel
Store-based retailing remains the most preferred channel for consumers to purchase
nappies/diapers/pants in India. Within store-based retailing, grocery retailers dominates followed
by health and beauty specialist retailers. Modern grocery retailers, particularly supermarkets and
hypermarkets, is performing well. Although consumers tend to be less experimental in regard to
babies’ nappies/diapers/pants, once they have found the right product and brand, they look out
for discounts and bulk purchase savings. Supermarkets and hypermarkets have captured this
need effectively, as they offer discounts and run promotions regularly to keep consumers
engaged.
In a category dominated by store-based retailing, internet retailing has become a rapidly
growing channel in terms of sales and popularity. Its price-advantage in terms of discounts and
its convenient delivery of bulk purchases of nappies/diapers/pants are key. Additionally, the
availability of a wide range of products and brands, including imported products for purchase,
has made internet retailing attractive. With an increasing number of working women, bulk
purchases of nappies/diapers/pants are popular.
Spotlight on High-end Consumers As Premium Products Are Introduced

Although the prime focus of companies is to expand the consumer base and to drive category
penetration, thereby driving product sales, upper-middle-income and high-income consumers
provide opportunities for manufacturers to push premiumisation. Catering to niche and new-
found demand through innovation presents significant possibilities for players to build their
portfolios and increase their value sales. In China, for example, the premium baby segment has
been performing quite well. Indeed, in China, Japan and other countries high-end consumers
are indulging in premium products, and it is expected that India will follow suit. The premium
range has superior features and comfortable attributes such as thin fibres, custom designs,
materials containing vitamin E and products with a pH level of 5-7. It is expected that high-end
consumers in India would also be quite receptive to these premium products and would be
willing to upgrade to them over the forecast period.
Mitsui & Co Partners With Kao Corp To Enter Nappies/diapers/pants in

India
Mitsui & Co has partnered with Japanese chemical and cosmetics company Kao Corp to
enter the nappies/diapers/pants category in India. Kao Corp’s Merries brand will launch its
products in India to cater to the premium segment in the country. Mitsui & Co has noted that
there is significant growth potential in India, where the category’s penetration is low despite a
significant number of babies being born every year. Where initially consumers were focused on
a nappy’s absorption capacity, they are now looking into premium and superior qualities such as
softness of fabric and breathability. The Merries brand is currently on Amazon.in and its
presence in stores is nil or limited currently. A 44-unit pack of large-size Merries nappies is
priced at INR1,328 at present. The products are marketed as featuring exceptional breathability,
colour-changing wetness indicators, a comfortable fit and super absorbency.
Godrej Consumer Products Ltd Sells Its Snuggy Brand To Nobel

Hygiene India Ltd
Godrej Consumer Products Ltd has exited nappies/diapers/pants in India by selling its Snuggy
brand to Nobel Hygiene India Ltd. The category has been a non-focus area for Godrej, as it has
switched to higher-margin, innovative products under core categories of personal wash, hair
care and home insecticides. Nobel Hygiene is among the top players for nappies/diapers/pants
in India, thanks to its Teddyy brand. The company aims to leverage its expertise in
manufacturing capabilities in delivering consistent, high-quality products for Snuggy as well. In
August 2018, Snuggy was relaunched by Nobel Hygiene in Kochi.
CATEGORY DATA
Table 35 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018
INR million
2013 2014 2015 2016 2017 2018
Disposable Pants 7,268.6 19,886.6 28,389.5 35,689.1 43,397.9 52,264.1

Nappies/Diapers 16,191.0 13,439.6 11,556.7 10,049.3 8,756.1 7,799.8
- Junior Nappies/Diapers 6,536.0 5,319.6 4,502.7 3,850.4 3,297.8 2,886.6
- New Born Nappies/ 2,245.0 1,849.0 1,587.0 1,373.0 1,190.7 1,055.8
Diapers
- Standard Nappies/ 7,410.0 6,271.0 5,467.0 4,825.9 4,267.6 3,857.5
Diapers
Table 36 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018

2017/18 2013-18 CAGR 2013/18 Total
Disposable Pants 20.4 48.4 619.0

Nappies/Diapers -10.9 -13.6 -51.8
- Junior Nappies/Diapers -12.5 -15.1 -55.8
- New Born Nappies/Diapers -11.3 -14.0 -53.0
- Standard Nappies/Diapers -9.6 -12.2 -47.9
Table 37 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
% retail value rsp

Company 2014 2015 2016 2017 2018
Procter & Gamble Home 49.2 45.5 45.1 47.1 49.0

Products Ltd
Wipro Ltd 1.9 1.5 1.3 1.0 -
Godrej Consumer 0.8 0.5 0.3 0.1 -
Products Ltd
SCA Hygiene Products 1.2 2.1 1.0 - -
India Pvt Ltd
DSG International Ltd - - - - -
Pantaloon Retail India - - - - -
Ltd
Others 6.2 5.7 5.8 5.9 5.8
Total 100.0 100.0 100.0 100.0 100.0
Table 38 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
% retail value rsp

Pampers (Procter & Procter & Gamble Home 45.5 45.1 47.1 49.0
Gamble Co, The) Products Ltd

Corp)
Huggies (Kimberly- Kimberly-Clark Lever Ltd 12.0 10.0 8.3 6.7
Clark Corp)
Teddyy Nobel Hygiene India Ltd 1.8 2.0 2.3 2.7
Baby Soft Wipro Ltd 1.5 1.3 1.0 -
Snuggy Dry (Godrej Godrej Consumer 0.5 0.3 0.1 -
Group) Products Ltd
Libero (SCA Group) SCA Hygiene Products 2.1 1.0 - -
India Pvt Ltd
Fitti DSG International Ltd - - - -
Caremate (Private Pantaloon Retail India - - - -
Label) Ltd
Others Others 5.7 5.8 5.9 5.9
Total Total 100.0 100.0 100.0 100.0
Table 39 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
INR million
2018 2019 2020 2021 2022 2023
Disposable Pants 52,264.1 59,184.6 66,481.0 74,182.1 82,379.0 91,104.2

Nappies/Diapers 7,799.8 6,722.0 5,894.7 5,253.7 4,757.0 4,423.3
- Junior Nappies/Diapers 2,886.6 2,443.1 2,102.7 1,838.1 1,631.1 1,508.6
- New Born Nappies/ 1,055.8 906.1 791.5 702.9 634.4 589.1
Diapers
- Standard Nappies/ 3,857.5 3,372.8 3,000.5 2,712.7 2,491.4 2,325.5
Diapers
trade sources
Table 40 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-

2023

2018/2019 2018-23 CAGR 2018/23 Total
Disposable Pants 13.2 11.8 74.3

Nappies/Diapers -13.8 -10.7 -43.3
- Junior Nappies/Diapers -15.4 -12.2 -47.7
- New Born Nappies/Diapers -14.2 -11.0 -44.2
- Standard Nappies/Diapers -12.6 -9.6 -39.7
trade sources
SANITARY PROTECTION IN INDIA -

CATEGORY ANALYSIS
HEADLINES
 Sanitary protection in India grows by 20% in 2018 to reach INR48.7 billion

 Consumer-awareness and category development efforts are instrumental in driving value
sales
 There is a slight decline in the average unit price in 2018 as the products are exempted from
the Goods and Services tax
 Always/Whisper continues to be the sales leader in 2018, with a focus on increasing product
penetration
 Current value sales are expected to achieve a 21% CAGR (15% 2018 constant value CAGR)
over the forecast period
PROSPECTS
Standard Towels Continues To Be the Most Popular Category

In India, standard towels represents the majority of sanitary protection value sales.
Pantyliners and tampons are not quite as popular in the country owing to low awareness and
consumers’ preference to use these products only during menstruation. Additionally, there are
misconceptions and fears over the use of tampons, following health concerns. The incidence of
toxic shock syndrome, stemming from bacterial infections associated with the use of tampons, is
a primary concern for consumers despite guarantees by product manufacturers that their
tampons are safe to use. Also, the presence of brands in tampons is limited and, with the wide
popularity of standard towels, the availability of tampons is also quite limited. It is expected that,
over the forecast period, standard towels will continue to be the most preferred format.
Below-the-line Promotions To Increase the Uptake of Disposable

Sanitary Protection
The per capita consumption of sanitary protection in India remains lower compared with
developed countries and some developing countries as well. This is attributed to the low usage
rate of sanitary protection in India. Although there is significant awareness of and access to
sanitary protection products in cities, in rural areas, both awareness and availability remain
issues. In regions, where education levels and awareness of hygiene are low, most women
continue to use reusable or washable cloths for sanitary protection. Affordability is one of the
reasons why there is a preference for low-cost, home-made, cotton-based products. Education
about the importance of hygiene for women’s health, particularly via below-the-line promotion
through school seminars, free product distribution and awareness drives by NGOs and
government organisations, is helping spread awareness among rural women on the importance
of using hygienic sanitary protection products, thus driving demand for disposable products.
Health and Beauty Specialist Retailers and Modern Grocery Retailers

Remain the Leading Distribution Channels
Chemists/pharmacies, within health and beauty specialist retailers, is a major channel for
sales of sanitary products in India. Over the years, thanks to manufacturers increasingly
stocking these products in traditional grocery retailers and owing to the widespread reach of
traditional grocery retailers, standard towels, which are pharma category products, are being
bought by women in this channel as well. Furthermore, with the expansion in modern retail,
access to a wide range of products and brands has improved. More importantly, this had made
it easy for women to pick up the product they want, whereas previously they would have to ask
the shopkeeper to get it for them, which would cause them embarrassment. Supermarkets and
hypermarkets are fast-growing retail channels, where there is increased shelf space for sanitary
protection products and bigger pack sizes are being stocked. Internet retailing has quickly
emerged as a dynamically growing channel for sales of sanitary protection products. With more
and more consumers leveraging e-commerce channels for grocery purchases, buying sanitary
protection products has become even more convenient. Manufacturers that sell premium and
also niche products such as eco-friendly, biodegradable towels and menstrual cups have
transitioned to the online channel as their consumers are predominantly urban consumers who
will regularly use internet retailing.
Procter & Gamble Hygiene and Health Care Ltd Launches Strategic
Initiatives To Meet Consumers’ Needs
Procter & Gamble Hygiene and Health Care Ltd’s continues to be the sales leader for sanitary
protection in India, thanks to its Always/Whisper brand. The company has launched several
initiatives to meet consumer needs across both high-income and mid-income bases. For
instance, Procter & Gamble has introduced Always/Whisper ultra-soft, a premium product, to tap
into the emerging comfort segment, with the range intended to provide comfort as well as
protection. It has also launched a digital campaign, #LikeAGirl, which has been well received
and appreciated, strengthening the Always/Whisper brand connection with consumers. To
development the category and to drive increased usage of sanitary towels among non-users,
Procter & Gamble has launched its “Check Check” campaign, continuing to focus on entry-level
consumers in their early-teenage years. The company has also continued to extend the
availability of its portfolio through strategic go-to-market plans.
Hindustan Unilever Ltd Sells Its Entire 50% Stake in Joint Venture With
Kimberly-Clark Lever Pvt Ltd
Hindustan Unilever Ltd (HUL), has sold its 50% stake in its joint venture with Kimberly-Clark
Corp. HUL had formally announced its intention to exit the joint venture in 2016. Under the joint
venture, Kimberly-Clark Lever Pvt Ltd’s Huggies nappies and Kotex sanitary towels were sold in
India. HUL said that it decided to sell its stake in the joint venture, so that it could focus on its
core business. HUL noted that the feminine hygiene business is very competitive. In recent
times, Kotex sales have been declining, and its share is being increasingly taken by new and
emerging domestic and international companies such as Soothe Healthcare Pvt Ltd and
Unicharm India Pvt Ltd.
CATEGORY DATA
Table 41 Retail Sales of Sanitary Protection by Category: Value 2013-2018
INR million
2013 2014 2015 2016 2017 2018
Pantyliners 107.7 116.5 127.1 140.4 157.6 177.9

Tampons 43.5 46.1 60.7 71.7 81.8 93.4
Towels 20,916.0 24,460.1 28,745.9 34,017.8 40,508.0 48,462.9
- Standard Towels 13,704.9 15,604.6 17,806.1 20,496.4 23,974.8 28,161.3
-- Standard Towels with 1,698.0 1,971.6 2,400.9 2,968.7 3,767.6 4,768.2
Wings
-- Standard Towels 12,006.9 13,633.0 15,405.2 17,527.7 20,207.1 23,393.1
without Wings
- Slim/Thin/Ultra-Thin 7,211.2 8,855.6 10,939.8 13,521.4 16,533.2 20,301.6
Towels
-- Slim/Thin/Ultra-Thin 7,211.2 8,855.6 10,939.8 13,521.4 16,533.2 20,301.6
Towels with Wings
-- Slim/Thin/Ultra-Thin - - - - - -
Towels without Wings
Including Intimate Wipes
Table 42 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018

2017/18 2013-18 CAGR 2013/18 Total
Pantyliners 12.9 10.6 65.2

Tampons 14.2 16.5 114.7
Towels 19.6 18.3 131.7
- Standard Towels 17.5 15.5 105.5
-- Standard Towels with Wings 26.6 22.9 180.8
-- Standard Towels without Wings 15.8 14.3 94.8
- Slim/Thin/Ultra-Thin Towels 22.8 23.0 181.5
-- Slim/Thin/Ultra-Thin Towels with 22.8 23.0 181.5
Wings
-- Slim/Thin/Ultra-Thin Towels without - - -
Wings
Sanitary Protection Including Intimate 19.6 18.3 131.3
Wipes
Table 43 Retail Sales of Tampons by Application Format: % Value 2013-2018
% retail value rsp

2013 2014 2015 2016 2017 2018
Applicator Tampons 0.0 0.0 0.0 0.0 0.0 0.0

Digital Tampons 100.0 100.0 100.0 100.0 100.0 100.0
Total 100.0 100.0 100.0 100.0 100.0 100.0

Table 44 Retail Sales of Towels by Type of Use: % Value 2013-2018
% retail value rsp

2013 2014 2015 2016 2017 2018
Day 98.0 96.0 94.0 92.0 90.7 90.6

Night 2.0 4.0 6.0 8.0 9.3 9.4
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 45 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
% retail value rsp

Company 2014 2015 2016 2017 2018
Procter & Gamble 46.0 46.1 48.4 51.5 53.8

Hygiene & Health Care Ltd
Johnson & Johnson 33.1 32.8 32.5 32.4 32.2
(India) Ltd
Soothe Healthcare Pvt Ltd 0.1 0.0 0.1 0.1 0.1
Gufic Biosciences Ltd 1.0 0.7 0.5 - -
Emami Ltd 0.1 0.2 0.3 - -
Royal Hygiene Care Ltd - - - - -
Others 17.9 18.0 16.3 14.2 12.4
Total 100.0 100.0 100.0 100.0 100.0
Table 46 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
% retail value rsp

Always/Whisper Procter & Gamble 46.1 48.4 51.5 53.8

(Procter & Gamble Hygiene & Health Care Ltd
Co, The)
Stayfree (Johnson & Johnson & Johnson 31.5 31.1 31.1 30.9
Sofy (Unicharm Corp) Unicharm India Pvt Ltd 1.6 1.5 1.4 1.3
Carefree (Johnson & Johnson & Johnson 1.2 1.2 1.1 1.1
Kotex (Kimberly- Kimberly-Clark Lever Ltd 0.6 0.5 0.3 0.2
Clark Corp)
o b (Johnson & Johnson & Johnson 0.2 0.2 0.2 0.2
Paree Soothe Healthcare Pvt Ltd 0.0 0.1 0.1 0.1
Shapers Gufic Biosciences Ltd 0.7 0.5 - -

She Comfort Ultra Emami Ltd 0.2 0.3 - -
Thin
She (Emami Ltd) Royal Hygiene Care Ltd - - - -
Feel (Private Label) V2 Retail Ltd - - - -
Feel (Private Label) Vishal Retail Ltd - - - -
Others Others 18.0 16.3 14.2 12.4
Total Total 100.0 100.0 100.0 100.0
Table 47 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
INR million
2018 2019 2020 2021 2022 2023
Pantyliners 177.9 192.2 209.0 227.5 248.9 274.3

Tampons 93.4 100.1 107.8 116.4 126.3 138.2
Towels 48,462.9 55,428.0 63,688.1 73,421.7 84,925.9 97,396.2
- Standard Towels 28,161.3 31,592.8 35,556.8 40,195.5 45,552.3 51,714.5
-- Standard Towels with 4,768.2 5,777.6 7,046.7 8,611.3 10,568.6 12,968.7
Wings
-- Standard Towels 23,393.1 25,815.2 28,510.1 31,584.2 34,983.7 38,745.8
without Wings
- Slim/Thin/Ultra-Thin 20,301.6 23,835.1 28,131.4 33,226.2 39,373.6 45,681.7
Towels
-- Slim/Thin/Ultra-Thin 20,301.6 23,835.1 28,131.4 33,226.2 39,373.6 45,681.7
Towels with Wings
-- Slim/Thin/Ultra-Thin - - - - - -
Towels without Wings
Including Intimate Wipes
trade sources
Table 48 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

2018/2019 2018-23 CAGR 2018/23 Total
Pantyliners 8.0 9.0 54.2

Tampons 7.2 8.2 48.1
Towels 14.4 15.0 101.0
- Standard Towels 12.2 12.9 83.6
-- Standard Towels with Wings 21.2 22.2 172.0
-- Standard Towels without Wings 10.4 10.6 65.6
- Slim/Thin/Ultra-Thin Towels 17.4 17.6 125.0
-- Slim/Thin/Ultra-Thin Towels with 17.4 17.6 125.0
Wings
-- Slim/Thin/Ultra-Thin Towels without - - -
Wings
Sanitary Protection Including Intimate 14.3 14.9 100.7
Wipes
trade sources
WIPES IN INDIA - CATEGORY

ANALYSIS
HEADLINES
 Value sales of wipes in India grow by 21% in 2018, reaching INR3.1 billion
 Baby wipes contributes the most to overall value sales of wipes
 General purpose wipes and facial cleansing wipes are increasingly becoming popular among
urban consumers in 2018
 Sales of home care wipes and floor cleaning systems are negligible in 2018
 Owing to the presence of local and regional brands, as well as retailers’ own lines, the
average unit price declines slightly in 2018
 Wipes becomes more fragmented in 2018
 Current value sales are expected to record a 19% CAGR (13% 2018 constant value CAGR)
over 2018-2023
PROSPECTS
Large Potential for Wipes in India

India offers opportunities for growth, since wipes are still new in the region. The increase of
modern retail channels, the growing middle class and the still low per capita consumption of
wipes are indicators of growth potential for category players to exploit. Euromonitor International
estimates the unmet potential to be over USD2 billion in India. When looking at demand for
growth in wipes, factors such as GDP per capita, habit persistence, population, demographics
shaped by urbanisation, the sales area in modern grocery retailers, and elements such as
lifestyle trends and consumer-awareness are expected to play important roles. Currently, the
demand for wipes is majorly from urban consumers and it is expected to remain so over the
forecast period as well.
Baby Wipes and General Purpose Wipes Are Increasingly Popular

The general personal wipes category is witnessing an increase in demand owing to
consumers’ penchant for personal hygiene and cleanliness. These wipes have emerged as
convenient products to use for daily hygiene. The growth in demand for general purpose wipes
has also been spurred by the increased focus on product innovation. With companies launching
wipes that include moisturisers and germ-fighting ingredients, consumers are looking at these
products as on-the-go convenient fixes for maintaining hygiene. Baby wipes continue to be
popular among parents who wish to ensure the utmost hygiene care for their baby. Baby wipes
are quite often used in conjunction with nappies when parents are changing their baby’s
nappies. Baby wipes are used to protect the baby’s skin from rashes.
Expansion of Modern Retailing Boosts Demand for Wipes

Among consumers in India, the use of wipes is very small compared with global levels. This
can be attributed to consumers’ low awareness of these products and their perception that
wipes are not must-have items in their shopping baskets. However, modern retailing channels
have given manufacturers a good platform to showcase their wipes, thereby increasing the
visibility of these products. Consumers are increasingly favouring shopping at supermarkets and
hypermarkets, owing to the wide range of products, the greater freedom to look around and pick
up products and the attractive discounts and bundle offers. For first-time buyers of wipes, the
purchases tend to be impulsive in these outlets as well. Therefore, modern retailing channels
have been successful in supporting demand for wipes in India.
Brands Associated With Baby Products Have A Strong Foothold

Johnson & Johnson (India) Ltd is the leading baby wipes company in India. The company
strongly benefits from its first-mover advantage, and its Johnson’s Baby brand has a strong
positioning. Similarly, other companies in baby wipes such as The Himalaya Drug Co, Unicharm
India Pvt Ltd and Kimberly-Clark Lever Ltd are benefiting from their presence in baby care
product categories such as nappies/diapers/pants, shampoos and oils. Parents are more
familiar with the brands of these companies, and they tend to buy products from the same brand
that they trust and believe is safe and best suited to their baby’s needs. Once loyalty is
established, parents rarely switch brands.
Future Consumer Ltd’s Own Range Gains Ground in Wipes

With the increasing popularity of modern retailing among consumers, and with supermarkets
and hypermarkets pushing sales of wipes, retailers have also realised the opportunity in the
category, with many offering their own versions. Future Consumer Ltd is one of the leading
players in wipes, and is particularly strong in facial cleansing wipes. Its Kara range continues to
strengthen its position in the “beauty on the go” segment, with refreshing wipes and skin care
wipes. Kara wipes contain natural active ingredients such as neem and aloe vera and are made
of 100% viscose fibre. Their penetration has increased across traditional and modern retail.
CATEGORY DATA
Table 49 Retail Sales of Wipes by Category: Value 2013-2018
INR million
2013 2014 2015 2016 2017 2018
Home Care Wipes and - - - - - -

Floor Cleaning Systems
- Dry Electro-Static - - - - - -
Wipes
-- Starter Kits/ - - - - - -
Sweepers/Sticks (Dry
Electro-Static)
-- Wipes and Refills - - - - - -
(Dry Electro-Static)
- Floor Cleaning Systems - - - - - -
-- Refills - - - - - -
--- Cleaning Solution - - - - - -
--- Refill Wipes/Pads - - - - - -
-- Starter Kits/Trigger - - - - - -
Device
- Impregnated Wet Wipes - - - - - -
-- All Purpose Cleaning - - - - - -

Wipes
-- Furniture Polish Wipes - - - - - -
-- Toilet Care Wipes - - - - - -
-- Window/Glass Wipes - - - - - -
-- Other Impregnated - - - - - -
Wipes
- Starter Kits/Sweepers/ - - - - - -
Sticks (Excluding Wipes)
- Wipes (Excluding - - - - - -
Starter Kits/Sweepers/
Sticks)
Personal Wipes 1,160.9 1,419.2 1,708.6 2,102.6 2,544.5 3,065.9
- General Purpose Wipes 168.8 192.2 214.1 238.2 262.4 288.9
- Intimate Wipes - - - - - -
- Baby Wipes 950.0 1,176.6 1,435.4 1,795.4 2,202.5 2,685.3
- Cosmetic Wipes 42.1 50.4 59.0 68.9 79.7 91.7
-- Facial Cleansing Wipes 42.1 50.4 59.0 68.9 79.7 91.7
-- Deodorant Wipes - - - - - -
- Moist Toilet Wipes - - - - - -
Wipes 1,160.9 1,419.2 1,708.6 2,102.6 2,544.5 3,065.9
Table 50 Retail Sales of Wipes by Category: % Value Growth 2013-2018

2017/18 2013-18 CAGR 2013/18 Total
Home Care Wipes and Floor Cleaning - - -

Systems
- Dry Electro-Static Wipes - - -
-- Starter Kits/Sweepers/Sticks (Dry - - -
Electro-Static)
-- Wipes and Refills (Dry Electro- - - -
Static)
- Floor Cleaning Systems - - -
-- Refills - - -
--- Cleaning Solution - - -
--- Refill Wipes/Pads - - -
-- Starter Kits/Trigger Device - - -
- Impregnated Wet Wipes - - -
-- All Purpose Cleaning Wipes - - -
-- Furniture Polish Wipes - - -
-- Toilet Care Wipes - - -
-- Window/Glass Wipes - - -
-- Other Impregnated Wipes - - -
- Starter Kits/Sweepers/Sticks - - -
(Excluding Wipes)
- Wipes (Excluding Starter Kits/ - - -
Sweepers/Sticks)
Personal Wipes 20.5 21.4 164.1
- General Purpose Wipes 10.1 11.4 71.2
- Intimate Wipes - - -
- Baby Wipes 21.9 23.1 182.7
- Cosmetic Wipes 15.1 16.8 117.7
-- Facial Cleansing Wipes 15.1 16.8 117.7
-- Deodorant Wipes - - -
- Moist Toilet Wipes - - -
Wipes 20.5 21.4 164.1

Table 51 NBO Company Shares of Retail Wipes: % Value 2014-2018
% retail value rsp

Company 2014 2015 2016 2017 2018
Johnson & Johnson 60.5 60.9 60.4 60.1 59.5

(India) Ltd
Himalaya Drug Co, The 13.5 12.6 12.0 11.7 11.3
Tainwala Personal Care 7.5 6.7 6.0 5.4 4.9
Products Pvt Ltd
Future Consumer Ltd - 3.7 3.5 3.3 3.1
Pigeon India Pvt Ltd 1.7 1.5 1.4 1.4 1.3
Pristine Care Products 1.0 0.8 0.8 0.7 0.6
Pvt Ltd
Products Ltd
Grasim Industries Ltd 3.8 - - - -
Others 9.9 10.8 12.7 13.5 14.4
Total 100.0 100.0 100.0 100.0 100.0
Table 52 LBN Brand Shares of Retail Wipes: % Value 2015-2018
% retail value rsp

Johnson's Baby Johnson & Johnson 60.9 60.4 60.1 59.5

(Johnson & Johnson (India) Ltd
Inc)
Himalaya Himalaya Drug Co, The 12.6 12.0 11.7 11.3
Fresh Ones Tainwala Personal Care 6.7 6.0 5.4 4.9
Products Pvt Ltd
Huggies Baby Wipes Kimberly-Clark Lever Ltd 0.6 1.2 1.9 2.9
(Kimberly-Clark Corp)
Corp)
Puretta Future Consumer Ltd 2.0 1.9 1.8 1.7
Pigeon (Pigeon Corp) Pigeon India Pvt Ltd 1.5 1.4 1.4 1.3
Kara Future Consumer Ltd 1.7 1.5 1.4 1.3
Clarus Pristine Care Products 0.8 0.8 0.7 0.6
Pvt Ltd
Products Ltd
Kara (Aditya Birla Grasim Industries Ltd - - - -
Group)
Puretta (Aditya Grasim Industries Ltd - - - -
Birla Group)
Others Others 10.8 12.7 13.5 14.4
Total Total 100.0 100.0 100.0 100.0
Table 53 Forecast Retail Sales of Wipes by Category: Value 2018-2023
INR million
2018 2019 2020 2021 2022 2023
Home Care Wipes and - - - - - -

Floor Cleaning Systems
- Dry Electro-Static - - - - - -
Wipes
-- Starter Kits/ - - - - - -
Sweepers/Sticks (Dry
Electro-Static)
-- Wipes and Refills - - - - - -
(Dry Electro-Static)
- Floor Cleaning Systems - - - - - -
-- Refills - - - - - -
--- Cleaning Solution - - - - - -
--- Refill Wipes/Pads - - - - - -
-- Starter Kits/Trigger - - - - - -
Device
- Impregnated Wet Wipes - - - - - -
-- All Purpose Cleaning - - - - - -
Wipes
-- Furniture Polish Wipes - - - - - -
-- Toilet Care Wipes - - - - - -
-- Window/Glass Wipes - - - - - -
-- Other Impregnated - - - - - -
Wipes
- Starter Kits/Sweepers/ - - - - - -
Sticks (Excluding Wipes)
- Wipes (Excluding - - - - - -
Starter Kits/Sweepers/
Sticks)
Personal Wipes 3,065.9 3,486.8 3,958.1 4,478.9 5,052.1 5,680.2
- General Purpose Wipes 288.9 303.1 318.4 334.4 351.1 368.7
- Intimate Wipes - - - - - -
- Baby Wipes 2,685.3 3,083.6 3,530.8 4,026.4 4,573.5 5,174.4
- Cosmetic Wipes 91.7 100.1 109.0 118.1 127.5 137.2
-- Facial Cleansing Wipes 91.7 100.1 109.0 118.1 127.5 137.2
-- Deodorant Wipes - - - - - -
- Moist Toilet Wipes - - - - - -
Wipes 3,065.9 3,486.8 3,958.1 4,478.9 5,052.1 5,680.2
trade sources
Table 54 Forecast Retail Sales of Wipes by Category: % Value Growth 2018-2023

2018/2019 2018-23 CAGR 2018/23 Total
Home Care Wipes and Floor Cleaning - - -

Systems
- Dry Electro-Static Wipes - - -
-- Starter Kits/Sweepers/Sticks (Dry - - -
Electro-Static)
-- Wipes and Refills (Dry Electro- - - -
Static)
- Floor Cleaning Systems - - -
-- Refills - - -
--- Cleaning Solution - - -
--- Refill Wipes/Pads - - -
-- Starter Kits/Trigger Device - - -
- Impregnated Wet Wipes - - -
-- All Purpose Cleaning Wipes - - -
-- Furniture Polish Wipes - - -
-- Toilet Care Wipes - - -
-- Window/Glass Wipes - - -
-- Other Impregnated Wipes - - -
- Starter Kits/Sweepers/Sticks - - -
(Excluding Wipes)
- Wipes (Excluding Starter Kits/ - - -
Sweepers/Sticks)
Personal Wipes 13.7 13.1 85.3
- General Purpose Wipes 4.9 5.0 27.6
- Intimate Wipes - - -
- Baby Wipes 14.8 14.0 92.7
- Cosmetic Wipes 9.2 8.4 49.6
-- Facial Cleansing Wipes 9.2 8.4 49.6
-- Deodorant Wipes - - -
- Moist Toilet Wipes - - -
Wipes 13.7 13.1 85.3
trade sources
RETAIL TISSUE IN INDIA - CATEGORY

ANALYSIS
HEADLINES
 Retail tissue grows by 12% in 2018, reaching INR14.0 billion

 Urban consumers are driving sales of retail tissue in the country
 The average unit price records a slight decline in 2018 owing to intense competition
 Retail tissue is a highly fragmented category in 2018, with a large base of
unorganised/informal players
 Current value sales are expected to yield an 11% CAGR (6% 2018 constant value CAGR)
over 2018-2023
PROSPECTS
Urbanites Remain the Primary Consumer Base

The use of retail tissue remains limited to urban consumers. Even among urban consumers, it
is the middle- and high-income groups who have incorporated these products in their homes.
Major factors limiting sales of retail tissue in India are a lack of consumer-awareness and
traditional lifestyles. The use of retail tissue is a modern concept in India and it is seen as a part
of Western lifestyles. Indian consumers have traditionally been accustomed to using cloths for
wiping kitchen surfaces, towels for drying hands and cloth handkerchiefs for wiping sweat or for
blowing a running nose. Cloths and textiles are appreciated as they are reusable and cost-
effective. However, slowly, consumers in India who are particular about hygiene and find it
convenient to use disposable retail tissue without having to wash cloths each time are driving
sales of the former.
Toilet Paper Is Not Particularly Suitable for Indian Households

The use of toilet paper is not quite widespread in India. As is the case with retail tissue in
general, toilet paper is perceived as a Western lifestyle concept and people see no significant
incentive in spending extra money by purchasing toilet paper. The biggest challenge to the
demand for toilet paper is the Indian lifestyle and the prevalence of Indian-style toilets. Indian
consumers have traditionally used water for cleaning themselves in toilets and continue to do
so. The use of toilet paper is not seen as an effective method of cleaning. Another issue with the
use of toilet paper in India is that flushing toilet paper down the toilet has been noted to cause
clogging in the sewage system, causing plumbing problems. However, among urban
households, consumers are increasingly opting for Western-style commodes as these facilities
are more convenient and sophisticated. This, in turn, has prompted these consumers to stock
toilet paper for use in addition to fixing waterjets. It is expected that, over the forecast period, it
will again be a relatively low number of urban households that will drive demand for toilet paper,
which is not likely to witness a significant rise in demand.
Competitive Prices and Routine Adoption To Drive Future Growth

GDP per capita is an important macroeconomic indicator and is one of the top three drivers
for the sales growth of retail tissue. Disposable income in turn is a huge factor in influencing the
purchasing of these items. As the use of retail tissue is not quite seen as a necessity, the
demand depends on the consumer’s lifestyle and their perception of how important using retail
tissue is for them. Habitual usage in daily routines will prove to be a major long-term growth
driver for retail tissue volume sales. Habit formation indicates an opportunity to support retail
tissue adoption further through branding, pricing, distribution, innovation and product availability,
as well as consumer education and marketing. Moreover, urbanisation has resulted in higher
standards of living and larger per capita incomes, so this has had a positive impact on spending
habits. However, while supporting demand and having a positive effect on volume growth
expectations, price promotions and discounts have the potential to hinder value sales growth.
These will have an adverse effect on revenues in the forecast period, with product price
changes set to lower current and constant value CAGRs over 2018-2023.
Retail Tissue Is Quite Fragmented With A Large Presence of Local and

Regional Brands
The majority of sales in retail tissue are accounted for by small local brands. Local and
regional domestic manufacturers continue to gain considerable ground in the category. Price
remains an important factor and as consumers currently do not quite differentiate between low-
grade and high-grade material, they often opt for products that are cost-effective. The basis for
the strong performance by domestic players is that consumers are increasingly recognising local
products as offering reasonable quality at competitive prices. In addition, the leading private
label players in retail tissue source all their products from local manufacturers. However, the
presence of low-cost retail tissue brands from China poses a threat to local players.
Major Brands and Private Label Players Target High-end Consumers

In order to capture sales among urban and premium users, producers of more mass brands
and private label are investing in thicker and softer high-grade retail tissue products. For
example, premium, 4-ply, soft and super-absorbent product ranges are being introduced,
particularly among modern retail channels. To differentiate their brands and products, players
are also opting for attractive designs and convenient packaging. As supermarkets and
hypermarkets are becoming popular channels due to their one-stop shopping convenience,
private label retail tissue by major retailers such as Future Consumer Ltd and Trent
Hypermarket Ltd is expected to grow over the forecast period. Furthermore, private label retail
tissue is no longer positioned as just an economy option, as producers are also offering more
expensive and better-quality products to tap into premiumisation trends.
CATEGORY DATA
Table 55 Retail Sales of Tissue by Category: Value 2013-2018
INR million
2013 2014 2015 2016 2017 2018
Paper Towels 1,240.9 1,451.8 1,662.6 1,899.6 2,136.3 2,427.3
Paper Tableware 1,475.2 1,687.7 1,886.3 2,095.7 2,285.1 2,528.9

- Napkins 1,475.2 1,687.7 1,886.3 2,095.7 2,285.1 2,528.9
- Tablecloths - - - - - -
Facial Tissues 2,724.7 3,167.9 3,603.3 4,085.5 4,554.3 5,101.2
- Boxed Facial Tissues 1,737.0 2,028.1 2,320.0 2,648.6 2,960.6 3,327.4
- Pocket Handkerchiefs 987.7 1,139.7 1,283.3 1,437.0 1,593.7 1,773.8
Toilet Paper 1,980.3 2,344.2 2,746.1 3,135.3 3,500.0 3,935.7
- Non-Recycled Toilet 586.9 721.3 862.7 1,024.9 1,197.5 1,405.6
Paper
- Recycled Toilet Paper 1,393.4 1,622.9 1,883.4 2,110.4 2,302.4 2,530.2
Retail Tissue 7,421.1 8,651.6 9,898.3 11,216.1 12,475.7 13,993.1
Table 56 Retail Sales of Tissue by Category: % Value Growth 2013-2018

2017/18 2013-18 CAGR 2013/18 Total

- Napkins 10.7 11.4 71.4
- Tablecloths - - -
- Boxed Facial Tissues 12.4 13.9 91.6
- Pocket Handkerchiefs 11.3 12.4 79.6
- Non-Recycled Toilet Paper 17.4 19.1 139.5
- Recycled Toilet Paper 9.9 12.7 81.6
Table 57 NBO Company Shares of Retail Tissue: % Value 2014-2018
% retail value rsp

Company 2014 2015 2016 2017 2018
Origami Tissues Pvt Ltd 4.1 4.1 4.1 4.1 4.0

Ballarpur Industries Ltd 4.4 4.0 3.8 3.7 3.5
Wintex Tissues Ltd 1.6 2.0 2.1 2.2 2.2
Provisions Suppliers 1.3 1.2 1.3 1.3 1.3
Corp Ltd
Products Ltd
Jackson Paper Products 0.8 0.9 0.8 0.7 0.6
Pvt Ltd
Sangita Impex Ltd 0.8 0.8 0.7 0.6 0.6
Crown Paper Converters 0.4 0.4 0.3 0.3 0.3
Pvt Ltd
Index Tissues Ltd 0.3 0.3 0.3 0.3 0.3
Pantaloon Retail India 0.2 0.2 0.2 0.2 0.2
Ltd
Trent Hypermarket Ltd 0.1 0.1 0.1 0.1 0.1
Beeta Machines Pvt Ltd 0.1 0.1 0.1 0.1 0.1
Other Private Label 2.7 2.8 2.8 2.9 2.9

Others 82.2 82.2 82.4 82.5 82.8
Total 100.0 100.0 100.0 100.0 100.0
Table 58 LBN Brand Shares of Retail Tissue: % Value 2015-2018
% retail value rsp

Premier (Avantha Ballarpur Industries Ltd 4.0 3.8 3.7 3.5

Group)
Godya Origami Tissues Pvt Ltd 3.6 3.5 3.5 3.5
Wintex Wintex Tissues Ltd 2.0 2.1 2.2 2.2
Beautex Provisions Suppliers 1.2 1.3 1.3 1.3
Corp Ltd
Products Ltd
Jackson Jackson Paper Products 0.9 0.8 0.7 0.6
Pvt Ltd
Paseo (Asia Pulp & Sangita Impex Ltd 0.8 0.7 0.6 0.6
Paper Co Ltd)
Cutting Edge Origami Tissues Pvt Ltd 0.6 0.6 0.5 0.5
Zentex Crown Paper Converters 0.4 0.3 0.3 0.3
Pvt Ltd
Dexina (Chemical Index Tissues Ltd 0.3 0.3 0.3 0.3
Corp)
Caremate (Private Pantaloon Retail India 0.2 0.2 0.2 0.2
Label) Ltd
Star (Private Label) Trent Hypermarket Ltd 0.1 0.1 0.1 0.1
Premier (NTPM Ballarpur Industries Ltd - - - -
Holdings Bhd)
Feel (Private Label) V2 Retail Ltd - - - -
Feel (Private Label) Vishal Retail Ltd - - - -
Other Private Label Other Private Label 2.8 2.8 2.9 2.9
(Private Label)
Others Others 82.3 82.6 82.7 83.0
Total Total 100.0 100.0 100.0 100.0
Table 59 Forecast Retail Sales of Tissue by Category: Value 2018-2023
INR million
2018 2019 2020 2021 2022 2023
Paper Towels 2,427.3 2,616.9 2,813.4 3,012.6 3,213.5 3,414.9

Paper Tableware 2,528.9 2,658.7 2,790.6 2,920.6 3,047.9 3,172.1
- Napkins 2,528.9 2,658.7 2,790.6 2,920.6 3,047.9 3,172.1
- Tablecloths - - - - - -
Facial Tissues 5,101.2 5,439.2 5,802.4 6,183.9 6,584.3 7,003.9
- Boxed Facial Tissues 3,327.4 3,561.5 3,816.1 4,088.1 4,379.1 4,667.0
- Pocket Handkerchiefs 1,773.8 1,877.7 1,986.3 2,095.8 2,205.2 2,336.9
Toilet Paper 3,935.7 4,204.9 4,486.1 4,772.9 5,063.9 5,358.7
- Non-Recycled Toilet 1,405.6 1,563.9 1,734.0 1,915.0 2,162.4 2,331.2
Paper
- Recycled Toilet Paper 2,530.2 2,641.0 2,752.1 2,857.9 2,901.6 3,027.5

Retail Tissue 13,993.1 14,919.7 15,892.5 16,890.0 17,909.7 18,949.7
trade sources
Table 60 Forecast Retail Sales of Tissue by Category: % Value Growth 2018-2023

2018/2019 2018-23 CAGR 2018/23 Total

- Napkins 5.1 4.6 25.4
- Tablecloths - - -
- Boxed Facial Tissues 7.0 7.0 40.3
- Pocket Handkerchiefs 5.9 5.7 31.7
- Non-Recycled Toilet Paper 11.3 10.6 65.9
- Recycled Toilet Paper 4.4 3.7 19.7
trade sources

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Tissue and Hygiene in India

LIST OF CONTENTS AND TABLES

Competitive Landscape .............................................................................................................. 23

Future Consumer Ltd’s Own Range Gains Ground in Wipes ................................................. 33

TISSUE AND HYGIENE IN INDIA -

Retail Hygiene Drives Growth of Tissue and Hygiene Sales

International Companies Dominate Sales

Consumers Are Increasingly Attracted by the Convenience and Wide

Rising Awareness and Routine Adoption To Drive Future Growth of

per '000 population

Birth rates 19.9 19.6 19.3 19.0 18.8 18.6

Table 2 Infant Population 2013-2018

0-4 yrs female 57,300.6 56,626.2 56,108.0 55,869.8 55,813.0 55,873.9

0-4 yrs total 121,028.2 119,575.4 118,453.9 117,922.3 117,771.4 117,866.0

Table 3 Female Population by Age 2013-2018

Female population: 600,576.8 607,866.7 615,111.9 622,321.4 629,484.3 636,590.1

Table 4 Total Population by Age 2013-2018

Population at January 1st 1,247,37 1,262,30 1,277,12 1,291,87 1,306,51 1,321,02

Table 5 Households 2013-2018

2013 2014 2015 2016 2017 2018

Households ('000) 257,721.7 263,054.9 268,223.0 273,288.6 278,231.7 283,043.3

Table 6 Forecast Infant Population 2018-2023

0-4 yrs female 55,873.9 55,981.7 56,071.3 56,050.7 55,974.5 55,857.8

Table 7 Forecast Female Population by Age 2018-2023

Female population: 636,590.1 643,621.2 650,562.9 657,411.0 664,165.1 670,818.0

Table 8 Forecast Total Population by Age 2018-2023

Population at January 1st 1,321,02 1,335,35 1,349,46 1,363,33 1,376,99 1,390,39

5-9 yrs 119,746.4 118,358.4 117,286.5 116,820.7 116,723.7 116,854.5

Table 9 Forecast Households 2018-2023

2018 2019 2020 2021 2022 2023

Households ('000) 283,043.3 287,726.4 292,272.1 296,681.7 300,961.0 305,109.2

Retail Adult Incontinence 1,363.2 1,676.9 2,051.2 2,496.5 3,081.2 3,809.7

% current value growth

Retail Adult Incontinence 23.6 22.8 179.5

% retail value rsp

Procter & Gamble Home 23.5 22.0 21.5 22.1 22.7

% retail value rsp

Caremate (Private Pantaloon Retail India 0.0 0.0 0.0 0.0

% retail value rsp

Facial Tissues 5.1 3.9 3.9 3.7 3.5 3.3

Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018

% retail value rsp

Store-Based Retailing 99.1 98.6 97.3 96.3 94.6 93.4

% retail value rsp

Store-Based Retailing 92.6 98.0 88.5 96.9 99.5 99.5

Store-Based Retailing 99.9 99.4 99.6 99.2

-- Other HTH non- 0.0 0.0 0.0 0.0

Retail Adult Incontinence 3,809.7 4,496.5 5,324.1 6,315.5 7,505.7 8,936.5

% constant value growth

Retail Adult Incontinence 18.0 18.6 134.6

Summary 1 Research Sources

Trade Press Agency Faqs

Bloomberg Business Week

Capital Ideas Online

Economic Times, The

Exchange For Media

Express Hotelier & Caterer

Facts for You