Soaps share bigger pie in Indian personal hygiene market: Report

The consumption of soaps was significantly high in India compared to other personal hygiene products, according to a recent survey by a UK-based research firm Canadean- Health & Beauty.

In 2011, soap segment has accounted for a notable value share of nearly 75% in the Indian personal hygiene market, followed by antiperspirants & deodorants. The bath & shower products segment, with a nominal share, was trailing at the bottom.

The report ‘Consumer Trends in the Personal Hygiene Market in India, 2011’ observed furthermore dominance of soap segment in volume terms, which held more than 96% of share during the year.

About 43% of Indians cited changing lifestages to have influenced them most when it comes to overall personal hygiene products consumption, followed closely by changing age structures.

Among the segments, changing lifestages continued its lead in soap and bath & shower products, while antiperspirants & deodorants witnessed higher impact of changing age structures.

In an urban dominated Indian personal hygiene market, both male and female consumers have nearly equal value share, with the former showing a marginal edge, Canadean observed.

Branded personal hygiene products have held a remarkable share in the market, as private label products, across all the three segments, accounted for less than 10% share during 2011.

The personal hygiene market in India has witnessed a moderate representation from all the age groups, where kids & babies have edged out others, followed by older young adults.

Among the educated groups of India, post graduates have shown more inclination towards personal hygiene over others, who accounted for about 37% value share in the review period. Undergraduates have stood second in the list with more than 22% share.

Affluent Indians have outshone the remaining wealth groups during 2011, whose personal hygiene consumption has accounted for about 42% share in value terms.

Interestingly, Indians falling under Canadean’s time rich and time poor categories have held a significant share – together holding 64% of value share. Time rich consumers average more than seven hours of leisure time per day, while time poor average only about one to three hours.

Click here for more details of the report.