August 20, 2014

Hair Care Sector in India – Industry

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The hair care market is a key constituent of the Indian personal care sector and is witnessing steady growth owing to increased product penetration as well as expanding product portfolio. India is traditionally known for extensive use of hair oil as conditioners and this product segment still holds a leading share of hair care market. Apart from hair oil, shampoo, hair colours and recent additions such as hair styling products are well received, especially among the youth population in urban areas. In addition to the retail market, specialised hair care beauty salons are increasingly becoming a popular medium for introducing specialised products in the premium market. Hair care products with natural ingredients are gaining market share especially in the shampoo and hair colour/ dye categories and are largely positioned as premium products.

Hair care market: Key drivers

Well-entrenched Indian brands and strong entry barriers for multinational companies are inherent characteristics of the hair oil sector. However, hair styling products like perms, relaxers and serum have significant presence of multinational players. The hair care market is estimated at around INR 152 billion in 2013-14. The hair oil segment, valued at around INR 81 billion, accounts for around 53% of the total hair care market in 2013-14. Hair oil market in India is noted for a high market penetration, estimated at around 90%.

Secondary sources

The market for shampoos is valued at around INR 46 billion in 2013-14 and the portfolio of shampoos have evolved and shampoos are promoted to address specific hair related issues. Penetration level of shampoo among urban populace hovers around 60%. Unit packaging is a defining characteristic of the shampoo market in India; shampoos in sachets account for around 70% of the total shampoo market. The hair colour segment accounts for around 15% of the total hair care market. Penetration level of hair colour is estimated at over 35% in India and powders, liquids, dyes and henna are the main segments. Hair styling products comprising hair conditioners, gels, serums, perms and relaxers account for a small share of the total hair care market and are rapidly gaining ground. Marico, Dabur, Bajaj, Emami, Hindustan Unilever Limited (HUL), Procter & Gamble (P&G), Godrej Consumer Products Limited, CavinKare, Hygienic Research Institute Private Limited are some of the well entrenched players in the India hair care market. Several other multinational players such as L’Oreal, Schwarzkopf and Wella have captured a sizeable shares in niche hair care product markets.

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