FMCG Sector

Cosmetics and Toiletries

Indian cosmetics and toiletries market is valued at $950 million. The key growth drivers for the cosmetics and toiletries market in India are rapid urbanization,
increase in disposable incomes, and changes in people's tastes.

The cosmetics market can be segregated into talcum powder, colour cosmetics (lip, eye, face, and nail care products), deodorants, and perfumes. The cosmetics market has been growing at the rate of 15-20% for the last few years. The sector has witnessed growth mainly from medium and low priced category that accounts for 90% of the cosmetic market.
Talcum powder is one of the most popular cosmetic products in India. Its market is valued at Rs 3.5 billions and is growing at the rate of 12% per annum. Its penetration level is 45.4% and 25.2% in urban and rural areas respectively. Ponds dominates talcum powder market with a market share of 70%, followed by Johnson & Johnson with a market share of 15%.

Colour cosmetics are the fastest growing segment, valued at $60 million. The major products in colour cosmetics market are foundation, compacts, eye make-up, lipsticks, nail enamels, blush-on, etc. Lipsticks and Nail Enamel account for 65% of the Color cosmetic segment. The nail polish segment is valued at Rs. 1.25 billions followed by the lipstick market at Rs 7 millions. All the categories in this segment are growing at around 25-30%.

Gone are the days when cosmetics were viewed as expensive and self-indulgent items. Greater access to television, increased advertisement, growing awareness of western world, and greater product choice and availability have resulted in growing demand for cosmetic products in India.

However, the penetration level of cosmetics and toiletries product is still very low in India. The per capita expenditure on cosmetic products in India is approximately $0.68 cents compared to $36.65 in other Asian countries. The penetration level of international cosmetics brand in India is also low. International brands account for only 20% of the cosmetics market. This low level of market penetration can be perceived as an opportunity for major players in FMCG sector.

The toiletries market is quiet developed and it is dominated by large Indian companies and MNCs. High advertising expenditures, high entry barriers, and a high rate of new product launches
characterize this segment. Shower and Bath products have the major share in the toiletries market. The toiletries market can be segregated into:

. The premium niche- i.e. High brand conscious. It caters to the urban higher class.
. The less price sensitive niche it caters to the middle and lower middle class.

These products are not limited to women as their usage is now extended to men also. Men also use body sprays, colognes and other toiletries products. The men's personal care market is valued at $165 millions. Gillette is the largest player in this segment. Other major players in this segment are HLL, Godrej, and J.L. Morison and HLL.