FMCG Sector














Hair Care

The hair care market in India is valued at $200 million. It has registered a growth of 3.8% over the previous year. The hair care market can be segmented into hair oils, shampoos, hair
colorants & conditioners, and hair gels.

Hair colorants & conditioners
According to A C Nielsen (the world's leading marketing information company), hair colorants, feminine hygiene, and baby care have accelerated growth in personal care market.

Hair colorants are substitutes for hair dye to counter graying hair. Hair colorants indicate strong growth trends with a YoY (year over year) growth of 8 per cent.
Gone are the days when hair conditioners and hair colorants were used occasionally to look beautiful. Today, they have become the way of life. However, hair conditioners in India still face a difficult market due to long established habit of using hair oil and ayurvedic treatments, as they are cheaper for consumers and lack the chemicals of conditioners.
The major players in hair colorants category are Godrej, Garnier, L'Oreal, and Lakme.

Hair oils
The hair oil market is valued at Rs. 6 billions. Hair oiling is a major niche in the hair care
segment. Unlike market abroad, India has a large quantity of consumers whose hair care expenditure also includes hair oils. The penetration level of hair oil is around 87%. Around 50% of the population uses hair oil everyday. The growth rate of hair oils in rural India is faster than the growth rate in urban India.

The major players in hair shampoo category are HLL, Marico, and Dabur India.

Shampoos
The shampoo market is valued at Rs 4.5 billions and has the penetration level of only 13% in India. The market is expected to increase due to increased marketing by players, lower duties, and availability of shampoos in affordable sachets. Sachet makes up to 40% of the total shampoo sale. The Indian shampoo market is divided in two parts
  • Cosmetic
  • Anti-dandruff

    This is primarily a middle class product because more than 50% of the population use toilet soaps to wash hair. The penetration level is only 30% in metros. The major players are HLL, and Procter & Gamble.

    Hair gels
    Hair gel market segment is at a primary stage and not many local brands are available in India. Hair gels/creams are mainly used for hair grooming by men and is used as a fashion accessory. The market penetration of hair gels/creams is very low, and is limited to a small section of the urban market.