Indian Health And Hygiene Market
This strategic assessment report provides a comprehensive analysis of the Indian health and hygiene market size, trends, and forecasts for the period of 2019 to 2025. The report segments and analyzes the market in the most detailed and comprehensive manner to provide a panoramic view of the market. The vital information provided in the report can play a crucial role for market participants as well as investors in the formulation of growth strategies.
From stand-and-pee products for women to anti-chafing creams and lotions for men, a wide variety of intimate-care products have expanded the hygiene market in India multifold. For long, the hygiene market in the country was pretty much just soaps, haircare and facewash products. But over the past few years, the sector has undergone massive transformation, with many new innovative products being launched in the personal hygiene segment. There are now intimate-care wipes, sweat patches, anti-chafing creams for men, stand-and-pee products for women and much more available in the market. Not just that, even the ubiquitous bath and body products such as soaps and shampoos now have waterless versions, expanding the hygiene market multifold and Prime Minister’s Clean India Program or Swatch Bharat Campaign boosts the requirement of health and hygiene among its 130 crore plus population. Hence, fueled with the transformation in technology and push from the government (reducing taxes on several products), this market is all set to become one of the most attractive FMCG segments in India.
Considering the new boom of Clean India Mission, the feminine hygiene products market, which was valued at $340 million in 2017, is predicted to grow to >$500 million by 2020. This is especially significant for a country like ours where 88% of Indian women still rely on cloth, rags, hay, ash, wood shavings, newspapers, dried leaves and even plastic during menstruation. The Health and Hygiene market is all set to boom especially among the female population in India. The market for sanitary pads was estimated at 441 million in 2017 and expected to grow in double digits till 2025.
The next most attractive and much neglected segment is men’s health and hygiene segment. In India, there are many options available in this segment, i.e., from sprays and creams to keep the pubic area clean, anti-chafing creams and lotions to prevent rashes in the groin area and more. As per the information readily available in the market, an Indian man spends an average of 42 minutes grooming himself every day. Additionally, almost two-thirds of Indian men are concerned about some aspect of their appearance. This makes more space for new players to enter the market and benefit from the rising demand of men’s health and hygiene products.
Male grooming is still in its nascent stage in India and intimate hygiene for men even more so. A lot of awareness and education are required, but the future seems very promising and offers a lot for the new entrants.
In recent time, new entrant like Sirona has brought innovative products in Indian market such as Sweat Patch. The sweat patches can be stuck to the inside of garments, preventing staining. Sirona also offers intimate wet wipes for women. With fruit and aloe vera extracts, the wipes are hypoallergenic and ideal for intimate areas, including the underarms, bikini area and breasts. Although the market for such products is limited to Tier 1and 2, considering the growing demand for such products, this segment has the highest potential to grow in India.
Health and Hygiene products are generally categorized under solid or powder or liquid or gas. But Indian markets have recently witnessed another form of hygiene product, i.e., something that won’t require water.
Innovation is at all-time high in India. Recently an India based startup has entered with a new waterless shampoos and body baths, i.e., a product that can work like a soap, but without the need of water to wash it all off. The whole idea behind this innovation was to reach out to the population which has limited access to water such as armed forces working under extreme conditions, people living far from water bodies or places which have been hit by draught yet the population can access hygiene products which can keep them away from infection and maintain safe and healthy life (using waterless products)
Bio-degradable sanitary napkin is the most attractive sub segment in the female health and hygiene market. With more and more population becoming aware of pollution and its impact, the millennials in India are ready to experiment with alternatives which are eco-friendly.
In the natural skin product segments, organic beauty brands are making inroads in India. Brands like Organic Harvest, Divine Organics, and Just Herbs are tapping into consumer demand for ethical products. Consumer demand for organic beauty products is taking off across Asia. Initially, Western brands like Jurlique and Aveda were capitalising on this demand, however new Indian brands are emerging in the market and expected to take over the market especially in tier 2 and smaller towns.
Like Western Market, Indian consumers too are aware of the use of certain chemicals, like BPA and phthalates in personal care products. The recent news of multimillion-dollar settlements to people who claimed using JnJ’s baby powder for years caused their cancer. Another case which made headlines was Hair care company Wen which settled a $26 million class-action case because one of its products was allegedly making people’s hair fall out. Indian Consumers have become afraid of chemicals and started looking for products they think would be “natural” or “safer.” Hence, herbal and natural products and also Paraben free products are on high demand all across India market.
India does not have good washroom facilities and it’s grossly unhygienic for a lot of women to wash and use public washrooms. In such a scenario, hygiene products as pee pods are an easier option to use and dispose. The market is introducing products where women are comfortable using such products and which also don’t pollute the environment. Smart toilets are still limited to 5% of the Indian elites. For the general population products should be user friendly, within reach, cost effective and easily disposable.
Indian consumers are rising above regional boundaries and switching to online mode of purchase. Atleast a lot has changed in the feminine health and hygiene products, where companies have observed more online purchases than traditional approach. As per a published data, the female population among 12-54 was 375 million in 2014, and the penetration rate of the sanitary napkins market was only 24%. In 2018, this figure grow to just 42% of the entire female population (12-54 age group).
The report from Stratview helps the manufacturers get insights on the demand of the buyers and helps them channelize their marketing practices in each of the regional markets.
Below the Belt Grooming (UK), Beardo (India), Pureplay Skin Sciences (Unilever Venture Capital-backed skincare startup, India), Pureplay skin sciences (India), Clensta International (India), Ecovia Intelligence (India), Organic Harvest (India), Divine Organics (India) Just Herbs (India) and more.
This report offers high-quality insights and is the outcome of detailed research methodology comprising extensive secondary research, rigorous primary interviews with industry stakeholders and validation and triangulation with Stratview Research’s internal database and statistical tools. More than 1,000 authenticated secondary sources, such as company annual reports, fact book, press release, journals, investor presentation, white papers, patents, and articles have been leveraged to gather the data. We usually conduct more than 10 detailed primary interviews with the market players across the value chain in all four regions and with industry experts to obtain both the qualitative and quantitative insights.
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