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India's personal care & home care surfactants market set for change

Posted on : 15 Jun, 2012

 

A wind of transformation awaits the Indian household and personal care segment in the coming years, as global FMCG companies give importance to India. A change in lifestyle and rising disposable income among the middle class has fuelled consumption habits to align with global trends.

 

“It is time to look beyond fairness cream and hair oils”, says global research firm Macquarie, as Indian consumers would start to look for more than “fairness” in their personal care. The report noted that categories of significant market sizes such as soaps, detergents, oral care, hair oil and shampoo have either reached maturity or is fast-approaching it. As consumers switch to hair styling gel, deodorants, hair colour and toothpaste, traditional categories like hair oil, talcum powder, hair dye and tooth powder will face medium to long term growth challenges.

 

By 2020, L’Oreal aims for around 1billion euro sales in India. By 2016 Reckitt’s goal is to make India its largest global sales contributor, while P&G targets an increase in product categories in India in 2015/16 to 25, from 15 in 2011.

 

Domestic players will have to offer innovative new products or acquire brands to enter low penetration categories or venture into international markets as competition from global players increase. Indian players could also gain from penetration-driven growth by foraying into international markets like Africa and the less developed countries in Asia.  Macquarie said, "Companies like Dabur, Godrej Consumer, Marico and Emami have either acquired companies in these regions or have increased their own presence.”

 

In-depth examination of personal care and home care market trend in Asian countries in particular India, Thailand, Japan, China, Indonesia and Korea is what the 12^th Asia Surfactants Personal & Home Care Markets to be held on 04-05 September in Shanghai will spotlight on. Designed also to explore end-users' expectations for surfactants and views on challenges ahead, the conference final topics and speakers details are currently being finalised. Nonetheless, Pre-Registrationto reserve seats for the event and enquiries on the agenda are welcomed and may be forwarded to grace@cmtsp.com.sg

 

Extracted from The Economic Times.