BATH AND SHOWER IN INDIA

Euromonitor International
May 2016
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LIST OF CONTENTS AND TABLES

Headlines ..................................................................................................................................... 1
Trends .......................................................................................................................................... 1
Competitive Landscape ................................................................................................................ 2
Prospects ..................................................................................................................................... 3
Category Data .............................................................................................................................. 3
Table 1 Sales of Bath and Shower by Category: Value 2010-2015 .......................... 3
Table 2 Sales of Bath and Shower by Category: % Value Growth 2010-2015 .......... 4
Table 3 Sales of Bath and Shower by Premium vs Mass: % Value 2010-2015 ........ 4
Table 4 NBO Company Shares of Bath and Shower: % Value 2011-2015 ............... 4
Table 5 LBN Brand Shares of Bath and Shower: % Value 2012-2015...................... 5
Table 6 LBN Brand Shares of Premium Bath and Shower: % Value 2012-
2015 ............................................................................................................. 6
Table 7 Forecast Sales of Bath and Shower by Category: Value 2015-2020 ........... 6
Table 8 Forecast Sales of Bath and Shower by Category: % Value Growth
2015-2020 .................................................................................................... 7
Table 9 Forecast Sales of Bath and Shower by Premium vs Mass: % Value
2015-2020 .................................................................................................... 7

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BATH AND SHOWER IN INDIA

HEADLINES
Bath and shower current retail value sales grow by 9% in 2015 to reach INR201 billion
Increasing awareness of alternatives to bar soaps such as liquid soaps and shower gels helps
drive sales during 2015
Average constant unit prices within talcum powder and intimate washes fall by 4% and 2% in
2015
Hindustan Unilever continues to lead bath and shower in 2015, recording a value share of
46%
Bath and shower has a projected forecast period constant 2015 price value CAGR of 1%, with
sales set to reach INR214 billion by 2020

TRENDS
Bath and shower continues to be the most important market within beauty and personal care
in India, accounting for close to 27% of retail value sales in 2015. Bar soaps is the largest
bath and shower area, accounting for 89% of retail value sales in 2015. Rising disposable
incomes has resulted in urban affluent consumers looking for premium and alternative
products such as liquid soaps, shower gels and body wash products. Brands such as Dettol,
Lifebuoy, Palmolive, Lux and Dove invested in increasing distribution and reach within liquid
soaps, shower gels and body wash during 2015 to tap into growth opportunities.
Current retail value growth of 9% within bath and shower products in 2015 was lower than the
review period CAGR of 13%. The slowdown in growth within bar soaps in the Indian market
was due to the impact of increasing maturity on overall growth within the area in 2015.
Intimate washes, which is growing from a very small base, led growth in 2015, with current
value sales in the area rising by 33% to reach INR600 million. Awareness of intimate washes
is still very low in India and demand for these products is expected to pick up over the coming
years. Brands such as V Wash Plus, Lactacyd and Avon Simply Delicate have been making
their presence felt in modern retail outlets and via online retailers, thus helping to increase
awareness of these products among urban Indian women during 2015.
Liquid soap registered strong retail value growth of 22% in 2015, with sales reaching INR6
billion. Demand for liquid soap grew over the review period as rising disposable incomes and
awareness of these products resulted in a shift away from traditional bar soaps. Prominent
liquid soap brands such as Dettol, Lifebuoy, Fem Soft Gentle and Palmolive thus invested in
brand promotions and increasing their presence in modern retail outlets to drive sales in 2015.
There has been a high level of innovation within body wash and shower gels recently, with
brands focussing on aroma, functionality, extra moisturising and exfoliating properties. Some
prominent examples of this trend are offerings by top brands such as Nivea for Men Vitality
Fresh Shower Gel, Palmolive Aroma Absolute Relax Shower Gel, Nivea Bath Care Shower
Cream Soft, Nivea Bath Care Lemon and Oil Shower Gel, Dettol Cool Body Wash and
Palmolive Thermal Spa Mineral Massage Shower gel. This trend is expected to continue over
the coming years as players will look towards premiumisation by providing added benefits and
functionality.
Demand for natural and organic ingredients and naturally-positioned products grew within
bath and shower in 2015. Bar soap brands are also capitalising on this trend, with a prominent

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example being Patanjali Ayurveds bar soap range. The company has a wide range of
naturally-positioned bar soaps in the market, including Kanti Almond Kesar, Kanto Aloe Vera,
Kanti Haldi Chandan, Kanti Lemon Honey and Patanjali Rose body cleanser. This trend is
expected to be followed by other players as well as the Patanjali bar soap range is gaining
popularity and has opened up a new natural-positioning niche within bar soaps.
Talcum powders is one of the most penetrated markets within beauty and personal care in
India, with the area recording current retail value growth of 2% and sales of INR14 billion in
2015. Brands such as Ponds Dreamflower Talc, Johnsons Baby, Himani Navratna Cool Talc,
Himani Boroplus, Nycil, Cinthol International Deodorant Talc and Axe Talc continued to
perform well during 2015. Talcum powders are however facing stiff competition from
deodorants and this trend is expected to continue over the coming years. Increased
availability of deodorants across urban and semi-urban regions of India is expected to impact
sales of talcum powders as consumers are expected to continue to shift from talcum powders
to deodorants.

COMPETITIVE LANDSCAPE
Hindustan Unilever continued to lead bath and shower in India in 2015, recording a value
share of 46%. The company has a large number of brands and product offerings at various
price points to tap into the market, with its leading brands including Lifebuoy and Lux, which
both accounted for 12% of retail value sales in 2015. In addition, the company also recorded
the highest absolute sales growth during 2015 due to its larger consumer base.
The Indian bath and shower market continues to be dominated by international players, with
the top two slots being occupied by Hindustan Unilever and Reckitt Benckiser (India), which
accounted for 55% of retail value sales 2015. The prominent domestic players in this market
include players such as Godrej Consumer Products, Wipro, Karnataka Soaps & Detergents
and Helene Curtis India, J K. Domestic players continue to focus on the mass market with
brands such as Godrej No 1, Cinthol, Santoor, Mysore Sandal, and Park Avenue.
Hindustan Unilevers Lux brand launched a range of body wash and shower gel products in
2015. The company promoted the new range of Lux body wash products with the tag line A
body wash with perfume that lasts up to eight hours, with the new range of body wash and
shower gels including variants such as Lux Magic Spell and Lux Scarlet Blossom among
others. In addition, the company is also promoting this new range with a TV commercial which
stresses ease of usage, along with the claim of Clean, Perfumed Skin in three simple steps.
Hindustan Unilever recently launched an advert film Help a Child Reach 5 - Chamki for its
Lifebuoy brand as part of its social initiative to raise awareness of child mortality, with the film
gaining over 14 million views by the end of 2015 and being the most viewed advert in the
country.
The Indian bath and shower market is mainly dominated by mass brands such as Lux, Godrej
No 1, Lifebuoy, Dettol, Santoor, Breeze and Ponds. The Indian market is highly price
sensitive, with the majority of the population still residing in rural regions. However, rising
disposable incomes are creating opportunities in the premium space for brands to launch
premium variants within liquid soaps, body wash and shower gels.
Private label liquid soap and bar soap are available from hypermarkets and chemist/pharmacy
chains such as Big Bazaar, Reliance Mart and Apollo Pharmacy. However, they are
positioned as being less expensive alternatives to leading brands and also imitate the
packaging of leading brands. Currently, these brands have negligible sales shares in their
respective categories.

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PROSPECTS
Bath and shower will remain the most important market within beauty and personal care in
India over the forecast period. Bath and shower products will record a constant 2015 price
value CAGR of 1% over the forecast period, with sales expected to reach INR214 billion by
2020. Bath and shower players are expected to shift away from meeting basic hygiene
requirements of consumers towards more premium personal care and demand for shower
gels, liquid soaps and intimate washes is expected to pick-up over the forecast period as
awareness and availability of these products rises.
Bath and showers projected forecast period constant 2015 price value CAGR of 1% will be
lower than the review period CAGR of 4%. This drop in sales growth over the forecast period
will mainly be due to the slowing down of growth within bar soaps as this market has almost
reached saturation. Bar soaps currently account for the majority of sales within bath and
shower and is one of the most penetrated beauty and personal care areas in the Indian
market. Over the forecast period, bar soaps will continue to be a major contributor to bath and
shower products sales, although consumers are expected to shift to body wash/shower gels
and liquid soaps as well.
Intimate washes is a relatively new market in India and is thus growing from a small base and
is expected to lead growth over the forecast period with a projected constant 2015 price value
CAGR of 26% and sales set to reach INR2 billion by 2020. Intimate wash brands such as V
Wash Plus, Lactacyd and Avon Simply Delicate have been investing in educating Indian
female consumers about the necessity of maintaining personal hygiene through prints ads,
articles in magazines as well as blogs. The growth of internet retailing over the forecast period
is also expected to aid growth within intimate washes as this channel allows female
consumers to buy products from their homes anonymously.
Liquid soaps growth will be fuelled by the fact consumers are shifting from bar soaps to liquid
soaps. Awareness and availability of liquid soaps is still low in the country compared to bar
soaps and companies such as Reckitt Benckiser (India), Hindustan Unilever, Dabur India,
Colgate-Palmolive India and Wipro have been investing in educating consumers about the
benefits and convenience of using liquid soaps compared to bar soaps. These players are
expected to continue to invest in these promotional campaigns over the forecast period, with
liquid soaps having a projected forecast period constant 2015 price value CAGR of 14% and
sales set to reach INR11 billion by 2020

CATEGORY DATA
Table 1 Sales of Bath and Shower by Category: Value 2010-2015

INR million
2010 2011 2012 2013 2014 2015

Bar Soap 98,090.5 113,787.5 130,406.0 148,059.9 164,376.0 178,863.2

Bath Additives - - - - - -
Body Wash/Shower Gel 835.1 994.9 1,189.1 1,426.5 1,713.6 2,033.0
Intimate Hygiene - - 330.0 375.0 450.0 600.0
- Intimate Washes - - 330.0 375.0 450.0 600.0
- Intimate Wipes - - - - - -
Liquid Soap 1,573.9 2,191.9 2,933.3 3,813.3 4,750.0 5,808.5
Talcum Powder 10,439.6 11,300.1 12,167.1 13,071.0 13,547.2 13,850.6
Bath and Shower 110,939.2 128,274.5 147,025.4 166,745.6 184,836.8 201,155.4

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Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 2 Sales of Bath and Shower by Category: % Value Growth 2010-2015

% current value growth

2014/15 2010-15 CAGR 2010/15 Total

Bar Soap 8.8 12.8 82.3

Bath Additives - - -
Body Wash/Shower Gel 18.6 19.5 143.5
Intimate Hygiene 33.3 - -
- Intimate Washes 33.3 - -
- Intimate Wipes - - -
Liquid Soap 22.3 29.8 269.0
Talcum Powder 2.2 5.8 32.7
Bath and Shower 8.8 12.6 81.3
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 3 Sales of Bath and Shower by Premium vs Mass: % Value 2010-2015

% retail value rsp

2010 2011 2012 2013 2014 2015

Premium 0.9 0.9 1.0 1.0 1.0 1.1

Mass 99.1 99.1 99.0 99.0 99.0 98.9
Total 100.0 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 4 NBO Company Shares of Bath and Shower: % Value 2011-2015

% retail value rsp

Company 2011 2012 2013 2014 2015

Hindustan Unilever Ltd 47.2 46.8 46.8 46.3 45.7

Reckitt Benckiser 8.5 8.4 7.8 8.7 8.9
(India) Ltd
Godrej Consumer 9.3 9.3 9.2 8.4 8.1
Products Ltd
Wipro Ltd 7.6 7.0 6.5 7.2 7.5
ITC Ltd 4.4 5.2 5.6 6.1 5.9
Karnataka Soaps & 1.3 1.7 1.8 2.3 2.3
Detergents Ltd
Helene Curtis India 1.4 1.4 1.7 1.9 2.0
Ltd, J K
McNroe Chemicals Pvt Ltd - 1.0 2.0 1.9 1.8
Nivea India Pvt Ltd 1.6 1.7 1.9 1.9 1.8
Nirma Ltd 3.7 3.4 2.1 1.5 1.4
Cholayil 1.3 1.3 1.2 1.0 1.0
Pharmaceuticals Pvt Ltd
Johnson & Johnson 1.2 1.1 1.0 1.0 0.9
(India) Ltd
Anchor Health & Beauty 1.9 1.8 1.2 1.1 0.9
Care Pvt Ltd

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Emami Ltd 0.7 0.7 0.7 0.8 0.8

Jyothy Laboratories Ltd 1.1 1.0 0.9 0.8 0.7
Zydus Wellness Ltd - 0.1 0.5 0.5 0.6
Amway India Enterprises 0.8 0.8 0.7 0.6 0.5
Pvt Ltd
CavinKare Pvt Ltd 0.4 0.4 0.4 0.4 0.4
Oriflame India Pvt Ltd 0.3 0.2 0.3 0.3 0.3
Dabur India Ltd 0.2 0.3 0.3 0.3 0.3
Colgate-Palmolive India 0.2 0.2 0.2 0.2 0.3
Ltd
Glenmark - 0.2 0.2 0.2 0.2
Pharmaceuticals Ltd
Heinz India Pvt Ltd 0.3 0.3 0.3 0.2 0.2
Wipro Consumer Care & 0.1 0.1 0.1 0.1 0.1
Lighting Ltd
Henkel India Ltd 0.0 0.0 0.0 0.0 0.0
Marico Ltd 0.1 0.1 0.0 0.0 0.0
Hindustan Lever Ltd - - - - -
Fem Care Pharma Ltd - - - - -
Others 6.4 5.7 6.5 6.2 7.4
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 5 LBN Brand Shares of Bath and Shower: % Value 2012-2015

% retail value rsp

Brand (GBO) Company (NBO) 2012 2013 2014 2015

Lifebuoy (Unilever Hindustan Unilever Ltd 11.3 11.3 12.4 12.4

Group)
Lux (Unilever Group) Hindustan Unilever Ltd 12.1 11.8 11.7 11.6
Dettol (Reckitt Reckitt Benckiser 8.4 7.8 8.7 8.9
Benckiser Group Plc (India) Ltd
(RB))
Santoor Wipro Ltd 6.8 6.4 7.0 7.2
Dove (Unilever Group) Hindustan Unilever Ltd 4.6 5.2 5.4 5.5
Godrej No 1 (Godrej Godrej Consumer 5.4 5.5 4.8 4.6
Group) Products Ltd
Hamam (Unilever Hindustan Unilever Ltd 3.5 3.4 3.6 3.6
Group)
Cinthol (Godrej Godrej Consumer 3.5 3.3 3.3 3.2
Group) Products Ltd
Pears (Unilever Hindustan Unilever Ltd 2.7 2.7 2.6 2.5
Group)
Breeze (Unilever Hindustan Unilever Ltd 2.8 2.7 2.3 2.2
Group)
Pond's (Unilever Hindustan Unilever Ltd 2.6 2.5 2.2 2.1
Group)
Park Avenue Helene Curtis India 1.4 1.7 1.9 2.0
(Raymond Ltd) Ltd, J K
Vivel ITC Ltd 2.2 2.3 2.1 2.0
Fiama Di Wills ITC Ltd 1.0 1.2 1.7 1.9
Wild Stone McNroe Chemicals Pvt Ltd 1.0 2.0 1.9 1.8
Nivea Crme Soap Nivea India Pvt Ltd 1.6 1.8 1.8 1.7
(Beiersdorf AG)
Mysore Sandal Karnataka Soaps & 1.1 1.2 1.6 1.7
Detergents Ltd
Superia ITC Ltd 1.2 1.4 1.6 1.5

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Medimix Cholayil 1.2 1.2 1.0 1.0

Pharmaceuticals Pvt Ltd
Dyna Anchor Health & Beauty 1.8 1.2 1.1 0.9
Care Pvt Ltd
Johnson's Baby Johnson & Johnson 1.0 0.9 0.9 0.8
(Johnson & Johnson (India) Ltd
Inc)
Nirma Nirma Ltd 1.6 1.1 0.9 0.8
Liril (Unilever Hindustan Unilever Ltd 1.1 1.1 0.7 0.7
Group)
Moti Gulab Bath Soap Karnataka Soaps & 0.5 0.6 0.6 0.7
Detergents Ltd
Ever Yuth Bathing Bar Zydus Wellness Ltd 0.1 0.5 0.5 0.6
Margo (Henkel AG & Jyothy Laboratories Ltd 0.7 0.7 0.6 0.6
Co KGaA)
Nima Nirma Ltd 1.8 1.0 0.6 0.6
Himani Navratna Emami Ltd 0.3 0.3 0.5 0.5
Cool Talc
Amway Persona Amway India Enterprises 0.6 0.6 0.5 0.5
(Amway Corp) Pvt Ltd
Spinz CavinKare Pvt Ltd 0.4 0.4 0.4 0.4
Others Others 15.8 16.1 15.1 15.9
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 6 LBN Brand Shares of Premium Bath and Shower: % Value 2012-2015

% retail value rsp

Brand (GBO) Company (NBO) 2012 2013 2014 2015

The Body Shop Quest Retail Pvt Ltd 3.2 2.8 2.6 2.5
(L'Oral Groupe)
Avon Simply Avon Beauty Products - 0.7 0.8 0.6
Delicate (Avon India Pvt Ltd
Products Inc)
Others Others 96.8 96.5 96.6 96.9
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 7 Forecast Sales of Bath and Shower by Category: Value 2015-2020

INR million
2015 2016 2017 2018 2019 2020

Bar Soap 178,863.2 181,057.3 182,866.9 184,256.4 185,097.8 185,448.8

Bath Additives - - - - - -
Body Wash/Shower Gel 2,033.0 2,263.0 2,522.6 2,826.9 3,180.0 3,581.6
Intimate Hygiene 600.0 760.5 969.3 1,214.3 1,512.0 1,876.2
- Intimate Washes 600.0 760.5 969.3 1,214.3 1,512.0 1,876.2
- Intimate Wipes - - - - - -
Liquid Soap 5,808.5 6,608.9 7,542.7 8,567.1 9,678.2 10,926.2
Talcum Powder 13,850.6 13,618.8 13,310.9 13,021.8 12,713.7 12,414.7
Bath and Shower 201,155.4 204,308.5 207,212.5 209,886.5 212,181.7 214,247.5
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

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Table 8 Forecast Sales of Bath and Shower by Category: % Value Growth 2015-2020

% constant value growth

2015/2016 2015-20 CAGR 2015/20 TOTAL

Bar Soap 1.2 0.7 3.7

Bath Additives - - -
Body Wash/Shower Gel 11.3 12.0 76.2
Intimate Hygiene 26.7 25.6 212.7
- Intimate Washes 26.7 25.6 212.7
- Intimate Wipes - - -
Liquid Soap 13.8 13.5 88.1
Talcum Powder -1.7 -2.2 -10.4
Bath and Shower 1.6 1.3 6.5
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 9 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2015-
2020

% retail value rsp

2015 2016 2017 2018 2019 2020

Premium 1.1 1.1 1.1 1.1 1.2 1.2

Mass 98.9 98.9 98.9 98.8 98.8 98.8
Total 100.0 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

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