The Indian Haircare Market: What Consumers Use and Why?




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Product Synopsis

This report provides the results for the Haircare market in India from Canadeans unique, highly detailed study of consumers Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets. Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption, the value of the market these trends influence, and brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level.

Introduction and Landscape

Why was the report written?

Marketers in the Haircare market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This data report solves these problems by providing survey-based data on consumer trends and consumer groups, and market data that shows the exact size of consumer groups, how much of the Haircare market they account for, and which consumer trends drive their behavior.

What is the current market landscape and what is changing?

As consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected. Since the global financial crisis of 20082009 the retail market in organized sector has been characterized by an increase in the amount of discounted and own-brand products. Conditioner, Hair Colorants, Perms & Relaxers, Shampoo, and Styling Agents are not considered essential items and therefore consumption patterns have been comparatively affected. As economic and market recovery continues over 2012, consumption patterns will record a positive trend in both the medium and heavy frequency bands and the amount of non-users should decrease.

What are the key drivers behind recent market changes?

Consumers uptake of products and the influence of consumer trends are fundamental causes of change in markets making knowing what these trends are and the extent of their influence crucial. The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of consumption across 26 consumer groups. This data provides a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?

The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market, allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Key Features and Benefits

  • Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Conditioner, Hair Colorants, Shampoo, and Styling Agents.
  • Detailed consumer segmentation covering over 26 consumer groups, 20 consumer trends, and consumption frequency for each product category.
  • Consumer penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues

  • Consumption of Conditioner in India is high, with consumption peaking among Older Young Adults followed by a slow decline. The Early Young Adults age group has the highest proportion of Heavy frequency users with18%, although this relatively low percentage indicates that suppliers should develop strategies to increase current consumption frequency.
  • Consumption of Perms & Relaxers is higher among men than women, with each consumption frequency Light, Medium, and Heavy accounting for approximately 15% of the male population. In contrast approximately 70% of the female population doesnt consume Perms & Relaxers.
  • Consumption frequency analysis reveals that the Pre-Mid-Lifers age group has the lowest proportion of Heavy frequency users of Styling Agents. The majority of consumption in this age-group is of aLight frequency. Instead, suppliers should target consumers in the Early Young Adults and Older Young Adults age groups, which have both a higher overall consumption and greater proportion of Heavy frequency users.

Key Highlights

  • Consumption frequency analysis reveals that private labels account for less than 5% of the market by volume in every Haircare market in India. This can be attributed to the fragmented nature of the Indian organized retail market, with private labels traditionally more successful in mature, concentrated retail markets.
  • Consumer survey results indicate that Changing age structures and Changing Lifestyles are the key factors influencing consumers purchasing decisions with regards to Haircare products in India. Indias young population and growing urbanization will shape the market in the coming years.
  • Styling Agents has the largest share of the Indian Haircare market by value, accounting for almost half of products by value. Shampoo is also very popular, with a market share just below that of Styling Agents.