FMCG SECTOR

Mahesh Babaria
maheshb@ghallabhansali.com

Jan, 28 2009

Executive Summary
Products which have a quick turnover, and relatively low cost are known as Fast Moving Consumer Goods (FMCG). FMCG products are those that get replaced within a year. Examples of FMCG generally include a wide range of frequently purchased consumer products such as toiletries, soap, cosmetics, tooth cleaning products, shaving products and detergents, as well as other non-durables such as glassware, bulbs, batteries, paper products, and plastic goods. FMCG may also include pharmaceuticals, consumer electronics, packaged food products, soft drinks, tissue paper, and chocolate bars. Indiaʹs FMCG sector is the fourth largest sector in the economy and creates employment for more than three million people in downstream activities. Its principal constituents are Household Care, Personal Care and Food & Beverages. The total FMCG market is in excess of Rs. 85,000 Crores. It is currently growing at double digit growth rate and is expected to maintain a high growth rate. FMCG Industry is characterized by a well established distribution network, low penetration levels, low operating cost, lower per capita consumption and intense competition between the organized and unorganized segments. The Rs 85,000-crore Indian FMCG industry is expected to register a healthy growth in the third quarter of 2008-09 despite the economic downturn. The industry is expected to register a 15% growth in Q3 2008-09 as compared to the corresponding period last year. Unlike other sectors, the FMCG industry did not slow down since Q2 2008. the industry is doing pretty well, bucking the trend. As it is meeting the every-day demands of consumers, it will continue to grow. In the last two months, input costs have come down and this will reflect in Q3 and Q4 results.

Mittal Dharod
mittald@ghallabhansali.com

85,000 Crores Indian FMCG market is one of the important sector and has registered a robust growth rate.

Ag-gregate sale FMCG industry is expected to increase by 19.2 per cent during the December 2008 quarter.

Market share movements indicate that companies such as Marico Ltd and Nestle India Ltd, with domination in their key categories, have improved their market shares and outperformed peers in the FMCG sector. This has been also aided by the lack of competition in the respective categories. Singleproduct leaders such as Colgate Palmolive India Ltd and Britannia Industries Ltd have also witnessed strength in their respective categories, aided by innovations and strong distribution. Strong players in the economy segment like Godrej Consumer Products Ltd in soaps and Dabur in toothpastes have also posted market share improvement, with revived growth in semi-urban and rural markets.

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HUL is the leader with market share of ~53 per cent. It is available in 5 million retail stores. in the recent past there has not been much change in the volume of premium soaps in proportion to economy soaps. especially in small sectors • Low exports levels • "Me-tooʺ products.e. out of which.a population of over one billion. growth in rural demand is expected to increase because consumers are moving up towards premium products. i.com . increase in purchasing power of consumers • Large domestic market. These products narrow the scope of FMCG products in rural and semi-urban market. Economy and Popular. 75 per cent are in the rural areas. The seg-ment is expected to grow by double digit.300 Cr. which illegally mimic the labels of the established brands. Godrej occupies second position with market share of ~10 per cent. The penetration level of soaps is ~92 per cent. The personal wash can be segregated into three segments: Premium. Page 2 Hindustan Unilever Lim-ited is the biggest pro-ducer of Personal wash and detergents. However.ghallabhansali. www. With increase in disposable incomes. because increase in prices has led some consumers to look for cheaper substitutes. 8. 28 2009 Strengths: • Low operational costs • Presence of established distribution networks in both urban and rural areas • Presence of well-known brands in FMCG sector Weaknesses: Lower scope of investing in technology and achieving economies of scale.FMCG SECTOR Swot Analysis Jan. Opportunities: • Untapped rural market • Rising income levels. • Export potential • High consumer goods spending Threats: • Removal of import restrictions resulting in replacing of domestic brands • Slowdown in rural demand • Tax and regulatory structure • Industry Category and Products Household Care Personal Wash:The market size of personal wash is estimated to be around Rs.

FMCG SECTOR Jan. Other major players are Nirma. Personal Care Skin Care:The total skin care market is estimated to be around Rs.400 Cr. It has the penetration level of only 13 per cent in India. The hair care market can be segmented into hair oils. With changing life styles. With rapid urbanization. Henkel and Proctor & Gamble. 28 2009 Detergents:The size of the detergent market is estimated to be Rs.com Page 3 . 3. The major players in this segment are Hindustan Unilever with a market share of ~54 per cent.ghallabhansali.000 Cr. Sachet makes up to 40 per cent of the total shampoo sale. It has low penetration level even in metros. The market is further expected to increase due to increased marketing by players and availability of shampoos in affordable sachets. The skin care market is at a primary stage in India. Antidandruff segment constitutes around 15 per cent of the total shampoo market. fol-lowed by CavinKare with a market share of ~12 per cent and Godrej with a market share of ~3 per cent. emergence of small pack size and sachets. shampoos. The demand for detergents has been growing but the regional and small unorganized players account for a major share of the total volume of the detergent market. Household care segment is characterized by high degree of competition and high level of penetration. www.800 Cr. 12.700 Cr. P&G occupies second position with market share of around ~23 per cent. the demand for the household care products is flourishing. 2. Shampoos:The Indian shampoo market is estimated to be around Rs. The Skin Care segment is expected to register a growth rate of mare that 16 percent. increase in disposable incomes. Again the market is dominated by HUL with around ~47 per cent market share. and hair gels. Dabur occu-pies second position at ~17 per cent. 3. The penetration level of this segment in India is around 20 per cent. Marico is the leader in Hair Oil segment with market share of ~ 33 per cent. hair colorants & conditioners. people are becoming aware about personal grooming. Hair Care:The hair care market in India is estimated at around Rs. In washing powder HUL is the leader with ~38 per cent of mar-ket share. greater product choice and availability.

FMCG SECTOR Jan. Colgate and Dabur are the major players. by 2030 India population will be around 1. ITC.17 per cent. FMCG Industry which is directly related to the population is expected to maintain a robust growth rate. 4. According to the estimates. Godrej. more than 50 per cent of the market share is in unpacked or loose form. Food & Beverages Food Segment :The foods category in FMCG is gaining popularity with a swing of launches by HUL. In toothpowders market. Tea :The major share of tea market is dominated by unorganized players. 28 2009 Oral Care:The oral care market can be segmented into toothpaste . However. 3. The oral care market. According to Tea Board of India. Growth Prospect Large Market India has a population of more than 1. ready to eat rice by HUL and pizzas by both GCMMF and Godrej Pillsbury.60 per cent. and others. Leading branded tea players are HUL and Tata Tea.600 Cr. www.150 Billions which is just behind China. The total toothpaste market is estimated to be around Rs.com Page 4 . remains under penetrated in India with penetration level ~50 per cent. es-pecially toothpastes. while HUL occupies second position with market share of ~30 per cent. The major players in this segment are Nestlé.450 Billion and will surpass China to become the World largest in terms of population. HUL and Tata Tea. toothpowder .ghallabhansali.23 per cent. The penetration level of toothpowder/toothpaste in urban areas is three times that of rural areas. The food category has also seen innovations like softies in ice creams. This segment is dominated by Colgate-Palmolive with market share of ~49 per cent. Coffee :The Indian beverage industry faces over supply in segments like coffee and tea. the export of tea is expected to be more that 210 million kg for the year 2008 against about 179 million kg last year.500 Cr. This category has 18 major brands aggregating Rs. toothbrushes . Nestle and Amul slug it out in the powders segment. More than 50 per cent of the market share is capture by unorganized players.

C.com Page 5 . because of changing lifestyles. There is an upward trend in urban as well as rural market and also an increase in spending in organ-ized retail sector. An increase in disposable income. reducing excise duties. Findings according to a recent survey by A. Nielsen shows about 71 per cent of Indian take notice of packaged goods' labels contain-ing nutritional information compared to two years ago which was only 59 per cent. There is a change in the mind set of the Consumer and now looking at “Money for Value” rather than “Value for Money”. 100 per cent ex-port oriented units can be set up by government approval and use of foreign brand names is now freely permitted. Survey by A. C. 28 2009 Source: UN Population Division: Medium variant Spending Pattern An increase is spending pattern has been witnessed in Indian FMCG market.FMCG SECTOR India is second largest Country in terms of Popula-tion growth and increase in population has a direct rela-tion to FMCG Products. rising disposable income etc. has leads to growth rate in FMCG goods. Advantages To The Sector Governmental Policy Indian Government has enacted policies aimed at attaining international competitiveness through lifting of the quantitative restrictions. Changing Profile and Mind Set of Consumer People are becoming conscious about health and hygienic. Nielsen shows about 71 per cent of Indian take notice of packaged goodsʹ labels containing nutritional information compared to two years ago which was only 59 per cent. automatic foreign in-vestment and food laws resulting in an environment that fosters growth. www.ghallabhansali. of household mainly because of in-crease in nuclear family where both the husband and wife are earning. Consumers are switching from economy to premium product even we have witnessed a sharp increase in the sales of packaged water and water purifier. We have seen willingness in consumers to move to evolved products/ brands. Jan.

as these prod-ucts are either subject to specific duty or are exempt from excise. Foreign Direct Investment (FDI) Automatic investment approval (including foreign technology agreements within specified norms). up to 100 per cent foreign equity or 100 per cent for NRI and Overseas Corporate Bodies (OCBs) investment. This announcement has a positive impact on the industry. biscuits (Britannia Industries.com Page 6 . The changes in excise duty do not impact cigarettes (ITC. There is a continuous growth in net FDI Inflow. ITC) or ready-to-eat foods. alcoholic beverages and those reserved for small scale industries (SSI). Even players with manu-facturing facilities located mainly in tax-free zones will also not see material excise duty savings. Godfrey Phillips). is allowed for most of the food processing sector except malted food. www. But the benefit from the 4 per cent reduction in excise duty is not likely to be uniform across FMCG categories or players.ghallabhansali.FMCG SECTOR Jan. 28 2009 Central & State Initiatives Recently Government has announced a cut of 4 per cent in excise duty to fight with the slowdown of the Economy. There is an increase of about 150 per cent in Net Inflow for Vegetable Oils & Vanaspati for the year 2008. Only large FMCG-makers may be the key ones to bet and gain on excise cut.

“Leveraging the Cost Advantage” Cheap labor and quality product & services have helped India to represent as a cost ad-vantage over other Countries. Packaged Food Only about 10-12 per cent of output is processed and consumed in packaged form. milk. coconut. With rise in per capita incomes and awareness of oral hygiene. thus highlighting the huge potential for expansion of this industry. India is the largest producer of livestock. Multi National Companies out-source its product requirements from its Indian company to have a cost advantage. especially toothpastes. 28 2009 Vast Rural Market Rural India accounts for more than 700 Million consumers. spices and cashew apart from being the second largest producer of rice. Even investment opportunities exist in value-added products like desserts. wheat. remains under penetrated in India with penetration rates around 50 per cent. Beverages Indian tea market is dominated by unorganized players. It adds a cost advantage as well as easily available raw materials. puddings etc. The organized liquid milk business is in its infancy and also has large long-term growth potential.FMCG SECTOR Market Opportunities Jan.com Page 7 . yet only around 15 per cent of the milk is processed. fruits & vegetables. Even the Government has offered zero import duty on capital goods and raw material for 100% export oriented units. The market for FMCG products in rural India is esti-mated ~ 52 per cent and is projected to touch ~ 60 per cent within a year. Export . The working rural population is approximately 400 Millions. or ~70 per cent of the Indian population and accounts for ~50 per cent of the total FMCG market. More than 50% of the market share is capture by unorganized players highlighting high potential for organized players. Hindustan Unilever Ltd is the largest player in the industry and has the widest market coverage. Lower price and smaller packs are also likely to drive potential up trading. And an average citizen in rural India has less then half of the purchasing power as compare to his urban counterpart. www. Still there is an untapped market and most of the FMCG Companies are taking different steps to capture rural market share. sugarcane. the growth potential is huge.ghallabhansali. Oral Care The oral care industry. Sectoral Opportunities Major Key Sectoral opportunities for Indian FMCG Sector are mentioned below: Dairy Based Products India is the largest milk producer in the world.

It is also eco-friendly because it reduces waste in the printing process. Pureit received the award for outstanding contribution in the field of water in India.FMCG SECTOR Company Prospects Jan. The product is available across 21 Indian states and has reached more than 1 million homes in India giving them access to microbiologically safe drinking water. www. HUL has pared down the colour palette used for print-ing across many products.Pureit (a water purifier) has received the UNESCO Water Digest Water Award 2008-2009 in the category of best domestic non-electric water puri-fier. • Hindustan Unilever’s product . The company is planning to launch the rest 13 product in India. HUL is taking different steps to reduce the cost and increase the margin. The system has been used to reduce printed packaging costs for Unileverʹs products. Procter & Gamble Hygiene & Health Care Limited (P&G) • The Company has 21 product categories out of which only 8 product have presence in India. the drinking water regulatory agency in the USA. South Africa.ghallabhansali. After the transaction.com Page 8 . • The company has an aggressive plan to set up 20 new factories across the World out of which 19 is expected to come in emerging markets and most of them would be seen in Brazil. The company expects to see a growth in other categories. Kinky is among one of the largest brand into hair segment with product portfolio. the Joint Venture which owns the ‘Snuggy’ brand of baby diapers will become a 100 per cent subsidiary of GCPL. • Godrej Consumer Products Limited has acquired 100 per cent stake in the Kinky Group Limited. Pureit’s performance has been tested by leading international & national medical. India. and China (BRIC) nations. scien-tific & public health institutions and meets the germ-kill criteria of the Environmental Pro-tection Agency. 28 2009 Hindustan Unilever Limited • Unilever is lowering its expenditure on packaging across its portfolio of food brands as part of a wider cost-cutting drive. • Whisper which is one of the company’s power brands has recorded 50 per cent market share in urban India. Russia. Godrej Consumer Products Limited (Godrej) • The Board of Directors of Godrej Consumer Products Limited (GCPL) has approved the acquisition of 50 per cent stake of its joint venture partner SCA Hygiene Products’ stake in Godrej SCA Hygiene Limited.

1. According to the company. Hyderabad.During the quarter.70 lakh. the profit of the company rose 26.78% to Rs 10.7 Crores in an all-cash deal. 28 2009 Dabur has entered into the malted food drink market with the launch of a new health drink “Dabur Chyawan Junior”. which is currently holding 75 per cent of the share capital of SS Oral Hygiene Products Private Ltd. Dabur got approval from Government of Himachal Pradesh to set up another medicine manufacturing unit.56 a share during the quarter. while total income for the quarter rose 23.ghallabhansali. has acquired the remaining 25 per cent share capital from the local shareholders at an aggregate price of Rs 77. Net sales for the quarter rose 23. • • Colgate-Palmolive (India) Limited • Colgate Palmolive (India) Ltd.FMCG SECTOR Dabur India Limited (Dabur) • Jan.15 per cent of Fem Care Pharma Ltd (FCPL).54% to Rs 1.210.com Page 9 . Consequently.40 million.30 million.356. a leading player in the women’s skin care products market.423.The company which has allotted an investment of Rs 3 billion in the Indian market in 2008. for Rs 203. Nestle India Limited • Nestle is planning to invest Rs 6 billion in India in 2009 for expansion of its business in the country. they expect to capture a market share of 10 per cent of the Rs. 130 Crores. last year. when compared with the prior year period.45% to Rs 10. • www.90 million from Rs 956. The Company is expected to create synergy by this deal. The company posted earnings of Rs 12.90 million in the same quarter. The project has an expected investment of Rs.61% growth over prior year period. Dabur has acquired 72. would be doubling the investment in 2009 as part of its business strategy. Nestle India reported a good increase in its standalone net profit for the second quarter. SS Oral Hygiene Products has become a wholly owned subsidiary of the company. registering 26.900 Crores malted food drink market over the next two years. Nestle International is reinvesting and expanding in India and Nestle India will have all the financial resources to expand and grow from the parent company.

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