Bath and Shower in India

Euromonitor International
June 2019
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LIST OF CONTENTS AND TABLES

Headlines ..................................................................................................................................... 1
Prospects ..................................................................................................................................... 1
Popular Natural Skin Care Ingredients Make Their Way Into Bath and Shower Products ........ 1
Manufacturers Focus on Adding Value To Body Wash and Shower Gels ................................ 1
Young Consumers Drive Sales of Bath and Shower Products Through Internet Retailing ....... 1
Competitive Landscape ................................................................................................................ 2
Hindustan Unilever Remains the Leading Company in Bath and Shower ................................ 2
New Entrants and Product Launches in Bath and Shower ....................................................... 2
Category Data .............................................................................................................................. 2
Table 1 Sales of Bath and Shower by Category: Value 2013-2018 .......................... 2
Table 2 Sales of Bath and Shower by Category: % Value Growth 2013-2018 .......... 3
Table 3 Sales of Bath and Shower by Premium vs Mass: % Value 2013-2018 ........ 3
Table 4 NBO Company Shares of Bath and Shower: % Value 2014-2018 ............... 3
Table 5 LBN Brand Shares of Bath and Shower: % Value 2015-2018...................... 4
Table 6 Forecast Sales of Bath and Shower by Category: Value 2018-2023 ........... 5
Table 7 Forecast Sales of Bath and Shower by Category: % Value Growth
2018-2023 .................................................................................................... 5
Table 8 Forecast Sales of Bath and Shower by Premium vs Mass: % Value
2018-2023 .................................................................................................... 6

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BATH AND SHOWER IN INDIA

HEADLINES
▪ Bath and shower registers retail value growth of 7% to reach sales of INR237 billion in 2018
▪ Young consumers drive sales of bath and shower products online
▪ The shift towards body wash/shower gel drives the average unit price of bath and shower
products up in 2018
▪ Hindustan Unilever maintains its lead with a value share of 43% in 2018
▪ Bath and shower is anticipated to register a 6% current value CAGR (1% 2018 constant value
CAGR) over the forecast period to reach INR318.7 billion in 2023

PROSPECTS

Popular Natural Skin Care Ingredients Make Their Way Into Bath and
Shower Products
Consumers in India are increasingly embracing healthy lifestyles, due to which there is
growing demand for natural and herbal bath and shower products. As bathing is perceived as a
therapeutic activity to help relax the mind and body, established brands such as Biotique, Khadi
Naturals, Forest Essentials and Kama Ayurveda are leveraging the natural trend by
incorporating plant- and food-based ingredients such as plum, almond, pomegranate, lime,
rosewater and turmeric, commonly found in skin care products into bar soaps and shower gels.
Examples of such products include Biotique Bio Almond Oil Bar Soap, Khadi Natural Haldi
Soap, Khadi Gold Sandalwood & Honey Body Wash and Forest Essentials Iced Pomegranate
and Kerala Lime Body Wash. Going forward, the New Age shoppers, who are predominantly
well-informed young consumers, are anticipated to scrutinise labels to understand the ingredient
mix for bath and shower. As a result, more companies are expected to focus on communicating
the product formulation and reposition their products with natural elements.

Manufacturers Focus on Adding Value To Body Wash and Shower Gels

The penetration of body wash and shower gels is much lower in comparison to that of bar
soaps in India. The demand for such products mainly stems from metro cities and urban areas
in tier II cities. To increase penetration and availability in smaller cities, manufacturers are
focussed on expanding their distribution networks and offering smaller pack sizes. Conversely,
manufacturers have tapped into the premiumisation trend and are focussed on value-added
products to incentivise consumers in metro cities to trade up. With rising awareness, there is
growing interest in bath and shower products that claim to be free from chemicals. Given the
growing demand, brands such as SoulTree, PureSense and Khadi Natural amongst others are
focussed on innovation to launch body wash that is free from sulphates and parabens. Over the
forecast period, this trend is anticipated to strengthen with per capita expenditure on body wash
and shower gel registering a double-digit current value CAGR over the forecast period.

Young Consumers Drive Sales of Bath and Shower Products Through

Internet Retailing
Bath and shower products, especially bar soaps and talcum powder, are available in different
pack sizes across a wide range of channels including supermarkets and hypermarkets,

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traditional grocers and beauty speciality retailers. Whilst these distribution channels continue to
account for the majority of sales, internet retailing registered the highest growth in 2018. As the
increasing number of SKUs and convenience are incentivising consumers to shop online, more
companies are making their products available through this channel. In addition to established
e-commerce companies such as Amazon and Flipkart, young consumers are increasingly
shopping from beauty specialist retailers such as Nykaa.com and Purplle.com. In 2018, online
grocery retailer bigbasket.com forayed into this category with the launch of its online beauty
store. Over the forecast period, internet retailing is anticipated to maintain strong momentum,
fuelled by new customers in smaller cities, increasing convenience and growing product
availability.

COMPETITIVE LANDSCAPE

Hindustan Unilever Remains the Leading Company in Bath and Shower

Hindustan Unilever continues to dominate bath and shower in India due to the strong
presence of its brands including Lifebuoy, Dove and Pond’s amongst others across all bath and
shower product categories. Through these brands and a well-established distribution network,
the company is able to cater to different consumer segments across rural and urban areas. The
company is also increasing hygiene and sanitation awareness in rural areas through its Lifebuoy
Handwashing Programme and Swachh Aadat curriculum, educating school students on hygienic
habits of washing hands with soap. Going forward, the company is anticipated to focus on rural
penetration of bath and shower products and target urban consumers through premium
offerings.

New Entrants and Product Launches in Bath and Shower

In December 2018, McNroe expanded its Wild Stone brand to include the Edge Series,
comprising shower gel, shaving foam and face wash, to strengthen its position in the men’s bath
and shower category. Earlier in the year, established American bath products and skin care
company Bath & Body Works forayed into India with the launch of its offline store in Delhi. The
company plans to expand its presence across major metro cities including Mumbai, Bangalore
and Chennai over the forecast period. Further, Future Group launched its body wash brand
ThinkSkin with braille packaging at the start of 2019 to empower visually impaired consumers.
Priced competitively in the range of bar soaps, the rationale is to get consumers to trade up from
bar soaps to body wash and shower gel. Going forward, the company is anticipated to leverage
technology to offer new experiences with products as well as their packaging.

CATEGORY DATA
Table 1 Sales of Bath and Shower by Category: Value 2013-2018

INR million
2013 2014 2015 2016 2017 2018

Bar Soap 141,067.0 160,834.0 174,505.0 185,499.0 196,814.0 209,607.0

Bath Additives - - - - - -
Body Wash/Shower Gel 1,426.5 1,685.1 1,968.2 2,267.4 2,632.4 3,067.7
Intimate Hygiene 375.0 450.0 600.0 784.9 1,007.8 1,268.8
- Intimate Washes 375.0 450.0 600.0 784.9 1,007.8 1,268.8
- Intimate Wipes - - - - - -

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Liquid Soap 3,813.3 4,673.5 5,524.1 6,408.0 7,394.8 8,555.8

Talcum Powder 13,071.0 13,547.2 13,850.6 14,096.7 14,308.1 14,465.5
Bath and Shower 159,752.8 181,189.8 196,448.0 209,055.9 222,157.1 236,964.8
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 2013-2018

% current value growth

2017/18 2013-18 CAGR 2013/18 Total

Bar Soap 6.5 8.2 48.6

Bath Additives - - -
Body Wash/Shower Gel 16.5 16.5 115.1
Intimate Hygiene 25.9 27.6 238.3
- Intimate Washes 25.9 27.6 238.3
- Intimate Wipes - - -
Liquid Soap 15.7 17.5 124.4
Talcum Powder 1.1 2.0 10.7
Bath and Shower 6.7 8.2 48.3
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 2013-2018

% retail value rsp

2013 2014 2015 2016 2017 2018

Mass 100.0 100.0 100.0 100.0 100.0 100.0

Premium - - - - - -
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 2014-2018

% retail value rsp

Company 2014 2015 2016 2017 2018

Hindustan Unilever Ltd 43.4 43.5 43.2 43.2 43.1

Wipro Consumer Care & 8.2 8.6 9.1 9.7 10.3
Lighting Ltd
Godrej Consumer 10.3 10.2 10.1 10.0 10.1
Products Ltd
Reckitt Benckiser 7.5 7.7 8.0 8.1 8.3
(India) Ltd
ITC Ltd 4.1 4.2 4.2 4.2 4.2
Patanjali Ayurved Ltd 1.5 2.1 2.8 2.8 2.7
Karnataka Soaps & 1.4 1.5 1.5 1.5 1.5
Detergents Ltd
Nivea India Pvt Ltd 0.9 1.1 1.2 1.3 1.3
Emami Ltd 1.0 1.1 1.1 1.1 1.2
Cholayil 1.3 1.3 1.2 1.2 1.2
Pharmaceuticals Pvt Ltd
Johnson & Johnson 1.0 0.9 0.9 0.9 0.8

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(India) Ltd
Nirma Ltd 1.5 1.2 1.0 0.9 0.8
Jyothy Laboratories Ltd 0.8 0.7 0.7 0.6 0.6
Anchor Health & Beauty 1.1 0.9 0.6 0.5 0.5
Care Pvt Ltd
Amway India Enterprises 0.5 0.5 0.4 0.4 0.4
Pvt Ltd
Glenmark 0.2 0.2 0.3 0.4 0.4
Pharmaceuticals Ltd
Dabur India Ltd 0.3 0.3 0.3 0.4 0.4
Helene Curtis India 0.5 0.5 0.4 0.4 0.3
Ltd, J K
Oriflame India Pvt Ltd 0.4 0.4 0.4 0.3 0.3
Colgate-Palmolive India 0.2 0.3 0.3 0.3 0.3
Ltd
CavinKare Pvt Ltd 0.4 0.4 0.3 0.3 0.3
McNroe Chemicals Pvt Ltd 0.3 0.3 0.3 0.3 0.3
Zydus Wellness Ltd 0.2 0.3 0.3 0.3 0.3
Heinz India Pvt Ltd 0.2 0.2 0.2 0.2 0.2
Marico Ltd 0.0 0.0 0.0 0.0 0.0
Henkel India Ltd - - - - -
Others 12.5 11.8 11.3 10.7 9.9
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 2015-2018

% retail value rsp

Brand (GBO) Company (NBO) 2015 2016 2017 2018

Lifebuoy (Unilever Hindustan Unilever Ltd 15.1 15.1 15.1 15.1

Group)
Lux (Unilever Group) Hindustan Unilever Ltd 13.0 13.0 13.0 12.9
Santoor (Wipro Ltd) Wipro Consumer Care & 8.4 8.9 9.5 10.2
Lighting Ltd
Dettol (Reckitt Reckitt Benckiser 7.7 8.0 8.1 8.3
Benckiser Group Plc (India) Ltd
(RB))
Godrej No 1 (Godrej Godrej Consumer 6.7 6.6 6.6 6.7
Group) Products Ltd
Dove (Unilever Group) Hindustan Unilever Ltd 4.4 4.6 4.7 4.9
Pears (Unilever Hindustan Unilever Ltd 3.7 3.7 3.7 3.7
Group)
Cinthol (Godrej Godrej Consumer 3.5 3.4 3.4 3.4
Group) Products Ltd
Patanjali Patanjali Ayurved Ltd 2.1 2.8 2.8 2.7
Vivel ITC Ltd 2.2 2.2 2.2 2.2
Hamam (Unilever Hindustan Unilever Ltd 2.0 2.0 1.9 1.9
Group)
Pond's (Unilever Hindustan Unilever Ltd 2.1 1.9 1.8 1.7
Group)
Nivea Crème Soap Nivea India Pvt Ltd 1.0 1.1 1.2 1.3
(Beiersdorf AG)
Fiama Di Wills ITC Ltd 1.1 1.1 1.2 1.2
Medimix Cholayil 1.2 1.2 1.2 1.2
Pharmaceuticals Pvt Ltd
Himani Navratna Emami Ltd 0.8 0.8 0.9 0.9
Cool Talc

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Mysore Sandal Karnataka Soaps & 0.9 0.9 0.9 0.9

Detergents Ltd
Liril (Unilever Hindustan Unilever Ltd 0.8 0.8 0.8 0.8
Group)
Johnson's Baby Johnson & Johnson 0.9 0.8 0.8 0.7
(Johnson & Johnson (India) Ltd
Inc)
Superia ITC Ltd 0.8 0.8 0.8 0.7
Breeze (Unilever Hindustan Unilever Ltd 0.7 0.7 0.7 0.7
Group)
Margo (Henkel AG & Jyothy Laboratories Ltd 0.6 0.6 0.5 0.5
Co KGaA)
Moti Gulab Bath Soap Karnataka Soaps & 0.5 0.5 0.5 0.5
Detergents Ltd
Dyna Anchor Health & Beauty 0.9 0.6 0.5 0.5
Care Pvt Ltd
Nirma Nirma Ltd 0.7 0.5 0.5 0.4
V Wash Plus Glenmark 0.2 0.3 0.4 0.4
Pharmaceuticals Ltd
Fem Dabur India Ltd 0.3 0.3 0.4 0.4
Nima Nirma Ltd 0.5 0.4 0.4 0.4
Amway Persona Amway India Enterprises 0.4 0.4 0.4 0.4
(Amway Corp) Pvt Ltd
Park Avenue Helene Curtis India 0.5 0.4 0.4 0.3
(Raymond Ltd) Ltd, J K
Others Others 16.2 15.5 14.9 14.0
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 Forecast Sales of Bath and Shower by Category: Value 2018-2023

INR million
2018 2019 2020 2021 2022 2023

Bar Soap 209,607.0 212,000.7 213,645.3 215,714.8 217,618.9 219,685.1

Bath Additives - - - - - -
Body Wash/Shower Gel 3,067.7 3,407.5 3,800.6 4,251.7 4,770.2 5,359.2
Intimate Hygiene 1,268.8 1,507.9 1,789.6 2,114.2 2,492.7 2,927.3
- Intimate Washes 1,268.8 1,507.9 1,789.6 2,114.2 2,492.7 2,927.3
- Intimate Wipes - - - - - -
Liquid Soap 8,555.8 9,448.2 10,423.7 11,482.9 12,630.1 13,798.2
Talcum Powder 14,465.5 13,260.2 12,222.7 11,371.3 10,633.5 10,004.4
Bath and Shower 236,964.8 239,624.5 241,881.8 244,935.0 248,145.4 251,774.1
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 7 Forecast Sales of Bath and Shower by Category: % Value Growth 2018-2023

% constant value growth

2018/2019 2018-23 CAGR 2018/23 Total

Bar Soap 1.1 0.9 4.8

Bath Additives - - -
Body Wash/Shower Gel 11.1 11.8 74.7
Intimate Hygiene 18.8 18.2 130.7
- Intimate Washes 18.8 18.2 130.7

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- Intimate Wipes - - -
Liquid Soap 10.4 10.0 61.3
Talcum Powder -8.3 -7.1 -30.8
Bath and Shower 1.1 1.2 6.2
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 8 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023

% retail value rsp

2018 2019 2020 2021 2022 2023

Mass 100.0 100.0 100.0 100.0 100.0 -

Premium - - - - - -
Total 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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