1 FMCG - Summary Presentation - V2

FMCG
1
Each category can be understood by looking at the following
factors
•Category break-up in terms of value
•Company Market shares and changes over the years
•Brand shares and changes over the years
•Growth of different product categories
•New launches
•Key Trends
2
Beauty and Personal Care
3
Personal care industry is Rs. 40,000 crores. Bath and Shower, Hair-
Care, Oral and Skin care constitute about 80% of the overall personal
care value.
OVERVIEW
•Overall Size : Rs. 40,000 crores
• Share of Major segments in Personal Care :
•Bath and Shower: 30%
•Hair care: 25%
•Oral Care: 14%
•Skin Care: 13%
•Men’s grooming: 8%
•Color cosmetics: 6%
•Others : 5% (others include Baby and child specific
products, Deodrants, Depilatories, Fragrances, Sun care
4
etc)
Bath and Shower
5
88% of the products in bath and shower are bar soap. The
contribution of shower gel and liquid soap are less than 3%
BATH AND SHOWER : CATEGORY BREAK-UP
Value (in Rs. % of Total

Products Mn) Category Value
Bar soap 106674 88%
Body wash and Shower
Gel 993 1%
Liquid Soap 2287 2%
Talcum Powder 11408 9%
Total 121362 100%
6
Though the overall growth is expected to slow down, liquid
soap will still grow at impressive rate.
BATH AND SHOWER : GROWTH
Category CAGR
2007-12 2012-17
Bar Soap 13.8% 3.7%
Body Wash & 15.9% 7.3%
Shower Gel
Liquid Soap 33.5% 15.3%
Talcum Powder 5.2% 0.9%
Overall Bath 13% 3.8%
and Shower
7
HUL, GCPL, Reckitts and Wipro holds more than 75% share
BATH AND SHOWER : COMPANY MARKET SHARES

Market Shares
Company 2007 2012
Losers
HUL 53.5% 49.8%
Nirma 6.60% 3.90%
Gainers
Reckitts Benckiser 5% 9%
Wipro 7.3% 8%
ITC 0% 3.60%
Anchor 0% 2%
GCPL 8.90% 10%
8
Top 6 brands constitute 50% of the bath and shower category.
BATH AND SHOWER : BRAND SHARES
Brand Company Market Shares
2007 2012
Lux HUL 15.3% 13.1%
Lifebuoy HUL 13.3% 11.8%

Dettol Reckitt Benckiser 5.5% 9.1%
Santoor Wipro 7.1% 8.1%
Godrej GCPL 5.4% 6%
No.1
Dove HUL 1.5% 4.3%
9
Health and hygiene concerns driving the demand on liquid soap
BATH AND SHOWER : KEY TRENDS
• Health and Hygiene concerns driving growth
• Increasing Realizations
•
• New launches
• Importance of social media
10
Health and hygiene concerns driving the demand on liquid soap
• Health and Hygiene concerns driving growth
• Driven by increasing health and hygiene concerns, consumers
continued to move towards liquid soap, including hand sanitisers.
• Most of the leading companies, including Reckitt Benckiser and
Dabur India, continued to cash-in on this growing trend by running
campaigns to promote the germicidal properties of liquid soap.
• Dabur India launched Fem Safe Handz, an instant hand sanitiser
which
11
offers protection against bacteria and viruses.
Realizations are increasing due to increase in commodity inflation
and movement towards expensive liquid soap and shower gel.
•Increasing Realizations
• Average unit prices continued to increase, mainly due to
commodity inflation, which led to increases in the prices of the
main ingredients of such products, including oils and glycerine.
•In addition, strong growth in liquid soap and body
wash/shower gel, which are comparatively more expensive than
other products, pushed unit prices even higher.
12
Focus of new launches has been on male targeted products,
combination products and products with new attributes.

• NEW LAUNCHES
• Male targeted products:
•Ex: Acqua pulse men’s shower from Fiama Di Wills
•Nivea for men
• Combination Products:
•Manufacturers focused on combination products to position their
products as better-value offerings.
• For instance, extra moisturising bar soaps such as Dove continued to
perform well, and hand sanitisers with moisturiser, such as Lifebuoy.
•Products with new Attributes

Ex: Exfoliators and scrubs (Exfoliators, which are known for their
property of removing dead skin cells, picked up well)
13
There is a growing importance of social media in brand
promotions.

• IMPORTANCE OF SOCIAL MEDIA
•Many companies also moved to social media websites such as
Facebook to promote their brands.
•For instance, The Himalaya Drug Co rolled out an innovative
marketing campaign on Facebook to promote its brand
PureHands.
•The company invited young and creative minds to make a video
highlighting the product benefits, and announced Rs1 lakh as the
prize money for the best video.
14
Hair-Care
15
Hair Oils/ Conditioners and Shampoos constitute more than
77% of the Hair-Care category.
HAIR-CARE : CATEGORY BREAK-UP
Value in %of Total Category

Products Rs.mn Value
Hair
Oils/Conditioners 40,445 41%
Shampoos 36,726 37%
Colourants 15,420 16%
Saloon Hair Care and
Styling agents 5,512 6%
Total 98,103 100%
Note:
1. Others include Salon Hair care, Hair-loss treatments, styling agents etc.
16
Colourants, Saloon Hair care, Styling products will drive the
growth in the Hair-Care category.
HAIR-CARE : GROWTH
CAGR
Category 2007-12 2012-17
Hair 12.8% 10.5%
Oils/Conditioners
Shampoos 12.3% 3.8%
Colourants 21.9% 17.2%

Saloon Hair Care and 25.2% 14.5%
Styling agents
Total 14.3% 9.7%
17
Hair care category is quite fragmented. Top 7 companies put
together account for only 65% of the share.
HAIR-CARE : COMPANY MARKET SHARES

Company Market Shares
2007 2012
HUL 18.3% 17.9%
Dabur 11.1% 11.2%
Marico 9.8% 9.5%
L'Oréal India Pvt Ltd 5.8% 8%
Procter & Gamble 7.3% 7.7%
GCPL 4.2% 5.8%
Cavinkare 4.7% 4%
18
Clinic Plus, Dabur and Parachute are the 3 biggest brands.
HAIR-CARE : BRAND SHARES

2007 2012
Clinic Plus HUL 9.1% 7.6%
Dabur Dabur India 5.4% 5.6%
Parachute Marico 4.8% 5.3%
Heads & P&G 4.6% 4.2%
Shoulders
Sun silk HUL 4.4% 4.1%
19
HAIR-CARE : KEY TRENDS

• GROWTH IN DO-IT-YOURSELF (DIY) PRODUCTS
• INCREASING REALIZATIONS
•ANTI-DANDRUFF PRODUCTS
•SALOON HAIR CARE
20

• GROWTH IN DO-IT-YOURSELF (DIY) PRODUCTS
•Young consumers continued to pick up do it yourself (DIY) styling

gels and colourants to style their hair themselves.
• The DIY trend was also picked up by budget-conscious
consumers, who consider such products an affordable option.
•The growing desire to look good encouraged budget-conscious
consumers to accept DIY products, which are considerably cheaper
than salon products.
• INCREASING REALIZATIONS
•Average unit prices increased by 10% in 2011, mainly due to higher

manufacturing costs and growing acceptance of premium products.
21

•ANTI-DANDRUFF PRODUCTS
• Anti-dandruff formulae continued to grow, as the climatic

conditions led to a high occurrence of dandruff amongst consumers.
• Furthermore, media campaigns pushed the uptake of anti-
dandruff shampoos amongst consumers.
•SALOON HAIR CARE
•The faster growth in salon hair care will be driven by the increasing
number of females going to salons for hair care. In addition, growing
looks-co
22
Skin Care
23
Facial creams constitute 90% of the skin care category
SKIN-CARE : CATEGORY BREAK-UP
Products Value in Rs.mn %of Total Category Value

Facial Care 45914 90.0%
Body Care 4982 9.8%
Hand Care 127.4 0.2%
Total 51023.4 100%
24
HUL is the market leader by a huge margin over other competitors
SKIN-CARE : COMPANY MARKET SHARES

2007 2012
Hindustan Unilever 59% 56.4%
L'Oréal India Pvt Ltd 3.9% 6.5%
Amway India 4.5% 5%
Enterprises
CavinKare Pvt Ltd 3.3% 3.4%
Oriflame 2.3% 3.2%
25
Fair & Lovely is the biggest brand in skin care with about 43%
share.
SKIN-CARE : BRAND SHARES

2007 2012
Fair & Lovely HUL 45.3% 42.9%
Ponds HUL 5.7% 6%
Garnier Skin L'Oréal India Pvt 4.3% 5.8%
Naturals Ltd
Lakme HUL 4.6% 4.5%
Fairever Cavinkare 3.3% 3.4%
26
Skin care is expected to grow by healthy 10% between 2012-17.
SKIN-CARE : GROWTH
CAGR
Category 2007-12 2012-17
16.9% 9%
Facial Care
Body Care 14.3% 10%
Hand Care 35% 17%

Overall 16.7% 10%
27
SKIN-CARE : KEY TRENDS
GROWTH BEYOND FAIRNESS PRODUCTS
• The growing desire to lose weight and look slim continued to fuel
growth in firming/anti-cellulite body care. Oriflame and Amway
continued to be the leading brands which pushed growth.
• Other growing categories are:
• Anti ageing
• Cleansers
• Acne treatments
DOMINANCE OF HUL
•Hindustan Unilever continued to dominate skin care with a share of
56% .
•The company enjoys a leading position with established brands such
as Fair & Lovely and Pond’s, which have enjoyed an established
presence
28
in the country for years.
SKIN-CARE : KEY TRENDS
India’s obsession with fairness products continues

• Skin whitening continued to be a key trend, particularly in facial
moisturisers. Fair & Lovely by Hindustan Unilever alone account for
a 43% value share in skin care.
• In addition to being sold as an added benefit in anti-agers and facial
cleansers, whitening emerged as a major trend in face masks.
•For instance, The Himalaya Drug Co launched face masks for
skin whitening, which proved to be successful.
•Manufacturers started to focus on men’s skin care, which is the next
major area with potential.
29
Biscuits
30
Biscuit category is about Rs. 15,600 crores and Plain biscuits are
the biggest selling product category
BISCUITS : CATEGORY BREAK-UP

%of Total Category
Products Value in Rs.mn Value
Cookies 33,776 22%
Plain Biscuits 85,814 55%

Filled and Sandwich Biscuits 23087 15%
Savoury Biscuits and Crackers 13490 9%

Total 156167 100%
31
Parle and Britannia are the two strong players with ITC increasing
their share over the last few years.
BISCUITS : COMPANY MARKET SHARES

2007 2012
Parle 35.7% 35.4%
Britannia 36% 33%
ITC 7.9% 13.2%
Surya Foods 4.1% 4.5%
32
BISCUITS : BRAND SHARES

2007 2012
Parle Parle 31.4% 33.1%
Britannia Britannia 36.2% 32.8%
SunFeast ITC 7.9% 13.2%
Anmol Anmol 3.6% 3

Priyagold Surya 2 2.1%
Cookies will be the fastest growing product category in
biscuits.
BISCUITS : GROWTH
CAGR
Products 2007-12 2012-17
32% 12%
Cookies
15.6% 6%
Plain Biscuits
Filled and Sandwich Biscuits 23% 9%
Savoury Biscuits and Crackers 14.3% 8.2%
Overall Biscuits 18.6% 8%
34
BISCUITS : KEY TRENDS
• Cookies the Fastest growing segment

• Innovations in Savories and Crackers
• Dominance of Plain Biscuits
• New Launches in Premium price points
35
Cookies the Fastest growing segment

• Value sales of cookies registered the fastest growth, driven by higher
consumption and a preference of cookies among children.
•The expansion of chained grocery stores and increase in product offerings,
such as more imported brands on retailers‟ shelves, was another key driver
behind growth in cookies.
Innovations in Savories and Crackers
• The industry witnessed considerable innovation in savoury biscuits and
crackers. The launch of Aliva by Frito-Lay, the snack food division of PepsiCo
in 2009, introduced baked crackers to consumers.
•Parle Products introduced sugar-free cream crackers.
• Consumers are moving towards savoury biscuits and crackers which have
added health benefits.
36
Dominance of Plain Biscuits

• Plain biscuits is the largest category in biscuits.
• The popularity of plain biscuits was mainly due to their affordability.
• However, its growth was slowest among sweet biscuits as plain biscuits is
relatively mature and there was less product innovation in this category.
New Launches in Premium price points
• Players focusing on premium launches to drive up value sales. For example
PepsiCo launched its global Quaker Oats brand of premium
cookies at a price point of Rs30.
ITC launched two products under its Sunfeast brand, Dark
Fantasy Choco Fills and Dark Fantasy cream biscuits, which
were priced Rs30 and Rs20 respectively.
Britannia also launched a cream biscuit brand, Treat-O, in
addition to its other premium launches such as Diabetes
Friendly Essentials and Chocodecker.
• The launches in the premium segment are expected to be
successful, because urban consumers are increasingly looking
37 for varieties and better quality products.
Dominance of Parle and Britannia

• Parle and Britannia derive their dominance from wide range of products
while others focus mainly on niche segments.
•These 2 companies also have the greatest reach in terms of distribution.
•The above 2 reasons make biscuits a very difficult category for new players.
•ITC has been the only exception to penetrate this category in a big way over
the last 5 years.
38
Soft Drinks
39
Bottled water, Carbonates, Fruits and Vegetable juices constitute
about 95% of the soft drinks market.
SOFT DRINKS : CATEGORY BREAK-UP

Bottled Water 128773 37%
Carbonates 156119 44%
Fruits and
vegetable Juices 54031 15%
Others 12549 4%
Total 351472 100%
Note: Others include Concentrates, Sports and Energy Drinks,
40
Almost half of Soft drinks sales by value are to on-trade channel.
SOFT DRINKS : OFF-TRADE VS ON-TRADE
Products Off-trade On-trade

Bottled Water 51% 49%
Carbonates 41% 59%
Fruits and
vegetable Juices 75% 25%
Others 40% 60%
Total 51% 49%
41
Carbonated Drinks
42
Cola and Lime carbonates corms more than 70% of the category.
CARBONATES : CATEGORY BREAK-UP

Regular Cola
Low Calorie Cola
Carbonates 1235 1%
Lemonade / Lime
Orange Carbonates 23462 15%
Other Non-Cola
Total 156119 100%
43
Non cola carbonates especially lime based are the major drivers of
growth.
CARBONATES : GROWTH
CAGR
Products
2007-12 2012-17
Regular Cola Carbonates 10.5% 7.5%
Low Calorie Cola
Carbonates 10.7% 10.2%
Lemonade / Lime
Carbonates 14.5% 16%
Orange Carbonates 4.3% 4%
Other Non-Cola
Overall 10.5% 10.1%
44
Non cola carbonates especially lime based are the major drivers of
growth.
CARBONATES : GROWTH
CAGR
Products
2007-12 2012-17
Regular Cola Carbonates 10.5% 7.5%
Low Calorie Cola
Lemonade / Lime
Carbonates 14.5% 16%
Orange Carbonates 4.3% 4%
Other Non-Cola
Overall 10.5% 10.1%
45
Carbonates is effectively a 2 player category. Coca cola gained 3 %
share between 2007-12.
CARBONATES : COMPANY MARKET SHARES
2007 2012
Coca-Cola 56.2% 60%
Pepsi Co 39.6% 37.2%
Others 2.6% 1.6%
46
Coca-Cola’s brands dominate 4 of the top 6 carbonates brands.
CARBONATES : BRAND SHARES

2007 2012
Sprite Coca-Cola 12.3% 16.5%
Thums Up Coca-cola 14.9% 16.5%
Pepsi Pepsi Co 14.5% 15%
Coca Cola Coca-cola 8.7% 8.8%
Limca Coca-cola 8.6% 8.3%
Mirinda Pepsi Co 9.6% 7.6%

CARBONATES : KEY TRENDS
• Convenience and distribution are driving this category .
•Non-Cola carbonates especially lemonade is growing much faster
due to it’s perceived as a substitute of nimbu paani.
•Off-Trade sales have grown faster than the on-trade, reflecting the
trend of increasing home buyers.
• Carbonates sales show a lot of seasonal fluctuations. Players are
trying to overcome the seasonal fluctuations by targeting homes,
shopping centers, cinema halls, pubs, etc.
• Growing health concerns is a threat for this category and some urban
consumers are shifting to fruit juices.
•Players are trying to neutralize the health concern threat by:
•Focusing on heavy advertisement campaigns
•Launching products in non-carbonate category.
Bottled Water
49
Top 3 players have gained about 8% market shares mainly at the
cost of regional players.
BOTTLED WATER : COMPANY MARKET SHARES
2007 2012
Parle Bisleri 37.5% 42.8%
Pepsico 13.5% 14.9%
Coca – Cola 9.2% 11.3%
Dhariwal Co 9% 8%
Others (Small and 28% 20%

regional play
50
Bisleri is the biggest brand by huge margin follwed by Acquafina
and Kinley
BOTTLED WATER : BRAND SHARES

2007 2012
Bisleri Parle Bisleri 37.5% 42.8%
Acquafina Pepsico 13.5% 14.9%
Kinley Coca – Cola 9.2% 11.3%
Oxyrich Dhariwal Co 9% 8%
Bottled water has been and will be one of the fastest growing
category.
BOTTLED WATER : GROWTH
Period Growth (CAGR
2007-12 28%
2012-17 24%
BOTTLED WATER : KEY TRENDS
•Still bottled water is the only product. Flavored or functional water are
sold in negligible quantities.
•Fastest growing product category in soft drinks
• High awareness of safety and hygiene, poor quality of tap water driving
sales.
• Few years back only high income groups were the target segment but
today middle classes, tourists and travelers also consume bottled water.
•Prices have remained constant or increased very little. Because there is
very little customer loyalty and the customer could easily shift to other
brands.
•Distribution is the key to be competitive. All the top 3 players have strong
distribution network. In 2011, Parle Bisleri launched Bisleri hubs to drive
consumption, with local stationery shops and dairies exclusively selling the
Bisleri brand.
ANALYSIS OF HUL
54
In 2011, Soaps and Detergents constitute about 43% of sales while personal
products constitute 50% of profitability
HUL’S BUSINESS MIX
08 10 13 08-10 11-13 08 10 13 08 10 13
There has been a significant change in HUL’s business mix over the last 10 years.
Mar - 13
SOAPS AND DETERGENTS OVERVIEW
•Soaps and Detergent is the largest contributor of HUL sales and accounts for
~45% of total sales.
•HUL holds extensive soaps and detergent portfolio with a mix of premium,
economy and popular segments.
57
Dove and Liril are the fastest growing brands for HUL whereas
Lifebuoy and Lux are the biggest brands in terms of revenues and
share.
HUL’S KEY SOAP BRANDS: SALES (Rs. Mn), GROWTH (%) AND MARKET
SHARE (%)
Brand
Market
Share
Annual Growth
58
Impact of Private Labels
SIZE COMPARISON – RETAILERS VS MANUFACTURERS
Sr.No Retail Company Total Manufacturer Brand Company Total Sales (in
Sales (in $billion)
$billion)
1 Wal-mart 316 Nestle 75
2 Carrefour 94 Altria 69
3 Metro Group 73 P&G 57
4 Tesco 71 Johnson & Johnson 51
5 Kroger 61 Unilever 50
6 Royal Ahold 56 Pepsico 33

7 Costco 53 Tyson Foods 26
8 Target 53 Cocacola 23
9 Rewe 51 Sara Lee 20
10 Aldi 43 L’Oreal 18
Top 10 Retailers 871 Top 10 Manufacturer brand’s 422
Turnover turnover
SIZE COMPARISON – RETAILERS VS MANUFACTURERS
Sr.No Retail Company Total Manufacturer Brand Company Total Sales (in
Sales (in $billion)
$billion)
1 Wal-mart 316 Nestle 75
2 Carrefour 94 Altria 69
3 Metro Group 73 P&G 57
4 Tesco 71 Johnson & Johnson 51
5 Kroger 61 Unilever 50
6 Royal Ahold 56 Pepsico 33

7 Costco 53 Tyson Foods 26
8 Target 53 Cocacola 23
9 Rewe 51 Sara Lee 20
10 Aldi 43 L’Oreal 18
Top 10 Retailers 871 Top 10 Manufacturer brand’s 422
Turnover turnover
SHARE OF PRIVATE LABEL
Sr.No Retail Company Total Private Label % Private Label

Sales (in Sales (in $
$billion) billion)
1 Wal-mart 316 40 126
2 Carrefour 94 25 24
3 Metro Group 73 35 26
4 Tesco 71 50 36
5 Kroger 61 24 15
6 Royal Ahold 56 48 27
7 Costco 53 10 5
8 Target 53 32 17
9 Rewe 51 25 13
10 Aldi 43 95 41
PRIVATE LABELS GROWING FASTER THAN MANUFACTURER BRANDS
Region / Country Private Label Share (% of Sales)
2000 2010
World wide 14 22
Western Europe 20 30
Central and Eastern Europe 1 7
North America 20 27
Latin America 3 9
Australasia 15 22
Japan 2 10
China 0.1 3
South Africa 6 14
Overall Industry Trends
64
Size of the FMCG industry is about Rs. 200,000 crores in FY 2013.
About 40% of the FMCG sales are in Rural areas.
FMCG INDUSTRY : SIZE AND GROWTH RATE FMCG Industry Size

Figures in Rs. bn
2000 2000
1831
16% 1671
1800
1600
1400 6% 1300
1160
1200 1020
1000 860
710
800 585
500 540
600 490
400
200
0
FY02 FY04 FY FY FY FY12
06 08 10
65
FMCG INDUSTRY : CHARACTERISTICS
•One of the extremely competitive industry. Very difficult for new players
to enter and make a big impact. (ITC is yet to become profitable in their
FMCG business even after 10 years)
•Very diverse industry. Analysis should happen on category by category
basis because trends, brands and players differ significantly across the
categories.
•There are strong MNCs and also strong Indian players.
•In the last 5 years the growth rates has been 16%. It has picked up
•compared to the previous 10 years.
•This sector is relatively immune to recession.
•The growth in FMCG depends on several factors - Penetration levels,
Per capita consumption, Per capita income increase, Urban and Rural
proportion
66
Opportunities in Low Penetration and Low-per Capita Consumption Categories
•There is immense opportunities in several categories on account of low

penetration level and low per capita consumption.
•Despite having high penetration level, categories like detergent soap,
personal soap and washing powder have low per capita consumption
therefore change in the consumption pattern will drive these categories.
•Apart from this, categories like oral care, shampoo, skin cream, deodorant
and packaged juice etc where penetration level and per capita consumption
both is low.
•Therefore, these categories have enormous opportunity to grow through
addition in consumer base as well as change in the consumption pattern.
67
Penetration levels of many FMCG products like Ketchups, juices etc are much
less than even 10%
PENETRATION LEVEL OF MAJOR FMCG PRODUCTS
68
PER CAPITA CONSUMPTION OF KEY FMCG PRODUCTS:
COMPARISON WITH GLOBAL TRENDS
Toothpaste ( kg) Tea ( kg)
69
Skincare ( Rs) Shampoo ( kg)
70
Fabric Wash ( kg) Ice-creams ( litre)
71
CRITICAL SUCCESS FACTORS (APART FROM BRANDING)
RIVER
R - Range (coverage of price points and wide variety)

I – Innovation (packaging, product attributes, new launches, brand
ambassadors)
V – Value Weightage (Item’s weightage on their monthly expenses)
E – Engage
R-Reach
•Product Proliferation
•Slight excess capacities
•Market Penetration, Product Development, Market Development and product
diversification
72
Some companies are over dependent on their power brands which could
impact their growth and profitability
Company Dependence on Power Brand
Player Brand Market Sales Last 3 year’s

Share Dependence CAGR
HUL Wheel 15% 9% 15%

HUL Lux 15% 7% 10%
HUL Lifebuoy 14% 6% 10%
Marico Parachute 45% 28% 9%
Jyothy labs Ujjala 72% 22% 16%

Supreme
Emami Navaratna 49% 27% 15%
Oil
73
EFFECTIVE STRATEGY REGARDING POWER BRANDS
•The over dependence on a brand or few brands (for sales and margins) can
create trouble for the company in the long term.
•It is important to have multiple power brands like HUL
•High Dependence : Nestle, Marico and Jyothy Labs
•Medium Dependence : Emami and Colgate
•Low Dependence : HUL and Dabur
•HUL has managed the power brands better. They have done brand
extensions so that the power brands do not depend on one category. Ex:
Dove, Lux, Lifebuoy
74

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FMCG

•Category break-up in terms of value

•Company Market shares and changes over the years

•Brand shares and changes over the years

•Growth of different product categories

BATH AND SHOWER : CATEGORY BREAK-UP

Value (in Rs. % of Total

BATH AND SHOWER : GROWTH

BATH AND SHOWER : COMPANY MARKET SHARES

BATH AND SHOWER : BRAND SHARES

Brand Company Market Shares

Lifebuoy HUL 13.3% 11.8%

BATH AND SHOWER : KEY TRENDS

• Health and Hygiene concerns driving growth

• Importance of social media

BATH AND SHOWER : KEY TRENDS

• Health and Hygiene concerns driving growth

• Driven by increasing health and hygiene concerns, consumers

continued to move towards liquid soap, including hand sanitisers.

• Most of the leading companies, including Reckitt Benckiser and

Dabur India, continued to cash-in on this growing trend by running

campaigns to promote the germicidal properties of liquid soap.

• Dabur India launched Fem Safe Handz, an instant hand sanitiser

BATH AND SHOWER : KEY TRENDS

BATH AND SHOWER : KEY TRENDS

•Products with new Attributes

BATH AND SHOWER : KEY TRENDS

HAIR-CARE : CATEGORY BREAK-UP

Value in %of Total Category

Shampoos 12.3% 3.8%

Colourants 21.9% 17.2%

HAIR-CARE : COMPANY MARKET SHARES

HAIR-CARE : BRAND SHARES

Brand Company Market Shares

HAIR-CARE : KEY TRENDS

•SALOON HAIR CARE

HAIR-CARE : KEY TRENDS

•Young consumers continued to pick up do it yourself (DIY) styling

•Average unit prices increased by 10% in 2011, mainly due to higher

HAIR-CARE : KEY TRENDS

• Anti-dandruff formulae continued to grow, as the climatic

SKIN-CARE : CATEGORY BREAK-UP

Products Value in Rs.mn %of Total Category Value

SKIN-CARE : COMPANY MARKET SHARES

SKIN-CARE : BRAND SHARES

Brand Company Market Shares

Body Care 14.3% 10%

Hand Care 35% 17%

India’s obsession with fairness products continues

BISCUITS : CATEGORY BREAK-UP

Plain Biscuits 85,814 55%

Savoury Biscuits and Crackers 13490 9%

BISCUITS : COMPANY MARKET SHARES

Surya Foods 4.1% 4.5%

Brand Company Market Shares

Anmol Anmol 3.6% 3

• Cookies the Fastest growing segment

• New Launches in Premium price points

Cookies the Fastest growing segment

Dominance of Plain Biscuits

Dominance of Parle and Britannia

SOFT DRINKS : CATEGORY BREAK-UP

Value in %of Total Category