Home » Articles, Asia, Beauty and Personal Care » Packaging Size Matters in India


August 15, 2013

Packaging Size Matters in India

Regina MaiseviciuteAnalyst Insight by Regina Maiseviciute Senior Analyst - Packaging, Euromonitor International 

View Regina Maiseviciute's profile on LinkedIn

During a recent conversation with one of the leading beauty and personal care manufacturers, the issue of pack size and its importance was raised. The conversation covered Asia Pacific and India in particular, with a focus on shampoos and deodorants. The manufacturer was wondering if beauty product size matters when entering a particular market and how dependent this is on consumers’ financial ability, habits and general perception of hygiene.

As Euromonitor International’s latest packaging research reveals, pack size does undoubtedly matter. The below is a case study of India’s shampoo and deodorant categories and the pack sizes used. 

Case Study - Deodorant Spray Size Depends on the Region

Source: Identifying Growth Opportunities for Plastic Closures in Beauty and Home Care global briefing

Smaller packs for shampoo

Flexible packaging is the most significant pack type in beauty and personal care in India, accounting for 54% of total packaging volumes in 2013. This is because flexible packaging continues to be the most popular format in standard shampoo (through small sachets) and bar soap (through flexible paper/plastic). Small sachets of brands like Sunsilk, Clinic Plus and Head & Shoulders continue to be extremely popular in India. Small sachets of flexible plastic up to 10ml account for 98% of unit sales of standard shampoo in 2013 as consumers continue to be very price-conscious, especially in semi-urban and rural areas. Flexible packaging also continues to be used for products like colourants, conditioners, facial moisturisers, liquid soap and toothpaste.

Although flexible packaging continues to dominate beauty and personal care, it has been losing share in overall packaging over the years. For example, the share of flexible packaging in total beauty and personal care has dropped from 56% in 2010 to 54% in 2013. With rising incomes, consumers have started opting for bigger pack sizes and different pack types, such as HDPE bottles. 751-1,000ml HDPE bottles are expected to post a CAGR of 9.3% between 2012 and 2017 in India in standard shampoos.

Deodorants - the need to consider various target groups

India is expected to be one of the fastest growing markets for deodorant sprays over 2012-2016, with the category set to add 77 million units to global consumption. Indian per capita consumption of deodorant sprays is predicted to increase from 12.5ml in 2012 to 20.3ml in 2016. This will still only be just over a third of the global average, which suggests plenty of scope for further penetration and product development.

Currently, sales of larger-sized aerosol cans for deodorant sprays in India, such as 101-300ml, are supported by the fact that deodorant sprays are often shared by the family, providing more hygienic usage than roll-ons, sticks or creams. Hindustan Unilever launched Dove in an aerosol can as a practical family sharing pack as opposed to the rigid plastic used for roll-ons.

With usage of deodorants in metal aerosol cans becoming more entrenched, there exists the opportunity to increase sales of smaller sizes. Through offering lower price points, the use of smaller pack sizes can help increase the attractiveness of deodorant sprays among low to mid-income households. Equally, among more affluent consumers, the smaller aerosol can offers potential through its convenience as a travel pack.


« The Challenges and Rewards of Doing Business in Sub-Saharan Africa | Main | Future of Fragrances: Smaller Premium Packs and Brazil »

Comments

Feed You can follow this conversation by subscribing to the comment feed for this post.

Of equal importance in a distributive trade environment such as Asia, what about pack collation sizes? Having the right size for the consumer is only part of the story, the retailer must be able to buy the correct quantity to suit his selling method, storgae capability and transportation. Is there any work being done on this topic?

Great insight about India and aerosol can sizes for APD and Deo products. Enlightening! thanks

Packaging size matters in India because people use to follow “easy to use” concept here, they believe in convinient shopping in that case packaging size is so relevant factor. If it will not be taken care of then users may switch to another product.

Verify your Comment

Previewing your Comment

This is only a preview. Your comment has not yet been posted.

Working...
Your comment could not be posted. Error type:
Your comment has been saved. Comments are moderated and will not appear until approved by the author. Post another comment

The letters and numbers you entered did not match the image. Please try again.

As a final step before posting your comment, enter the letters and numbers you see in the image below. This prevents automated programs from posting comments.

Having trouble reading this image? View an alternate.

Working...

Post a comment

Comments are moderated, and will not appear until the author has approved them.

Subscribe

 RSS Feed

Receive New Posts via Email:

 

Join us on...


View our YouTube Channel Follow Euromonitor on Twitter Become a Fan on Facebook Connect with Euromonitor on LinkedIn

Filter by Category

Filter by Geography

Filter by Industry

Recent Posts

Envisioning the Future of Travel at the Skift Global Forum

Ingredients Companies Must Capitalise on Indian Appetite for Sweet and Savoury Snacks

Africa's Markets of the Future

Próximo destino: mercado de turismo en Latinoamérica

Lifestyle Trends Boost Consumer Interest in Gardening

The Demographic Transformation of Japanese Cities

Store Visit: Paul Bakery in Singapore Exemplifies the Rise of the Modern French Bakery Concept

#EMIMobilePay Twitter Chat Recap

Event Recap: Brasil Games Show 2014

On Your Bike! Global Bicycle Ownership Trends