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The rising health and wellness trend is driving sales of natural, herbal and Ayurvedic beauty and personal care products. This opens up number of opportunities for players to develop and target products that are natural, herbal or Ayurvedic. The predominantly young consumer base in India is willing to spend and experiment with products:
Increasing demand for natural, herbal and Ayurvedic beauty and personal care products over the years has led to heightened competition in this area. Players such as Patanjali Ayurved, Hindustan Unilever, Colgate-Palmolive India, Dabur India, Emami, Marico and Godrej Consumer Products launched a number of new products targeting the masses during 2015. At the premium end of the market brands such as Forest Essentials and Kama Ayurveda among others have been driving this trend. The surge in demand for natural and herbal products has also helped these companies to record rapid growth.
Mass brands are expected to continue to educate consumers about the benefits of using natural products through product promotions and in-store displays. These brands will continue to focus on expanding distribution over the forecast period in order to increase penetration and reach.
Awareness and availability of organic products is on the rise in India. Organic brands such as Omveda, SoulTree, Sattvik Organics and others have been creating a niche for themselves in the beauty and personal care market. Online retailers such as thebodyshop.in, kamaayurveda.com, naturalmantra.com, organicshop.in, and others are helping these brands to reach out to consumers seeking organic products. The market for these products however continued to remain niche in 2015.
Leading players also participating: The naturally positioned trend has also been picked up by mainstream global skin care brands. Brands such as Avon, Fair & Lovely and Oriflame among others have developed products such as Avon Naturals Ayurvedic Whitening 3-in-1 cleanser, Fair & Lovely Ayurvedic Care Face Cream and Oriflame Pure Nature Tropical Fruits Facial Kit.
Furthermore, across the personal care space as well, we see the use of natural ingredients, becoming popular in hair oils, conditioners, shampoos and hair gels. Ingredients such as shikakai – Acacia concinna, Amla – Indian gooseberry, Almond, Heena (Mehandi), Reetha – Sapindus mukorossi, Milk Protein, Bhringraj (Eclipta Alba), Neem (Azadirachta indica), Tulsi (Ocimum sanctum), Olive oil (Zaitoon), Aloe vera are coming back into focus.
For this reason, the competition in the natural, herbal and Ayurvedic market within beauty and personal care in India is expected to remain intense over the coming years.