20.11.02 Category : FMCG Product : Shampoo
This Presentation Covers
• • • • • • • • • • • • • What is FMCG ? Characteristics of FMCG products Hair Care Category in India Types of Shampoos Hair Care Facts Market Size Awareness Shampoo usage details Penetration details Growth in this industry Evolution of shampoo as a product The top brands Ad Spends, and brands on the net
What is FMCG ?
FMCG refers to consumer non-durable goods required for daily or frequent use. Typically, a consumer buys these goods at least once a month.
• • • • • • • • • • Detergents Toilet soaps Toothpaste Shampoos Creams Powders Food products Confectioneries Beverages Cigarettes
Typical Characteristics of FMCG products
• Individual products are of small value. But, all FMCG products put together account for a significant part of the consumer’s budget • The consumer keeps limited inventory of these products and prefers to purchase them frequently, as and when required • Many of these products are perishable • The consumer spends little time on the purchase decision. Rarely does he / she look for technical specifications ( in contrast to industrial goods ) • Brand loyalties or recommendations of reliable retailer / dealer drive purchase decision • Trial of a new product i.e brand switching is often induced by heavy advertisement, recommendations of the retailer or neighbors / friends.
Typical Characteristics of FMCG products…contd.
• These products cater to necessities, comforts as well as luxuries • They meet the demands of the entire cross section of population • Price and income elasticity of demand varies across products and consumers
Hair Care Category in India
• There are 5 main products
• Hair Oil • Shampoo / Conditioners • Styling products • Herbal Remedies • Hair Dyes / colors
Did you know, that the word Shampoo is derived from the Hindi word “Champi”. Remember Johnny Walker’s famous song - Meri Jaan, Meri Jaan, Sunday Ke Sunday, Teil Maalish Champi Teil Maalish. The British loved the massage so much, they started calling Champi as Shampoo
TG for Shampoos
• Hair Shampoos and Conditioners are targeted at
• Upper middle class • Now, also middle class and house wives • Upper class rural consumers • Teenagers - they are the major segment
Types of Shampoos
• Shampoo market is segmented on benefit platforms
• Cosmetic ( shine, health, strength ) • Anti - Dandruff • Herbal
Hair Care Facts
• The frequency of shampoo usage is very low. Most consumers use shampoo only once or twice in a week. In many cases, these products are used on special occasions such as weddings, parties etc • Some customers use shampoo only to address a specific problem such as dandruff or when they need to condition their hair • Use of conditioners is not common. It is restricted to the super premium segment or those who are very involved with their hair care • Some consumers use natural conditioning agents such as henna • About 50% of consumers use ordinary toilet soaps to wash their hair • About 15 % of consumers use toilet soaps as well as shampoo for cleaning their hair
Hair Care Facts…contd.
• Brand loyalties in shampoo are not very strong. Consumers frequently look for a change, particularly in fragrance • Consumers attribute lathering to the act of cleaning • Major expectations from the product are improvement in texture and manageability, giving softness and bounce to hair, curing and avoiding damage to the hair • An Indian needs more shampoo for a proper wash ( average 6 ml ) compared to 4 ml needed in Western countries as most Indian women have long hair • Most consumers do not use shampoo daily • Regular users would need smaller quantity of shampoo per bath. Hair tend to collect more dust due to dusty environment and oiling habits • Southern market is predominantly a sachet market, accounting for 70 % of sachet volumes
Hair Care Facts…contd.
• In Contrast, shampoo...