Bar soap remains a very well-penetrated category in India, with people of all ages, genders, social statuses and geographies using them. Hence, it is also a very mature category with only low volume growth rates.
Urban areas, with their higher disposable incomes, as well as easy access to products, are the key areas driving demand for body wash/shower gel. According to Euromonitor International’s Economies and Consumers data, 35% of the Indian population resided in urban areas in 2021.
Hand sanitisers have been present for over a decade in the Indian market, and were mainly offered by big companies such as Reckitt Benckiser and Hindustan Unilever. However, the advent of the pandemic raised the demand for these products sky-high, as they are easy to carry anywhere for sanitisation on-the-go, and they are easy to use.
Body wash/shower gel currently lags far behind bar soap in terms of consumption, as the prices of bar soap are quite competitive. Also, there is strong habit persistence amongst consumers when it comes to the usage of bar soap, which has resulted in consumers across the country having a strong preference for these products.
The rural population in India has a strong preference for bar soap due to the low price point of these products. These products also benefit from their multi-purpose nature.
Bar soap is a very well-penetrated category within beauty and personal care. This high penetration has resulted in it experiencing maturity for the last few years.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in India with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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Bath and Shower
This is the aggregation of bar soap, bath additives, body wash/shower gel, intimate washes, intimate wipes, liquid soap and talcum powder. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a gift set these products are excluded.See All of Our Definitions
This report originates from Passport, our Bath and Shower research and analysis database.
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