The two giants are fighting neck-to-neck to gain the bigger pie of the personal care appliances market, where currently Philips is having lower average selling price as its weapon; whereas Panasonic is giving it tough competition by the way of new and innovative variants.
The never-ending obsession among the youth to look young and beautiful is impacting the demand for personal care appliances and this demand is expected to boost up in the future. These days, customers are very particular about their health and looks, and this is the reason behind the constant increase in the demand for these appliances. There are several appliances related to personal care that has acquired a position in the daily routine life of a person like hair dryers, hair Straightener, hair curlers, trimmers, shavers, electric toothbrushes, etc. that are gaining popularity worldwide.
According the report on 'India Personal Care Appliances Market Outlook, 2023' published by Bonafide Research, India overall market for personal care appliances is anticipated to reach more than 21,000 thousand units at the end of forecast period. It has grown with a CAGR of more than 16% in value terms during review period starting from 2011-12 to 2016-17. Rapid innovations in the power-assisted technology have endorsed leading manufacturers to develop differentiated products, which results new products or variant, and pricing. The market leader for this market (as a single company) in India is the Dutch multinational company Philips, followed by the Japanese company- Panasonic Corporation; which is followed by the Indian company- Havells. Other players include Braun, Conair, Wahl, Veet, Eveready, etc. which are giving tough competition to top players.
Philips and Panasonic, both have a wide presence in the country. But Philips is a more trusted brand than Panasonic as Philips entered India in 1930 when it started selling lamps imported from abroad. Subsequently, it used to sell radio, audio tape cassettes and eventually television. This way, the company has become a household name by selling new and innovative consumer durable products backed by the latest technology and bearing the renowned Philips stamp of quality. Whereas the Japanese company Panasonic started its operations in India in 1972, which has a strong workforce of 250,000 people world over, is a leader in technological innovations and product development capabilities, has a broad product portfolio encompassing a wide spectrum of consumer electronics.
Customer loyalty is high for consumer electronics made by Phillips. Indian customers are very price and value sensitive. Panasonic offers 13 personal care appliances like hair dryer, hair styler, hair Straightener, eyelash curler, epilator, facial hair remover, nail care, etc. for female grooming while for male grooming, it offers shavers and trimmers. Moreover, it offers electric brush and oral irrigators for oral care. In case of Philips, it offers Epilator, Shaver, trimmers, hair Straightener and hair dryers for female grooming and for male grooming it has shavers, trimmers and body trimmers. In addition to this, the company also offers electric brush and toothbrush head in the oral care appliances head.
The Average Selling Price, better known as ASP, of hair dryers of Panasonic is around INR 1800, while that of Philips is just around INR 1100. Although the variety offered by Panasonic is higher, its ASP is higher in case of hair dryers. In Oral care appliances also, the ASP of Panasonic is around INR 8300, whereas that in case of Philips, it is just about INR 7600. Apparently, the price of appliances of Philips is much lesser than that of Panasonic. So, this is also one of the reasons that the market share of Philips is more than that of Panasonic by more than 7 percentage point.
Major companies that operate into the Personal Care Appliances market in India Philips India Limited, Panasonic India Pvt. Ltd, Nova Marketing Private Limited, Tri-Star Products Private Limited (Vega), Havells India Ltd, Syska Led Lights Private Ltd, Bajaj Electricals Ltd, Gillette India Ltd, Wahl India Grooming Products Pvt. Ltd, Braun GmbH (P&G), Conair Corporation.
Report: India Personal Care Appliances Market Outlook, 2023
Base Year: 2016-17, Estimated Year: 2017-18, Forecast Year: 2022-23
Pages: 123, Figures: 29, Tables: 24