Increase in consciousness about personal hygiene, desire from men to look well groomed and fresh, strong distribution channel in rural & urban market, inclination towards herbal/ organic face washes, etc are some of the factors which will drive the face wash market of India in the next five years.
According to the recently published report of Bonafide Research, "India Face Wash Market Outlook, 2023", the face wash market of the country is expected to grow with a CAGR of more than 15% over the forecast period of 2018-2023. Growing disposable income of consumers, consciousness about personal hygiene, increasing demand from men, presence of strong distribution channels like retail outlets & e-commerce, etc are some of the factors which are anticipated to fuel the growth of face wash category in the future period. Moreover, star endorsement by almost every brand has become a trend in the country which is helping to uplift the market. Consumers perceive face wash to be replaceable with soap though the categories are distinct in terms of usage and benefits. Face washes come in different variants for different problems of face like pimples, acne, dry skin, oily skin, black head, etc. Nowadays, many companies have introduced face washes in sachet pack along with bottle and tube pack which is tend to increase the usage of face wash in the rural markets.
The face wash market is widely spread in the urban and rural parts of the country. The urban part dominates the rural part in this market as urban people are very conscious towards their look and appearance. Also, they are curious for the new products launched in the market to give it a try. Demographically, rising number of young population in India makes it a very lucrative market for the growth of face wash brands. The products are distributed in both - traditional as well as modern retail outlets but formats like hypermarkets, supermarkets, etc. give it a better visibility. Modern retail formats even have a separate section of unisex and men's face washes now. Unisex face wash market is far bigger than men's market as brands usually want to place their products for both the genders of the society - so as to tap into a larger chunk of population.
Both national and international brands are present in the face wash market of India. National brands include names like Himalaya, Fair & Lovely, Pond's, Dove, Everyuth Naturals, VLCC, etc. While, international brands comprise of L'Oreal Paris, Nivea, Clean & Clear, Garnier, etc. In January 2016, Dabur India limited also entered the category with brand Gulabari. The company launched a bouquet of Rose-based Face Wash products, which included three products. Dabur India had attempted to enter face washes a few years ago with their brand FairGlow but failed to find a market. Product division of Dr Batra’s Positive Health Clinic, a chain of homeopathic clinics, also entered the face wash category with three face wash variants in June 2015. Mcaffeine, Ava Skin Care and Fit & Glow are other small new entrants who are trying to tap into the areas of big giants by launching various skin care products. These brands are fast becoming alternatives to names like ITC, Unilever and P&G.
MAJOR COMPANIES IN THE FACE WASH MARKET
Major companies operating in the face wash market of India are Himalaya Drug Company Private Limited, Hindustan Unilever Limited, Emami Limited, Dabur India Limited, Zydus Wellness Limited, Nivea India Private Limited, L'Oreal India Private Limited, Patanjali Ayurved Limited, Johnson & Johnson Private Limited, VLCC Personal Care Limited, Procter & Gamble Home Products Private Limited, Godrej Consumer Products Limited and ITC Limited. Other players operating in the market are Avon Beauty Products India Private Limited, Nature's Essence Private Limited, Lotus Herbals Private Limited and Wipro Consumer Care Limited.
Report: India Face Wash Market Outlook, 2023
Base Year: 2016-17, Estimated Year: 2017-18, Forecast Year: 2022-23
Pages: 130, Figures: 28, Tables: 22