What drives purchases of personal care products like shampoo, hair colour, skin creams and lotions? It is words such as ‘natural’, ‘organic’, ‘botanical’, ‘free from’ some harsh chemical, and even ‘religious compliance’, show data from a survey carried out by research firm Euromonitor.
The report says that over half of Indian consumers reported ‘natural or organic’ features influencing hair and skin care purchase decisions. While 71 per cent of consumers surveyed said that they would pick up a face cream or lotion if it claimed to be ‘natural’, 38 per cent said they would buy a shampoo or hair oil if it was made with ‘botanical’ ingredients.
Even ‘religious compliance’ has swayed 17 per cent consumers, the data show. “Time-pressed consumers are seeking convenience in beauty and personal care routines and are aware of damaging effects of harsh chemicals. This has spurred demand for natural beauty and personal care products as a safer alternative. In a market like India where herbal and ayurvedic hair and skin care has a legacy of usage (for example, henna, bhringraj or brahmi oil, or herbal face packs), awareness and benefits of herbal or botanical ingredients is high,” Euromonitor International survey analyst Priyanka Bagde said.
Executives at both supermarkets and online stores said ‘natural’ products have been flying off store shelves clocking 20-25 per cent year-onyear growth versus 10 per cent for regular ones. “Consumers are looking for simplicity. Brands with too much complexity and claims hard to understand need to revisit their consumer proposition,” said Devendra Chawla, president-food and FMCG, Future Group. In recent months, the ‘naturals’ space has turned intensely competitive.
While French cosmetics giant L’Oreal has rolled out ayurvedic shampoo, conditioner, oil and cream under its Garnier Ultra Blends brand, Hindustan Unilever relaunched Ayush and acquired hair oil brand Indulekha, while Emami bought out Kesh King hair oil.
“Millennial consumers are leading the trend — they are increasingly seeking the natural, untouched, unmade-up look from their beauty care products. As they become savvier about ‘green’ choices, we are seeing a marked shift in preferences in favour of natural products,” said Praveen Jaipuriar, marketing head-personal care of Dabur, maker of Vatika shampoo and Fem bleach.
Online beauty and cosmetics stores are reporting healthy numbers not just from established names but private labels too. “This trend is here to grow and it’s not just limited India. Internationally too, brands are looking at including natural or natural inspired products,” online beauty store Nykaa.com chief executive Falguni Nayar said.
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