Bodycare – Indian Consumer – 2019
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Oiling has been a traditional ritual in India
Oiling is inculcated as a habit of Indian consumers, with most consumers using coconut oil as a head-to-toe nourishing product. Even today, 77% Indian consumers use coconut oil vs 39% who use body lotion.
Taking care of the face is primary
The face care category has always been stronger than bodycare in India. Claims in facial care are more about taking care of certain aspects, whereas for bodycare, it is mainly about hydrating. Changing that picture is the key to penetrating this category.
Pollution is a growing concern
With the growing pollution levels in India, and launches of global products that target specific pollution concerns, Indian consumers are turning their attention towards looking for claims related to pollution care in bodycare products.
Modernise traditional products with functional benefits to appeal to consumers. Keep coconut oil as the cornerstone of the category, followed by talcum powder.
Rimpie Panjwani, Sr. Analyst - BPC India Consumer Report
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