Indian Attitudes and Trends in Ayurvedic BPC Consumer Report 2024
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Report Summary
This Report delves into the rising popularity of Ayurvedic beauty and personal care products in India, highlighting significant consumer preferences and market trends. It provides an in-depth analysis of the ingredients that are gaining traction and the gaps in the current market landscape. Its focus is on the efficacy and customisation of products, with an emphasis on scientifically validated formulations and personalised solutions catering to different skin types. The Report also looks at key Ayurvedic ingredients, their penetration in BPC categories and opportunities for future growth. It covers market predictions and strategic recommendations for brands to harness the potential of such products, ensuring safety, authenticity and consumer satisfaction.
Ayurveda's declining share in BPC launches calls for innovation. Consumers swear by its safety but question its effectiveness; the key to growth lies in exploring newer categories and lesser-known benefits.
Twinkle Behl, Research Analyst – Beauty and Personal Care, India
Table of Contents
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executive summary
- Mintel's perspective
- Key issues covered in this Report
- Overview
- Ayurveda's share in BPC innovation activity is declining
- The outlook for the Ayurvedic BPC category in India
- Tailor Ayurvedic skincare to different skin types
- Ingredient watch: regional nuances in interest in using Ayurvedic ingredients
- Ingredient watch: opportunities lie in delivering lesser-known benefits and exploring applications in newer categories
- Shifting focus on Ayurvedic colour cosmetics
- Graph 1: Ayurvedic BPC launches, by select sub-category, 2014-24
- Long-lasting, visible results are key drivers of consumer satisfaction
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Key trends and market factors
- What you need to know
- The rise of the 'skintellectual' BPC consumer
- Skincare gains prominence among Indians
- A growing appetite for tailored BPC solutions
- Indian Ayurvedic brands address the need for tailored skincare inspired by tradition
- The evolving Ayurvedic BPC landscape
- The rise of ingredient-savvy Indians
- Rising ingredient interest leads to more experimentation and higher expectations
- The Ayurvedic beauty movement's evolution in India
- An increasing demand for efficacy
- The growing preference for proven efficacy in beauty
- Indian adults trust Ayurvedic ingredients to be efficacious
- Ayurvedic beauty brands respond to the need for efficacy
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what consumers want and why
- What you need to know
- Ayurvedic personal care outshines beauty and skincare
- Graph 2: usage of beauty and personal care products with Ayurvedic ingredients in the last six months, by BPC category, 2024
- Graph 3: usage of beauty and personal care products with Ayurvedic ingredients in the last six months, 2024
- Ayurveda's share of BPC innovation is declining
- Shifting focus towards Ayurvedic colour cosmetics
- Graph 4: Ayurvedic BPC launches, by select sub-category, 2014-24
- Ayurvedic skincare and women aged 18-24
- Women aged 18-24 lead in the usage of Ayurvedic skincare and beauty products
- Graph 5: beauty and personal care products with Ayurvedic ingredients used in the last six months, by gender and age groups, 2024
- Women aged 18-24 prioritise safety and put their trust in Ayurvedic ingredients to deliver it
- Focus messaging on safety to reinforce Ayurveda's primary appeal
- The desire for results is more important than product composition
- Graph 6: agreement that a beauty product's efficacy is more important than its ingredients, by gender and age, 2024
- Demonstrate efficacy to retain users
- Champion Ayurvedic ingredients that treat troublesome skin issues
- Ayurvedic products are seen as not ideal for every skin type
- Formulate Ayurvedic products for different skin types to drive differentiation
- Delve into the first principles of Ayurveda to innovate for different skin types
- Case study: Rasasara Skinfood offers Ayurvedic skincare tailored to specific skin types
- Expand Ayurvedic offerings to encompass bodycare
- Ingredient watch
- Potential to innovate with Ayurvedic ingredients beyond Aloe vera
- Graph 7: BPC product launches with select botanical ingredients, 2019-24
- Scientific names of Ayurvedic ingredients
- Turmeric is the most popular Ayurvedic ingredient among Indians
- Graph 8: Ayurvedic ingredient usage in the last six months and interest in using in the future, 2024
- Regional nuances in interest in using Ayurvedic ingredients
- The Aspirationalists lead in the use of BPC products with Ayurvedic ingredients
- Graph 9: usage of beauty and personal care products with Ayurvedic ingredients in the last six months, by Indian Beauty Persona, 2024
- Turmeric/Curcuma longa
- Despite being the most sought-after ingredient, turmeric's share of BPC innovation remains limited
- Graph 10: interest in using select Ayurvedic ingredients in the future, by generation and region, 2024
- Graph 11: total BPC launches with turmeric derivatives and their share of total beauty & personal care launches, 2014-24
- Beyond brightening and glowing benefits, consumers are talking about turmeric's soothing and healing properties
- Spotlight turmeric's antioxidant and anti-inflammatory benefits
- Graph 12: BPC launches with turmeric derivatives*, by select beauty-enhancing and functional claims, 2020-24
- Hero turmeric to address specific skin issues beyond brightening
- Case study: La Pink champions the power of white haldi across BPC categories
- Turmeric is expanding into conditioner and suncare categories
- The 'skinification' trend opens the door for turmeric in new territories
- Graph 13: beauty and personal care launches with turmeric derivatives*, by category, 2020-24
- Evolution of the 'skinification' trend
- Case study: turmeric's skin-brightening properties can be extended to makeup
- Expand turmeric's scope in makeup beyond brightening to include skin-caring benefits
- Draw inspiration from global brands highlighting turmeric's dual benefits
- Saffron (aka kesar)
- Older Millennials and Gen Xers are particularly interested in using saffron-infused BPC products
- Graph 14: total BPC product launches with saffron and its derivatives as ingredients, 2014-24
- Graph 15: interest in using select Ayurvedic ingredients in the future, by generation and region, 2024
- Saffron's anti-ageing benefits are celebrated globally but remain under-tapped in India
- Graph 16: BPC launches with saffron derivatives*, by select beauty-enhancing claims, 2023-24
- Globally, saffron offers anti-ageing; in India, it is hailed for skin brightening
- Gen X and Older Millennial Indian women are embracing the signs of ageing
- Graph 17: signs of ageing consumers are most concerned with, 2023
- Saffron holds potential to grow as an anti-ageing ingredient in India
- Deploy saffron to address a wide range of skin ageing concerns
- Steer communication towards saffron's potential to lower cortisol levels
- Cica/gotu kola
- Cica gained popularity in South Korea in 2016-17; India is now following suit
- Graph 18: BPC products with cica derivatives as a share of total BPC launches, 2014-24
- Cica is recognised in APAC for its soothing and skin-repairing benefits
- Promote the benefits of cica using its Ayurvedic name: gotu kola
- Significant consumer interest in gotu kola hints at an opportunity to innovate
- Graph 19: age distribution of total social media posts using search term 'cica' or 'gotu kola' or 'Centella asiatica', 2016-24
- Graph 20: interest in using select Ayurvedic ingredient in the future, by select gender, age, region and Indian Beauty Persona, 2024
- Innovations featuring cica ditch haircare to strengthen the focus on facial skincare
- Graph 21: BPC product launches featuring cica derivatives, by sub-category, 2019-24
- Launches of cica-infused sunscreens focus on soothing and calming benefits
- Cica ventures into colour cosmetics
- Graph 22: BPC launches with cica derivatives*, by category, 2019/24
- Offer soothing and anti-inflammatory benefits in colour cosmetics, using cica for sensitive skin
- Follow international brands' lead to highlight cica for its multiple benefits
- Ashwagandha/ginseng
- Ashwangandha is an emerging ingredient with untapped potential
- Graph 23: BPC launches with ashwagandha derivatives*, 2014-24
- Indian adults seek ayurvedic ingredients that promote beauty and wellness
- Graph 24: agreement that Ayurvedic BPC products should work for both beauty and wellbeing, 2024
- Incorporate ashwagandha across BPC to address Indians' holistic wellbeing needs
- Leverage ashwagandha to balance the stress-sleep hormone cycle, contributing to better sleep
- Potential to innovate in skincare sub-categories by featuring ashwagandha
- Graph 25: BPC launches with ashwagandha derivatives, by sub-category, 2019-24
- Leverage ashwagandha's benefits in skincare
- Amla
- Users maintain a strong interest in amla: a long-favoured ingredient in haircare
- Graph 26: any interest in using amla ingredient in BPC products, 2024
- Brands pivot from haircare to explore amla's potential in other beauty and personal care categories
- Graph 27: BPC product launches with amla derivatives*, by category, 2019-24
- Unlock new avenues for innovation in oral hygiene with amla-infused products
- Illustrate how amla can keep gum disease at bay
- Explore new opportunities for amla in makeup
- User satisfaction with Ayurvedic BPC
- A large majority of users express satisfaction
- Graph 28: overall satisfaction with Ayurvedic beauty and personal care products, 2024
- Long-lasting, visible results are key drivers of consumer satisfaction
- Key driver analysis – correlation analysis
- Leverage the strengths of high-performing and high-importance factors to attract and retain customers
- Focus on certifications and innovate with new ingredients
- Long-lasting results have the biggest correlation with satisfaction
- Graph 29: overall satisfaction with Ayurvedic beauty and personal care products – key driver output, 2024
- Cultivate a longevity narrative to extend Ayurveda's long-lasting benefits
- Draw inspiration from global brands on skin and hair longevity
- Demonstrate visible results to ensure ongoing satisfaction with Ayurveda
- Promote safety, using certifications to improve Ayurveda's satisfaction score
- Graph 30: agreement that there needs to be government regulation on ingredients used in beauty products, 2024
- Feature relevant Ayurvedic certifications to enhance satisfaction
- Highlight clinical trials to reinforce Ayurveda's safety
- Cost is the primary dissatisfaction point with Ayurvedic BPC
- Graph 31: any dissatisfaction with ayurvedic beauty and personal care products, 2024
- Offer smaller sizes
- Showcase how Ayurveda can offer quick results
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Appendix
- Consumer survey methodology
- Social data research methodology
- Key driver analysis – correlation analysis
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