India Beauty Personas Consumer Report 2024
£ 2,195 (Excl.Tax)
Report Summary
This Report provides an in-depth analysis of the Indian beauty market, focusing on consumer segmentation and profiling the key personas. It identifies four main consumer personas: the High-end Beauty Enthusiast, the Aspirationalist, the Connected Consumer and the Budget Conscious. Each is detailed with its unique characteristics, preferences and purchasing behaviour, highlighting the need for tailored marketing strategies.
The analysis extends to the archetypes that influence consumer behaviour within each of the personas, such as the Trend Enthusiast, the Value Seeker and the Ingredient Nerd. Understanding these archetypes is crucial for brands to effectively target and engage with their audiences. This Report emphasises the importance of aligning product offerings with consumer expectations, whether it’s through scientific validation, personalisation, eco-friendly practices or affordability.
Market predictions suggest a growing trend towards premiumisation, personalisation and eco consciousness. Brands are encouraged to enhance their online presence and leverage social media to connect with digitally savvy consumers. Furthermore, this Report provides strategic recommendations for product development and marketing, ensuring brands can meet the evolving demands of Indian beauty consumers.
This report looks at the following areas:
- Consumer segmentation and the key personas in the Indian beauty market
- Archetypes and their influence on consumer behaviour
- Detailed analysis of consumer behaviour and preferences
- Market predictions for the Indian beauty industry
- Product development and marketing strategies tailored to each persona
- Consumer insights with representative personas
- Emerging trends and innovations in the beauty market
This Report examines the evolving Indian BPC market through the lens of four consumer segments, each with unique motivations and purchasing habits influenced by quality, digital engagement and affordability, giving brands opportunities to tailor their offerings.
Tanya Rajani, Principal Analyst, Beauty & Personal Care, India
Table of Contents
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Executive summary
- Mintel's perspective
- Key issues covered in this Report
- Overview
- The outlook of the Indian BPC market
- Introducing the four Indian beauty personas
- Segmenting Indian beauty consumers: identifying their knowledge levels and budgets
- Prove efficacy on the back of active ingredients
- Leverage novelty and trendiness to cultivate loyalty
- Connectivity promotes mindful consumerism
- Take a value-first approach
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key trends and market factors
- What you need to know
- The rise of online beauty shopping
- eCommerce is poised for growth in India
- Closing the digital divide: bridging the gap in lower-tier cities' connectivity
- Increased internet and social media consumption fuel beauty trends
- Technological advancements can bring newness to the beauty category
- Serve the interests of value-oriented Indian consumers
- Indian consumers seek value beyond just low price
- As consumers rethink what value means to them, emphasise quality and convenience
- India's beauty category witnesses a surge in premiumisation
- Current financial optimism inspires hope for a prosperous future
- Brands focus on premiumisation
- The demand for efficacy is increasing
- The need for efficacy rises among Indian consumers
- A growing need for proven efficacy
- The need for efficacy has propelled ingredient innovation to the forefront
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what consumers want and why
- What you need to know
- The four Indian beauty personas
- Each persona has multidimensional motivational traits within them
- The five motivational traits of Indian beauty consumers
- Assess their level of expertise and financial resources to better serve their needs
- The High-end Beauty Enthusiast
- The personification of the High-end Beauty Enthusiast: Tina Sharma
- Demographic profile: High-end Beauty Enthusiasts
- In pursuit of results, the High-end Beauty Enthusiast delves into the world of ingredients
- How to win with High-end Beauty Enthusiasts
- Highly engaged users create opportunities for specialised products
- Graph 1: repertoire of BPC categories purchased in the past 12 months, total segmented sample vs High-end Beauty Enthusiasts, 2024
- Leverage their interest in hair styling
- Graph 2: beauty and grooming activities done in the past six months, total segmented sample vs High-end Beauty Enthusiasts, 2024
- High-end Beauty Enthusiasts value ingredient knowledge but prioritise efficacy
- Promote efficacy through expert guidance and scientific evidence
- Graph 3: important features when choosing a skincare product, total segmented sample vs High-end Beauty Enthusiasts, 2024
- Tune in to Mintel's 2023 BPC Trend Beauty Rx: show the proof behind claims
- Use high-quality ingredients to drive effectiveness
- Stand out on the shelf by making ingredient quality a key part of messaging
- Highlight scientific ingredients as supporting superior efficacy
- Drive premiumisation via attractive packaging and personalisation
- Graph 4: features in BPC products consumers are willing to pay more for, total segmented sample vs High-end Beauty Enthusiasts, 2024
- Prestige shoppers expect packaging that stands out
- Offer opportunities to customise
- Ensuring online trendiness and easy availability is crucial
- Graph 5: important factors when purchasing a BPC product, total segmented sample vs High-end Beauty Enthusiasts, 2024
- Enhance attractiveness through global appeal and the use of celebrities
- Graph 6: important factors when purchasing a BPC product, total segmented sample vs High-end Beauty Enthusiasts, 2024
- In conclusion
- Envisioning a mood board for this persona
- Ideating with Mintel Leap: product concepts for the High-end Beauty Enthusiast
- The Aspirationalist
- The personification of the Aspirationalist: Priya Mehra
- Demographic profile: Aspirationalists
- Aspirationalists are trend followers in pursuit of results-oriented solutions
- How to win with Aspirationalists
- The novelty factor strikes a chord with Aspirationalists
- Leverage the novelty factor to encourage experimentation
- Aspirationalists are key targets of fast beauty
- Use personalisation to enable self-expression
- Graph 7: agreement on attitudes towards beauty routines, total segmented sample vs Aspirationalists, 2024
- Explore personalisation as a means to self-expression
- Overcome scepticism by tailoring beauty products to their needs
- Graph 8: agreement on attitudes towards beauty routines, total segmented sample vs Aspirationalists, 2024
- Crafting solutions for different lifestages brings new opportunities
- Use online platforms for sales, marketing and promotional endeavours
- Graph 9: important factors when purchasing a BPC product, total segmented sample vs Aspirationalists, 2024
- In conclusion
- Envisioning a mood board for this persona
- Ideating with Mintel Leap: product concepts for Aspirationalists
- The Connected Consumer
- The personification of the Connected Consumer: Sneha Bajpai
- Demographic profile: Connected Consumers
- These discerning critics seek beauty that is purposeful, reliable and effective
- How to win with Connected Consumers
- Colour cosmetics stand out with this segment
- Graph 10: purchase of BPC categories in the past 12 months, total segmented sample vs Connected Consumers, 2024
- Online savvy, trendy and budget conscious
- Graph 11: important factors when purchasing a BPC product, total segmented sample vs Connected Consumers, 2024
- They possess a heightened level of eco consciousness
- Reduce environmental impacts through innovative designs and alternative materials
- Demonstrate sustainable impacts to keep consumers in the loop
- Offer refillable designs to promote positive change and help consumers save
- Effectively communicate certifications
- A thirst for knowledge drives their interest in ingredients
- Graph 12: top three reasons for researching ingredients before purchasing BPC products, total segmented sample vs Connected Consumers, 2024
- Enhance ingredient comprehension
- Take inspiration from Indian DTC beauty brands prioritising ingredient transparency
- Modernise Ayurveda to gain consumer trust
- Graph 13: attitudes towards Ayurveda, total segmented sample vs Connected Consumers, 2024
- Boost the quality of Ayurvedic beauty with science
- In conclusion
- Envisioning a mood board for this persona
- Mintel Leap designs product concepts for this persona
- The Budget Conscious
- The personification of the Budget Conscious: Meghna Bose
- Demographic profile: Budget Conscious consumers
- Recognise their resourcefulness in managing beauty and grooming needs within budget constraints
- How to win with the Budget Conscious
- Budget Conscious consumers are conservative towards beauty and grooming
- Graph 14: purchase of BPC categories in the past 12 months, total segmented sample vs Budget Conscious consumers, 2024
- The top five crucial factors all revolve around value
- Budget Conscious consumers derive value from small packs
- Graph 15: features consumers are willing to pay more for in BPC products, total segmented sample vs Budget Conscious consumers, 2024
- Maximise value through minis, refills and bundles
- Use attention-grabbing imagery to convey money-saving benefits
- In conclusion
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Appendix
- Abbreviations
- Consumer survey methodology
- Base: total segmented sample
- Social data research methodology
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