This Report provides a comprehensive analysis of the Indian bodycare market, highlighting the preference for traditional products such as coconut oil and talcum powder among Indians. Post-shower remains the dominant occasion for bodycare use, highlighting the significance of post-shower products in daily grooming and freshness rituals, particularly for those in upper-tier cities.
While nighttime and out-of-home bodycare adoption is low, notably more Indians residing in lower-tier cities use these productsthan their upper-tier counterparts. There is potential in targeting this segment with bodycare products designed for nighttime use and out-of-home activities, such as gym visits – these remain largely untapped opportunities in India.
Bodycare users in lower-tier cities value consistency, as it gives noticeable results. To maintain the engagement of users who stick to the same products throughout the year, brands must understand the benefits, formats and ingredients they value most.
Upper-tier residents adapt their bodycare routines to seasonal changes, seeking lightweight, non-greasy products in the summer and rich, moisturising solutions in the winter. This shift highlights an opportunity for brands to create seasonal products.
This report looks at the following areas:
- Key trends in bodycare products in India
- Usage occasions for bodycare products
- Differences in bodycare habits between users in upper-tier and lower-tier cities
- Seasonal influences on bodycare routines
- Opportunities for innovation in nighttime and on-the-go bodycare
- Attitudes and behaviours towards bodycare usage
Elevate innovation in bodycare by exploring new use occasions, such as nighttime and out of home, and aligning with seasonal preferences.
Tanya Rajani, Principal Analyst, Beauty & Personal Care, India
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EXECUTIVE SUMMARY
- Mintel’s perspective
- Key issues covered in this Report
- Overview
- The outlook for bodycare in India
- Encourage nighttime and out-of-home engagement among lower-tier residents
- Enhance functionality to engage users who prioritise consistency
- Graph 1: top five features prioritised in bodycare by those who use the same bodycare products or slightly modify their use throughout the year, by city tier, 2024
- Meet distinct seasonal needs with adaptive formats and sensory cues
- Graph 2: bodycare product preferences that change with the season, by city tier, 2024
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KEY TRENDS AND MARKET FACTORS
- What you need to know
- Bodycare launches are growing, with scope to evolve further
- Innovation in India’s bodycare category lags behind the dynamism seen in facial skincare
- Graph 3: % of skincare launches, by sub-category, 2015-24
- The growing emphasis on bodycare routines
- Graph 4: beauty and personal care behaviours* in the last three months, 2022-24
- Usage centres on the traditional
- Graph 5: usage of bodycare products, 2023
- Innovations focus on lotions
- Graph 6: % of bodycare launches, by formats and textures, 2020-24
- Indian brands are experimenting with new formats and textures
- Skincare tailored to specific occasions is gaining significance
- Bodycare moves towards targeted day or night use
- Brands are increasingly looking at the connection between sleep and beauty
- Seasonal shifts influence bodycare trends and innovations
- Global warming drives bodycare brands to offer solutions for everyday comfort
- Skin-cooling solutions are important for relief from hot Indian climates
- Draw inspiration from global markets that prioritise seasonality
- Graph 7: top 10 bodycare markets, by seasonal claim, 2020-2024
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WHAT CONSUMERS WANT AND WHY
- What you need to know
- Usage of and key occasions for bodycare products
- Indians continue to lean towards traditional products in bodycare
- Graph 8: bodycare product usage, 2024
- Post-shower remains the dominant bodycare occasion
- Graph 9: bodycare product usage, by occasion, 2024
- Lower-tier residents have broader bodycare repertoires
- Graph 10: occasions of bodycare product use, by city tier, 2024
- Build a nighttime bodycare routine for users in lower-tier cities
- Graph 11: bodycare product usage as part of evening/bedtime routines, by city tier, 2024
- India can take inspiration from China’s rising focus on nighttime bodycare
- Graph 12: bodycare launches with ‘night’ in the description, 2020-24
- Enhancing sleep quality is the primary benefit that bodycare users look for in products
- Graph 13: important benefits desired in bodycare products, by rank, 2024
- Curate nighttime routines with products that benefit both sleep and skin
- Promote magnesium for stress relief and restful sleep in nighttime routines
- Make nighttime bodycare effortless with multibenefit formulations
- Concern-led solutions are critical in driving bodycare adoption
- Graph 14: important benefits desired in bodycare products, by city tier, 2024
- Lower-tier residents face challenges with skin concerns
- Graph 15: select skin concerns, by city tier, 2024
- Move beyond hydration
- Graph 16: bodycare launches, by beauty-enhancing claim, 2024
- Focus on creating bodycare products that ‘treat while asleep’
- Cater to the out-of-home bodycare needs of lower-tier residents
- Graph 17: use of bodycare products out of home, by city tier, 2024
- Sprays and portable packs = quick and easy out-of-home bodycare rituals
- Fill the white space for ‘active beauty’ bodycare
- Take an ‘active beauty’ approach to drive engagement with handcare
- Upper-tier residents maintain a structured routine with established staples
- Lower-tier residents seek visible results, while upper-tier ones switch for sensorial appeal
- Graph 18: important benefits desired in bodycare products – refreshing fragrance, by city tier, 2024
- Though niche, fresh and clean scents are gaining momentum in bodycare launches
- Graph 19: % of bodycare launches, by fragrance component group, 2020-24
- Sensorial additions can enhance post-shower usage
- Harness the power of fragrance to elevate emotions
- Create multifunctional scented products to encourage the use of new formats
- Upgrade to functional fragrance while promoting skin benefits
- What’s next: a base to enhance fragrances
- Lower-tier-city users value consistent routines for improved outcomes
- Consistency drives consumer behaviour in the bodycare market
- Lower-tier residents prefer consistency in routines for better results
- Graph 20: attitudes towards bodycare – consistency is essential, by city tier, 2024
- Case study: skincare brand Olay drives consistent usage
- Fragrance and long-lasting protection drive routine loyalty across city tiers
- Graph 21: top five features prioritised in bodycare by those who use the same bodycare products or slightly modify their use throughout the year, by city tier, 2024
- Products claiming to be gentle on sensitive skin areimportant to users sticking to the same routine
- Graph 22: features prioritised in bodycare by those who use the same bodycare products or slightly modify their use throughout the year, by city tier, 2024
- Gentle and non-irritating bodycare formulas are essential
- Graph 23: important benefits desired in bodycare products, 2024
- Bodycare launches for sensitive skin are on the rise
- Graph 24: bodycare launches with for-sensitive-skin claims, 2020-24
- Indian brands can mirror Chinese ones for soothing ingredient innovation
- Graph 25: bodycare launches, by select soothing ingredients, 2020-24
- Look to unique ingredients that soothe and nourish skin
- Promote skin barrier support in sensitive-skin formulas
- Leverage the expertise appeal of dermacosmetics for sensitive skin
- Non-greasy texture is a key ask by users who stick to consistent routines
- Graph 26: features prioritised in bodycare by those who use the same bodycare products or slightly modify their use throughout the year – non-greasy texture, by city tier, 2024
- Interest in hybrid formats is emerging but remains niche
- Graph 27: features prioritised in bodycare by those who use the same bodycare products or slightly modify their use throughout the year – hybrid format, by city tier, 2024
- Innovative hybrid formats offer ways to drive usage
- Trendy ingredients hold limited appeal for routine-driven users
- Graph 28: features prioritised in bodycare by those who use the same bodycare products or slightly modify their use throughout the year, by city tier, 2024
- Link trendy ingredients to proven efficacy for higher adoption
- Conceptualising with Mintel Spark
- Users in upper-tier cities adapt bodycare to different seasonal needs
- Slightly more upper-tier residents note seasonal shifts in their bodycare routines
- Graph 29: changing bodycare product preferences with the season, by city tier, 2024
- Fragrance drives choices year-round, while other priorities diverge between summer and winter
- Graph 30: summer bodycare product preferences, by users who switch products based on the season, 2024
- Graph 31: winter bodycare product preferences, by users who switch products based on the season, 2024
- Define winter bodycare with nourishing textures and warm fragrances
- Define summer bodycare with fresh scents
- Lightweight, fresh products are summer priorities for users in upper-tier cities
- Case study: Kao delivers new formats that provide cooling benefits
- Case study: NIVEA-Kao tackles unconventional concerns that are often overlooked
- Look to Thailand for inspiration, where recent advancements in body powder technology use encapsulation to deliver prolonged cooling effects
- Conceptualising with Mintel Spark
- Draw inspiration from China, where the focus is on lightweight, high-performance essences
- Sun protection demands for summer bodycare
- Graph 32: preferences for bodycare products for summer – SPF, users who switch to different products for summer and winter, by city tier, 2024
- Address the impact of heat and UV exposure
- Winter bodycare focuses on intense hydration and dryness protection
- Graph 33: preferences for bodycare products for winter, users who switch to different products for summer and winter, by city tier, 2024
- Focus on deep moisturisation and rich textures for winter bodycare
- Case study: Be Bodywise demonstrates its efficacy in treating extremely dry skin
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APPENDIX
- Consumer survey methodology
- Social data research methodology
- Repertoire analysis
- Terms and abbreviations
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