Read the interview with Pradeep Srinivasan, Consultant at Euromonitor International.
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General Market Evolution
How has the pandemic influenced the beauty market in India? Which have been the most important effects of lockdown and personal distancing?
Euromonitor’s forecast projections for Beauty and Personal Care (BPC) in India, prior to the pandemic, was expected to cross INR1150 billion, with a growth of over 9% in 2020. However, we anticipate a loss of around INR70 billion in 2020, as a result of COVID-19. (As of September 2020).
Three broad trends - Home Seclusion, Shift to Digital and Maximising Value have arisen due to the lockdown and social distancing measures in the country.
As the economy started to open in a phased manner from June-July and various state govt. eased restrictions on social/cultural gatherings, sports and entertainment facilities, categories such as deodorants and cosmetics started to witness a rebound. However, with restricted mobility (international travel) and personal distancing still being prevalent, demand for discretionary spending category have still not reached to pre-COVID levels.
Prior to the onset of COVID-19, the wellness movement was already gaining momentum in the country, but the current crisis has heightened stress and anxiety among Indian consumers. Going forward, beauty and personal care companies will need to rethink offerings through a renewed lens, which is a shift to a more holistic approach that includes both physical and mental wellbeing.
Focus on Skincare
Skincare has been the best performing segment during COVID19. Which have been the most interesting trends and habits? How will skincare evolve after the pandemic?
Skin care has remained relatively resilient during the pandemic, especially products positioned as safe and therapeutic, as the shift towards preventive skin health intensifies and home becomes a wellness hub. There’s a surge in demand for face masks/packs, moisturisers, liquid/gel cleansers – as consumers look to maintain their skin health.
Indians are also going back to their roots – either through DIY skin care regimes with Besan (Gram Flour), Haldi (Turmeric), Honey, Orange Peel, Rose Water; while those who prefer more readymade solutions are turning towards brands with natural/botanical offerings, including Ayurvedic beauty products.
As Indian are indicating a higher preferences towards skin care products with specific claims and benefits, and the category is the third largest after bath and shower and hair care, it creates opportunities for companies to launch complete vitamin-infused product lines that include moisturizers, serums, toners, face masks, cleansers and anti-ageing creams. Therefore, building on specific benefit claims, preventive and health-oriented narratives will become more vital in a post-covid world.
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Focus on Supply Chain
How has the pandemic influenced the beauty market in India? Which have been the most important effects of lockdown and personal distancing?
India has also taken a similar approach with the govt. announcing the self-reliant India movement in mid-May. As part of this vision, the govt. is undertaking various reforms to drive the country’s push towards self-reliance. As part of this movement, the Indian govt. has asked its citizens to become vocal for local producers and make them global – and with loyalty towards hair care and skin care brands declining in the country, it provides opportunities for home-grown brands to better appeal to consumers.
Some beauty and personal care companies such as Dabur, VLCC, WOW Skin Science and Lotus Herbals have already started to leverage the vocal for local movement for their marketing and advertising campaigns.
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Focus on Hair
Hair has always been one of the most important segments in India. How did consumers’ habits change in hair care during the pandemic? Which do you think will be the most impactful elements influencing the hair sector in the country?
Prior to the pandemic, the personalisation/customisation trend was gaining momentum in the country, fuelled by young urban consumers that were seeking products that cater to their own unique identity and hair type. However, with the recessionary effects of the pandemic squeezing household incomes in addition to uncertainty in employment, the personalisation/customisation trend is expected to take a backseat in the short run.
Scrutiny on labels and ingredients mix in hair care products is on the rise in the country and the demand for SLS/Sulphate and Paraben free hair care products is expected to continue post the pandemic.
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Focus on Make Up
Make-up products have suffered a lot during the COVID19 emergency, above all colour make-up products. At the same time, in Europe and in the US, we perceived a stronger focus on make-up products becoming more multi-purpose products, thus providing as well healthy treatments for lips and hair, for example. Is this a trend in India, too? What about the use of masks: which has been its impact on make-up trends, and how will consumers deal with the use of masks in the next months?
The last quarter of 2020 (October-December) has seen an uptick in demand for colour cosmetics, fuelled by the pent-up demand amid the lockdowns along with the easing measures on social/cultural gatherings by various states.
Consumers are anticipated to remain cautious, even with the vaccination drive expected to begin mid-late January. Hence, the use of face masks could possibly continue even with signs of the pandemic subsiding, and therefore a lot more focus and marketing around eye make-up and nail products. However, the potential for innovation around high-quality face masks which are transparent/ translucent around the lip area could help the category rebound at a faster pace.
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