Indians prefer desi products, consider religion also before buying personal care items

 India has been a big market for cosmetic, beauty and personal health care products. According to a study words like 'natural', 'organic', 'botanical', 'free from' some harsh chemical, and even 'religious compliance' helps in the sale of products.

According to a survey carried out by research firm Euromonitor, says that over half of Indian consumers reported 'natural or organic' features influencing hair and skin care purchase decisions.

71% of the consumers feel that a face cream or lotion will be chosen by them if it claims to be natural, 38% said that they would buy hair products if it had botanical ingredients. Religious aspects will be also be taken into consideration by 17%. 

"Time-pressed consumers are seeking convenience in beauty and personal care routines and are aware of damaging effects of harsh chemicals. This has spurred demand for natural beauty and personal care products as a safer alternative. In a market like India where herbal and ayurvedic hair and skin care has a legacy of usage (for example, henna, bhringraj or brahmi oil, or herbal face packs), awareness and benefits of herbal or botanical ingredients are high," Euromonitor International survey analyst Priyanka Bagde told ET.

It has been confirmed by the executives at online stores and supermarkets that natural products rock the shelves.

"Consumers are looking for simplicity. Brands with too much complexity and claims hard to understand need to revisit their consumer proposition," said Devendra Chawla, president-food and FMCG, Future Group.

Looking at the trend, the cosmetic giant L’Oreal has rolled out an ayurvedic shampoo, conditioner and cream under its Garnier Ultra Blends brand, Hindustan Unilever relaunched Ayush and acquired hair oil brand Indulekha, while Emami bought out Kesh King Hair oil.

"Millennial consumers are leading the trend - they are increasingly seeking the natural, untouched, un-made-up look from their beauty care products. As they become savvier about 'green' choices, we are seeing a marked shift in preferences in favour of natural products," Praveen Jaipuriar, marketing head-personal care of Dabur, maker of Vatika shampoo and Fem bleach told ET.

The trend accelerated with Baba Ramdev’s patanjali Ayurved about an year ago. Other companies like Dabur and Himalya, traditionally had that natural tag.

Euromonitor's Bagde added: "While herbal and ayurvedic companies like Dabur, Himalaya and Patanjali are promoting their natural and herbal products to encash this demand, other players are either extending their product lines to add natural features or are acquiring well-known ayurvedic brands to stay competitive."
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