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According to market research firm, Nielsen, with consumers increasingly preferring ayurvedic and natural products, the natural segment accounts for 41 per cent of the total Rs 44790 crore personal care market,
Sameer Shukla, Executive Director, South Asia, Nielsen, said, "The pie of natural is increasing over the last few years. Roughly, every given year Naturals is eating up a per cent point from the non-naturals in the personal segment. It has become 41 per cent of the total personal care segment in 2016 from 37 per cent four years ago."
The natural segment in India’s personal care market is growing at 6.6 per cent and is estimated to be Rs 18,500 crore in 2016, stated the Nielsen report, ‘But Naturally! Going Back to Natural in India’s Personal Care Segment’.
The natural segment of personal care is growing at almost 1.7 times that of overall personal care and the value growth of the natural segment is racing ahead at almost 2.2 times that of non-naturals, it added.
The report noted that hair oil is a leading category in the natural personal care space, constituting 34 per cent of the market, followed by toilet soaps (30 per cent), face care (13 per cent), toothpaste (11 per cent), shampoo (7 per cent) and hand and body (6 per cent). Among these categories, the natural segment has been growing in category toothpaste at 20.1 per cent, followed by hand and body (17.5 per cent) and shampoo with 13.2 per cent growth.
According to the report, South, Maharashtra, Madhya Pradesh and Punjab are the primary markets for the natural segment in India.
