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Toilet soaps

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Vikas Dalmia
Vikas Dalmia

The document provides an overview of the Indian toilet soap category, which is highly fragmented with over 250 brands. It notes that the popular soap segment contributes the highest volume at 37.2% and value at 42.2% of the total personal wash market. The discount soap segment is the only segment growing, while the carbolic soap segment is declining the most at 17% annually as consumers shift to other segments that provide additional benefits.

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Toilet Soaps
Overview  Highly fragmented category. Over 250 brands and their variants  Category primarily based on price segmentation  Penetration level : 96%  Total value: Rs 42,000 million (approx)  Total volume: 4.5 lakh tonnes (approx)
Category is Based Primarily on Price Segmentation Premium Carbolic Lifeouy, OK, Nirma Bath Discount Nima Rose, LB Active, Godrej No.1, Breeze, Nirma beauty Popular Lux, Hamam, Rexona, Margo, Cinthol Fresh, Lifebouy, Fairglow Liril, Pears, Dove, Cinthol, LTI
Popular Segment Contributes the Highest in Terms of Value and Volume 18.7 10.5 33.4 26.1 37.8 42.6 10.1 20.8 0.0 10.0 20.0 30.0 40.0 50.0 Carbolic Discount Popular Premium Volume Value
Carbolic soaps declined @17%, while discount soaps continue to grow @5% 0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0 40.0 45.0 1999 2000 2001 2002 Carbolic Discount Popular Premium Note : 2002 - Q 1 Volume
Popular soaps contributed 43% of the total personal wash market 0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0 40.0 45.0 50.0 1999 2000 2001 2002 Carbolic Discount Popular Premium Value
Premium Segment
Premium Segment  Contribution to total personal wash volume : 43,000 tonnes (10.4%)  Contribution to total personal wash value: Rs 900 crores (21%)  Highly fragmented category. Over 100 players and their variants
“Dettol protection. Trusted by doctors.”  Functional benefit: 24 hour protects from all types of germs  Emotional benefit: Dettol takes care of my family’s health • Value : 2.4% • Volume: 3% • SKU : 75 gms, 125 gms • Price : Rs 15 for 75 gms
Liril “Bindas Freshness”  Functional benefit: Freshness  Emotional benefit: Freshness that rejuvenates and makes you come alive • Variants : Icy Cool and Lime fresh • Volume : 1.3% • Value : 2.4% • Price : Rs 15 for 75 g • SKU : 75g
Mysore Sandal “ Damakti Twacha ke liye”  Functional benefit: Sandal wood oil and moisturisers which make the skin fragrant and radiantly beautiful.  Emotional benefit: Timeless beauty • Volume : 0.9% • Value : 2% • Price: Rs 16 for 75 gms • SKU : 75 gms, 125 gms
 Variants: Amber , Oil control  Functional benefit: Pure and gentle skincare with Glycerine  Emotional benefit: Pure and gentle • Volume: 0.85% • Value: 2.27% • SKU: 75 gms, 125 gms • Price: Rs 19.50 and Rs 34
“Gazaab ka confidence, kitna aakarshak”  Variant: Lime and Spice  Functional benefit: Deodorant and skin nourishers that keep you fragrant and fresh throughout the day  Emotional benefit: Social confidence • Volume: 0.3% • Value: 0.5% • Price: Rs 14 for 75 gms
 Functional benefit: •1/4 moisturising cream keeps the skin soft and smooth • Does not dry skin like other soaps  Emotional benefit • Helps me feel more feminine ­ Volume: 0.2% ­ Value: 0.6% ­ SKU : 50 gms, 100 gms ­ Price: Rs 45 for 100 gms
“Spirit of freshness”  Variants: Aqua , Exotic Garden, Caribbean Lemon  Functional benefit: Ingredients like ylang ylang, peach and citrus extract cleanses and refreshes, leaving the skin soft  Emotional benefit: Freshness that transforms me to another world • Volume: 0.1% • Value: 0.2 % • SKU : 75 gms • Price : Rs 15 for 75 gms
Popular
Popular Soaps  Contribution to total personal wash volume: 37.20%  Contribution to total personal wash value: 42.2%  Large number of players
Lux “Lux, koi shaque!”  Variants: Pink (Almond), Black (Honey), White (Milk creame)  Functional benefit: Beautiful nourished skin with the goodness of natural ingredients  Emotional benefit: Beauty like a star • Volume: 13.65% • Value: 15.10% • SKU: 100 gms, 125 gms, Multipack (6 × 150 gms) • Price: Rs 12 for 100 gms, 14.50 for 125 gms
Rexona  Variants: • Saffron and Sandal • Coconut • Orange  Functional benefit: Natural ingredients keeps the skin feeling soft and nourished and radiantly beautiful.  Emotional benefit: Admiration • Volume: 4.6% • Value: 5.1% • SKU: 100 gms • Price: Rs 10.50 for 100 gms
 Functional benefit: Goodness of natural ingredients like Lime, Pudina, Tulsi and neem, keeps the whole family’s health protected  Emotional benefit: Hamam cares for my family, naturally • Volume: 3.9% • Value: 4% • Price: Rs. 10 for 100 gms • SKU: 100 gms, multi packs (6 × 100 gms)
Santoor College…mein? Mummy!  Functional benefit: Natural ingredients like turmeric and sandalwood penetrates deep within the skin, keeping it younger looking and soft  Emotional benefit: Keeps me looking younger • Volume:3.5% • Value: 3.2% • SKU: 75 gms, 125 gms • Price: Rs 10 for 75 gms
Lifebouy International Gold "Muhaase? Who kya hota hai?"  Functional benefit: • Protects against germs which cause skin blemishes. • Pimple free skin.  Emotional benefit: • Confidence to face the world • Volume: 1.6% • Value: 1.3% • SKU: 100 gms • Price: Rs.11 for 100 gms
Lifebouy International Plus  Functional benefit: Protects from germs which cause body odour  Emotional benefit: Social confidence • Volume: 1.3% • Value: 1.4% • SKU: 100 gms, 150 gms • Price: Rs 11 for 100 gms
Cinthol Fresh 'Swacch ujjwal twacha, kitni aakarshak.’  Functional benefit: With goodness of lime that keeps your skin glowing and keeps feeling fresh throughout the day  Emotional benefit: Alluring confidence • Volume: 1% • Value: 1.3% • SKU: 75 gms, 125 gms • Price: Rs 11 for 75 gms
Discount
Discount Segment  Contribution to total personal wash volume: (29.9%)  Contribution to total personal wash value: (25%)  Only segment which is growing in the personal wash category
Variants: Rose, Sandal, Lime Functional benefit: Goodness of natural ingredients like rosewater, sandal extracts and lime leaves the skin soft, fragrant and glowing radiantly. Emotional benefit: Makes you look irresistibly beautiful. Price: Rs 8 for 100 gms
Nima  Variants: Rose, Sandal, Herbal  Functional benefit: Daily skincare with natural ingredients which leave the skin soft and fragrant throughout the day.  Emotional benefit: Beauty • Volume: 6.5% • Value: 5.4% • SKU: 100 gms, 150 gms • Price: Rs 7 for 100 gms
Nirma Beauty  Functional benefit: Soft, beautiful skin  Emotional benefit: Beauty • Volume: 6.5% • Value: 4.6% • Price: Rs 8 for 100 gms
Lifebuoy Active “Minton ka snaan. Ghanton ki suraksha." Relaunched in 2002 as a soap for the whole family with new fragrance and superior formulation which has a superior bathing experience and skin feel  Functional benefit: ‘Active B’ protects against germs which cause stomach infection, eye infection and infection in wounds and cuts  Emotional benefit: Entire family’s protection against germs • Volume: (3.8%) • Value: (2.7%) • SKU: Red – 125 gms, 100 gms, 60 gms. Orange – 100 gms • Price : Rs 7 for 100 gms
Carbolic
Carbolic Segment  Contribution in the personal wash volume: 19.6%  Contribution in personal wash value: 10.5%  Declining at the highest rate in the personal wash category
“lifebouy se nahaye kiya?”  Functional benefit: Healthy, germ free skin • Volume: 15.3% • Value: 5.8% • SKU: 150 gms • Price: Rs 6.50 for 150 gms
Highlights: Overall  Overall decline due to: • Increase in shampoo penetration at a more economic price • Consumers are buying lesser and getting more quantity free • Increase in total fatty matter content of the premium soaps has lead to lower melt rate which makes the soap last longer
Highlights - Premium Segment  Users shifting to popular soaps with quality improvement  Brands offering a multitude of benefits  All beauty soap brands are positioning on specific beauty needs like moisturising, fairness, fragrance, freshness
Highlights - Popular segment  Most brands are going the ‘Natural’ way  Promotional offers drive the segment leading to little brand loyalty
Highlights - Discount Segment  Discount segment is growing as • The benefits offered are similar to popular soaps at a discounted price • Carbolic soap users upgrading for the additional benefits at a marginal cost difference • Higher dealer push as the dealer margins for discount sector is 25% compared to others which is 8% • Segment driven by consumer promotions.
Highlights : Carbolic Soaps  The Carbolic soap segment is declining at a significant rate of 17% as consumers are offered more value at a marginal price difference.  All soaps in this category are offering the same benefit (health). Consumers are increasingly shifting away as they want different benefits.  To counter the decline, Lifebouy was relaunched in early 2002 with new improved fragrance and better skin feel.
Future Industry Trends
Consumer End  The importance of “Me” • Be whatever you want to be • Perpetual youth image/trans-generational • Health and wellness in body and mind • Using kids to push brand awareness • Increasing adoptions of technology
Future Trends  Importance of rural market: • Penetration levels in urban areas is as high as 90%. • Competition in urban market pretty high. • More opportunity as 70% of India’s population lives in rural areas. No of Baths / Day No of Baths With Soap / Day % Baths With Soap Urban 1.37 0.94 69% Rural 1.28 0.36 29%
Future Trends  Formulation/Packaging: • Soon soap market will evolve on niche products • Packaging/formulas would move from clear to opaque to connote skincare benefits • Packaging would also become more upscale with smoother and textured plastic bottles for sensory appeal to the users • Gender specific variants as already seen in fairness creams in India
Future Trends  Closer Association with target groups: • Brands are trying to get as close to their target consumers as possible. • Thus affecting: - Advertising - New Products
 Baseline: Seeing is believing  Proposition: Breakthrough innovation in fairness along with sun protection  Payoff: Fair radiant skin that glows from within  RTB: Fairness vitamins you can see in the beautiful speckled soap Fair and Lovely
Toilet soaps
 Baseline: Now try a real bath  Proposition: • First ever scrub soap • Removes dirt grime and dead cells • Gently messages skin and improves blood circulation  Payoff: Spotless fair and glowing skin  RTB: In-built scrub of oatmeal powder and rare herbs NOMARKS - Be NOMARKS Be BEAUTIFUL
Toilet soaps
 Baseline: Stop Adjusting Start Living  Proposition: Its antibacterial properties kill skin and scalp germs  Payoff: Children can enjoy their childhood without boundaries with Ayush skin protection  RTB: Extracts of powerful herbs recommended by the ayurveda and endorsed by the world-renowned Arya Vaidya Pharmacy, Coimbatore Ayush – Body Rakshak (Protection) Soap
Toilet soaps

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Toilet soaps

  • 2. Overview  Highly fragmented category. Over 250 brands and their variants  Category primarily based on price segmentation  Penetration level : 96%  Total value: Rs 42,000 million (approx)  Total volume: 4.5 lakh tonnes (approx)
  • 3. Category is Based Primarily on Price Segmentation Premium Carbolic Lifeouy, OK, Nirma Bath Discount Nima Rose, LB Active, Godrej No.1, Breeze, Nirma beauty Popular Lux, Hamam, Rexona, Margo, Cinthol Fresh, Lifebouy, Fairglow Liril, Pears, Dove, Cinthol, LTI
  • 4. Popular Segment Contributes the Highest in Terms of Value and Volume 18.7 10.5 33.4 26.1 37.8 42.6 10.1 20.8 0.0 10.0 20.0 30.0 40.0 50.0 Carbolic Discount Popular Premium Volume Value
  • 5. Carbolic soaps declined @17%, while discount soaps continue to grow @5% 0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0 40.0 45.0 1999 2000 2001 2002 Carbolic Discount Popular Premium Note : 2002 - Q 1 Volume
  • 6. Popular soaps contributed 43% of the total personal wash market 0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0 40.0 45.0 50.0 1999 2000 2001 2002 Carbolic Discount Popular Premium Value
  • 8. Premium Segment  Contribution to total personal wash volume : 43,000 tonnes (10.4%)  Contribution to total personal wash value: Rs 900 crores (21%)  Highly fragmented category. Over 100 players and their variants
  • 9. “Dettol protection. Trusted by doctors.”  Functional benefit: 24 hour protects from all types of germs  Emotional benefit: Dettol takes care of my family’s health • Value : 2.4% • Volume: 3% • SKU : 75 gms, 125 gms • Price : Rs 15 for 75 gms
  • 10. Liril “Bindas Freshness”  Functional benefit: Freshness  Emotional benefit: Freshness that rejuvenates and makes you come alive • Variants : Icy Cool and Lime fresh • Volume : 1.3% • Value : 2.4% • Price : Rs 15 for 75 g • SKU : 75g
  • 11. Mysore Sandal “ Damakti Twacha ke liye”  Functional benefit: Sandal wood oil and moisturisers which make the skin fragrant and radiantly beautiful.  Emotional benefit: Timeless beauty • Volume : 0.9% • Value : 2% • Price: Rs 16 for 75 gms • SKU : 75 gms, 125 gms
  • 12.  Variants: Amber , Oil control  Functional benefit: Pure and gentle skincare with Glycerine  Emotional benefit: Pure and gentle • Volume: 0.85% • Value: 2.27% • SKU: 75 gms, 125 gms • Price: Rs 19.50 and Rs 34
  • 13. “Gazaab ka confidence, kitna aakarshak”  Variant: Lime and Spice  Functional benefit: Deodorant and skin nourishers that keep you fragrant and fresh throughout the day  Emotional benefit: Social confidence • Volume: 0.3% • Value: 0.5% • Price: Rs 14 for 75 gms
  • 14.  Functional benefit: •1/4 moisturising cream keeps the skin soft and smooth • Does not dry skin like other soaps  Emotional benefit • Helps me feel more feminine ­ Volume: 0.2% ­ Value: 0.6% ­ SKU : 50 gms, 100 gms ­ Price: Rs 45 for 100 gms
  • 15. “Spirit of freshness”  Variants: Aqua , Exotic Garden, Caribbean Lemon  Functional benefit: Ingredients like ylang ylang, peach and citrus extract cleanses and refreshes, leaving the skin soft  Emotional benefit: Freshness that transforms me to another world • Volume: 0.1% • Value: 0.2 % • SKU : 75 gms • Price : Rs 15 for 75 gms
  • 17. Popular Soaps  Contribution to total personal wash volume: 37.20%  Contribution to total personal wash value: 42.2%  Large number of players
  • 18. Lux “Lux, koi shaque!”  Variants: Pink (Almond), Black (Honey), White (Milk creame)  Functional benefit: Beautiful nourished skin with the goodness of natural ingredients  Emotional benefit: Beauty like a star • Volume: 13.65% • Value: 15.10% • SKU: 100 gms, 125 gms, Multipack (6 × 150 gms) • Price: Rs 12 for 100 gms, 14.50 for 125 gms
  • 19. Rexona  Variants: • Saffron and Sandal • Coconut • Orange  Functional benefit: Natural ingredients keeps the skin feeling soft and nourished and radiantly beautiful.  Emotional benefit: Admiration • Volume: 4.6% • Value: 5.1% • SKU: 100 gms • Price: Rs 10.50 for 100 gms
  • 20.  Functional benefit: Goodness of natural ingredients like Lime, Pudina, Tulsi and neem, keeps the whole family’s health protected  Emotional benefit: Hamam cares for my family, naturally • Volume: 3.9% • Value: 4% • Price: Rs. 10 for 100 gms • SKU: 100 gms, multi packs (6 × 100 gms)
  • 21. Santoor College…mein? Mummy!  Functional benefit: Natural ingredients like turmeric and sandalwood penetrates deep within the skin, keeping it younger looking and soft  Emotional benefit: Keeps me looking younger • Volume:3.5% • Value: 3.2% • SKU: 75 gms, 125 gms • Price: Rs 10 for 75 gms
  • 22. Lifebouy International Gold "Muhaase? Who kya hota hai?"  Functional benefit: • Protects against germs which cause skin blemishes. • Pimple free skin.  Emotional benefit: • Confidence to face the world • Volume: 1.6% • Value: 1.3% • SKU: 100 gms • Price: Rs.11 for 100 gms
  • 23. Lifebouy International Plus  Functional benefit: Protects from germs which cause body odour  Emotional benefit: Social confidence • Volume: 1.3% • Value: 1.4% • SKU: 100 gms, 150 gms • Price: Rs 11 for 100 gms
  • 24. Cinthol Fresh 'Swacch ujjwal twacha, kitni aakarshak.’  Functional benefit: With goodness of lime that keeps your skin glowing and keeps feeling fresh throughout the day  Emotional benefit: Alluring confidence • Volume: 1% • Value: 1.3% • SKU: 75 gms, 125 gms • Price: Rs 11 for 75 gms
  • 26. Discount Segment  Contribution to total personal wash volume: (29.9%)  Contribution to total personal wash value: (25%)  Only segment which is growing in the personal wash category
  • 27. Variants: Rose, Sandal, Lime Functional benefit: Goodness of natural ingredients like rosewater, sandal extracts and lime leaves the skin soft, fragrant and glowing radiantly. Emotional benefit: Makes you look irresistibly beautiful. Price: Rs 8 for 100 gms
  • 28. Nima  Variants: Rose, Sandal, Herbal  Functional benefit: Daily skincare with natural ingredients which leave the skin soft and fragrant throughout the day.  Emotional benefit: Beauty • Volume: 6.5% • Value: 5.4% • SKU: 100 gms, 150 gms • Price: Rs 7 for 100 gms
  • 29. Nirma Beauty  Functional benefit: Soft, beautiful skin  Emotional benefit: Beauty • Volume: 6.5% • Value: 4.6% • Price: Rs 8 for 100 gms
  • 30. Lifebuoy Active “Minton ka snaan. Ghanton ki suraksha." Relaunched in 2002 as a soap for the whole family with new fragrance and superior formulation which has a superior bathing experience and skin feel  Functional benefit: ‘Active B’ protects against germs which cause stomach infection, eye infection and infection in wounds and cuts  Emotional benefit: Entire family’s protection against germs • Volume: (3.8%) • Value: (2.7%) • SKU: Red – 125 gms, 100 gms, 60 gms. Orange – 100 gms • Price : Rs 7 for 100 gms
  • 32. Carbolic Segment  Contribution in the personal wash volume: 19.6%  Contribution in personal wash value: 10.5%  Declining at the highest rate in the personal wash category
  • 33. “lifebouy se nahaye kiya?”  Functional benefit: Healthy, germ free skin • Volume: 15.3% • Value: 5.8% • SKU: 150 gms • Price: Rs 6.50 for 150 gms
  • 34. Highlights: Overall  Overall decline due to: • Increase in shampoo penetration at a more economic price • Consumers are buying lesser and getting more quantity free • Increase in total fatty matter content of the premium soaps has lead to lower melt rate which makes the soap last longer
  • 35. Highlights - Premium Segment  Users shifting to popular soaps with quality improvement  Brands offering a multitude of benefits  All beauty soap brands are positioning on specific beauty needs like moisturising, fairness, fragrance, freshness
  • 36. Highlights - Popular segment  Most brands are going the ‘Natural’ way  Promotional offers drive the segment leading to little brand loyalty
  • 37. Highlights - Discount Segment  Discount segment is growing as • The benefits offered are similar to popular soaps at a discounted price • Carbolic soap users upgrading for the additional benefits at a marginal cost difference • Higher dealer push as the dealer margins for discount sector is 25% compared to others which is 8% • Segment driven by consumer promotions.
  • 38. Highlights : Carbolic Soaps  The Carbolic soap segment is declining at a significant rate of 17% as consumers are offered more value at a marginal price difference.  All soaps in this category are offering the same benefit (health). Consumers are increasingly shifting away as they want different benefits.  To counter the decline, Lifebouy was relaunched in early 2002 with new improved fragrance and better skin feel.
  • 40. Consumer End  The importance of “Me” • Be whatever you want to be • Perpetual youth image/trans-generational • Health and wellness in body and mind • Using kids to push brand awareness • Increasing adoptions of technology
  • 41. Future Trends  Importance of rural market: • Penetration levels in urban areas is as high as 90%. • Competition in urban market pretty high. • More opportunity as 70% of India’s population lives in rural areas. No of Baths / Day No of Baths With Soap / Day % Baths With Soap Urban 1.37 0.94 69% Rural 1.28 0.36 29%
  • 42. Future Trends  Formulation/Packaging: • Soon soap market will evolve on niche products • Packaging/formulas would move from clear to opaque to connote skincare benefits • Packaging would also become more upscale with smoother and textured plastic bottles for sensory appeal to the users • Gender specific variants as already seen in fairness creams in India
  • 43. Future Trends  Closer Association with target groups: • Brands are trying to get as close to their target consumers as possible. • Thus affecting: - Advertising - New Products
  • 44.  Baseline: Seeing is believing  Proposition: Breakthrough innovation in fairness along with sun protection  Payoff: Fair radiant skin that glows from within  RTB: Fairness vitamins you can see in the beautiful speckled soap Fair and Lovely
  • 46.  Baseline: Now try a real bath  Proposition: • First ever scrub soap • Removes dirt grime and dead cells • Gently messages skin and improves blood circulation  Payoff: Spotless fair and glowing skin  RTB: In-built scrub of oatmeal powder and rare herbs NOMARKS - Be NOMARKS Be BEAUTIFUL
  • 48.  Baseline: Stop Adjusting Start Living  Proposition: Its antibacterial properties kill skin and scalp germs  Payoff: Children can enjoy their childhood without boundaries with Ayush skin protection  RTB: Extracts of powerful herbs recommended by the ayurveda and endorsed by the world-renowned Arya Vaidya Pharmacy, Coimbatore Ayush – Body Rakshak (Protection) Soap

Editor's Notes

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