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
Liril, Pears, Dove,
Cinthol, LTI

Popular
Lux, Hamam, Rexona, Margo,
Cinthol Fresh, Lifebouy, Fairglow

Discount
Nima Rose, LB Active, Godrej No.1,
Breeze, Nirma beauty

Carbolic
Lifeouy, OK, Nirma Bath
Popular Segment Contributes the
Highest in Terms of Value and Volume

50.0 Volume
40.0 Value

30.0 37.8
33.4
42.6
20.0
18.7 26.1 20.8
10.0 10.5 10.1

0.0
Carbolic Discount Popular Premium
 Carbolic soaps declined @17%, while discount soaps continue to grow @5%

45.0
40.0

35.0
30.0
Carbolic
25.0 Discount
20.0 Popular

15.0 Premium

10.0

5.0
0.0
1999 2000 2001 2002

Volume
Note : 2002 - Q 1
Popular soaps contributed 43% of the total personal wash market

50.0
45.0
40.0
35.0
Carbolic
30.0
Discount
25.0
Popular
20.0
Premium
15.0
10.0
5.0
0.0
1999 2000 2001 2002

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
No of Baths / % Baths
With Soap /
Day With Soap
Day
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
Fair and Lovely
 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
NOMARKS - Be NOMARKS Be BEAUTIFUL

 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
Ayush – Body Rakshak (Protection) Soap

 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