BATH AND SHOWER IN INDIA - DATAGRAPHICS

Country Report | Jun 2019

Market Sizes

Sales of Bath and Shower Sales Performance of Bath and Shower

Retail Value RSP - INR million - Current - 2004-2023 % Y-O-Y Retail Value RSP Growth 2004-2023

236,965 Forecast
6.7% Forecast
350,000 20%

300,000

15%
250,000

200,000
10%
150,000

100,000
5%

50,000

0 0%
2004 2018 2023 2004 2018 2023

Sales of Bath and Shower by Category Sales of Bar Soap

Retail Value RSP - INR million - Current - 2018 Growth Performance Retail Value RSP - INR million - Current - 2004-2023
Click on a Category to update Sales Chart

Bar Soap Forecast

209,607.0 300,000 20%

Bath Additives
- 250,000
Body Wash/Shower Gel 15%
3,067.7 200,000

Y-O-Y Growth
Intimate Hygiene
1,268.8
150,000 10%
Liquid Soap
8,555.8
100,000
Talcum Powder
14,465.5 5%
-5% 15% 30% 50,000

BATH AND SHOWER 236,964.8 CURRENT % CAGR % CAGR

YEAR % 2013-2018 2018-2023 0 0%
GROWTH 2004 2018 2023

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Premium vs Mass
% Breakdown by Value Current 2013-2018
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
2013 2014 2015 2016 2017 2018

Mass Premium

Distribution

Channel Distribution for Bath and Shower

Retail Value RSP 2018 and Percentage Point Growth - 2013-2018

11.3% Hypermarkets
19% Modern Grocery Retailers
81.6% Grocery Retailers 7.7% Supermarkets
62.6% Traditional Grocery Retailers

5% Beauty Specialist Retailers

95.4% Store-Based Retailing
12.3% Non-Grocery Specialists 12.3% Health and Beauty Specialist
Retailers 7.2% Chemists/Pharmacies

1.5% Mixed Retailers 1.5% Department Stores

1.2% Direct Selling

4.6% Non-Store Retailing
3.3% Internet Retailing

Increasing Decreasing No change

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Competitive Landscape

Company Shares of Bath and Shower Brand Shares of Bath and Shower
% Share (NBO) - Retail Value RSP - 2018 % Share (LBN) - Retail Value RSP - 2018

Hindustan Unilever Ltd 43.1% Lifebuoy 15.1%

Wipro Consumer Care & Li... 10.3% Lux 12.9%
Godrej Consumer Products... 10.1% Santoor 10.2%
Reckitt Benckiser (India... 8.3% Dettol 8.3%
ITC Ltd 4.2% Godrej No 1 6.7%
Patanjali Ayurved Ltd 2.7% Dove 4.9%
Karnataka Soaps & Deterg... 1.5% Pears 3.7%
Nivea India Pvt Ltd 1.3% Cinthol 3.4%
Emami Ltd 1.2% Patanjali 2.7%
Cholayil Pharmaceuticals... 1.2% Vivel 2.2%
Johnson & Johnson (India... 0.8% Hamam 1.9%
Nirma Ltd 0.8% Pond's 1.7%
Jyothy Laboratories Ltd 0.6% Nivea Crème Soap 1.3%
Anchor Health & Beauty C... 0.5% Fiama Di Wills 1.2%
Amway India Enterprises ... 0.4% Medimix 1.2%
Glenmark Pharmaceuticals... 0.4% Himani Navratna Cool Tal... 0.9%
Dabur India Ltd 0.4% Mysore Sandal 0.9%
Helene Curtis India Ltd,... 0.3% Liril 0.8%
Oriflame India Pvt Ltd 0.3% Johnson's Baby 0.7%
Others 11.3% Others 19.3%

Increasing share Decreasing share No change

Company Share Performance in Bath and Shower

% Share (NBO) - Retail Value RSP - 2009-2018
Benckiser (India)
Wipro Consumer

Karnataka Soaps
& Detergents Ltd

Nivea India Pvt

Care & Lighting

Products Ltd
Unilever Ltd

Ayurved Ltd
Hindustan

Emami Ltd
Consumer

Patanjali
Reckitt
Godrej

Others
ITC Ltd
Ltd

Ltd

50% Ltd

40%

30%

20%

10%

0%

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Retail Sales Performance by Company Company Performance vs Market
Retail Value RSP (NBO) - INR million 2018 - % CAGR 2013-2018 % Y-O-Y Growth (NBO) 2009-2018
Click on company to compare against market Hindustan Unilever Ltd

120,000 20%

HINDUSTAN UNILEVER LTD

100,000
15%
80,000

60,000 10%

40,000 OTHERS

5%
20,000 RECKITT BENCKISER (INDIA) LTD

ITC LTD
PATANJALI AYURVED LTD
0 0%
0% 5% 10% 15% 20% 25% 30% 35% 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018

Bath and Shower Hindustan Unilever Ltd

Market Concentration of Bath and Shower by Brand

% Share (LBN) - Retail Value RSP - 2009-2018

70%

60%

50%

40%

30%

20%

10%

0%
2009 2010 2011 2012 2013 2014 2015 2016 2017 2018

Top 3 Brands Others

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