Bathing Soap Industry in India

Bathing soaps are fast-Moving Consumer Goods(FMCG) that are sold

quickly and at relativelylow cost.

The penetration rate of the toilet soap is around 97 percent in urban

areas and 89 percent in rural areas.

The per capita consumption of bathing soap in India is very low at

800g

The leading players in this market are HUL (Dove, Pears, Lux, Lifebuoy,
Breeze), Nirma (Nima), Godrej Soaps (Cinthol, FairGlow, Shikakai,
Nihar), Wipro (Santoor), and Reckitt and Benckiser (Dettol).

Industry Performance

The FMCG sector is the fourth-largest in the Indian

economy, with a total market size of USD44.9 bn in 2013.
The sector grew at a CAGR of 16.2% during 200613.
The sectors growth has been driven by increasing
consumption, resulting from rise in incomes, changing
lifestyles, and favorable demographics.
The urban sector constitutes 67% of the total FMCG market
and had a market size of USD30 bn in 2013.
The rural FMCG sector with a market size of USD15 bn
contributes the remaining 33%.
The urban FMCG market grew 8% while rural India
expanded 12.2% in 2013, as per AC Nielsen

TOP BRANDS IN SOAP AND

THEIR MARKET SHARE

LUX-14.4%
DOVE-19%
PEARS-13%
DETTOL-7.8%
LIFEBUOY-14.4%
SANTOOR-8.8%
OTHERS-23.6%