Indian FMCG Sector Trends - 2008
In this post i have covered multiple trends happening in the Indian FMCG sector.
1. Focus on Health
Companies are widening their health food portfolio to cash in on the rich, urban, health conscious Indian. In recent we have seen flurry of products in this segment. Have a look of some of them:
1.1) Sugar free Chywanprash
1.2) Organic spices/ pulses
1.3) Multi grain pastas/ Biscuits
1.4) Processed foods particularly juices
1.5) Probiotic Ice Creams
1.6) Butter Lite (Nutralite)
1.7) Corn Flakes/ Oats
1.8) Lays (40% less saturated fats) – Snack Smart
1.9) Low Calorie Sweetners
2. Impact of Inflation: The expenditure of FMCG in the consumer's wallet is coming down year on year. This is leading to low sensitivity with price increases. ALmost a decade back people use to downtrade from expensive brands to value for money ones. But now the trend is changing. Consumer are not switching to cheaper substitutes. Rather companies have come with lower quantity SKUs and make consumers switch from higher to lower SKUs and not from premium to popular brands (like Dove to Lux International). Just to give you an example, Henkel instead of increasing the price of their Henkwl detergent from Rs. 46 to Rs. 50, they have launched a new SKU of 400gms for Rs. 40. During the time of inflation, people shift to sachets of their brands. Sales numbers of FMCG companies are quite robust.
FMCG spend now comprises a smaller share of consumer’s wallet
3. Micro Segmentation/ Niches: Its interesting and funny to see that companies are not leaving any opportunity to micro segment the market. I can forsee that we are here to see further segments in different categories. Here are some examples:
Age
a) Junior Horlicks
b) Junior Chyawanprash
c) Pepsodent Barbie for Kids/ Colgate Strawberry
Sex
a) Women’s Horlicks
b) Male fairness cream
Specialized Household Cleaners
a) Kitchen Cleaner: Mr. Muscle
b) Power Cleaner (Rust): Easy Off Bang
4. Low value SKUs - Sachetization: You name the category it has a sachet !! We all know that it all started in 1980's with shampoos. I think Nano is an interesting example of an automobile sachet. Here is a small list of sachets:
4.1) Shampoos
4.2) Butter (Munna Pack)
4.3) Hair Oils (Navratan – Thanda Thanda Cool Cool)
4.4) Noodles (Chotu Maggi)
4.5) Ketchup (Pichko)
4.6) Toilet Cleaner (Harpic)
5. Jet Age Consumer Products: Becasue of changing lifestyles, busy jobs etc marketers are coming up with Jet Age consumer products.
Ready to Eat
a) Con Flakes/ Oats
b) Pastas
c) Biscuits
d) Noodles
e) Pizzas
f) Burgers
Ready to Drink
a) Energy Drinks
b) Non-Cola Drinks (Juices)
Ready to Cook
a) Cut Vegetables
b) Soups
c) Paranthas/ Rotis
d) Snacks
6. Mainstream Penetrated Growth Categories: The high penetrated categories like Hair Oils, Washing Detergents, Detergent Cakes, Soaps etc are expected to grow at a healthy rate of 10%, attributed to price increases (not much impact of inflation - explained in point 2) and low volume growth.
7. Under-penetrated Growth Categories: Barring few main mainstream categories as mentioned above, there are number of FMCG categories with low penetration and are expected to grow by 20% during 2008-2009. Have a look of that list:
7.1) Men’s grooming products
7.2) Skin care & Cosmetics
7.3) skin/fairness cream
7.4) Anti-aging solution
7.5) Shampoos
7.6) Toothpaste
7.7) Hair Colour
7.8) Deodorants
There lies a huge potential in these categories.
8. Low Per Capita Consumption: Currently we are nowhere near to other developing countries in terms of per capita consumption. Be it Laundary, Skin Care, Shampoos or deodarants. Marketers have put in efforts to increase the consumption frequency or quantum of consumption per occasion. Colgate started the "twice a day" campaign few years back. Recently we have Good Night coming up with Double power pack. Per Re1 increase in per capita consumption of a category will lead to growth of more than 100 crores (with a popular base of more than 1 Billion)
9) Evolved Product Forms: 20 years back consumers had limited choices to pick from. The days of Tortoise Mosquito repellent coils are gone. This is the age of aerosols with value added functionality. I have picked up some examples, were we have seen a change in the product forms. Here is the list:
Dish Wash: Powder to Bar to Liquid
Shaving: Creams to Foams/ Gels
Repellents: Coils to Aerosols/ Body Creams/ Gels
Air Freshners: Sprays to Electric
Toilet Cleaner: Acid to Harpic to In-Cistern
1. Focus on Health
Companies are widening their health food portfolio to cash in on the rich, urban, health conscious Indian. In recent we have seen flurry of products in this segment. Have a look of some of them:
1.1) Sugar free Chywanprash
1.2) Organic spices/ pulses
1.3) Multi grain pastas/ Biscuits
1.4) Processed foods particularly juices
1.5) Probiotic Ice Creams
1.6) Butter Lite (Nutralite)
1.7) Corn Flakes/ Oats
1.8) Lays (40% less saturated fats) – Snack Smart
1.9) Low Calorie Sweetners
2. Impact of Inflation: The expenditure of FMCG in the consumer's wallet is coming down year on year. This is leading to low sensitivity with price increases. ALmost a decade back people use to downtrade from expensive brands to value for money ones. But now the trend is changing. Consumer are not switching to cheaper substitutes. Rather companies have come with lower quantity SKUs and make consumers switch from higher to lower SKUs and not from premium to popular brands (like Dove to Lux International). Just to give you an example, Henkel instead of increasing the price of their Henkwl detergent from Rs. 46 to Rs. 50, they have launched a new SKU of 400gms for Rs. 40. During the time of inflation, people shift to sachets of their brands. Sales numbers of FMCG companies are quite robust.
FMCG spend now comprises a smaller share of consumer’s wallet
3. Micro Segmentation/ Niches: Its interesting and funny to see that companies are not leaving any opportunity to micro segment the market. I can forsee that we are here to see further segments in different categories. Here are some examples:
Age
a) Junior Horlicks
b) Junior Chyawanprash
c) Pepsodent Barbie for Kids/ Colgate Strawberry
Sex
a) Women’s Horlicks
b) Male fairness cream
Specialized Household Cleaners
a) Kitchen Cleaner: Mr. Muscle
b) Power Cleaner (Rust): Easy Off Bang
4. Low value SKUs - Sachetization: You name the category it has a sachet !! We all know that it all started in 1980's with shampoos. I think Nano is an interesting example of an automobile sachet. Here is a small list of sachets:
4.1) Shampoos
4.2) Butter (Munna Pack)
4.3) Hair Oils (Navratan – Thanda Thanda Cool Cool)
4.4) Noodles (Chotu Maggi)
4.5) Ketchup (Pichko)
4.6) Toilet Cleaner (Harpic)
5. Jet Age Consumer Products: Becasue of changing lifestyles, busy jobs etc marketers are coming up with Jet Age consumer products.
Ready to Eat
a) Con Flakes/ Oats
b) Pastas
c) Biscuits
d) Noodles
e) Pizzas
f) Burgers
Ready to Drink
a) Energy Drinks
b) Non-Cola Drinks (Juices)
Ready to Cook
a) Cut Vegetables
b) Soups
c) Paranthas/ Rotis
d) Snacks
6. Mainstream Penetrated Growth Categories: The high penetrated categories like Hair Oils, Washing Detergents, Detergent Cakes, Soaps etc are expected to grow at a healthy rate of 10%, attributed to price increases (not much impact of inflation - explained in point 2) and low volume growth.
7. Under-penetrated Growth Categories: Barring few main mainstream categories as mentioned above, there are number of FMCG categories with low penetration and are expected to grow by 20% during 2008-2009. Have a look of that list:
7.1) Men’s grooming products
7.2) Skin care & Cosmetics
7.3) skin/fairness cream
7.4) Anti-aging solution
7.5) Shampoos
7.6) Toothpaste
7.7) Hair Colour
7.8) Deodorants
There lies a huge potential in these categories.
8. Low Per Capita Consumption: Currently we are nowhere near to other developing countries in terms of per capita consumption. Be it Laundary, Skin Care, Shampoos or deodarants. Marketers have put in efforts to increase the consumption frequency or quantum of consumption per occasion. Colgate started the "twice a day" campaign few years back. Recently we have Good Night coming up with Double power pack. Per Re1 increase in per capita consumption of a category will lead to growth of more than 100 crores (with a popular base of more than 1 Billion)
9) Evolved Product Forms: 20 years back consumers had limited choices to pick from. The days of Tortoise Mosquito repellent coils are gone. This is the age of aerosols with value added functionality. I have picked up some examples, were we have seen a change in the product forms. Here is the list:
Dish Wash: Powder to Bar to Liquid
Shaving: Creams to Foams/ Gels
Repellents: Coils to Aerosols/ Body Creams/ Gels
Air Freshners: Sprays to Electric
Toilet Cleaner: Acid to Harpic to In-Cistern
Labels: FMCG Trends
50 Comments:
Very well written article. Thanks
MASS ADVERTISING @ Rs 1/-
I have invented a Wonder Corporate
Gift @ Rs 1/- to attract more than
10 Crore people in no time.
Ideal for Free Schemes, Mass
Publicity & Brand Image Making,
A must for FMCGs, Corporate
Houses & Advertising Agencies.
Ajay Kumar Khaitan,
Mob: 09933115511
microwonder@gmail.com
MASS ADVERTISING GIFT
Mass Advertising Gift @ 50 Paise
to Attract 125 Crore People in just
1 Month.
Ideal for Free Gift Schemes to boost
up sales by 5-10 times. A must for
Advertising Agencies, FMCGs &
Corporate Houses.
regards
A K Khaitan 9933115511
Inventor & World Record Holder
This Blog is really nice and helpful. sharemarketing live
Land Marvel construction
Developing and co-promoting real estate projects on joint venture basis properties
MASS ADVERTISING GIFT @ 50 PAISE
Mass Publicity Gift @ 50 Paise to attract 121 Crore Indians in just 1 month
A must for Ad Agencies, Corporate Houses & FMCGs. Ideal for Free Gift Schemes, Mass Publicity & Brand Image Making.
Sufficient Ad Space provided for Advertisers
MOQ: 5 Crore Pcs or (500 Buyers X 1 Lac Pcs)
regards,
A. K. KHAITAN, World Record Holder
microwonder@gmail.com
M: +91-9933115511
good one that i visited here today, thanks for sharing.
dentist toronto
Boca Raton Dentist
San Clemente Dentist
Excellent post on Indian FMCG sector. You have including and described in detail lot of information in your article like Focus on Health, Impact of Inflation, Micro Segmentation/ Niches, Jet Age Consumer Products, Under-penetrated Growth Categories, Low Per Capita Consumption etc. It really helped me to understand Indian FMCG Sector. Thanks for sharing such informative post.
FMCG Market Research Report
I have been looking around for this type of details. Will you publish some more in future? I’ll be thankful if you will.
Marketing Services
Really its a very good information and i gained a new things from it.Thanks for sharing the information with us.
Startup Consultants in India | India Entry Strategy Companie
Sir please guide me about how to handle distributor at the time of making primary? If monthly sale is Rs.5lakh then how to convince him to make RTGS of Rs.10 Lakh?
Product Outsourcing Company in Delhi - IT outsourcing companies are now jumping on the IT products outsourcing to maximize the efforts of business process outsourcing firms that provide IT products outsourcing services as they ramp up their efforts to maximize the opportunities of the IT services reform.
http://in.reuters.com/article/2015/07/14/johnsonjohnson-results-idINL4N0ZU43O20150714?type=companyNews
J and J really have a nice salesforce. In spite of a big brand its important to have quality salesforce.
Ajay.. but brand name does matter. Nobody knows about the sales person but the brand name. Brand consciousness also increases demand. Our economy is booming, growing demand for premium products makes people turn towards brands.
dats rit, but there are many factors involved which contribute to achieve sales targets and eventully profit. Todays technology helps a lot to achieve it.
Yusuf. But if you are one of the top brands from your industry then i dont think one requires help of these other factors.
I agree with Rahul. It also depends on the technology they are using to reach to the target market, these companies maintain their supply chain, use softwares like SAP or any Sales force automation solution. I have some contacts, they say they use mobile based application, base sfa, which gives you real time data of doctors, chemists or stockists.
almost evey MNC and market leader is using SAP, salesforce.com.
SAP is more from manufacturing perspective. We are into marketing only. Salesforce is very hefty in pricing. Need a cost effective solution, which even a 10 grade drop out can use. In FMCG you won't see many graduates.
Very nicely written post, thanks for the insights on FMCG marketing.
Bulk SMS
Thank you for your post. This is excellent information. It is amazing and wonderful to visit your site.
construction material suppliers in vijayawada
construction material suppliers in guntur
basic building construction material suppliers
wholesale and retail cement suppliers in guntur or vijayawada
TWIGEES GREEN TEA STICKS AND TEA BOX
Health and glow are two of the many things that green tea has to offer. We all know that green tea is a great for our health, but do you know that is works wonders for our beauty as well.Twigees provide you a instant source of Green Tea as a Green Tea Sticks.
teabox, tea-box,tea plant twigees green tea,
http://www.twigees.com
Thank you for your post. This is excellent information. It is amazing and wonderful to visit your site.
modern electrical switches in vijayawada
basic building construction material suppliers
best building hardware suppliers in Vijayawada
bathroom fittings suppliers in Guntur
best digital marketing agency in Chennai - Hashtag Inc. Our services include Branding, Digital Marketing to Designing and Video Editing, this is not all we do, this is all we do our best. Hence then, we are called as best digital marketing agency in Chennai. Visit Hashtag Inc @ http://www.hashtaginc.co.in/
Good Post. I like your content. It is useful information. As you know world is changing rapidly. Translation has played its important role in connecting the world. We provide all language translation services. English to Punjabi Translation
Informative Blog. Keep sharing..!!!White label services in Delhi NCR
such a nice article and sharing with us.. such a it's full-on informatics blog.. good work
Event management agency in Dubai
good effort to write this blog really nice .... goood work and thanks to sharing with us..
translation company in Gujarat
Useful information..!!White label services in Delhi NCR
Great information..!!White label services in Delhi NCR
Thanks for sharing this information and keep updating us.
thynkk is a creative design studio, Digital marketing, web design and development and branding agency in chennai, India
web design company in chennai
digital marketing agency in chennai
Branding agency in chennai
Thanks for sharing this information
https://naturecareayurveda.com.au
Thanks for the blog.. very informative. I have used Mamaearth Products for baby and Beauty care. Its very effective.
This is really interesting, You're a very skilled blogger.
I have bookmarked this article page as i received good information from this.
ERP Software for FMCG Industry in India | Best ERP Software in Hyderabad
Cloud Based ERP Software in Hyderabad | ERP Software for Manufacturing Industries in Hyderabad
I said use FMCG product but I didn't Kno what is FMCG & what is FMCG Full Form thanks for giving information
I was diagnosed with stage 3 breast cancer in August 2010. A valuable friend told me about Dr. Itua Herbal Center in West Africa. She gave me her phone number and email address. I quickly contacted him to guarantee that his herbal medicines will heal my cancer and I will heal forever I said OK.I ask him what is the healing process, he asks me to pay the fees I did and within 7 working days he sent me the herbal medicine and then he asked me I told my friend Gomez about the herbal drug so that he gave me to go and drink it.So after drinking for two weeks, I was cured, I am so grateful and I promise that I will do it I recommend to anyone who has cancer and that that I am doing. Herbal medicine Dr. Itua makes me believe that there is hope for people with Parkinson's disease, schizophrenia, cancer, scoliosis, bladder cancer, colorectal cancer, breast cancer and breast cancer. kidney cancer. , Leukemia, lung cancer, skin cancer, uterine cancer, prostate cancer Fibromyalgia, a
Fibrodysplasia Syndrome, Epilepsy,Sclerosis sickness, Dupuytren's Disease, Diabetes, Celiac Disease, Angiopathy, Ataxia, Arthritis, Amyotrophic Lateral Sclerosis, Alzheimer's Disease, Lupus, Adrenocortic Carcinoma.Asthma, Allergic Diseases.HIV Help, HIV Aids, Herpes, Disease Chronic inflammatory, Memory disorder,
Here is his contact information ...... [Email ... drituaherbalcenter@gmail.com. Whatsapp ... + 2348149277967]
I will recommend anyone looking for Business loan to Le_Meridian they helped me with Four Million USD loan to startup my Quilting business and it's was fast When obtaining a loan from them it was surprising at how easy they were to work with. They can finance up to the amount of $500,000.000.00 (Five Hundred Million Dollars) in any region of the world as long as there 1.9% ROI can be guaranteed on the projects.The process was fast and secure. It was definitely a positive experience.Avoid scammers on here and contact Le_Meridian Funding Service On. lfdsloans@lemeridianfds.com / lfdsloans@outlook.com. WhatsApp...+ 19893943740. if you looking for business loan.
This is really nice information, thanks for sharing this.
Bulk SMS Service
Promotional SMS
Transactionalsms
Bulk SMS Service provider in UAE
Bulk SMS Service provider in U.S.
Really very useful information shared. Thanks for this sharing...www.aekirana.com
small business marketing
small business marketing
small business marketing
small business marketing
small business marketing
small business marketing
small business marketing
Hello,
I must tell you it was one of the best blog. It was very informative.
Thank You for sharing such a wonderful blog.
I would like to introduce you with one of my best product name as Traditional Snuff you should check our products
Hello
I love your post. It was very Informative.
I would Like to introduce you guys with New Zealand Study Visa Consultants in Chandigarh. We provide you best services from all over the Chandigarh that too at a reasonable price.
Hello,
Amazing Post.
International Ielts Center is one of the most popular Celpip Coaching in Chandigarh which provide you best Celpip training at affordable price.
Hello,
It was really nice to read your blog. It was such a interesting blog.
International Ielts Center is Best English Speaking Institute in Chandigarh to experience the best in learning please visit IIC
Hello
I love your post. It was very Informative.
buy ayurvedic products online
Best packers and movers providing fast and safe local, home, room shifting and relocation services at the lowest price.
Pune Local Guide | Packers and Movers Kothrud | Packers and Movers Aundh | Packers and Movers in Wakad | Packers and Movers Navi Mumbai | Packers Movers in Navi Mumbai | Packers and Movers in Kharghar
thanks for sharing valuable information here .glad to see all points you mentioned here in explicit way. we are here cashe nut exporters.Cashew is the most favorite nut of the people resulting in constantly increasing demand in the global market. International trade of the best quality cashew nuts is blooming with numerous exporters all around globe
Amazing post thanks for sharing.DLF share price
fantastic post thanks for sharing
Packers and Movers Kharghar Sector 20
Post a Comment
<< Home