TISSUE AND HYGIENE IN INDIA - ANALYSIS

Country Report | Mar 2018

EXECUTIVE SUMMARY Market Sizes

Personal hygiene a priority for Indian consumers Sales of Tissue and Hygiene
Retail Value RSP - INR million - Current - 2003-2022
Personal hygiene is of prime importance to Indian consumers. In an age of increased
awareness about hygiene and the range of products available, tissue and hygiene in
India continues to post strong double-digit growth, with this performance also being 97,932 Forecast
supported by rising disposable incomes. With manufacturers’ increasing advertising 200,000
and promotional activities, consumers are becoming more aware of the wide range of
products available. In addition, doctors have also started to advise consumers to use
hygiene products, with this helping to drive market growth. To build credibility and
improve customer satisfaction, even smaller AFH institutions such as restaurants, 150,000
hotels, offices and hospitals have started using tissue products. Exposure to these
products in AFH channels has encouraged consumers to use these products at home,
with this supporting the growth of retail sales.
100,000

Introduction of GST to support growth of organised tissue and hygiene

The introduction of a Goods and Services Tax (GST) has had a positive impact on 50,000
organised sales of tissue and hygiene products in the country. The new Indian tax
structure is likely to see unorganised players switch to the organised channel, for
several reasons. Many categories in tissue and hygiene largely comprise unorganised
players. GST will improve the visibility of volume sales and revenues for organised 0
companies in such categories. Tax compliance under GST will increase input costs for 2003 2017 2022
unorganised players. This may lead to a reduction in the price gap between the
products marketed by organised players and those sold directly by unorganised players.
Consumers may well move towards branded products as the price difference narrows. Sales of Tissue and Hygiene
% Y-O-Y Growth 2003-2022
Product awareness, strong distribution networks and large portfolios
the key differentiators 13.0% Forecast
For companies to be successful in the tissue and hygiene market in India, product 35%
awareness, strong distribution networks and large product portfolios have been
identified as they key components. For the majority of tissue and hygiene products, 30%
awareness is fairly low, with consumers using traditional alternatives to fulfil their
needs. Therefore, to tackle this issue, manufacturers have focused heavily on 25%
advertising and marketing activities to raise awareness. In a country like India, with its
geographical expanse and huge population, a strong distribution network to ensure 20%
widespread product availability is essential. Having a wide product portfolio to cater for
consumers’ various needs is also essential. That said, price is also an important factor, 15%
with consumers demanding value for money.
10%
Independent small grocers and modern grocery retailers emerging as
significant channels for tissue and hygiene products 5%

Traditionally, health and beauty specialist retailers accounted for the majority of value
0%
sales of tissue and hygiene products in India. Product availability is the prime reason 2003 2017 2022
for their popularity. However, with increasing demand for tissue and hygiene products,
modern grocery retailers and small independent grocers have started stocking more of
these items. As penetration of these stores is high in India, coupled with their easier
access, consumers have started buying tissue and hygiene products from them.

Increasing per capita consumption the key to further growth

Per capita consumption of tissue and hygiene products in India is one of the lowest in
the world. With low consumer awareness and limited brand knowledge, the market is
far from reaching its full potential. In addition, these products are seen as expensive,
with the use of traditional local alternatives being strong. However, initiatives taken by
the government and the leading players, coupled with increasing organised retailing in
the country, are boosting consumer awareness of tissue and hygiene products. With
many local players entering the industry, the prices of these products over the forecast
period are expected to become more affordable, resulting in a rise in per capita
consumption.

SOURCES
Sources used during the research included the following:

Summary 1 Research Sources

© Euromonitor Interna onal 2018 Page 1 of 2

 Official Sources Authorstream.com
Competitive Landscape
Ma na gementpa ra dis e.com
Company Shares of Tissue and Hygiene
Moneycontrol.com
% Share (NBO) - Retail Value RSP - 2017
Scribd.com
Slides ha re.net Procter & Gamble Home Pr... 23.2%
Thehindubus ines s line.com Unicharm India Pvt Ltd 20.7%
Va luenotes .com Procter & Gamble Hygiene... 15.3%
Trade Press Agency Fa qs
Johnson & Johnson (India... 8.6%
Bloomberg Bus ines s Week
Kimberly-Clark Lever Ltd 5.8%
Bus ines s India
Nobel Hygiene India Ltd 3.4%
Bus ines s Sta nda rd
Bus ines s Toda y Wipro Ltd 0.5%

Bus ines s World Origami Tissues Pvt Ltd 0.5%

Bus ines s Line Res ources Ballarpur Industries Ltd 0.5%
Ca pita l Idea s Online Bella Premier Happy Hygi... 0.3%
Decca n Hera ld
Himalaya Drug Co, The 0.3%
Doma in-b
Wintex Tissues Ltd 0.3%
Economic Times , The
Pantaloon Retail India L... 0.2%
Excha nge For Media
Gufic Biosciences Ltd 0.2%
Expres s Hotelier & Ca terer
Fa cts for You Provisions Suppliers Cor... 0.2%
Fina ncia l Expres s Tainwala Personal Care P... 0.1%
Ha ppi Ma ga zine Pudumjee Hygiene Product... 0.1%
Hindu Bus ines s Line, The Emami Ltd 0.1%
Hindus ta n Times , The
Private Label 0.3%
India Converting Show
Others 19.4%
India Infoline
India Informer
India Toda y
India n Expres s , The
Brand Shares of Tissue and Hygiene
Livemint.com % Share (LBN) - Retail Value RSP - 2017
Ma gIndia
Money.rediff.com Pampers 23.2%

Myiris .com Mamy Poko 20.1%

Pa per Loop Whisper 15.3%
Pitch Stayfree 6.8%
PR Doma in
Huggies 5.2%
Print-Pa cka ging
Friends 2.2%
PTI
Johnson's Baby 1.6%
Rediff Bus ines s
Reta il As ia
Teddy 1.2%

Reuters Kotex 0.6%

Stra tegis t Sofy 0.6%
Superbra nds India Baby Soft 0.5%
The Times of India Premier 0.5%
Times of India , the
Godya 0.4%
Tis s ue World
Seni 0.3%
Tribune, The
Himalaya 0.3%
Wa llet Wa tch
Wordpres s Wintex 0.3%
Carefree 0.2%
Source: Euromonitor Interna tiona l
Caremate 0.2%
Private Label 0.3%
Others 20.2%

Increasing share Decreasing share No change

© Euromonitor Interna onal 2018 Page 2 of 2