Personal care product market has observed a steady growth in recent years, especially in the deodorant market, whose market is estimated to be around Rs. 1,400 crore. The most astonishing fact is that, 70% of the market share is contributed by the male segment!!!
Male members of a household usually rely on products used by women for satisfying their personal care needs. Brands supposed to be of use for women are used by men, irrespective of whether they are moisturizers, soaps, shampoos, and skin creams. But now the situation had changed to a great extent, since many personal care brands are coming up with products targeting the male population.
Shaving products have been dominating the male centric cosmetic market, since time unknown. Deodorants are now acquiring a position in the male personal care market and that also due to the increased usage among men. Out of the deodorant market which is estimated to be around Rs 1,400-crore, male segment is contributing up to Rs. 1,000 crore. So the ratio of male to female in deodorant usage pegs at 70:30.
Increasing consciousness about personal care and grooming are some of the driving factors that increase the usage of deodorant among Indian males. Also the nature of activity undertaken by men adds to the increased usage of deodorants by males.
Other than certain house hold categories, deodorants have been used among multiple family members, spurring the growth in this segment. Besides this, a section of women are also using male deodorants, since it is considered much stronger when compared to female deodorants. The growing scope of deodorants among female segment had caused industry majors like Hindustan Unilever to add ‘Lux’ deodorant to their product list, targeting women segment.
Still women’s cosmetic/personal care market is far bigger than men, as their needs are clearly defined in that way. But chances are there for nascent categories for men to overtake the women categories in the personal care products market in the coming future.