Within three years of its launch, Hindustan Unilever’s Tresemme shampoo brand has surpassed its rival Pantene from Procter & Gamble on the basis of market share in modern trade. Tresemme had a market share of 9 percent in the shampoo sales via supermarkets in time period between March 2014 and February 2015. This is relatively higher than that of Pantene as it was 8.2 percent in the same time frame.
These figures were revealed by the data from Nielson market research firm. Last year, Pantene had a modern retail market with 9.5 percent market share while Tresemme was far behind at 6.9 percent.
Regarding this growth, HUL claimed that has been targeting the consumers who are frequent visitors to salons and hence, it has helped the brand to grow in the urban markets. Tresemme has emerged as the quickest brand in HUL’s portfolio to surpass Rs 100 crore sales point in 2014.
Also, Srirup Mitra, the General Manager for Hair Care at HUL claimed that the motive of providing salon benefits to consumers every day has helped the brand grow. The executive added that Tresemme was launched in clusters that were considered to have high beauty adoption trends as it was gaining momentum and there is higher traction in these cities.
On the other hand, a P&G spokesperson stated that the firm cannot comment anything on this drop in the Pantene market share.
Notably, supermarkets make up around one third of the revenue generated by Tresemme. This modern trade accounts to 12 percent of the total shampoo sales inIndia. HUL has been a mainstay in the market as far as personal products are concerned. The firm has brought in brands including Sunsilk, Clinic Plus and Dove. The firm has a market share of 47 percent and it is valued to be over Rs 5,200 crore.
P&G follows it with a market share of 21 percent and it has been facing a shrink in the market share in the past couple of years. The firm witnessed only half its market growth of 3 percent in the last year.
One of the major reasons for the success of Tresemme is that its pricing is less than that of the salon products and other premium brands such as Dove and Pantene, and slightly higher than the mass shampoo brands including Sunsilk, claimed the Associate Director at Edelweiss Securities, Abneesh Roy.