Active beauty in India part I: Fragrance focus
Scaling up
“Although the Active Beauty trend is still in its infancy in India, athleisure beauty product launches will continue to grow this market,” stated Charlotte Libby, Global Colour Cosmetics and Fragrance Analyst at Mintel.
As the trend evolves and companies advance their skin care and hair care ranges, brands are now turning their attention to the fragrance market as active consumers reveal body odour concerns.
India is proving a popular expansion choice for global companies. With BeYu preparing to launch 300 new stores in India, Hindustan Unilever opting to bring its skin care brand to the nation and BASF developing its largest R&D centre in the country to improve its personal care delivery to Asia-Pacific, India is a key market to watch.
India’s health kick
Coupled with the Indian exercise market’s steady growth, many small and large brands are concentrating their efforts on scent formulations to lift their presence and market share. Getting active is a priority for adults and various events in recent years have emphasised this surge in healthy living.
“India's two 2016 Rio de Janeiro Olympic medals have proved inspirational in helping sports and fitness interest become mainstream,” said Charlotte Libby, Global Colour Cosmetics and Fragrance Analyst at Mintel.
“Indian Prime Minister Narendra Modi reignited a mainstream interest in yoga after declaring the 21st June as International Yoga day in 2014,” added Libby. “Since the announcement, millions have taken part in collective efforts to practice the country's traditional discipline.”
Active lifestyles
Market research company, Mintel, has found that almost 70% of Indian adults consider their lifestyles to be very healthy, with over 30% of men aged between 18 to 34 embarking on regular exercise routines to remain healthy.
Libby enthused how “in urban areas, health is definitely becoming a rising concern, and that can be seen with the rise in gym and fitness centres, functional foods, raw pressed juices, and even products like farm to home milk”.
Naturally, as a result, “the younger population sees the importance in looking good – so it’s a combination of both these aspects that are driving the fitness industry”, outlined Libby.
The second instalment of our fragrance in India special with Charlotte Libby, Global Colour Cosmetics and Fragrance Analyst at Mintel will be published on Tuesday 4th July 2017.
