Anti-fatigue part 1: India’s evolving society prompts niche segment

13-Mar-2017 - Last updated on 13-Mar-2017 at 12:27 GMT

UK-based market research company, Mintel, identifies the anti-fatigue area as an up and coming niche segment as consumers battle against burgeoning careers and lack of sleep.

Success affecting sleep?

In recent years, Indian consumers have enjoyed rising disposable incomes. As a result, shoppers have evolving aspirations and an increased awareness of beauty and personal care products. When it comes to beauty buys, Indian women look for contemporary purchase options that are supported by multifaceted media campaigns.

The growing economy in India has led to a shift in lifestyle. As 38% of employed consumers in India say that their career always comes first, this may be attributed to feelings of increased exhaustion.

Of those asked, Mintel found that 22% of adults in India say they are personally concerned about their tiredness and fatigue levels. In fact, at present, tiredness and fatigue are rated as the leading health concern in India, with this figure increasing to 25% of female consumers.

In India, sufficient sleep is perceived as synonymous with a healthy lifestyle, as tiredness is currently a significant health worry. Mintel found that 53% of consumers say that they need to get enough sleep in order to achieve healthy living. The importance of sleep rates higher than eating a healthy diet (52%), maintaining a healthy weight (24%) and eating organic or natural foods (17%).

Answering nighttime beauty needs

At Mintel’s Big Conversation event, held in New Delhi today on 22nd February 2017, Neha Nayak, Innovation Consultant at Mintel, revealed: “There is potential for nighttime products that help consumers of all ages calm down before bedtime, sleep better and restore the body while they rest”, when discussing how to meet the needs of these consumers.

While many brands are looking towards the energy drink and nutritious food categories, this opens up possibilities for brands to create anti-fatigue products that complement the beauty-around-the-clock trend, enabling consumers to relax and sleep more comfortably.

“As the global workforce grows and technological advances make it harder to ‘clock out’, more consumers are in need of products that provide comfort or relaxation,” adds Nayak.

Evening claims

Mintel’s research also highlighted how many consumers have limited spare time, as a considerable 35% have two or fewer hours on an average weekday to do what they like.

Today, consumers are, therefore, on the lookout for multifunctional beauty and personal care products that maintain their look and benefits through until the evening.

“Evening already is associated with functionality in the beauty industry, where creams and serums claim to work during the overnight hours,” Nayak went on to say.

“Going forward, consumers, especially those who are accustomed to multitasking, will want to make better use of their precious nighttime hours.”

The emphasis for the Indian market will be placed on “nighttime products that help consumers of all ages calm down before bedtime, sleep better and restore the body while they rest”, Neha stated.