In India, 90% of shoppers primarily use bar cleaning soap for his or her bathing routine, demonstrating their deep-rooted affinity for this format in response to Mintel analysis. Conversely, solely 9% of Indians report utilizing physique wash, bathe gel, or bathe cream as their essential bathing product.
Their hesitance to make use of the physique wash format is pushed by elements corresponding to perceived excessive prices of physique wash, associations with dangerous chemical compounds and issues about water wastage. On this article, we discover how manufacturers can overcome these obstacles and make physique wash extra interesting, notably to metro shoppers who are sometimes early adopters of magnificence tendencies.
Make physique wash extra economical
The numerous price ticket of physique washes, usually perceived as a luxurious product, deters many shoppers, with 63% contemplating it too costly. This sentiment rises to 69% amongst metro shoppers who normally have bigger budgets for magnificence merchandise.
To beat this, manufacturers might deploy pricing methods that incentivize trial and repeat consumption. Providing worth packs, combo offers, and subscription companies are potential ways. Transparency and communication about pricing methods also can improve the model’s picture of being economical.
As an example, Cocokind emphasises its use of minimalistic packaging to scale back prices. In the meantime, Outlaw affords a Physique Wash Subscription Field, delivering a selected physique wash to the client each month.
Cocokind shows its pricing technique on its Instagram web page
Emphasise ‘cleaner’ formulations
The notion of physique washes being laden with dangerous chemical compounds is one other barrier to utilization. Indian shoppers favor pure magnificence merchandise, associating chemical compounds with being dangerous to the pores and skin. Mintel analysis on Clear Magnificence exhibits that ‘free from dangerous chemical compounds’ is ranked as an important issue by 12% of Indian shoppers when selecting magnificence merchandise, intently following ‘made with pure components’ (15%).
Manufacturers like Plum Goodness counter this concern by providing bathe gels with mild, non-drying cleaning formulation which can be mentioned to be cruelty-free and devoid of dangerous substances like sulphates, parabens, phthalates, silicones, and animal-derived components.
Plum BodyLovin’ Hawaiian Rumba Bathe Gel
Handle water consumption issues
India, being probably the most water-stressed nations, steadily faces water shortages. Given the prevalent apply of bucket bathing, the perceived excessive water requirement of physique wash pushes shoppers in the direction of bar cleaning soap.
Though extra sustainable choices (eg biodegradable packaging or revolutionary formulations) may be dearer to provide notably for smaller magnificence manufacturers, positioning eco-friendly choices at reasonably priced costs could be a game-changer. Manufacturers might discover revolutionary, waterless codecs like powders, sheets, and tablets to enhance the worth notion of physique wash.
Godrej, for example, launched India’s first ready-to-mix physique wash, affordably priced for the mass market. The product, out there in small sachets of concentrated formulation, may be blended with water and poured into reused containers, creating 200ml of physique wash. This method not solely addresses sustainability but in addition breaks down the value barrier, making it simpler for shoppers to modify from bar cleaning soap to physique wash.
Godrej’s Magic Prepared-to-Combine Physique Wash
What we expect
The upper value of physique wash in comparison with bar cleaning soap in India is a major barrier to adoption. Manufacturers could make physique wash extra economical via worth packs and smaller packaging, coupled with cleaner formulations that don’t considerably enhance prices. Lastly, to reinforce the perceived worth of physique wash, manufacturers have the chance to delve into ingenious alternate options corresponding to powder, sheet, and pill formulations that get rid of the necessity for water.