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The skin care segment dominates the market for ayurvedic cosmetics in India, and existing and newer players are constantly working on new and better products to offer to the Indian consumers. And according to Kuick Research’s India Ayurvedic Cosmetics Market Outlook 2016 report, rapidly evolving Indian consumers are lapping it all up. In fact, the overall skin care market in India is expected to grow at more than 10% in next five to six years.
Increasing disposable incomes, changing lifestyles and an increased pressure to look good have been driving the demand for beauty products in India, and especially in the skin care segment. With the rise in awareness among consumers, the focus has shifted from merely looking good on the outside to an overall well-being. Hence, more superficial beauty products are giving way to options that promote and provide for more long-term care. Consumers are gravitating toward ayurvedic skin care products that assure well-being inside as well as outside, and Indian women are now using creams targeted for blemishes, wrinkles, under-eye issues, glow and skin brightening. The demand has evolved from generic creams to more specialized skin care products such as sunscreens, toners, cleansers, astringents, dark circle-removing products, anti-wrinkle creams, and separate day and night moisturizers and creams. Among ayurvedic products, fairness creams, face packs, face cleansers and scrubs are the most popular categories.
Additionally, India’s teen market is a skin care segment that is expected to witness major growth in the coming years. Currently, this is a segment dominated by the mass market range of products, and ayurvedic products that are considered to be more high-end tend to lose out on this consumer base. Demand in this segment is for basic skin care products such as face washes, anti-blemish creams and spot-reduction solutions. Brands that have targeted this segment include Himalaya and ayurvedic extensions of large retail companies, but Kuick Research sees innovative marketing and packaging in smaller sizes as the way forward for ayurvedic skin care companies looking to target this Indian segment, which is only expected to grow in the coming decades.