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 keeping with Mintel analysis. Conversely, solely 9% of Indians report utilizing physique wash, bathe gel, or bathe cream as their most important bathing product.
Their hesitance to make use of the physique wash format is pushed by components equivalent to perceived excessive prices of physique wash, associations with dangerous chemical substances 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 may deploy pricing methods that incentivize trial and repeat consumption. Providing worth packs, combo offers, and subscription companies are potential techniques. Transparency and communication about pricing methods can even improve the model’s picture of being economical.
As an illustration, Cocokind emphasises its use of minimalistic packaging to scale back prices. In the meantime, Outlaw provides a Physique Wash Subscription Field, delivering a selected physique wash to the shopper 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 substances is one other barrier to utilization. Indian shoppers favor pure magnificence merchandise, associating chemical substances with being dangerous to the pores and skin. Mintel analysis on Clear Magnificence exhibits that ‘free from dangerous chemical substances’ is ranked as a very powerful issue by 12% of Indian shoppers when selecting magnificence merchandise, carefully following ‘made with pure substances’ (15%).
Manufacturers like Plum Goodness counter this concern by providing bathe gels with mild, non-drying cleaning formulation which are stated to be cruelty-free and devoid of dangerous substances like sulphates, parabens, phthalates, silicones, and animal-derived substances.
Plum BodyLovin’ Hawaiian Rumba Bathe Gel
Tackle water consumption issues
India, being some of the water-stressed nations, incessantly faces water shortages. Given the prevalent apply of bucket bathing, the perceived excessive water requirement of physique wash pushes shoppers in direction of bar cleaning soap.
Though extra sustainable choices (eg biodegradable packaging or revolutionary formulations) will be costlier to supply notably for smaller magnificence manufacturers, positioning eco-friendly choices at inexpensive costs is usually a game-changer. Manufacturers may discover revolutionary, waterless codecs like powders, sheets, and tablets to enhance the worth notion of physique wash.
Godrej, as an illustration, launched India’s first ready-to-mix physique wash, affordably priced for the mass market. The product, obtainable in small sachets of concentrated components, will be combined with water and poured into reused containers, creating 200ml of physique wash. This strategy not solely addresses sustainability but in addition breaks down the value barrier, making it simpler for shoppers to change from bar cleaning soap to physique wash.
Godrej’s Magic Prepared-to-Combine Physique Wash
What we expect
The upper worth 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 creative options equivalent to powder, sheet, and pill formulations that get rid of the necessity for water.
