While the need to look good continues to be the significant driver for the hair care category, it is the consumer's new-found love for herbal products that has created a buzz in the hair care segment.
With a sizeable amount of discerned consumers opting for ammonia-free or herbal hair care products, especially in the hair colouring segment, there is an upsurge in the launch and product extensions in this segment. For instance, L'Oreal Professional's new odourless Inoa line of hair color will soon be the latest to join the hair colour brands which are ammonia-free. The product, set to roll out in May this year, claims to be free from smelly ammonia, which usually results in an itchy hair-colouring experience.
Back home, Godrej Consumer Products Ltd has seen a 17 per cent growth in the hair colour category during the quarter ended December 2009. "There is growing awareness about hair care with consumers using various options to keep their hair healthy, soft and silky. Hair colouring is also catching up and hair colours have consistently grown faster than overall FMCG industry growth rate.
Hair is now seen as a style statement to reflect a person’s personality and identity. However, there is a segment of consumers who are particularly worried about possible damage to their hair if they apply certain hair care products. They believe that herbal solutions and ammonia-free products are safer than other products. This segment is quite sizeable now, says RK Sinha, COO, Godrej Consumer Products Ltd.
Godrej hair colours are available under the brands Godrej Kali Mehndi, Godrej Expert, Renew Cream Hair Colour, Kesh Kala and Colour Soft. Sinha, however, refused to comment on whether the company is planning to launch new products this year.
The sudden influx of brands in the herbal hair colour segment also seems to have given the boost to the overall hair care industry. "While the hair care industry is close to Rs. 8500 crores, having witnessed a 17 per cent value growth driven by hair oil and shampoos, according to a source, the size of the hair colour market in 2009 was Rs 1,100 crore and currently growing at 14 per cent year-on-year. Hair Colour was primarily used to cover grey hair till the late '80s. Today hair care is all about looking good and people are willing to spend on it.
Products are now bought specifically for individuals rather than for use by the whole family. A large portion of consumer is attracted towards natural and herbal hair care products. Innumerable hair care products are available replacing the old method and we see an upsurge in the launch of new brands in this space. We will also witness low brand loyalty," says Sanjay Bajaj, MD, Bajaj Herbals Pvt Ltd, which recently forayed into the Indian market with Veola Hair oils and Henna Hair Colours.
The company, which is a manufacturer and exporter of herbal products, has seen Veola growing at 10-15 per cent per annum internationally. Bajaj Herbals expects revenues worth Rs 60 crore from hair care products in its first year in India. "Today, ammonia-free has become more like one of the laundry-list point. Herbal is the new buzz. And there is influx of brands in this segment claiming to be herbal-based," Bajaj adds.
Similarly, Godrej Sara Lee, which operates in the men's hair grooming and styling segment estimates the men's hair grooming and styling segment to be a Rs 1250 million market. "There is a growth in Health and wellness segment. This manifests in demand for products offering nourishment benefits usually associated with natural ingredients. With cosmetic benefits continuing to be important, I expect consumers to be more willing to spend on superior products in future," says Tarun Arora, VP Marketing Head, Godrej Sara Lee.
In January, CavinKare launched Indica 10minutes herbal hair colour in the format of powder colour.
