Health is number one
Living a healthier lifestyle has topped the list of goals and aspirations for Indian consumers. Mintel revealed that 48% strive towards this aim, with 30% seeking better time management.
Of the 3,029 adults asked, aged between 18-64 years old, 72% stated that happiness was the main motivator for wanting to lead a healthier lifestyle. Of those asked, 56% emphasised the importance of looking better through healthy living and 53% want to feel better through improving their health.
“Many Indians believe leading a healthy lifestyle will have a knock-off effect on their personal happiness,” said Ranjana Sundaresan, Senior Research Analyst at Mintel.
“There has been quite a bit of publicity regarding the rise in lifestyle diseases among Indians, and, thus, growing awareness of the importance of being healthy,” Sundaresan went on to say.
Rising natural sector
With these demands high on consumer’s priority lists, natural brands within the cosmetics and personal care sphere should explore cutting-edge innovations that will answer Indian consumers’ needs.
Brands need to market these products and their benefits proactively, as currently, Indian consumers are taking minimal steps towards achieving a healthier lifestyle, despite their preferences.
Mintel's data revealed that 34% said they are always trying new things to improve their health, while 26% announced research health concerns. Importantly too, 10% stated they research or think about health a lot but rarely update their cosmetics routines.
Efficient, active and convenient beauty and personal care solutions, therefore, that enable consumers to make small changes via active beauty to achieve a healthier lifestyle should present a core opportunity for brands throughout India, APAC and the wider global beauty market.
Natural and herbal beauty and personal care products have received increasing interest since 2015, Euromonitor International reported.
This has largely been as a result of leading multinational brands including Hindustan Unilever, Colgate-Palmolive India releasing items belonging to the natural niche and launching well-thought-out promotional campaigns to support these.
“Awareness of natural products has grown in India and consumers are increasingly demanding cleaner labels and organic attributes,” Sundaresan elaborated.
“Powered by higher disposable income and increasing health consciousness, India’s growing middle-class urban population is now more willing to pay the additional cost for healthier options,” concluded Sundaresan .