AYURVEDA & CONSUMERSHIGHLIGHTS FROM MINTEL REPORT
As per Mintel, over the last five years, between April 2018 and March 2023, India has been at the forefront of Ayurvedic beauty and personal care, accounting for half (50%) of global product launches in this category, according to Mintel Global New Products Database. Ayurvedic haircare launches (21%) comprise a greater share of the sector compared to facial care (14%), highlighting an opportunity to build on Ayurvedic facial care in the local market.
Mintel research indicates that :
36% of Indian consumers strongly believe that Ayurvedic ingredients contribute to overall well-being. Furth 30% of consumers prioritise beauty and personal care products with Ayurvedic ingredients for their absence of harmful chemicals.
46% of consumers who have used Ayurvedic facial care products, and intend to use them in the future, cite price as a major barrier. Additionally, the perception of Ayurvedic products as ‘old-fashioned’ (18%), and the slow pace of visible results (18%), are cited as other barriers.
16% of consumers overall, believe that Ayurvedic products should provide evidence of effectiveness.
41% of Indian women have used Ayurvedic makeup and intend to continue doing so. Additionally, 17% of female non-users express an interest in trying Ayurvedic makeup, suggesting an opportunity to expand the Ayurvedic makeup user base.
Compared to 30% of consumers overall, where the avoidance of harmful chemicals is the primary motivator for using Ayurvedic beauty and personal care products, female Ayurvedic makeup non-users’ key motivations are multifunctional benefits and medicinal properties (37%, respectively).
Tanya Rajani, Principal Beauty & Personal Care Analyst, Mintel Reports India, said:
“During the pandemic, Ayurveda experienced a surge in popularity as consumers sought health and wellness protection by embracing this ancient system of medicine. Additionally, we’re observing an increased desire among consumers to reconnect with one’s heritage and cultural origins, which has significantly contributed to the sustained momentum of Ayurveda.