Flipkart's Top Selling Body & Face Skincare Brands

In the Online channel, Body & face Skincare products have relatively higher penetration compared to other personal care categories. However it is an interesting category to play in; and all the major FMCG conglomerates - Nivea, HUl L’Oreal, Himalaya have brands in the Top 10 in this category. As this is a category that will have significant gains in the near future, due to various sub categories & niches still available to explore in Top cities and also the aspirational nature of the product.

‍

Another notable mention is Mamaearth & Wow Science who has carved a spot amongst the top brands based on the high level of differentiation it has been able to communicate based on natural ingredients. 

The Top 10 brands in this category collectively gather about 50% of volume share this means that the remaining 1000 brands capture 50% of volume – a highly fragmented category. (due to many niches like fairness, night cream, acne, men care etc.).  The Average Order Value among the Top 10 brands is about Rs 360. Nivea is the most successful brand with significantly higher than average AOV and high volume share due to consistent on brand communication and significant play in many sub categories. 

___________________________________________________________________

Blog written by : Anupam Asthana

Date: 25 May 2022

‍

Vumonic Datalabs is a global consumer intelligence platform. We provide high quality, deterministically linked, large structured data that can be used to derive deep consumer,  business and market insights. Our proprietary data pipelines deliver unbiased actual transaction data collected in a privacy secure manner via large global panels.

‍

‍