Deodorants, shampoos help FMCG sector to achieve 16% growth: study

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New Delhi, Apr 13: Soaring demand for items like deodorants, hair dye and shampoos helped the FMCG industry to grow by 16% in 2007-08 (April-February), up by 1% compared to the same period in 2006-07.

While there was a rise in demand for the some of the products like shaving and fairness creams, anti-dandruff shampoos and tooth powders, a few other fast moving goods, including toilet soaps and laundry bars indicated a fall in the demand slope, according to astudy by the Federation of Indian Chambers of Commerce and Industry (Ficci).

Though there has been some deceleration in the soap and toiletries segment and in toilet soap in particular in the October-December quarter of 2007-08, the survey also confirms higher growth during April-March 2007-08 as almost all the products belonging to FMCG segment show higher growth trends in April-February 2007-08 over the corresponding previous period.

The survey also indicated that besides rising and falling demand trend there were also a few other products like washing powder and feminine hygiene which were static on the demand graph with no fluctuations.

The items which showed a growth rate of 20% and above during 2007-08 include: shaving cream (22%), skin/fairness cream (20%), anti-dandruff shampoo (22%), hair dye (30%), dish wash (20%), cleaners/repellants (23%), deodorant (40%), and tooth powder (22 %).

The fast moving consumer goods which recorded growth between 10-20% are detergent cakes (12%), liquid detergent (11%), personal wash (13%), personal health care (16%), oral care (16%), tooth paste (15%), tooth brush (12%), skin care & cosmetics (18%), branded coconut oil (15%), hair care (15%), coconut oil (13%), and feminine hygiene (12%).