exchange4media.com and Strategy Group, the Analytical Arm of TAM Media Research, jointly bring you a weekly column 'S-Group Insights' on Advertising Trends of different Product Categories. This column aims to aid advertisers and media agencies understand changes in Media Consumption patterns leading to Scientific Advertising Investments. In the current column, we take a look at Hair Care as a category.
The objective of this report is to characterize the relevant tendencies at a quantitative level for product categories of Hair Oils, Shampoos, Hair Conditioners, etc.
The overall Hair Care super category has grown by 26% in 2015 from year 2011. Shampoos (42%) & Hair Oils (26%) accounted for around 68% of total Hair Care super category ad volume in 2015.
Hindustan Lever Ltd (HUL) contributed 62% of shampoo product group ad volumes, which is majorly driven by Clinic Plus Shampoo brand on TV.
HUL has mainly focused on Clinic Plus shampoo ads across years and promotes it heavily on various regional channels. 21% of these ads are aired on Hindi Regional channels followed by Tamil (13.1%), Bengali (10.6%), Marathi (10.2%) & Bhojpuri (10%) channels. Oscar Movies Bhojpuri (6.4%) & Sangeet Bhojpuri (3.6%) channels promote maximum share of Clinic Plus Shampoo ads on TV.
Marico Ltd. with its products--- Parachute & Nihar, has been the top advertiser in the Hair Oil category across the years owing to its high ad volumes. While Mosons Extractions (i.e. Indulekha & Vayodhya) have promoted their product heavily since 2014 and is the second highest promoter in Hair Oil category on TV followed by Dabur India Ltd. Even SBS Biotech (i.e. Kesh King Oil) emerged as an upcoming advertiser to watch out for in 2015.
Hindustan Unilever (HUL) acquired brand Indulekha from the Mosons Group, marking its entry into the Hair Oil product group to strengthen its leadership position in Hair care super category. The acquisition of Indulekha brings to HUL a premium brand with strong credentials around Ayurveda that will complement their existing portfolio and strengthen their presence in the Hair Oil product group.
In the initial phase of promotions (i.e. year 2014), Mosons Extractions was airing its advertisement on Malayalam channels and then explored markets like Tamil & Kannada across years. In 2015, it also promoted its products on Marathi channels to capture Maharashtra region as well.
Dabur India Ltd. has come up with various Hair Oil brands like: Amla, Anmol Non Sticky Coconut Hair Oil, Almond Oil, Vatika Enriched Coconut Hair Oil, Keratex Oil, Vatika Jasmine Hair Oil, Badam Tail, Vatika Enriched almond, Vatika Enriched Olive Hair Oil & Vatika Hair Oils) in Hair Oils product group . It promoted all the brands heavily across all the mediums (i.e. TV (379%), Radio (333%) & Print (478%)) in 2015.
If we consider the Hair Care super category performance on Radio, Shampoo which contributed the highest ad volumes among all the Hair Care Product categories, witnessed a drop in ad volumes in 2015. Despite this, the overall Hair Care super category sustained its ad volumes by promoting products like Hair Oils & Hair Dyes.
Hair Dyes have seen fluctuations in ad volume shares across years on Radio. While Hair Oil had the highest ad volume (i.e. 40%) on Radio among all Hair Care category products in 2015, on the contrary, the ad volume of Shampoos dropped from 40% (in 2014) to 5.4% in the year 2015.
Emami Limited (i.e. Himani Navratna & Emami Oils), emerged as the top advertiser in terms of ad volumes in 2015 followed by Dabur India Ltd & Marico Ltd (i.e. Parachute & Nihar). While the Hair Dye product category was mainly dominated by Godrej Consumer Products Ltd (i.e. Godrej Expert Powder Hair Dye brands in 2015.
Similarly if we see the overall Hair care super category in Print medium, ad volumes have fluctuated since 2013.
Hair Oils, Hair Care Range & Shampoos emerged among major contributors in terms of ad volumes in Print in 2015.
SBS Biotech (Kesh King) emerged as the top advertiser in the Hair Oil & Hair Care Range product category and contributed 33% of the ad volumes (i.e 118 Lakh sq.cm) in the overall Hair Care category in 2015.
Dainik Bhaskar Group emerged as the most preferred publication by Hair Care super category followed by Jagran Prakashan Ltd in 2015
Source: TAM Media Research, analysis conducted by S group, an analytical arm of TAM Media Research
Data Sources: TAM AdEx
Period: Jan-2011 to Dec-2015