NEW DELHI: Toothpastes and toilet soaps, traditionally focused on functionality, are now shifting their emphasis to ingredients, reflecting a broader consumer preference for natural and plant-based ingredients. FMCG players and research agencies point out that the trend is becoming more pronounced, with this spilling over into haircare and other personal care products.
Recent product launches underscore this shift, as consumers increasingly favour scientifically backed and safe ingredients.
Over 70% of the new launches in toothpastes are now in the natural space, up from 60% in 2018-19, while the largest jump has come in hair wash products from 10% to now 70%, recent Kantar data said.
In oral care, the natural or herbal segment is growing at a faster pace, with the trend towards herbal and ayurvedic ingredients in toothpastes gaining significant momentum over the past three-to-four years. The share of herbal/ayurvedic in the overall market is 36% now, up from 32% four years ago, according to Kantar Household Panel.
“Consumers are increasingly seeking toothpastes and even mouthwashes with natural ingredients. This trend is now becoming more pronounced, with other segments, such as gel variants (Dabur Red Bae), mouthwashes, and specialised solutions, for issues like whitening and sensitivity also shifting towards natural formulations,” Prashant Agarwal, marketing head-oral care, Dabur India told TOI.
Such is the preference of ‘natural’ that the market leader in toothpastes, Colgate also has herbal variants, such as salt, neem and clove, besides its range of ‘Vedshakti’. Earlier, HUL also launched its Ayurveda range, Ayush. While, under its naturals brand, Indulekha, it has expanded its portfolio into anti-dandruff hair cleansers and oils.
The ingredient-centric approach resonates strongly with consumers, particularly Gen-Z and Gen-Alpha, who prioritise safety and transparency in their personal care choices, experts added.
Says Ragini Hariharan, marketing director – beauty & personal care, Himalaya Wellness: “We’ve observed a significant shift in consumer preferences towards products that emphasise scientifically-backed, safe, and effective ingredients. This trend is particularly visible within our face washes and broader personal care portfolio, including face creams, scrubs, serums, face packs.” .
