3 trending hair care claims for brands in India to tap into

January 23, 2019
3 min read

The influx of information available online and on social media is driving consumers to be more aware of their own unique needs. With this increased awareness, Indian consumers are carefully choosing products that fit in with their personal routines and meet their requirements. According to Mintel research, almost one in four Indians look for ingredients they recognise when buying hair care products.

Using Mintel Global New Products Database (GNPD), we have tracked three trending claim groups seen in the hair care segment in India which brands can look into incorporating in their products.

1. ‘Free-from’

According to Mintel GNPD, ‘free-from’ claims in Indian hair care launches have risen by 42% from last year. Indians are looking for ‘free-from’ claims because they understand the harmful effects chemicals can have on their skin.

‘Paraben free’, ‘Sulphate/Sulfate free’ and ‘Silicone free’ are among the top claims seen in the Indian hair care marketplace over the last year.

Mama Earth Argan Hair Mask
This hair mask claims to be hydrating and is said to be designed for mothers who have given birth and are suffering from hair fall. It’s said to be free from phthalate, paraben, mineral oil and Sodium Lauryl Sulfate (SLS).

Wow Skin Science Miracle 10 in 1 Shampoo
This shampoo is said to be gentle and effective, and claims to be suitable for all hair types. It is 100% vegan and free from parabens, sulfates, silicones, salt, cruelty or alcohol.

2. ‘Ethical and environmental’

As Indian consumers become more aware of environmental changes, they are looking to adopt sustainable products and practices. An example includes the huge beach clean-up campaign in Mumbai that saw massive participation from people from all walks of life.

Furthermore, the Indian Government’s Drugs & Cosmetics Act has issued a policy to disclose all the ingredients used in these products. With this, it will also be mandatory for companies manufacturing cosmetics to disclose the presence of any animal-sourced ingredient in products marketed and sold in the country.

Some of the most commonly seen claims that we are seeing in light of this trend include ‘ethical – animal’, ‘sustainable habitat/resources’ and ‘biodegradable’.

Iraya Pure Ayurveda Ayurvedic Oil Arunshika Nashak Taila
The ayurvedic oil includes Arunshika Nashak Taila which is said to fight hair fall and help clear dandruff. Along with ‘free-from’ claims, the product is described to have not been tested on animals and is 100% vegetarian

Oriflame Love Nature Avocado Oil & Chamomile 2 in 1 Shampoo
The shampoo claims to cleanse and condition hair in one single step. It is said to be silicone-free and biodegradable and produced with minimum impact on the environment.

3. ‘Convenience’

‘Easy-to-use’ and ‘on-the-go’ are the growing claims seen in India to essentially convey convenience to consumers. With busier lifestyles, time management is a key goal for Indians, which translates into little or no time for self-care.

Hence, products that can be used while on-the-go or which come in easy-to-use formats help consumers to save time or utilise their travel time in an effective manner.

Dr. Batra’s Instant Hair Thickener
The hair thickener is formulated with 100% natural fibre and is said to provide immediate thickening of hair within a minute of application. It comes in an easy to apply spray/sprinkling packaging format.

BBlunt Spring Fling Back to Life Dry Shampoo
The dry shampoo is said to do a smooth job of absorbing excess grease and grime, revamping the hair in seconds while providing instant freshness with added volume to hair.

Rimpie Panjwani
Rimpie Panjwani

Rimpie is Mintel’s Senior Beauty Analyst based in Mumbai. She specialises in analysing and providing insights on India’s beauty and personal care market and consumer trends.

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