Personal care drives FMCG business on rural push
If you are stuck in a remote village in India, dusty and hungry, chances are you will find more options to wash your hair than fill your stomach.
For decades, food items have been the most widely distributed FMCG products in the country. But that rule of thumb is changing. Indians are more likely to find more personal care products than food in a shop these days—a result of consumer goods players pushing the distribution of an entire range of their products in the face of wary consumer spending.
Latest data from market research firm Nielsen reveals that on the list of the top five FMCG product categories, only one food product—biscuits— finds place. The category with the maximum reach, or penetration as it's called in market parlance, is shampoos at 79 per cent, followed closely by biscuits at 78 per cent.
Distribution of categories has undergone a dramatic transformation in the last 15 years. FMCG is available in 8.8 million outlets and shampoo is available in 80 per cent of those outlets, says D Shivakumar, chairman and CEO, PepsiCo India.