40% of cosmetic shoppers buy online, only 7% shop online exclusively: Kantar

Indian consumers are increasingly buying beauty products online. According to Kantar’s cosmetic panel findings, nearly 40% of cosmetic shoppers purchase online but only 7% shop online exclusively. “While convenience is important for cosmetic product purchasers, try-and-buy continues to remain important and relevant for most,” it noted.

Kantar has just launched a cosmetic panel- a continuous tracking system to demystify the dynamic transformation in consumer behaviour within the beauty industry. The panel was born in December 2022, out of the need for credible and consistent consumer insights on the cosmetic market of India.

The panel will track, and report purchases made for a total of 4 broad categories- face, eye, lips, and nails with a deep dive into each of these categories. It covers 3000+ women in the 18-44 age band, covering NCCS A & B in 10, 10L+ population Indian towns.

While many more insights will be available in the detailed Cosmetic Panel Report, here are a few highlights from the inaugural leg:

42% of females purchased at least 1 face makeup product in the last 10 months, translating to Rs 1,120 crore (USD 136+ Million) in spends.

33 million packs of eye makeup were bought in the last 10 months, 24 million of these were for eyeliners and kajal. The rest comprised of mascara, eye shadow, eyebrow pencil.

70% of lipsticks bought today are still the traditional bullet lipsticks, as liquid lipsticks are yet to become a significant player in this category.

K. Ramakrishnan, Managing Director- Worldpanel Division, South Asia, Kantar, said, “Cosmetics are on a positive wave right now, and we are absolutely delighted to be able to track this wave with India's only robust Cosmetic Panel, using new age technology. The panel is a first of its kind where we employ Artificial Intelligence to increase the accuracy of the data inputs as well as for quality checks. This will ensure that the brands in the cosmetic category get real-time, accurate and insightful data to inform their strategic decisions.”

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