P&G Hygiene and Health Care Reports Positive Trends in Consumption and Growth Strategies

Emerging Trends in Consumption for P&G Hygiene and Health Care

New Delhi: P&G Hygiene and Health Care is seeing positive developments in both rural and urban consumption. The company attributes this growth to the consistent softening of inflation and good rainfall across over 75 districts. The management highlighted that financial stability is on the rise, potentially attracting more investments. During an analysts call, CEO V Kumar mentioned upcoming challenges, but also expressed confidence in their integrated strategy to manage potential obstacles.

Rural Consumption and Market Strategies

Mrinalini Srinivasan, CFO of P&G Hygiene and Health Care, emphasized the importance of rural demand which is bolstered by favorable monsoon conditions. The company operates in key categories like feminine care with brands such as Whisper and healthcare with Vicks, holding nearly half of the market share in both segments. The festive season plays a vital role in retail, and P&G has formulated plans to cater to various market needs through traditional and modern retail, including e-commerce.

• Feminine care accounts for 70% of revenues.
• Healthcare contributes 30% of revenues.
• P&G grew distribution reach by over 1.5 times in three years.

Leveraging Technology for Better Reach

P&G is also enhancing its market presence by utilizing data analysis through in-house AI and machine learning algorithms to understand consumer patterns better. This shift has allowed them to move from cluster-level to neighborhood-level planning, optimizing inventory management and boosting sales.

Moreover, P&G is venturing into the sleep category with Vicks ZzzQuil, addressing an often neglected market in India. By focusing on a multi-channel approach, P&G aims to promote awareness regarding sleep issues.

In recent months, there has been a significant rise in monthly active users in India's quick-commerce sector, boosting potential for FMCG growth. Anticipating this trend, P&G has developed insights into consumer behavior in this rapidly growing segment.