Published
Mar 13, 2020
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Hindustan Unilever fights to win back lost market share in skin cleansing category

Published
Mar 13, 2020

Fast moving consumer goods business Hindustan Unilever has lost a significant portion of its market share in the skin cleansing category to other businesses and plans to hone in on brand messaging to regain customers.

HUL’s brand Lux retails a wide array of skincare, fragrance, and cosmetic products - Lux- Facebook

 
HUL’s two main skin cleansing brands, Lux and Lifebuoy, saw a decline in its market share which contributed to the business loosing 340 basis points in the skin cleansing category over the past two years, ET Bureau reported. 
 
HUL’s soaps business, which accounts for around a quarter of its annual sales, includes Lux and Lifebuoy which account for around a quarter of the market. Lux and Lifebuoy together saw their market value drop by 390 basis points since 2017 as rival brands in the sector such as Godrej gained basis points. The two brands also lost basis points in volume market share which indicated a drop in consumer demand.

“As a result, we have seen declining sales and share losses in 2019,” Graeme Pitkethly, parent company Unilever’s chief financial officer, told investors at a recent business conference, ET Bureau reported. “We have made specific interventions on price and product quality and we are becoming sharper on our brand messaging and, believe me, this will make all the difference.” 
 
 

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