Personal Care & Hygiene ads on Digital grew 38% in 2021: TAM AdEx

The year 2021 witnessed 16% ad volume growth for the for Personal Care/Hygiene sector, compared to Y 2019, as per TAM AdEx’s analysis of the sector’s advertising across TV, Print, Radio and Digital. On Digital, Personal Care/ Hygiene sector’s ad insertions grew 38% in Y 2021 vis-a-vis Y 2019, while ad volumes for the Personal Care/Hygiene sector grew by 8x in Q4 over Q2 of Y 2021 on Radio. However, print ad space for the Personal Care/ Hygiene sector decreased by 14% in Y 2021 compared to Y 2019.

TV

Ad Volumes of the Personal Care/ Hygiene sector on Television increased by 7% and 16% in Y 2020 and Y 2021, respectively, over Y 2019, as per TAM AdEx’s analysis of the sector’s advertising across TV, Print, Radio and Digital. According to the data, compared to Q1 of Y 2021, Q2 witnessed slight rise of 2% in ad volumes of the Personal Care/ Hygiene sector.

A drop was recorded in Personal Care/Hygiene sector advertising after May’21, with a steady ad volume share till Dec’21. The highest ad volume share was registered in Jan’21, followed by May’21 for the Personal Care/ Hygiene sector on Television.

The Top 3 categories contributed more than 50% to the ad volume of the Personal Care/Hygiene sector on Television. The Top 10 Advertisers accounted for more than 80% share of the ad volumes in Y 2021, with Hindustan Unilever topping the list with nearly 1/4th of the share.

Among the Top 10 brands, three belonged to the Toilet Soaps category. The Top 10 Brands accounted for more than 25% share of the ad volumes in Y 2021, with Dettol Toilet Soaps topping the list.

The Top 2 channel genres on TV – GEC and Movies – together accounted for more than 60% of the ad volumes share of the Personal Care/Hygiene sector during Y 2021. Feature Films was the most preferred program genre for promoting Personal Care/Hygiene brands on Television. The Top 2 program genres – Feature Films and Film Songs – together added more than 40% to the total ad volume of the Personal Care/ Hygiene sector.

Prime Time was the most preferred time-band on TV, followed by Afternoon and Morning time-bands. Prime time, Afternoon & Morning time bands together accounted for more than 65% share of the ad volumes for the sector.

Advertisers of the Personal Care/Hygiene sector preferred 20-40 seconds ad size on TV. 20-40 seconds and <20 seconds ads together covered more than 95% shares in Y 2021.

Print

Ad Space of the Personal Care/Hygiene sector in Print saw a decreasing trend in Y 2020-21 compared to Y 2019. After a dip in Q2, a rising trend was noticed in Q3 and Q4, with 27% and nearly double the ad space growth, respectively. After a drop in Apr-May’21, Print Ad Space for the sector saw a recovery from Jun’21 to Dec’21. Dec’21 registered similar share of Ad Space as Feb’21.

Fairness Creams led the list of the Top 10 categories under Personal Care/Hygiene sector. The Top 10 Advertisers accounted for more than 70% share of the ad space in Y 2021, with SBS Biotech leading the list.

The Top 10 Brands accounted for 49% share of the ad space in Y 2021, with Roop Mantra Ayur Face Cream leading the list. Among Top 10 brands, three brands were from SBS Biotech with 22% share of the ad space together.

The Top 5 Publication Languages accounted for 88% share of the Sector’s ad space. General Interest publication genre added almost 100% share of the Personal Care/Hygiene sector’s ad space.

Among the four zones, publications from the North zone had the highest share of advertising for the sector at 40%. Mumbai and Kolkata were the top cities in the West and East Zones, respectively, as well as in overall India.

Sales Promotion for the Personal Care/Hygiene sector accounted for 16% of the Ad Space in the Print medium. Among Sales Promotions, Discount Promotion occupied 45% share of the pie, followed by Add On Promotion with 27% share in Y 2021.

Radio

Ad Volume for the Personal Care/Hygiene sector on Radio grew by 55% in Y 2021 over Y 2019. Due to huge growth in Tooth Pastes category of Personal Care/Hygiene sector on Radio, Q4 witnessed exponential growth of around 8x compared to Q1. Lowest ad volumes for the Personal Care/Hygiene sector on Radio were observed during Apr-May’21, which was during the second wave of Covid.

In the months of Jan’21, Nov’21 and Dec’21, Vicco Laboratories had the highest share of Ad Volumes for the Tooth Pastes category. On Radio, ads for Tooth Pastes and Toilet Soaps ruled with more than 65% share of the total ad volumes. The Top 10 Advertisers accounted for 95% share of the ad volumes in Y 2021, with Vicco Laboratories leading the list.

The Top 10 Brands accounted for 92% share of the Ad Volumes in Y 2020, with Vicco Vajradanti Paste having nearly half the share.

The Top 3 states – Gujarat, Maharashtra and Uttar Pradesh – occupied 44% share of the Ad Volumes for the Personal Care/Hygiene sector. Gujarat state was on top with 19% share of the Ad Volumes, followed by Maharashtra and UP with 14 and 11% shares, respectively.

72% share of the Personal Care/Hygiene ad volumes were during the Afternoon and Evening time-bands in Y 2021.

Digital

Ad insertions of the Personal Care/Hygiene sector on Digital increased by 38% in Y 2021 over Y 2019. Compared to Q2 of Y 2021, Q3 and Q4 witnessed 17% and 72% growth in ad insertions, respectively. Following a downward trend in advertising from April to May of Y 2021, digital advertising for the sector recovered in the second half of the year, with Nov’21 having a similar share as Feb’21.

On the Digital medium, Range of Skin Care Products and Face Wash were the top Personal Care/Hygiene categories with 18% and 14% share, respectively. The Top 10 Advertisers accounted for more than 65% share of the ad insertions in Y 2021, with L‘Oreal India leading the list.

The Top 10 Brands accounted for 37% share of the Digital ad insertions in Y 2021. Kama Ayurveda Range of Products topped the list with 6% share of the total ad insertions for the Personal Care/ Hygiene sector.

Programmatic topped with 72% share of the transaction method for Digital advertising of the Personal Care/Hygiene sector in Y 2021. Ad Network and Programmatic/ Ad Network transaction methods had 22% and 4% share of the Personal Care/Hygiene ad insertions on Digital.