8 out of 10 are Baba Ramdev Patanjali's repeat customers

Eighty percent of people who have bought Baba Ramdev-led FMCG company Patanjali's products have become its repeat customers. 

A report by Edelweiss Research titled Patanjali: Disrupting Traditional Bastions, on October 25, said that natural supplements have gained importance in the eyes of consumers. “…as high as 80% PP (Patanjali Product) users are repeat purchasers, indicating sustenance of Patanjali’s growth momentum because a repeat purchase implies that the product is liked by the consumer,” Abneesh Roy, Tanmay Sharma and Alok Shah of Edelweiss said. 

Patanjali has gained largely in honey, ghee and toothpaste markets while shampoo, biscuits and soaps segments remain weak. 

Pantanjali’s ayurvedic ‘Dant Kanti’ toothpaste emerged as the most popular with 72% users followed by Patanjali biscuits, Kesh Kanti shampoo and Patanjali soap.

Even with Dabur and Emami products are still preferred in the Ayurveda segment, 86% non-users of Patanjali stated intent to purchase, indicating that the company remains a potent threat, especially in categories like toothpaste, honey, ghee, shampoo and biscuits, the report said.

The survey analysed nearly 800 respondents’ answers and brought to light that 91% respondents consider natural products better and 67% are ready to pay a premium for them, indicating huge potential for natural products.

“On the quality front, our respondents rated Dant Kanti toothpaste and Kesh Kanti hair oil & shampoo way ahead of competitors,” the report said.

However Patanjali noodles failed to make a mark as consumers continued to vote in favour of Maggi noodles. The company was also beaten in detergent and juices categories. 

Given their long standing presence in Indian markets, 9 out of 10 households were using Hindustan Unilever (HUL)’s products as against 77% respondents who have or someone in their family have used Patanjali products, the report said.

More than half the Indian consumers surveyed were not found to be brand conscious in the matter of consumer goods which could mean good news for new entrant, Patanjali.

The report said that affordable natural supplements should remain key focus areas for consumer goods companies so as to prevent market share loss and achieve better growth.