A study on awareness and attitude of youth towards the use of herbal cosmetic products in Rajkot district

There is a significance growth in allocation of funds in budget 2022-23 by government of India to Ministry of Ayush as compare to last 10years. At the same time data researched and revealed by ministry and CII shows that CAGR is increasing rapidly of herbal products. Rajkot district is populated and multi cultured city. Youth in particularly will be the contributor to this herbal cosmetic industry in future. Therefore this research mainly focused on awareness and attitude towards herbal cosmetic product amongst youth between 15-29 years of age. Study also focuses their difference of opinions based on gender and age wise. Total Revenue in the Herbal Cosmetics segment amounts to US$0.84bn in 2022. The market is expected to grow annually by 3.41% (CAGR 2022-2026). This shows the potential for growth but at the same time it is important to see awareness and attitude of youth in Rajkot district so that government and companies can design their strategies accordingly. In this research, after studying a lot of literature, data released by government official and research output of CII, researcher has decided to use descriptive research methodology. Sampling technique used is Convenience (non-random sampling) sampling with sample size of 237 out of total population of Rajkot district within decided sample frame. This study reveals that awareness amongst youth related to herbal cosmetic product is very high but at the same time only 9.3% respondents using herbal cosmetics products frequently in their day to day life. If respondents are given a chance they majority of respondents are willing to use herbal cosmetic products. This shows a huge potential to grow in this segment in near future.