Home Care in India

March 2024
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Overview:

Understand the latest market trends and future growth opportunities for the Home Care industry in India with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Air Care
  • Bleach
  • Dishwashing
  • Home Insecticides
  • Laundry Care
  • Polishes
  • Surface Care
  • Toilet Care

If you're in the Home Care industry in India, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Home Care in India report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Home Care in India?
  • Which are the leading brands in Home Care in India?
  • How are products distributed in Home Care in India?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
  • How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
  • Where is future growth expected to be most dynamic?
  • How important will sustainability and recycling be in generating future growth?
Download Table of Contents

Home Care in India

Home care in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
What next for home care?
Table 1 Households 2018-2023
Table 2 Sales of Home Care by Category: Value 2018-2023
Table 3 Sales of Home Care by Category: % Value Growth 2018-2023
Table 4 NBO Company Shares of Home Care: % Value 2019-2023
Table 5 LBN Brand Shares of Home Care: % Value 2020-2023
Table 6 Penetration of Private Label in Home Care by Category: % Value 2018-2023
Table 7 Distribution of Home Care by Format: % Value 2018-2023
Table 8 Distribution of Home Care by Format and Category: % Value 2023
Table 9 Forecast Sales of Home Care by Category: Value 2023-2028
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2023-2028

DISCLAIMER

Summary 1 Research Sources

Air Care in India

KEY DATA FINDINGS

Growth in air care remains strong on account of greater consumer awareness and improved reach
National companies lead and launch products at different price points
Spray/aerosol and gel air fresheners outperform other categories in the review period
Air care set to maintain a positive performance over the forecast period
Growing preference for air care products with natural ingredients and clean labels
Retail e-commerce expected to gain popularity as a distribution channel
Table 11 Sales of Air Care by Category: Value 2018-2023
Table 12 Sales of Air Care by Category: % Value Growth 2018-2023
Table 13 Sales of Air Care by Fragrance: Value Ranking 2021-2023
Table 14 NBO Company Shares of Air Care: % Value 2019-2023
Table 15 LBN Brand Shares of Air Care: % Value 2020-2023
Table 16 Forecast Sales of Air Care by Category: Value 2023-2028
Table 17 Forecast Sales of Air Care by Category: % Value Growth 2023-2028

Dishwashing in India

KEY DATA FINDINGS

Growth slows in retail value terms as prices stabilise and people resume out-of-home activities
Indian consumers continue to rely heavily on hand dishwashing products
Consumers increasingly trade up from dishwashing bars to premium formats
Steady growth expected for dishwashing in the forecast period
Sales of automatic dishwashing products to remain limited in the forecast period
Greater consumer demand for products with organic and natural claims
Table 18 Household Possession of Dishwashers 2017-2022
Table 19 Sales of Dishwashing by Category: Value 2018-2023
Table 20 Sales of Dishwashing by Category: % Value Growth 2018-2023
Table 21 NBO Company Shares of Dishwashing: % Value 2019-2023
Table 22 LBN Brand Shares of Dishwashing: % Value 2020-2023
Table 23 Forecast Sales of Dishwashing by Category: Value 2023-2028
Table 24 Forecast Sales of Dishwashing by Category: % Value Growth 2023-2028

Home Insecticides in India

KEY DATA FINDINGS

Value sales of home insecticides continue on a positive trajectory in 2023
Godrej maintains dominance through the launch of new format innovations
Insecticide coils loses favour as consumers shift to other formats
Steady value growth expected in the forecast period on account of premiumisation
Spray/aerosol format to witness increasing popularity in the forecast period
Offline stores to remain dominant, while retail e-commerce will continue to gain share
Table 25 Sales of Home Insecticides by Category: Value 2018-2023
Table 26 Sales of Home Insecticides by Category: % Value Growth 2018-2023
Table 27 Sales of Spray/Aerosol Insecticides by Type: % Value 2018-2023
Table 28 NBO Company Shares of Home Insecticides: % Value 2019-2023
Table 29 LBN Brand Shares of Home Insecticides: % Value 2020-2023
Table 30 Forecast Sales of Home Insecticides by Category: Value 2023-2028
Table 31 Forecast Sales of Home Insecticides by Category: % Value Growth 2023-2028

Laundry Care in India

KEY DATA FINDINGS

As prices stabilise, growth for the category is primarily volume-driven
Laundry care sees the entry of more home-grown brands
Retail e-commerce continues to expand, due to offering convenience
Dynamic growth expected on account of macroeconomic factors and premiumisation
Liquid laundry care formats set to outperform in the forecast period
Demand for eco-friendly laundry care products on the rise
Table 32 Household Possession of Washing Machines 2018-2023
Table 33 Sales of Laundry Care by Category: Value 2018-2023
Table 34 Sales of Laundry Care by Category: % Value Growth 2018-2023
Table 35 Sales of Laundry Aids by Category: Value 2018-2023
Table 36 Sales of Laundry Aids by Category: % Value Growth 2018-2023
Table 37 Sales of Laundry Detergents by Category: Value 2018-2023
Table 38 Sales of Laundry Detergents by Category: % Value Growth 2018-2023
Table 39 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2018-2023
Table 40 NBO Company Shares of Laundry Care: % Value 2019-2023
Table 41 LBN Brand Shares of Laundry Care: % Value 2020-2023
Table 42 NBO Company Shares of Laundry Aids: % Value 2019-2023
Table 43 LBN Brand Shares of Laundry Aids: % Value 2020-2023
Table 44 NBO Company Shares of Laundry Detergents: % Value 2019-2023
Table 45 LBN Brand Shares of Laundry Detergents: % Value 2020-2023
Table 46 Forecast Sales of Laundry Care by Category: Value 2023-2028
Table 47 Forecast Sales of Laundry Care by Category: % Value Growth 2023-2028

Polishes in India

KEY DATA FINDINGS

Increased socialising and return to work policies support growth for polishes
Vim enters metal polish through a new product launch
Growth for polishes expected to be limited due to lifestyle changes
Well-established brands to remain dominant in the forecast period
Table 48 Sales of Polishes by Category: Value 2018-2023
Table 49 Sales of Polishes by Category: % Value Growth 2018-2023
Table 50 NBO Company Shares of Polishes: % Value 2019-2023
Table 51 LBN Brand Shares of Polishes: % Value 2020-2023
Table 52 Forecast Sales of Polishes by Category: Value 2023-2028
Table 53 Forecast Sales of Polishes by Category: % Value Growth 2023-2028

Surface Care in India

KEY DATA FINDINGS

Moderate growth for surface care as the emphasis on hygiene wanes and people enjoy greater mobility
Reckitt Benckiser continues to dominate due to strong brand recall
Format-based innovations help stimulate demand for standard floor cleaners
Steady growth expected in the forecast period on account of growing penetration
Growing demand for sustainably produced/packaged and organic surface care products
Convenience and best price to drive growth in retail e-commerce
Table 54 Sales of Surface Care by Category: Value 2018-2023
Table 55 Sales of Surface Care by Category: % Value Growth 2018-2023
Table 56 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2018-2023
Table 57 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2018-2023
Table 58 NBO Company Shares of Surface Care: % Value 2019-2023
Table 59 LBN Brand Shares of Surface Care: % Value 2020-2023
Table 60 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2023
Table 61 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2023
Table 62 Forecast Sales of Surface Care by Category: Value 2023-2028
Table 63 Forecast Sales of Surface Care by Category: % Value Growth 2023-2028

Toilet Care in India

KEY DATA FINDINGS

Toilet care sustains modest growth due to heightened awareness of hygiene
Toilet liquids/foam remains the preferred format for Indian consumers
Reckitt Benckiser continues to lead toilet care
Macroeconomic factors and growing awareness set to support growth over the forecast years
Rising emphasis on eco-friendly options to drive value growth
Retail e-commerce will continue to gain traction due to the convenience factor
Table 64 Sales of Toilet Care by Category: Value 2018-2023
Table 65 Sales of Toilet Care by Category: % Value Growth 2018-2023
Table 66 NBO Company Shares of Toilet Care: % Value 2019-2023
Table 67 LBN Brand Shares of Toilet Care: % Value 2020-2023
Table 68 Forecast Sales of Toilet Care by Category: Value 2023-2028
Table 69 Forecast Sales of Toilet Care by Category: % Value Growth 2023-2028
The following categories and subcategories are included:

Home Care

    • Candle Air Fresheners
    • Car Air Fresheners
    • Electric Air Fresheners
    • Gel Air Fresheners
    • Liquid Air Fresheners
    • Spray/Aerosol Air Fresheners
      • Carpet Fresheners
      • Odour Neutralisers
      • Refrigerator Fresheners
      • Waste Bin Fresheners
      • Other Other Air Care
  • Bleach
      • Automatic Dishwashing Liquids
      • Automatic Dishwashing Powders
      • Automatic Dishwashing Tablets
      • Dishwashing Additives
    • Hand Dishwashing
    • Electric Insecticides
    • Insecticide Baits
    • Insecticide Coils
    • Spray/Aerosol Insecticides
      • Foggers/Bombs
      • In-Home Insect Repellents
      • Moth Proofers
      • Other Other Home Insecticides
    • Carpet Cleaners
      • Dryer Sheets
      • Liquid Fabric Softeners
      • Colour Safe Laundry Bleach
      • Fabric Fresheners
        • In-Wash Spot and Stain Removers
        • Pre-Wash Spot and Stain Removers
      • Starch/Ironing Aids
      • Water Softeners
        • Blues/Bluing
        • Colour Catchers
        • Colour Enhancers
        • Laundry Sanitiser
        • Scent Booster
        • Whiteners
        • Other Other Laundry Aids
          • Standard Powder Detergents
          • Concentrated Powder Detergents
          • Compact Powder Tablet Detergents
          • Liquid Tablet Detergents
          • Standard Liquid Detergents
          • Concentrated Liquid Detergents
        • Standard Powder Detergents
        • Standard Liquid Detergents
        • Concentrated Powder Detergents
        • Concentrated Liquid Detergents
        • Compact Powder Tablet Detergents
        • Liquid Tablet Detergents
        • Bar Detergents
        • Hand Wash Detergents
        • Fine Fabric Detergents
    • Floor Polish
    • Furniture Polish
    • Metal Polish
    • Shoe Polish
        • Starter Kits/Sweepers/Sticks (Dry Electro-Static)
        • Wipes and Refills (Dry Electro-Static)
          • Cleaning Solution
          • Refill Wipes/Pads
        • Starter Kits/Trigger Device
        • All Purpose Cleaning Wipes
        • Furniture Polish Wipes
        • Toilet Care Wipes
        • Window/Glass Wipes
        • Other Impregnated Wipes
      • Starter Kits/Sweepers/Sticks (Excluding Wipes)
      • Wipes (Excluding Starter Kits/Sweepers/Sticks)
    • Bathroom Cleaners
    • Descalers
    • Drain Openers
      • Standard Floor Cleaners
      • Wash and Wax Floor Cleaners
    • Home Care Disinfectants
    • Kitchen Cleaners
    • Multi-Purpose Cleaners
    • Oven Cleaners
    • Scouring Agents
    • Window/Glass Cleaners
    • In-Cistern Devices
      • Rim Blocks
      • Rim Liquids
    • Toilet Care Tablets/Powders
    • Toilet Cleaning Systems
    • Toilet Liquids/Foam

Home Care

This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.

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This report originates from Passport, our Home Care research and analysis database.

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