Household Care in India
Euromonitor International's Household Care in India market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 97 | Publication date: Jun 2008
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- Get insight into trends in market performance
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Product coverage
Air care; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products
Executive summary
Hygiene concerns and urbanisation drive sales of household care products
Growing urbanisation and greater awareness about hygiene among Indian consumers were the primary growth drivers behind sales of household care products over the review period. Laundry care and insecticides command the bulk of household care purchases in the country, with surface care, toilet care and air care products lagging behind in terms of expenditure. Nonetheless, with mounting hygiene concerns, surface care and toilet care products registered impressive growth over the latter half of the review period. On the other hand, mature categories such as laundry care have grown on the back of higher unit prices and sustained consumer trading up. Similarly, consumers have been seen to upgrade from insecticide coils, chalks etc to electric insecticides and spray/aerosols.
Value-added products rake in the sales
With improving lifestyles and higher spending power, discerning Indian consumers increasingly took to spending on value-added products in household care which offer convenience and value-added benefits. The use of multi-purpose cleaners intensified alongside the addition of fragrances to surface cleaners, dishwashing products, laundry care etc in 2007. The liquid format in dishwashing and laundry care came into its own in 2007, posting strong growth on the back of greater advertising and consumer promotions targeted at urban residents. Manufacturers emphasised the superior germ-killing properties of their brands and hard surface cleaners such as Easy-Off Bang and Mr Muscle enjoyed strong sales.
Reckitt Benckiser closes the gap on Hindustan Unilever and Nirma
Reckitt Benckiser’s continued aggression in laundry care and surface care helped the company to increase its overall share in 2007 and edge nearer towards the top two players, Hindustan Unilever and Nirma. Reckitt Benckiser continued to push Vanish Shakti O2, Easy-Off Bang and Harpic Power in 2007 through extensive media advertising. The re-launch of Harpic Power with Opti Thick formula, the introduction of a smaller pack size of Vanish at a lower price point in late 2006 and the unchallenged coarse action cleaning of Easy-Off Bang helped the company to push on in 2007. In addition, it also test-marketed a variant of its laundry aid brand, Vanish Crystal Whites, in two states in South India in November 2007, signalling its interest in further growing the laundry aids category.
Supermarkets/hypermarkets gain ground on independent grocers
The share of household care products sold through supermarkets/hypermarkets in 2007 increased significantly on the previous year. Consumer shopping habits are changing, with urban shoppers increasingly being drawn by the convenience of shopping in a comfortable environment. Attractive discount offers and the emergence of private label also served to attract shoppers. While household care manufacturers benefited from the opening of supermarkets, they also faced competition from supermarket private label products. Nonetheless, independent grocers continue to account for the bulk of sales of household care products.
Robust growth ahead for household care products
Household care is expected to post strong growth over the forecast period as a result of increasing urbanisation and higher disposable incomes. While health and hygiene concerns will remain central to purchasing decisions for urban consumers, rural consumers are expected to upgrade from unbranded phenyls, acids and soaps to branded household care products, leading to higher value growth. Although raw material pressures are unlikely to ease in the short term, manufacturers will resort to judicious price hikes, especially in laundry care and dishwashing products to drive superior value growth and protect margins.
Table of contents
HOUSEHOLD CARE IN INDIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Hygiene concerns and urbanisation drive sales of household care products
Value-added products rake in the sales
Reckitt Benckiser closes the gap on Hindustan Unilever and Nirma
Supermarkets/hypermarkets gain ground on independent grocers
Robust growth ahead for household care products
KEY TRENDS AND DEVELOPMENTS
Private label sways consumers in household care
Fragrances assuming importance across household care products
Stress on germ-kill and antibacterial properties proves a big consumer draw
Manufacturers make use of celebrity advertising to push sales
Widespread consumer promotions across household care products
TERRITORY KEY TRENDS AND DEVELOPMENTS
East and Northeast India
North India
South India
West India
RURAL VS URBAN KEY TRENDS AND DEVELOPMENTS
MARKET INDICATORS
Table 1 Households 2002-2007
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2002-2007
Table 3 Sales of Household Care by Sector: % Value Growth 2002-2007
Table 4 Sales of Household Care by Region: Value 2002-2007
Table 5 Sales of Household Care by Region: % Value Growth 2002-2007
Table 6 Sales of Household Care by Rural-Urban % Analysis 2007
Table 7 Household Care Company Shares 2003-2007
Table 8 Household Care Brand Shares 2004-2007
Table 9 Penetration of Private Label by Sector 2003-2007
Table 10 Sales of Household Care by Distribution Format: % Analysis 2002-2007
Table 11 Sales of Household Care by Sector and Distribution Format: % Analysis 2007
Table 12 Forecast Sales of Household Care by Sector: Value 2007-2012
Table 13 Forecast Sales of Household Care by Sector: % Value Growth 2007-2012
Table 14 Forecast Sales of Household Care by Region: Value 2007-2012
Table 15 Forecast Sales of Household Care by Region: % Value Growth 2007-2012
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - INDIA
CAVINKARE PVT LTD - HOUSEHOLD CARE - INDIA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 CavinKare Pvt Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 CavinKare Pvt Ltd: Competitive Position 2007
DABUR INDIA LTD - HOUSEHOLD CARE - INDIA
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Dabur India Ltd: Key Facts
Summary 5 Dabur India Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 Dabur India Ltd: Competitive Position 2007
GHARI DETERGENT PVT LTD - HOUSEHOLD CARE - INDIA
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Ghari Detergent Pvt Ltd: Key Facts
Summary 8 Ghari Detergent Pvt Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 9 Ghari Detergent Pvt Ltd: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 10 Ghari Detergent Pvt Ltd: Competitive Position 2007
GODREJ SARA LEE LTD - HOUSEHOLD CARE - INDIA
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Godrej Sara Lee Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 12 Godrej Sara Lee Ltd: Competitive Position 2007
HENKEL INDIA LTD - HOUSEHOLD CARE - INDIA
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Henkel India Ltd: Key Facts
Summary 14 Henkel India Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 15 Henkel India Ltd: Competitive Position 2007
HINDUSTAN UNILEVER LTD - HOUSEHOLD CARE - INDIA
STRATEGIC DIRECTION
KEY FACTS
Summary 16 Hindustan Unilever Ltd: Key Facts
Summary 17 Hindustan Unilever Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 18 Hindustan Unilever Ltd: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 19 Hindustan Unilever Ltd: Competitive Position 2007
JYOTHY LABORATORIES LTD - HOUSEHOLD CARE - INDIA
STRATEGIC DIRECTION
KEY FACTS
Summary 20 Jyothy Laboratories Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 21 Jyothy Laboratories Ltd: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 22 Jyothy Laboratories Ltd: Competitive Position 2007
NIRMA LTD - HOUSEHOLD CARE - INDIA
STRATEGIC DIRECTION
KEY FACTS
Summary 23 Nirma Ltd: Key Facts
Summary 24 Nirma Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 25 Nirma Ltd: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 26 Nirma Ltd: Competitive Position 2007
RECKITT BENCKISER (INDIA) LTD - HOUSEHOLD CARE - INDIA
STRATEGIC DIRECTION
KEY FACTS
Summary 27 Reckitt Benckiser (India) Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 28 Reckitt Benckiser (India) Ltd: Competitive Position 2007
LAUNDRY CARE IN INDIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 16 Household Penetration of Washing Machines 2002-2007
SECTOR DATA
Table 17 Sales of Laundry Care by Subsector: Value 2002-2007
Table 18 Sales of Laundry Care by Subsector: % Value Growth 2002-2007
Table 19 Sales of Laundry Detergents by Type: Value 2002-2007
Table 20 Sales of Laundry Detergents by Type: % Value Growth 2002-2007
Table 21 Sales of Laundry Aids by Type: Value 2002-2007
Table 22 Sales of Laundry Aids by Type: % Value Growth 2002-2007
Table 23 Laundry Care Company Shares 2003-2007
Table 24 Laundry Care Brand Shares 2004-2007
Table 25 Laundry Detergents Company Shares 2003-2007
Table 26 Laundry Detergents Brand Shares 2004-2007
Table 27 Laundry Aids Company Shares 2003-2007
Table 28 Laundry Aids Brand Shares 2004-2007
Table 29 Forecast Sales of Laundry Care by Subsector: Value 2007-2012
Table 30 Forecast Sales of Laundry Care by Subsector: % Value Growth 2007-2012
DISHWASHING PRODUCTS IN INDIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 31 Household Penetration of Dishwashers 2002-2007
SECTOR DATA
Table 32 Sales of Dishwashing Products by Subsector: Value 2002-2007
Table 33 Sales of Dishwashing Products by Subsector: % Value Growth 2002-2007
Table 34 Dishwashing Products Company Shares 2003-2007
Table 35 Dishwashing Products Brand Shares 2004-2007
Table 36 Forecast Sales of Dishwashing Products by Subsector: Value 2007-2012
Table 37 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2007-2012
SURFACE CARE IN INDIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 38 Sales of Surface Care by Subsector: Value 2002-2007
Table 39 Sales of Surface Care by Subsector: % Value Growth 2002-2007
Table 40 Surface Care Company Shares 2003-2007
Table 41 Surface Care Brand Shares 2004-2007
Table 42 Forecast Sales of Surface Care by Subsector: Value 2007-2012
Table 43 Forecast Sales of Surface Care by Subsector: % Value Growth 2007-2012
CHLORINE BLEACH IN INDIA
HEADLINES
TRENDS
PROSPECTS
TOILET CARE PRODUCTS IN INDIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Sales of Toilet Care Products by Subsector: Value 2002-2007
Table 45 Sales of Toilet Care Products by Subsector: % Value Growth 2002-2007
Table 46 Toilet Care Products Company Shares 2003-2007
Table 47 Toilet Care Products Brand Shares 2004-2007
Table 48 Forecast Sales of Toilet Care Products by Subsector: Value 2007-2012
Table 49 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2007-2012
POLISHES IN INDIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 50 Sales of Polishes by Subsector: Value 2002-2007
Table 51 Sales of Polishes by Subsector: % Value Growth 2002-2007
Table 52 Polishes Company Shares 2003-2007
Table 53 Polishes Brand Shares 2004-2007
Table 54 Forecast Sales of Polishes by Subsector: Value 2007-2012
Table 55 Forecast Sales of Polishes by Subsector: % Value Growth 2007-2012
AIR CARE IN INDIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 56 Sales of Air Care by Subsector: Value 2002-2007
Table 57 Sales of Air Care by Subsector: % Value Growth 2002-2007
Table 58 Air Care Fragrances Rankings by Value 2006-2007
Table 59 Air Care Company Shares 2003-2007
Table 60 Air Care Brand Shares 2004-2007
Table 61 Forecast Sales of Air Care by Subsector: Value 2007-2012
Table 62 Forecast Sales of Air Care by Subsector: % Value Growth 2007-2012
INSECTICIDES IN INDIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 63 Sales of Insecticides by Subsector: Value 2002-2007
Table 64 Sales of Insecticides by Subsector: % Value Growth 2002-2007
Table 65 Spray Insecticides by Type: % Value Breakdown 2006-2007
Table 66 Insecticides Company Shares 2003-2007
Table 67 Insecticides Brand Shares 2004-2007
Table 68 Forecast Sales of Insecticides by Subsector: Value 2007-2012
Table 69 Forecast Sales of Insecticides by Subsector: % Value Growth 2007-2012