With health at the center of attention since the pandemic, interest in products that clean and disinfect has grown. Domestic hygiene has become an important subtheme in Home Care, especially in developing/emerging markets. Historical under-penetration, low per capita spending, favorable macroeconomic factors, and rising consumer awareness give companies big potential. Understanding consumer habits and tailoring products to their domestic hygiene needs is expected to yield benefits over the forec
This report comes in PPT.
Since 2020, sales of hygiene products have seen strong demand globally. However, due to underpenetration, low per capita expenditure and limited awareness of the intangible benefits of killing germs through cleaning, developing/emerging markets are experiencing faster growth during the years in which the world deals with recurring waves of infection. On the other hand, saturated developed markets see limited growth in value sales.
Due to favourable factors like growing GDP per capita, habit persistence, urbanisation, a better market environment and increased consumer awareness, domestic hygiene products are positioned to see significant sales coming from developing/emerging markets. With increasing costs of business and inflation, resulting in increased prices being passed on to consumers, retail value sales are expected to show positive growth. Also, due to the number of communicable diseases impacting these markets, consumers, governments and various agencies are looking for means to manage the impact. Since maintaining personal, domestic and environmental hygiene is an important method to reduce transmission, domestic hygiene habits will continue to see interest post-pandemic as well.
Most developing/emerging countries have regular cleaning habits. Thus, consumers prefer multi-purpose products which are not only economical but also convenient to use. These markets are extremely value-conscious and look for products that offer value for money with added benefits. The interest in sensorial clean is expected to increase as COVID-19 cases reduce, thus consumers are likely to actively seek cleaning products that have a good fragrance. Consumers also pay attention to performance claims, which opens doors to bigger market shares for branded products.
Consumers in developing/emerging markets are willing to pay more for high-quality products considering they deliver better results. Also, with the growing interest in clean, green and ethical labels globally, a significant proportion of consumers are likely to lean towards using hygiene products that not only clean and kill germs but do so in an environmentally-friendly way with less chemical or with natural ingredients. These products are anticipated to see demand from households with higher disposable income in urban areas.
This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.See All of Our Definitions
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