Domestic Hygiene Beyond the Pandemic in Developing/Emerging Markets

September 2022

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

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Key findings

Developing/emerging countries are the fastest growing markets for domestic hygiene products

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.

There is strong potential for growth beyond the pandemic due to favourable macroeconomic factors and disease load

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.

Understanding consumer habits and tailoring products to their needs is to yield benefits

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.

Though limited, opportunities exist in premiumisation

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.

Scope
Key findings
What is this briefing about?
What do we mean by “domestic hygiene”?
Domestic hygiene: subcategory view
Developing/emerging countries historically impacted more due to communicable diseases
The pandemic further puts domestic hygiene at centre stage
Developing/emerging markets are fastest growing
Focus on hygiene to persist beyond pandemic, though comparatively lower
Re-engagement with hygiene to support growth in the forecast period
Favourable growth drivers to help the categories
Developing/emerging markets have conscious spenders
Biggest developing/emerging markets for domestic hygiene
Domestic hygiene in China
Popular domestic hygiene products in China
Case study: Dettol expanding laundry subcategory laundry sanitisers
Domestic hygiene in India
Popular domestic hygiene products in India
Case Study: Maxx Flash “killer pack”
Domestic hygiene in Brazil
Popular domestic hygiene products in Brazil
Case study: Cloralex on-the go and disinfectant wipes
Domestic hygiene in Mexico
Popular domestic hygiene products in Mexico
Case study: Cloralex on-the go and disinfectant wipes
Domestic hygiene in Indonesia
Popular domestic hygiene products in Indonesia
Case Study: So Klin Antisep
Strategies to target consumers in developing markets
Strategies to target consumers in developing markets: Multi-functionality
Regular cleaning routines lead to continuous demand for products
Value for money products with added benefits to remain attractive for consumers
Examples of multifunctional products
Strategies to target consumers in developing markets: Sensorial clean
Sensorial clean to make a comeback with consumer demand and new launches
Examples of products offering sensorial clean
Strategies to target consumers in developing/emerging markets: Performance claims
Performance claims becoming important in purchase decisions and new product launches
Preference for performance claims giving way to hygiene claims...
...which will open more doors for branded players
Strategies to target consumers in developing/emerging markets: Premiumisation
Consumers are willing to pay more for high-quality products that deliver on their claims
Desembala premiumising through product formulation and packaging in Brazil
Whealthfields’ 4-in-1 tablet detergent aims to offer a premium and convenient experience
The Better Home’s eco-friendly natural products aim to capture a niche in India
Executive summary

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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