Home Care in India

Home Care in India

EXECUTIVE SUMMARY

Home care on the rise as hygiene awareness grows

Players target both ends of the price spectrum as they look to add value and increase penetration

Home care remains a consolidated category with strong investment from the leading players

Traditional grocery retailers dominate but the landscape is gradually changing as consumers go in search of convenience

Increased hygiene awareness key to the development of home care

MARKET INDICATORS

Table 1 Households 2014-2019

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2014-2019
Table 3 Sales of Home Care by Category: % Value Growth 2014-2019
Table 4 NBO Company Shares of Home Care: % Value 2015-2019
Table 5 LBN Brand Shares of Home Care: % Value 2016-2019
Table 6 Penetration of Private Label in Home Care by Category: % Value 2014-2019
Table 7 Distribution of Home Care by Format: % Value 2014-2019
Table 8 Distribution of Home Care by Format and Category: % Value 2019
Table 9 Forecast Sales of Home Care by Category: Value 2019-2024
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources

Laundry Care in India

HEADLINES

PROSPECTS

Rising affluence supports demand for higher quality laundry care

Traditional grocery retailers dominate thanks to wide presence and offer of smaller pack sizes

Fabric softeners: Look good, feel good, smell good

COMPETITIVE LANDSCAPE

Hindustan Unilever continues to strengthen with ongoing investment in new product development, distribution and advertising

Domestic companies offer tough competition to international players

Private label remains underdeveloped within laundry care but offers promise

CATEGORY INDICATORS

Table 11 Household Possession of Washing Machines 2014-2019

CATEGORY DATA

Table 12 Sales of Laundry Care by Category: Value 2014-2019
Table 13 Sales of Laundry Care by Category: % Value Growth 2014-2019
Table 14 Sales of Laundry Aids by Category: Value 2014-2019
Table 15 Sales of Laundry Aids by Category: % Value Growth 2014-2019
Table 16 Sales of Laundry Detergents by Category: Value 2014-2019
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2014-2019
Table 18 NBO Company Shares of Laundry Care: % Value 2015-2019
Table 19 LBN Brand Shares of Laundry Care: % Value 2016-2019
Table 20 NBO Company Shares of Laundry Aids: % Value 2015-2019
Table 21 LBN Brand Shares of Laundry Aids: % Value 2016-2019
Table 22 NBO Company Shares of Laundry Detergents: % Value 2015-2019
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2016-2019
Table 24 Forecast Sales of Laundry Care by Category: Value 2019-2024
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2019-2024

Dishwashing in India

HEADLINES

PROSPECTS

Natural ingredients add value to hand dishwashing

Liquid and refill pouches becoming popular in hand dishwashing

Dishwasher appliances failing to find an audience in India

COMPETITIVE LANDSCAPE

Hindustan Unilever encouraging consumers to trade up

Jyothy Laboratories introduces new premium lines while other players target lower income consumers

Private label offer expanding

CATEGORY INDICATORS

Table 26 Household Possession of Dishwashers 2014-2019

CATEGORY DATA

Table 27 Sales of Dishwashing by Category: Value 2014-2019
Table 28 Sales of Dishwashing by Category: % Value Growth 2014-2019
Table 29 NBO Company Shares of Dishwashing: % Value 2015-2019
Table 30 LBN Brand Shares of Dishwashing: % Value 2016-2019
Table 31 Forecast Sales of Dishwashing by Category: Value 2019-2024
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2019-2024

Surface Care in India

HEADLINES

PROSPECTS

Hygiene awareness campaigns boost demand

Bathroom cleaners has potential as concerns over the harmful effects of phenyl grow

Multipurpose cleaners providing value and convenience

COMPETITIVE LANDSCAPE

Reckitt Benckiser dominates thanks to reputation for being tough on germs and stains

Private label looking to gain ground with value proposition

Grocery retailers dominate distribution

CATEGORY DATA

Table 33 Sales of Surface Care by Category: Value 2014-2019
Table 34 Sales of Surface Care by Category: % Value Growth 2014-2019
Table 35 NBO Company Shares of Surface Care: % Value 2015-2019
Table 36 LBN Brand Shares of Surface Care: % Value 2016-2019
Table 37 Forecast Sales of Surface Care by Category: Value 2019-2024
Table 38 Forecast Sales of Surface Care by Category: % Value Growth 2019-2024

Bleach in India

PROSPECTS

Toilet Care in India

HEADLINES

PROSPECTS

Toilet care sees strong growth but sales remain stunted by lack of awareness and social stigma

Toilet liquids/foam dominates sales but other products appearing in the market

Busy consumers show growing interest in ITBs and in-cistern devices

COMPETITIVE LANDSCAPE

Reckitt Benckiser invests in campaigns to improve toilet hygiene in India

Domex launches “Why the Shame? Pick up the Brush!” campaign

Private label maintains presence with affordable options

CATEGORY DATA

Table 39 Sales of Toilet Care by Category: Value 2014-2019
Table 40 Sales of Toilet Care by Category: % Value Growth 2014-2019
Table 41 NBO Company Shares of Toilet Care: % Value 2015-2019
Table 42 LBN Brand Shares of Toilet Care: % Value 2016-2019
Table 43 Forecast Sales of Toilet Care by Category: Value 2019-2024
Table 44 Forecast Sales of Toilet Care by Category: % Value Growth 2019-2024

Polishes in India

HEADLINES

PROSPECTS

Surface care stealing sales from polishes

Shoe polish sales under threat as traditional black leather shoes give way to other low-maintenance options

New materials in the home removes need for furniture and metal polish

COMPETITIVE LANDSCAPE

Reckitt Benckiser retains lead thanks to strong distribution

Kiwi losing shine due to a lack of new product development

Footwear manufacturers looking to build sales with their own shoe care ranges

CATEGORY DATA

Table 45 Sales of Polishes by Category: Value 2014-2019
Table 46 Sales of Polishes by Category: % Value Growth 2014-2019
Table 47 NBO Company Shares of Polishes: % Value 2015-2019
Table 48 LBN Brand Shares of Polishes: % Value 2016-2019
Table 49 Forecast Sales of Polishes by Category: Value 2019-2024
Table 50 Forecast Sales of Polishes by Category: % Value Growth 2019-2024

Air Care in India

HEADLINES

PROSPECTS

Air care becoming more sophisticated

Busy roads and high pollution levels drive demand for car air fresheners

Bathroom air fresheners a common feature of homes in India

COMPETITIVE LANDSCAPE

Godrej rises to the top with innovative range of air care

Dabur loses lead but continues to invest in new product development

Private label looks to gain a foothold in air care

CATEGORY DATA

Table 51 Sales of Air Care by Category: Value 2014-2019
Table 52 Sales of Air Care by Category: % Value Growth 2014-2019
Table 53 Sales of Air Care by Fragrance: Value Ranking 2018-2019
Table 54 NBO Company Shares of Air Care: % Value 2015-2019
Table 55 LBN Brand Shares of Air Care: % Value 2016-2019
Table 56 Forecast Sales of Air Care by Category: Value 2019-2024
Table 57 Forecast Sales of Air Care by Category: % Value Growth 2019-2024

Home Insecticides in India

HEADLINES

PROSPECTS

Threat from mosquito borne diseases drives demand for home insecticides

Electric and spray/aerosol insecticides the preferred choice for those that can afford them

Insecticide coils falling out of favour as consumers trade up

COMPETITIVE LANDSCAPE

Godrej establishes dominant position through innovation and good value

Godrej Consumer Products partners with government to eliminate malaria by 2030

Home insecticides highly consolidated but incense sticks provide competition

CATEGORY DATA

Table 58 Sales of Home Insecticides by Category: Value 2014-2019
Table 59 Sales of Home Insecticides by Category: % Value Growth 2014-2019
Table 60 Sales of Spray/Aerosol Insecticides by Type: % Value 2014-2019
Table 61 NBO Company Shares of Home Insecticides: % Value 2015-2019
Table 62 LBN Brand Shares of Home Insecticides: % Value 2016-2019
Table 63 Forecast Sales of Home Insecticides by Category: Value 2019-2024
Table 64 Forecast Sales of Home Insecticides by Category: % Value Growth 2019-2024

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