Home Care in India

Home Care in India

EXECUTIVE SUMMARY

COVID-19 impact on home care

COVID-19 country impact

Company response

Retailing shift

What next for home care?

Chart 1 Home Care Value Sales Growth Scenarios: 2018-2025
Chart 2 Home Care Impact of Drivers on Value Sales: 2018-2025

MARKET INDICATORS

Table 1 Households 2015-2020

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2015-2020
Table 3 Sales of Home Care by Category: % Value Growth 2015-2020
Table 4 NBO Company Shares of Home Care: % Value 2016-2020
Table 5 LBN Brand Shares of Home Care: % Value 2017-2020
Table 6 Distribution of Home Care by Format: % Value 2015-2020
Table 7 Distribution of Home Care by Format and Category: % Value 2020
Table 8 Forecast Sales of Home Care by Category: Value 2020-2025
Table 9 Forecast Sales of Home Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Laundry Care in India

KEY DATA FINDINGS

2020 IMPACT

Slightly slower growth for laundry care as formal clothing is used less

Consumers rationalise laundry expenditure

Innovation seen in laundry care, with several new launches

RECOVERY AND OPPORTUNITIES

COVID-19 will continue to hamper premiumisation

New emerging format – pods from Ariel and Tide

E-commerce set to continue to grow

CATEGORY INDICATORS

Table 10 Household Possession of Washing Machines 2015-2020

CATEGORY DATA

Table 11 Sales of Laundry Care by Category: Value 2015-2020
Table 12 Sales of Laundry Care by Category: % Value Growth 2015-2020
Table 13 Sales of Laundry Aids by Category: Value 2015-2020
Table 14 Sales of Laundry Aids by Category: % Value Growth 2015-2020
Table 15 Sales of Laundry Detergents by Category: Value 2015-2020
Table 16 Sales of Laundry Detergents by Category: % Value Growth 2015-2020
Table 17 NBO Company Shares of Laundry Care: % Value 2016-2020
Table 18 LBN Brand Shares of Laundry Care: % Value 2017-2020
Table 19 NBO Company Shares of Laundry Aids: % Value 2016-2020
Table 20 LBN Brand Shares of Laundry Aids: % Value 2017-2020
Table 21 NBO Company Shares of Laundry Detergents: % Value 2016-2020
Table 22 LBN Brand Shares of Laundry Detergents: % Value 2017-2020
Table 23 Forecast Sales of Laundry Care by Category: Value 2020-2025
Table 24 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025

Dishwashing in India

KEY DATA FINDINGS

2020 IMPACT

Foodservice closures due to COVID-19 lead to higher at-home consumption

Automatic dishwashing sees strong growth due to higher sales of dishwashers

Brands talk about antibacterial and anti-germ properties

RECOVERY AND OPPORTUNITIES

Marginally slower rates of growth moving forward as consumers return to eating out

Increasing use of natural ingredients as these are trusted by consumers

More liquid and gel formats in hand dishwashing

CATEGORY INDICATORS

Table 25 Household Possession of Dishwashers 2015-2020

CATEGORY DATA

Table 26 Sales of Dishwashing by Category: Value 2015-2020
Table 27 Sales of Dishwashing by Category: % Value Growth 2015-2020
Table 28 NBO Company Shares of Dishwashing: % Value 2016-2020
Table 29 LBN Brand Shares of Dishwashing: % Value 2017-2020
Table 30 Forecast Sales of Dishwashing by Category: Value 2020-2025
Table 31 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025

Surface Care in India

KEY DATA FINDINGS

2020 IMPACT

The focus on hygiene due to COVID-19 strengthens growth

Innovations in home care disinfectants claim to kill most germs

Consumers trust branded products for their hygiene needs

RECOVERY AND OPPORTUNITIES

Continued focus on hygiene, although growth set to slow over the forecast period

Disinfectants and floor cleaners to benefit from changes in consumer behaviour

E-commerce rises strongly due to COVID-19, although from a low base

CATEGORY DATA

Table 32 Sales of Surface Care by Category: Value 2015-2020
Table 33 Sales of Surface Care by Category: % Value Growth 2015-2020
Table 34 NBO Company Shares of Surface Care: % Value 2016-2020
Table 35 LBN Brand Shares of Surface Care: % Value 2017-2020
Table 36 Forecast Sales of Surface Care by Category: Value 2020-2025
Table 37 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025

Bleach in India

KEY DATA FINDINGS

Toilet Care in India

KEY DATA FINDINGS

2020 IMPACT

Consumer downtrading hampers growth, as alternative products are used

Toilet liquids/foam maintains growth due mainly to its low price

Increased marketing activity by key players

RECOVERY AND OPPORTUNITIES

Potential for growth remains in toilet care

Return to dynamism for higher-priced, more convenient formats

Private label toilet care products are available but will face challenges

CATEGORY DATA

Table 38 Sales of Toilet Care by Category: Value 2015-2020
Table 39 Sales of Toilet Care by Category: % Value Growth 2015-2020
Table 40 NBO Company Shares of Toilet Care: % Value 2016-2020
Table 41 LBN Brand Shares of Toilet Care: % Value 2017-2020
Table 42 Forecast Sales of Toilet Care by Category: Value 2020-2025
Table 43 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025

Polishes in India

KEY DATA FINDINGS

2020 IMPACT

Polishes take a back seat as consumers prioritise essentials

Shoe polish declines along with lockdowns and falling sales of footwear

Surface care products are used to substitute polishes

RECOVERY AND OPPORTUNITIES

Shoe polish likely to continue to struggle due to changes in footwear choices

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

Growth in floor polish limited by time- and cost-saving for surface care products

CATEGORY DATA

Table 44 Sales of Polishes by Category: Value 2015-2020
Table 45 Sales of Polishes by Category: % Value Growth 2015-2020
Table 46 NBO Company Shares of Polishes: % Value 2016-2020
Table 47 LBN Brand Shares of Polishes: % Value 2017-2020
Table 48 Forecast Sales of Polishes by Category: Value 2020-2025
Table 49 Forecast Sales of Polishes by Category: % Value Growth 2020-2025

Air Care in India

KEY DATA FINDINGS

2020 IMPACT

As purchases of air care products are discretionary, growth slows dramatically

Lockdown leads the growth rate of car air fresheners to plummet

New launches of air sanitisers to meet new demand due to COVID-19

RECOVERY AND OPPORTUNITIES

Return to growth, although some consumers will remain cautious

Need for fragrance along with sanitisation likely to continue

Technology could become more prominent in air care, with Godrej AER trailblazing

CATEGORY DATA

Table 50 Sales of Air Care by Category: Value 2015-2020
Table 51 Sales of Air Care by Category: % Value Growth 2015-2020
Table 52 Sales of Air Care by Fragrance: Value Ranking 2018-2020
Table 53 NBO Company Shares of Air Care: % Value 2016-2020
Table 54 LBN Brand Shares of Air Care: % Value 2017-2020
Table 55 Forecast Sales of Air Care by Category: Value 2020-2025
Table 56 Forecast Sales of Air Care by Category: % Value Growth 2020-2025

Home Insecticides in India

KEY DATA FINDINGS

2020 IMPACT

Consumers maintain purchases of home insecticides to maintain health

Use of natural ingredients widespread

Format-based innovations and new launches

RECOVERY AND OPPORTUNITIES

Consumers might take a while to upgrade to expensive formats

Competition from fragmented local players

Focus moving beyond mosquitoes to other insects

CATEGORY DATA

Table 57 Sales of Home Insecticides by Category: Value 2015-2020
Table 58 Sales of Home Insecticides by Category: % Value Growth 2015-2020
Table 59 Sales of Spray/Aerosol Insecticides by Type: % Value 2015-2020
Table 60 NBO Company Shares of Home Insecticides: % Value 2016-2020
Table 61 LBN Brand Shares of Home Insecticides: % Value 2017-2020
Table 62 Forecast Sales of Home Insecticides by Category: Value 2020-2025
Table 63 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025

---