Home Care in India

February 2023
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Overview:

Understand the latest market trends and future growth opportunities for the Home Care industry in India with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Air Care
  • Bleach
  • Dishwashing
  • Home Insecticides
  • Laundry Care
  • Polishes
  • Surface Care
  • Toilet Care

If you're in the Home Care industry in India, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Home Care in India report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Home Care in India?
  • Which are the leading brands in Home Care in India?
  • How are products distributed in Home Care in India?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
  • How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
  • Where is future growth expected to be most dynamic?
  • How important will sustainability and recycling be in generating future growth?

Home Care in India

Home care in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for home care?
Table 1 Households 2017-2022
Table 2 Sales of Home Care by Category: Value 2017-2022
Table 3 Sales of Home Care by Category: % Value Growth 2017-2022
Table 4 NBO Company Shares of Home Care: % Value 2018-2022
Table 5 LBN Brand Shares of Home Care: % Value 2019-2022
Table 6 Distribution of Home Care by Format: % Value 2017-2022
Table 7 Distribution of Home Care by Format and Category: % Value 2022
Table 8 Forecast Sales of Home Care by Category: Value 2022-2027
Table 9 Forecast Sales of Home Care by Category: % Value Growth 2022-2027

DISCLAIMER

Summary 1 Research Sources

Air Care in India

KEY DATA FINDINGS

Odour neutralisers remain popular, amidst strong reach and habit persistence
Inflationary pressure hampers the recovery of air care categories perceived as discretionary
Companies focus on gel format to further drive consumer demand for air care
Move beyond functional benefits to drive demand in air care
Leaders set to maintain their positions, but price-consciousness will support sales of private label products
Focus on natural ingredients and local fragrances to offer opportunities
Table 10 Sales of Air Care by Category: Value 2017-2022
Table 11 Sales of Air Care by Category: % Value Growth 2017-2022
Table 12 Sales of Air Care by Fragrance: Value Ranking 2020-2022
Table 13 NBO Company Shares of Air Care: % Value 2018-2022
Table 14 LBN Brand Shares of Air Care: % Value 2019-2022
Table 15 Forecast Sales of Air Care by Category: Value 2022-2027
Table 16 Forecast Sales of Air Care by Category: % Value Growth 2022-2027

Dishwashing in India

KEY DATA FINDINGS

Growing premiumisation, with a move towards the liquid format, benefits hand dishwashing in 2022
Commercialisation of natural ingredients intensifies, to capitalise on ingredient-led purchases
Return of domestic help limits the growth of automatic dishwashing
Rising out-of-home consumption and demand for food delivery aggregators will challenge growth
Consumer perception and high price barriers to stronger growth in automatic dishwashing
Private label to intensify the competition in dishwashing in the forecast period
Table 17 Household Possession of Dishwashers 2016-2021
Table 18 Sales of Dishwashing by Category: Value 2017-2022
Table 19 Sales of Dishwashing by Category: % Value Growth 2017-2022
Table 20 NBO Company Shares of Dishwashing: % Value 2018-2022
Table 21 LBN Brand Shares of Dishwashing: % Value 2019-2022
Table 22 Forecast Sales of Dishwashing by Category: Value 2022-2027
Table 23 Forecast Sales of Dishwashing by Category: % Value Growth 2022-2027

Home Insecticides in India

KEY DATA FINDINGS

Reduced severity of pandemic limits the growth of home insecticides
Mosquito repellent sticks negatively impact demand for insecticide coils
Manufacturers leverage promotional campaigns to try and drive uptake of electric home insecticides
Seasonal demand and competition from substitutes are challenges for manufacturers
Spray/aerosol insecticides offers an attractive opportunity for growth in the forecast period
Changes in lifestyle to hamper demand for insecticide coils
Table 24 Sales of Home Insecticides by Category: Value 2017-2022
Table 25 Sales of Home Insecticides by Category: % Value Growth 2017-2022
Table 26 Sales of Spray/Aerosol Insecticides by Type: % Value 2017-2022
Table 27 NBO Company Shares of Home Insecticides: % Value 2018-2022
Table 28 LBN Brand Shares of Home Insecticides: % Value 2019-2022
Table 29 Forecast Sales of Home Insecticides by Category: Value 2022-2027
Table 30 Forecast Sales of Home Insecticides by Category: % Value Growth 2022-2027

Laundry Care in India

KEY DATA FINDINGS

Price rises and return to normal lives drive growth in laundry care in 2022
Some consumers down-trade to standard and value for money formats to tackle inflationary pressure
Offline channels see growth due to easing of restrictions, while e-commerce increases strongly due to convenience and offers
Convenience-seeking and time-pressed consumers set to benefit sales of liquid detergents in the forecast period
Habit persistence, coupled with affordability, creates a challenge for premium laundry care offerings
Increasing mobile internet penetration and quick commerce will drive further expansion of e-commerce
Table 31 Household Possession of Washing Machines 2017-2022
Table 32 Sales of Laundry Care by Category: Value 2017-2022
Table 33 Sales of Laundry Care by Category: % Value Growth 2017-2022
Table 34 Sales of Laundry Aids by Category: Value 2017-2022
Table 35 Sales of Laundry Aids by Category: % Value Growth 2017-2022
Table 36 Sales of Laundry Detergents by Category: Value 2017-2022
Table 37 Sales of Laundry Detergents by Category: % Value Growth 2017-2022
Table 38 NBO Company Shares of Laundry Care: % Value 2018-2022
Table 39 LBN Brand Shares of Laundry Care: % Value 2019-2022
Table 40 NBO Company Shares of Laundry Aids: % Value 2018-2022
Table 41 LBN Brand Shares of Laundry Aids: % Value 2019-2022
Table 42 NBO Company Shares of Laundry Detergents: % Value 2018-2022
Table 43 LBN Brand Shares of Laundry Detergents: % Value 2019-2022
Table 44 Forecast Sales of Laundry Care by Category: Value 2022-2027
Table 45 Forecast Sales of Laundry Care by Category: % Value Growth 2022-2027

Polishes in India

KEY DATA FINDINGS

Shoe polish sees recovery in its value sales in 2022
Small local grocers dominates distribution on the back of easy accessibility
Manufacturers increasingly incline towards the spray format to drive demand for furniture polish
Lifestyle changes to limit the growth of polishes
Shoe polish to remain a consolidated category over the forecast period
Limited promotional campaigns likely to hamper growth
Table 46 Sales of Polishes by Category: Value 2017-2022
Table 47 Sales of Polishes by Category: % Value Growth 2017-2022
Table 48 NBO Company Shares of Polishes: % Value 2018-2022
Table 49 LBN Brand Shares of Polishes: % Value 2019-2022
Table 50 Forecast Sales of Polishes by Category: Value 2022-2027
Table 51 Forecast Sales of Polishes by Category: % Value Growth 2022-2027

Surface Care in India

KEY DATA FINDINGS

Drastic easing of the severity of the virus limits uptake of home care disinfectants
Brands ramp up promotional and awareness campaigns to maintain usage occasions for surface care products
Demand for floor cleaners remains resilient due to Indian consumers’ cleaning habits
Multiple usage occasions to drive the growth of surface care in the forecast period
Increased focus on fragrances in floor cleaners to enhance the customer experience
Price-conscious consumers to support the uptake of combo packs
Table 52 Sales of Surface Care by Category: Value 2017-2022
Table 53 Sales of Surface Care by Category: % Value Growth 2017-2022
Table 54 NBO Company Shares of Surface Care: % Value 2018-2022
Table 55 LBN Brand Shares of Surface Care: % Value 2019-2022
Table 56 Forecast Sales of Surface Care by Category: Value 2022-2027
Table 57 Forecast Sales of Surface Care by Category: % Value Growth 2022-2027

Toilet Care in India

KEY DATA FINDINGS

Toilet liquids/foam remains dominant in toilet care
Low-priced SKUs, coupled with government initiatives, benefit manufacturers
Players change the formulation of toilet care products to enhance the customer experience
Steady growth in the forecast period, on the back of government initiatives and increased consumer knowledge
Competition from substitutes, coupled with the dominance of Indian format toilets, acts as a challenge
Convenience-seeking consumers set to drive growth of premium toilet care formats
Table 58 Sales of Toilet Care by Category: Value 2017-2022
Table 59 Sales of Toilet Care by Category: % Value Growth 2017-2022
Table 60 NBO Company Shares of Toilet Care: % Value 2018-2022
Table 61 LBN Brand Shares of Toilet Care: % Value 2019-2022
Table 62 Forecast Sales of Toilet Care by Category: Value 2022-2027
Table 63 Forecast Sales of Toilet Care by Category: % Value Growth 2022-2027
The following categories and subcategories are included:

Home Care

    • Candle Air Fresheners
    • Car Air Fresheners
    • Electric Air Fresheners
    • Gel Air Fresheners
    • Liquid Air Fresheners
    • Spray/Aerosol Air Fresheners
      • Carpet Fresheners
      • Odour Neutralisers
      • Refrigerator Fresheners
      • Waste Bin Fresheners
      • Other Other Air Care
  • Bleach
      • Automatic Dishwashing Liquids
      • Automatic Dishwashing Powders
      • Automatic Dishwashing Tablets
      • Dishwashing Additives
    • Hand Dishwashing
    • Electric Insecticides
    • Insecticide Baits
    • Insecticide Coils
    • Spray/Aerosol Insecticides
      • Foggers/Bombs
      • In-Home Insect Repellents
      • Moth Proofers
      • Other Other Home Insecticides
    • Carpet Cleaners
      • Dryer Sheets
      • Liquid Fabric Softeners
      • Colour Safe Laundry Bleach
      • Fabric Fresheners
        • In-Wash Spot and Stain Removers
        • Pre-Wash Spot and Stain Removers
      • Starch/Ironing Aids
      • Water Softeners
        • Blues/Bluing
        • Colour Catchers
        • Colour Enhancers
        • Laundry Sanitiser
        • Scent Booster
        • Whiteners
        • Other Other Laundry Aids
          • Standard Powder Detergents
          • Concentrated Powder Detergents
          • Compact Powder Tablet Detergents
          • Liquid Tablet Detergents
          • Standard Liquid Detergents
          • Concentrated Liquid Detergents
        • Standard Powder Detergents
        • Standard Liquid Detergents
        • Concentrated Powder Detergents
        • Concentrated Liquid Detergents
        • Compact Powder Tablet Detergents
        • Liquid Tablet Detergents
        • Bar Detergents
        • Hand Wash Detergents
        • Fine Fabric Detergents
    • Floor Polish
    • Furniture Polish
    • Metal Polish
    • Shoe Polish
        • Starter Kits/Sweepers/Sticks (Dry Electro-Static)
        • Wipes and Refills (Dry Electro-Static)
          • Cleaning Solution
          • Refill Wipes/Pads
        • Starter Kits/Trigger Device
        • All Purpose Cleaning Wipes
        • Furniture Polish Wipes
        • Toilet Care Wipes
        • Window/Glass Wipes
        • Other Impregnated Wipes
      • Starter Kits/Sweepers/Sticks (Excluding Wipes)
      • Wipes (Excluding Starter Kits/Sweepers/Sticks)
    • Bathroom Cleaners
    • Descalers
    • Drain Openers
      • Standard Floor Cleaners
      • Wash and Wax Floor Cleaners
    • Home Care Disinfectants
    • Kitchen Cleaners
    • Multi-Purpose Cleaners
    • Oven Cleaners
    • Scouring Agents
    • Window/Glass Cleaners
    • In-Cistern Devices
      • Rim Blocks
      • Rim Liquids
    • Toilet Care Tablets/Powders
    • Toilet Cleaning Systems
    • Toilet Liquids/Foam

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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This report originates from Passport, our Home Care research and analysis database.

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