In 2020, laundry care struggled due to an unexpected lockdown, disrupted supply chain and rationalisation of consumer expenditure. However, in 2021 with vaccine rollouts, increased mobility, and recalibration of unit prices by key players, retail value sales returned to pre-pandemic levels, while overall demand continued to grow.
As India experienced its second wave of COVID-19 infections in the first half of 2021, laundry care brands focused on marketing hygiene-related claims. According to Euromonitor International’s Via, laundry care products using an “antibacterial” claim grew by 58% in 2021 compared to 2020.
Indian consumers are continuing to gradually improve their laundry care journey as they upgrade from detergent bars to powder detergents to liquid detergents. However, as with many home care categories, the pandemic has allowed laundry care companies to launch newer products and formats.
According to Euromonitor International’s Economies and Consumers data, laundry care per household sales in India was almost half that of Asia Pacific in 2021, and will likely remain so over the forecast period. When compared with other developing/emerging APAC countries such as China, Indonesia, Thailand and Vietnam, India continues to have lower per household spend, while having the second highest population in the APAC region.
Globally, the interest in brands that use fewer/no chemicals and are also biodegradable (products and packaging) is increasing year-on-year. In India, although value-for-money products experience higher demand, there is a gradual move towards green alternatives.
Indian consumers are becoming increasingly comfortable with e-commerce, with the pandemic leading to a significant surge in online grocery shopping. To remain relevant and competitive as mobility increases, quick commerce services are becoming a disruption in the grocery delivery space.
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Understand the latest market trends and future growth opportunities for the Laundry 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.
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This is the aggregation of laundry detergents, fabric softeners, carpet cleaners and laundry aids.See All of Our Definitions
This report originates from Passport, our Laundry Care research and analysis database.
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