Laundry Care in India

PROSPECTS

Rising affluence supports demand for higher quality laundry care

Hand wash detergents and bar detergents continued to dominate value sales of laundry care in India in 2019 with most consumers still unable to afford a washing machine. Nevertheless, this situation is gradually changing as incomes rise and this has resulted in strong growth not only in laundry detergents but also more niche areas such as fabric softeners and fine fabric detergents.

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

Traditional grocery retailers remained the dominant distribution channel for laundry care in 2019. A large proportion of consumers still live in rural areas and tier 3 cities where the preference is for ‘mom and pop’ stores (traditional grocery retailers) with these independent/family-run businesses being more widely available than modern grocery retailers.

Fabric softeners: Look good, feel good, smell good

Fabric softeners was one of the most dynamic categories in 2019 driven by an increasing focus on hygiene and a willingness to spend on products. In addition to cleanliness, consumers also care about preserving the quality and colour of their clothes, as well as ensuring softness and an appealing fragrance.

COMPETITIVE LANDSCAPE

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

Hindustan Unilever maintained a strong lead in laundry care in India in 2019. The company offers the Surf, Rin, Wheel, Comfort and Sunlight brands.

Domestic companies offer tough competition to international players

When it comes to home care in India, laundry care is one category where domestic players compete more aggressively with their international counterparts. The popularity of regional and local brands is because these brands have been effective in building trust among consumers and their products are affordable and available across towns and villages beyond tier 1 cities and metro areas.

Private label remains underdeveloped within laundry care but offers promise

With price being an important factor in the purchasing decision for many consumers there is potential for the development of private label ranges within laundry care in India. Nevertheless, as of 2019 private label retained only a small share with Aditya Birla Retail Ltd and Trent Hypermarket Ltd offering their More and Star private label lines, respectively.

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