With subsequent waves of infection, domestic hygiene remained a major consideration for consumers when buying monthly groceries in 2021. Despite the growth being on a larger scale, the category has expanded due to increased penetration driven by frequency of use.
During the pandemic, several international, regional, and local players claimed that their surface care products killed germs, with some of them using marketing gimmicks. However, since multinational companies have been able to validate their claims through lab testing and claims such as “recommended by the Indian Medical Association”, local consumers are more likely to trust these well-established brands over local players.
“Antibacterial” remained the most prominent claim in surface care sold in India in 2020 and 2021, according to Euromonitor International’s Via. The growth in products with this claim was 41%, which reflects the focus on hygiene as consumers understand the intangible aspect of cleaning (killing germs).
Surface care through floor cleaners is a well-established category in India. However, due to the pandemic, the category expanded at a much faster rate to reach a higher proportion of households as well as driving newer launches of products and formats.
Sweeping and mopping is a regular Indian household activity. Given the frequency of mopping and the shift of consumers from phenyl to standard floor cleaners, the latter is predicted to record the strongest performance in retail volume growth terms over the forecast period.
Given that cleaning is a regular domestic chore and Indian consumers are price conscious, the inclination is towards using one product for multiple activities. For example, the use of detergents to clean the bathroom and toilet is prominent in rural areas.
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Surface Care
This is the aggregation of multi-purpose, bathroom, oven , kitchen, window/glass, and floor cleaners, descalers, drain openers, scouring agents, household antiseptics and wipes.
See All of Our DefinitionsThis report originates from Passport, our Surface Care research and analysis database.
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