Surface Care in India

PROSPECTS

Home care disinfectants becomes regular choice for consumers

Indian consumers continued to widely use home care disinfectants to keep surfaces clean, particularly floors. Increasing awareness of the importance of a clean home for good health and wellbeing of families has been a key driver for sales of home care disinfectants and for a shift away from phenyls.

Ease of use and multiple benefits support demand for multi-purpose cleaners

Consumers’ cleaning practices in terms of surface care are evolving in tandem with income growth. In addition, hygiene concerns, increased product availability and demand for convenience and time saving are other factors shaping consumption of surface care.

Grocery retailers retains lead with traditional grocery retailers gaining share

Grocery retailers remained the leading distribution channel, with substantial sales for supermarkets, hypermarkets and traditional grocery retailers. The increasing spread of grocery retailers across both urban and rural areas has increased accessibility and convenience for consumers in purchasing their household necessities.

COMPETITIVE LANDSCAPE

Dettol and Lizol continue to strengthen Reckitt Benckiser’s lead

Reckitt Benckiser retained its lead of surface care in India in 2018. The company stated that its brands Dettol and Lizol contributed significantly to its sales growth in India, led by increased awareness of the need for cleanliness by the government’s Swachh Bharath mission.

Competition in surface care is quite consolidated

In India, surface care is dominated by five leading companies; Reckitt Benckiser, Amway India Enterprises Pvt Ltd, Hindustan Unilever, SC Johnson Products Pvt Ltd and Modicare Ltd. Concentration continued to remain, with smaller companies being forced out by the aggressive expansion strategies of the large global players.

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