Executive Summary

Feb 2019
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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Overview

Discover the latest market trends and uncover sources of future market growth for the Surface Care industry in India with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Surface Care industry in India, our research will save you time and money while empowering you to make informed, profitable decisions.

The Surface Care in India market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Surface Care in India?
  • What are the major brands in India?
  • What are the fastest growth categories within surface care?
  • What are the key new product launches in the polishes market?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Home Care market research database.

Surface Care in India - Category analysis

HEADLINES

PROSPECTS

Home care disinfectants becomes regular choice for consumers
Ease of use and multiple benefits support demand for multi-purpose cleaners
Grocery retailers retains lead with traditional grocery retailers gaining share

COMPETITIVE LANDSCAPE

Dettol and Lizol continue to strengthen Reckitt Benckiser’s lead
Competition in surface care is quite consolidated

CATEGORY DATA

Table 1 Sales of Surface Care by Category: Value 2013-2018
Table 2 Sales of Surface Care by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Surface Care: % Value 2014-2018
Table 4 LBN Brand Shares of Surface Care: % Value 2015-2018
Table 5 Forecast Sales of Surface Care by Category: Value 2018-2023
Table 6 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Home Care in India - Industry Overview

EXECUTIVE SUMMARY

Sustained growth for home care in India
Premiumisation and product penetration as key themes in 2018
Home care in India remains consolidated despite competition from private label
Introduction of products with superior cleaning properties and simple packaging
Increased awareness of home hygiene to promote further growth in home care

MARKET INDICATORS

Table 7 Households 2013-2018

MARKET DATA

Table 8 Sales of Home Care by Category: Value 2013-2018
Table 9 Sales of Home Care by Category: % Value Growth 2013-2018
Table 10 NBO Company Shares of Home Care: % Value 2014-2018
Table 11 LBN Brand Shares of Home Care: % Value 2015-2018
Table 12 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 13 Distribution of Home Care by Format: % Value 2013-2018
Table 14 Distribution of Home Care by Format and Category: % Value 2018
Table 15 Forecast Sales of Home Care by Category: Value 2018-2023
Table 16 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources