Surface Care in India

PROSPECTS

Hygiene awareness campaigns boost demand

Home care disinfectants continued to account for most sales of surface care in India with only limited interest and awareness in the other products available. Consumers have become increasingly aware and concerned about health and hygiene with this being driven in part by marketing campaigns by the leading brands.

Bathroom cleaners has potential as concerns over the harmful effects of phenyl grow

The strong sales of multipurpose cleaners and home care disinfectants have shown that Indian consumers are generally more inclined towards products that are multifunctional. Nonetheless, consumers, especially in urban areas, who are regular users of surface care and who are aware about the need to keep surfaces clean and germ free are gradually upgrading to specialised products like floor cleaners and bathroom cleaners.

Multipurpose cleaners providing value and convenience

Multipurpose cleaners is the second largest category of surface care in India after home care disinfectants. Although incomes are rising in India the majority of consumers remain price conscious which is limiting demand for specialised products.

COMPETITIVE LANDSCAPE

Reckitt Benckiser dominates thanks to reputation for being tough on germs and stains

Reckitt Benckiser is the dominant player in surface care with it occupying the top four spots in the brand rankings with its Dettol, Lizol, Colin and Easy-Off brands, respectively. Dettol leads home care disinfectants with the company adding Dettol Disinfectant Spray to its range in December 2019.

Private label looking to gain ground with value proposition

Surface care is a consolidated category with only a small number of players holding a significant value share. This has provided an opportunity for private label to gain a foothold by offering more affordable options to consumers.

Grocery retailers dominate distribution

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.

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