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