According to the Ministry of Health and Family Welfare’s National Family Health Survey-5 (2019-21), the population living in households that use an improved sanitation facility is 70% compared to 48.5% in 2015-16.
Toilet liquids/foam remains the dominant type of toilet care in India, and continued to drive growth in 2021. The format is well-established among most local consumers who use liquids for other household cleaning tasks with phenyl and acids.
While Harpic by Reckitt Benckiser (India) Ltd maintained its dominance of toilet care throughout the review period, Hindustan Unilever increased the promotional activities for its second-ranked brand Domex. The campaign directly targeted Harpic while positioning Domex as a superior product.
Toilet care in India is expected to record strong growth over the forecast period as it still has lower per capita sales compared to other APAC and developing/emerging countries. According to Euromonitor International’s Industry Forecast Model, the unmet potential of the category is USD1.
Private label and local brands have been present in Indian home care for a while. These products are often positioned to offer similar benefits as well-known brands but at an economical cost.
Although toilet liquids/foam is predicted to retain its dominance of toilet care over the forecast period, the need for time- and effort-saving solutions is likely to support the growth of in-cistern devices and ITBs. With a significant proportion of consumers expected to continue working from home as part of hybrid models, they will start to search for products that help maintain cleanliness but require less manual intervention.
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This is the aggregation of in-cistern devices, ITBs and liquids/powders, mousses, tablets and toilet cleaning systems.See All of Our Definitions
This report originates from Passport, our Toilet Care research and analysis database.
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