Executive Summary

Feb 2019
PROSPECTS
Low-income consumers hold the key to toilet care’s penetration

Towards the end of the review period, there was strong focus and attention on improving sanitation in India. The government’s Clean India mission is one of the major initiatives undertaken to improve sanitation by making India open defecation free by 2019.

Convenience is expected to drive popularity of in-cistern devices and ITBs

Time has become an increasingly appreciated commodity, especially in urban households with dual incomes. This places focus on convenient and flexible products, and solutions that enable consumers to either save time through outsourcing of tasks or multi-task through more flexible packaging options.

Toilet liquids/foam remains most popular toilet care product

The positive value growth recorded by toilet care was largely attributed to the performance by toilet liquids/foam. Surface-specific products such as toilet liquids are preferred in households for effective cleaning and maintaining hygiene in toilets.

COMPETITIVE LANDSCAPE
Hindustan Unilever proactively engages in toilet care

Hindustan Unilever’s Domex took second position in toilet care in India in 2018, surpassing Sani Fresh from Dabur India. Domex launched India’s first toilet care powder in a test market in 2017.

Reckitt Benckiser reinforces commitment to providing universal access to sanitation through new campaign

Reckitt Benckiser, through its brand Harpic which is considered a pioneer in toilet care, has reinforced its commitment to providing universal access to sanitation through its new campaign “Har Ghar Swachh”. Furthermore, Harpic’s “Swachh Bharat Pack” was launched as a single-use pack priced at INR5.

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Toilet Care in India

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Overview

Discover the latest market trends and uncover sources of future market growth for the Toilet 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 Toilet Care industry in India, our research will save you time and money while empowering you to make informed, profitable decisions.

The Toilet 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 Toilet Care in India?
  • What are the major brands in India?
  • What are the future prospects for the toilet care products?
  • What are the key new product launches in the toilet care products?

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.

Toilet Care in India - Category analysis

HEADLINES

PROSPECTS

Low-income consumers hold the key to toilet care’s penetration
Convenience is expected to drive popularity of in-cistern devices and ITBs
Toilet liquids/foam remains most popular toilet care product

COMPETITIVE LANDSCAPE

Hindustan Unilever proactively engages in toilet care
Reckitt Benckiser reinforces commitment to providing universal access to sanitation through new campaign

CATEGORY DATA

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