Home Care in India
In 2023, retail current value growth across most home care categories was lower in India than in the previous year, on account of softening inflation, but remained robust, as consumption in rural markets picked up, and the resumption of out-of-home activities supported demand in categories such as laundry care and polishes. During the year, prices in categories including laundry care and dishwashing stabilised due to the fall in input costs of palm oil and other raw materials. This resulted in g...
Euromonitor International's Home Care in India market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2028 illustrate how the market is set to change.
Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
Euromonitor International's Home Care in India market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2028 illustrate how the market is set to change.
Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
- Get a detailed picture of the Home Care market;
- Pinpoint growth sectors and identify factors driving change;
- Understand the competitive environment, the market’s major players and leading brands;
- Use five-year forecasts to assess how the market is predicted to develop.
Home Care in India
Euromonitor International
March 2024
LIST OF CONTENTS AND TABLES
HOME CARE IN INDIA
EXECUTIVE SUMMARY
Home care in 2023: The big picture
2023 KEY TRENDS
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2018-2023
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2018-2023
Table 3 Sales of Home Care by Category: % Value Growth 2018-2023
Table 4 NBO Company Shares of Home Care: % Value 2019-2023
Table 5 LBN Brand Shares of Home Care: % Value 2020-2023
Table 6 Penetration of Private Label in Home Care by Category: % Value 2018-2023
Table 7 Distribution of Home Care by Format: % Value 2018-2023
Table 8 Distribution of Home Care by Format and Category: % Value 2023
Table 9 Forecast Sales of Home Care by Category: Value 2023-2028
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2023-2028
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN INDIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
As prices stabilise, growth for the category is primarily volume-driven
Laundry care sees the entry of more home-grown brands
Retail e-commerce continues to expand, due to offering convenience
PROSPECTS AND OPPORTUNITIES
Dynamic growth expected on account of macroeconomic factors and premiumisation
Liquid laundry care formats set to outperform in the forecast period
Demand for eco-friendly laundry care products on the rise
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2018-2023
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2018-2023
Table 13 Sales of Laundry Care by Category: % Value Growth 2018-2023
Table 14 Sales of Laundry Aids by Category: Value 2018-2023
Table 15 Sales of Laundry Aids by Category: % Value Growth 2018-2023
Table 16 Sales of Laundry Detergents by Category: Value 2018-2023
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2018-2023
Table 18 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2018-2023
Table 19 NBO Company Shares of Laundry Care: % Value 2019-2023
Table 20 LBN Brand Shares of Laundry Care: % Value 2020-2023
Table 21 NBO Company Shares of Laundry Aids: % Value 2019-2023
Table 22 LBN Brand Shares of Laundry Aids: % Value 2020-2023
Table 23 NBO Company Shares of Laundry Detergents: % Value 2019-2023
Table 24 LBN Brand Shares of Laundry Detergents: % Value 2020-2023
Table 25 Forecast Sales of Laundry Care by Category: Value 2023-2028
Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2023-2028
DISHWASHING IN INDIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Growth slows in retail value terms as prices stabilise and people resume out-of-home activities
Indian consumers continue to rely heavily on hand dishwashing products
Consumers increasingly trade up from dishwashing bars to premium formats
PROSPECTS AND OPPORTUNITIES
Steady growth expected for dishwashing in the forecast period
Sales of automatic dishwashing products to remain limited in the forecast period
Greater consumer demand for products with organic and natural claims
CATEGORY INDICATORS
Table 27 Household Possession of Dishwashers 2017-2022
CATEGORY DATA
Table 28 Sales of Dishwashing by Category: Value 2018-2023
Table 29 Sales of Dishwashing by Category: % Value Growth 2018-2023
Table 30 NBO Company Shares of Dishwashing: % Value 2019-2023
Table 31 LBN Brand Shares of Dishwashing: % Value 2020-2023
Table 32 Forecast Sales of Dishwashing by Category: Value 2023-2028
Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2023-2028
SURFACE CARE IN INDIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Moderate growth for surface care as the emphasis on hygiene wanes and people enjoy greater mobility
Reckitt Benckiser continues to dominate due to strong brand recall
Format-based innovations help stimulate demand for standard floor cleaners
PROSPECTS AND OPPORTUNITIES
Steady growth expected in the forecast period on account of growing penetration
Growing demand for sustainably produced/packaged and organic surface care products
Convenience and best price to drive growth in retail e-commerce
CATEGORY DATA
Table 34 Sales of Surface Care by Category: Value 2018-2023
Table 35 Sales of Surface Care by Category: % Value Growth 2018-2023
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2018-2023
Table 37 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2018-2023
Table 38 NBO Company Shares of Surface Care: % Value 2019-2023
Table 39 LBN Brand Shares of Surface Care: % Value 2020-2023
Table 40 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2023
Table 41 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2023
Table 42 Forecast Sales of Surface Care by Category: Value 2023-2028
Table 43 Forecast Sales of Surface Care by Category: % Value Growth 2023-2028
TOILET CARE IN INDIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Toilet care sustains modest growth due to heightened awareness of hygiene
Toilet liquids/foam remains the preferred format for Indian consumers
Reckitt Benckiser continues to lead toilet care
PROSPECTS AND OPPORTUNITIES
Macroeconomic factors and growing awareness set to support growth over the forecast years
Rising emphasis on eco-friendly options to drive value growth
Retail e-commerce will continue to gain traction due to the convenience factor
CATEGORY DATA
Table 44 Sales of Toilet Care by Category: Value 2018-2023
Table 45 Sales of Toilet Care by Category: % Value Growth 2018-2023
Table 46 NBO Company Shares of Toilet Care: % Value 2019-2023
Table 47 LBN Brand Shares of Toilet Care: % Value 2020-2023
Table 48 Forecast Sales of Toilet Care by Category: Value 2023-2028
Table 49 Forecast Sales of Toilet Care by Category: % Value Growth 2023-2028
POLISHES IN INDIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Increased socialising and return to work policies support growth for polishes
Vim enters metal polish through a new product launch
PROSPECTS AND OPPORTUNITIES
Growth for polishes expected to be limited due to lifestyle changes
Well-established brands to remain dominant in the forecast period
CATEGORY DATA
Table 50 Sales of Polishes by Category: Value 2018-2023
Table 51 Sales of Polishes by Category: % Value Growth 2018-2023
Table 52 NBO Company Shares of Polishes: % Value 2019-2023
Table 53 LBN Brand Shares of Polishes: % Value 2020-2023
Table 54 Forecast Sales of Polishes by Category: Value 2023-2028
Table 55 Forecast Sales of Polishes by Category: % Value Growth 2023-2028
AIR CARE IN INDIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Growth in air care remains strong on account of greater consumer awareness and improved reach
National companies lead and launch products at different price points
Spray/aerosol and gel air fresheners outperform other categories in the review period
PROSPECTS AND OPPORTUNITIES
Air care set to maintain a positive performance over the forecast period
Growing preference for air care products with natural ingredients and clean labels
Retail e-commerce expected to gain popularity as a distribution channel
CATEGORY DATA
Table 56 Sales of Air Care by Category: Value 2018-2023
Table 57 Sales of Air Care by Category: % Value Growth 2018-2023
Table 58 Sales of Air Care by Fragrance: Value Ranking 2021-2023
Table 59 NBO Company Shares of Air Care: % Value 2019-2023
Table 60 LBN Brand Shares of Air Care: % Value 2020-2023
Table 61 Forecast Sales of Air Care by Category: Value 2023-2028
Table 62 Forecast Sales of Air Care by Category: % Value Growth 2023-2028
HOME INSECTICIDES IN INDIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Value sales of home insecticides continue on a positive trajectory in 2023
Godrej maintains dominance through the launch of new format innovations
Insecticide coils loses favour as consumers shift to other formats
PROSPECTS AND OPPORTUNITIES
Steady value growth expected in the forecast period on account of premiumisation
Spray/aerosol format to witness increasing popularity in the forecast period
Offline stores to remain dominant, while retail e-commerce will continue to gain share
CATEGORY DATA
Table 63 Sales of Home Insecticides by Category: Value 2018-2023
Table 64 Sales of Home Insecticides by Category: % Value Growth 2018-2023
Table 65 Sales of Spray/Aerosol Insecticides by Type: % Value 2018-2023
Table 66 NBO Company Shares of Home Insecticides: % Value 2019-2023
Table 67 LBN Brand Shares of Home Insecticides: % Value 2020-2023
Table 68 Forecast Sales of Home Insecticides by Category: Value 2023-2028
Table 69 Forecast Sales of Home Insecticides by Category: % Value Growth 2023-2028
Euromonitor International
March 2024
LIST OF CONTENTS AND TABLES
HOME CARE IN INDIA
EXECUTIVE SUMMARY
Home care in 2023: The big picture
2023 KEY TRENDS
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2018-2023
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2018-2023
Table 3 Sales of Home Care by Category: % Value Growth 2018-2023
Table 4 NBO Company Shares of Home Care: % Value 2019-2023
Table 5 LBN Brand Shares of Home Care: % Value 2020-2023
Table 6 Penetration of Private Label in Home Care by Category: % Value 2018-2023
Table 7 Distribution of Home Care by Format: % Value 2018-2023
Table 8 Distribution of Home Care by Format and Category: % Value 2023
Table 9 Forecast Sales of Home Care by Category: Value 2023-2028
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2023-2028
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN INDIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
As prices stabilise, growth for the category is primarily volume-driven
Laundry care sees the entry of more home-grown brands
Retail e-commerce continues to expand, due to offering convenience
PROSPECTS AND OPPORTUNITIES
Dynamic growth expected on account of macroeconomic factors and premiumisation
Liquid laundry care formats set to outperform in the forecast period
Demand for eco-friendly laundry care products on the rise
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2018-2023
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2018-2023
Table 13 Sales of Laundry Care by Category: % Value Growth 2018-2023
Table 14 Sales of Laundry Aids by Category: Value 2018-2023
Table 15 Sales of Laundry Aids by Category: % Value Growth 2018-2023
Table 16 Sales of Laundry Detergents by Category: Value 2018-2023
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2018-2023
Table 18 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2018-2023
Table 19 NBO Company Shares of Laundry Care: % Value 2019-2023
Table 20 LBN Brand Shares of Laundry Care: % Value 2020-2023
Table 21 NBO Company Shares of Laundry Aids: % Value 2019-2023
Table 22 LBN Brand Shares of Laundry Aids: % Value 2020-2023
Table 23 NBO Company Shares of Laundry Detergents: % Value 2019-2023
Table 24 LBN Brand Shares of Laundry Detergents: % Value 2020-2023
Table 25 Forecast Sales of Laundry Care by Category: Value 2023-2028
Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2023-2028
DISHWASHING IN INDIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Growth slows in retail value terms as prices stabilise and people resume out-of-home activities
Indian consumers continue to rely heavily on hand dishwashing products
Consumers increasingly trade up from dishwashing bars to premium formats
PROSPECTS AND OPPORTUNITIES
Steady growth expected for dishwashing in the forecast period
Sales of automatic dishwashing products to remain limited in the forecast period
Greater consumer demand for products with organic and natural claims
CATEGORY INDICATORS
Table 27 Household Possession of Dishwashers 2017-2022
CATEGORY DATA
Table 28 Sales of Dishwashing by Category: Value 2018-2023
Table 29 Sales of Dishwashing by Category: % Value Growth 2018-2023
Table 30 NBO Company Shares of Dishwashing: % Value 2019-2023
Table 31 LBN Brand Shares of Dishwashing: % Value 2020-2023
Table 32 Forecast Sales of Dishwashing by Category: Value 2023-2028
Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2023-2028
SURFACE CARE IN INDIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Moderate growth for surface care as the emphasis on hygiene wanes and people enjoy greater mobility
Reckitt Benckiser continues to dominate due to strong brand recall
Format-based innovations help stimulate demand for standard floor cleaners
PROSPECTS AND OPPORTUNITIES
Steady growth expected in the forecast period on account of growing penetration
Growing demand for sustainably produced/packaged and organic surface care products
Convenience and best price to drive growth in retail e-commerce
CATEGORY DATA
Table 34 Sales of Surface Care by Category: Value 2018-2023
Table 35 Sales of Surface Care by Category: % Value Growth 2018-2023
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2018-2023
Table 37 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2018-2023
Table 38 NBO Company Shares of Surface Care: % Value 2019-2023
Table 39 LBN Brand Shares of Surface Care: % Value 2020-2023
Table 40 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2023
Table 41 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2023
Table 42 Forecast Sales of Surface Care by Category: Value 2023-2028
Table 43 Forecast Sales of Surface Care by Category: % Value Growth 2023-2028
TOILET CARE IN INDIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Toilet care sustains modest growth due to heightened awareness of hygiene
Toilet liquids/foam remains the preferred format for Indian consumers
Reckitt Benckiser continues to lead toilet care
PROSPECTS AND OPPORTUNITIES
Macroeconomic factors and growing awareness set to support growth over the forecast years
Rising emphasis on eco-friendly options to drive value growth
Retail e-commerce will continue to gain traction due to the convenience factor
CATEGORY DATA
Table 44 Sales of Toilet Care by Category: Value 2018-2023
Table 45 Sales of Toilet Care by Category: % Value Growth 2018-2023
Table 46 NBO Company Shares of Toilet Care: % Value 2019-2023
Table 47 LBN Brand Shares of Toilet Care: % Value 2020-2023
Table 48 Forecast Sales of Toilet Care by Category: Value 2023-2028
Table 49 Forecast Sales of Toilet Care by Category: % Value Growth 2023-2028
POLISHES IN INDIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Increased socialising and return to work policies support growth for polishes
Vim enters metal polish through a new product launch
PROSPECTS AND OPPORTUNITIES
Growth for polishes expected to be limited due to lifestyle changes
Well-established brands to remain dominant in the forecast period
CATEGORY DATA
Table 50 Sales of Polishes by Category: Value 2018-2023
Table 51 Sales of Polishes by Category: % Value Growth 2018-2023
Table 52 NBO Company Shares of Polishes: % Value 2019-2023
Table 53 LBN Brand Shares of Polishes: % Value 2020-2023
Table 54 Forecast Sales of Polishes by Category: Value 2023-2028
Table 55 Forecast Sales of Polishes by Category: % Value Growth 2023-2028
AIR CARE IN INDIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Growth in air care remains strong on account of greater consumer awareness and improved reach
National companies lead and launch products at different price points
Spray/aerosol and gel air fresheners outperform other categories in the review period
PROSPECTS AND OPPORTUNITIES
Air care set to maintain a positive performance over the forecast period
Growing preference for air care products with natural ingredients and clean labels
Retail e-commerce expected to gain popularity as a distribution channel
CATEGORY DATA
Table 56 Sales of Air Care by Category: Value 2018-2023
Table 57 Sales of Air Care by Category: % Value Growth 2018-2023
Table 58 Sales of Air Care by Fragrance: Value Ranking 2021-2023
Table 59 NBO Company Shares of Air Care: % Value 2019-2023
Table 60 LBN Brand Shares of Air Care: % Value 2020-2023
Table 61 Forecast Sales of Air Care by Category: Value 2023-2028
Table 62 Forecast Sales of Air Care by Category: % Value Growth 2023-2028
HOME INSECTICIDES IN INDIA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Value sales of home insecticides continue on a positive trajectory in 2023
Godrej maintains dominance through the launch of new format innovations
Insecticide coils loses favour as consumers shift to other formats
PROSPECTS AND OPPORTUNITIES
Steady value growth expected in the forecast period on account of premiumisation
Spray/aerosol format to witness increasing popularity in the forecast period
Offline stores to remain dominant, while retail e-commerce will continue to gain share
CATEGORY DATA
Table 63 Sales of Home Insecticides by Category: Value 2018-2023
Table 64 Sales of Home Insecticides by Category: % Value Growth 2018-2023
Table 65 Sales of Spray/Aerosol Insecticides by Type: % Value 2018-2023
Table 66 NBO Company Shares of Home Insecticides: % Value 2019-2023
Table 67 LBN Brand Shares of Home Insecticides: % Value 2020-2023
Table 68 Forecast Sales of Home Insecticides by Category: Value 2023-2028
Table 69 Forecast Sales of Home Insecticides by Category: % Value Growth 2023-2028
