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India Household Cleaning Market Outlook, 2021

May 2016 | 158 pages | ID: I9B725DBBE5EN
Bonafide Research & Marketing Pvt. Ltd.

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This report gives an in-depth analysis of household cleaning industry in India.
The household cleaning industry in India is highly unorganized and the size of unorganized sector is more than double of organized one. However, this report includes only the organized sector i.e. the branded household cleaning market.
The organized household cleaning market in India is mainly split into three broad categories viz. utensil cleaner, toilet cleaner and surface cleaner. Utensil cleaners are further split into dishwashing bar, liquid, powder and pastes. Toilet cleaners consist of liquid cleaners, in-cisterns & rim blocks whereas surface cleaners are split into floor cleaner, specialized and multipurpose cleaners.
The specialized cleaners are further split, based on their application areas.

According to “India Household Cleaning Market Outlook, 2021”, the overall market for household cleaning is anticipated to grow with a CAGR of more than 20% in the next five years. In utensil cleaning category, dishwashing bars dominate market revenues, followed by liquid cleaners whereas dishwashing paste has negligible contribution. Consumers in urban areas are now upgrading to dishwashing liquids and thus they are expected to register robust growth in the forecast period. Powder based utensil cleaners are now set to diminish from the market.
The surface cleaning market is growing mainly because of rising awareness about brands due to heavy promotion by leading companies. Floor cleaners dominate category revenues, followed by specialized and multi-purpose cleaners. Surface cleaners are targeted mainly at urban households and thus are more popular in urban markets.
Liquid toilet cleaners are popular in Indian market because of low unit prices and age old preference of consumers. Toilet in-cisterns and rim blocks are growing very fast due to their enhanced cleaning methods and easy to use advantages. Household cleaning products are largely sold through modern retail stores like supermarkets, hypermarkets and malls. Traditional grocery stores are reluctant to store them on their shelves because of their high price and low probability of selling. Online sales of household cleaning products remain negligible; however expected to grow in future due to rising mobile phone and internet penetration in the country. Major companies in the household cleaning market include Hindustan Unilever, Reckitt Benckiser, Jyothy Laboratories, Rohit Surfactants, Dabur India, SC Johnson etc. Major brands operating in the industry are Vim, Harpic, Pril, Exo, Xpert, Lizol, Domex, Colin, Sani Fresh, Cif, Mr Muscle, Easy Off Bang, Dazzl, Dettol etc.
Key Categories
  • Utensil Cleaner
  • Surface Cleaner
  • Toilet Cleaner
“India Household Cleaning Market Outlook, 2021” discusses the following aspects of household cleaning products in India:

The report gives an in-depth understanding of household cleaning market in India:
  • Global Household Cleaning Market Outlook
  • Global Utensil Cleaner Market Outlook
  • Global Surface Cleaner Market Outlook
  • Global Toilet Cleaner Market Outlook
  • India Household Cleaning Market Outlook
  • India Household Cleaning Market Size & Forecast
  • India Household Cleaning Market Segmental Analysis: By Company, By Brand, By Category, By Demographics, By Sales Channel
  • India Utensil Cleaner Market Size & Forecast
  • India Utensil Cleaner Market Segmental Analysis: By Company, By Brand, By Product Type, By Demographics, By Sales Channel
  • India Bar Utensil Cleaner Market Size & Forecast
  • India Liquid Utensil Cleaner Market Size & Forecast
  • India Powder Utensil Cleaner Market Size & Forecast
  • India Paste Utensil Cleaner Market Size & Forecast
  • India Surface Cleaner Market Size & Forecast
  • India Surface Cleaner Market Segmental Analysis: By Company, By Brand, By Segment, By Demographics, By Sales Channel
  • India Floor Cleaner Market Size & Forecast
  • India Specialized Cleaner Market Size & Forecast
  • India Multi-Purpose Cleaner Market Size & Forecast
  • India Toilet Cleaner Market Size & Forecast
  • India Toilet Cleaner Market Segmental Analysis: By Company, By Product Type, By Demographics, By Sales Channel
  • Product, Price and Variant Analysis of Utensil Cleaning Bar, Utensil Cleaning Liquid, Utensil Cleaning Powder, Utensil Cleaning Paste, Floor Cleaner, Specialized Cleaner, Multi-Purpose Cleaner, Liquid Toilet Cleaner, Toilet Rim Block and In-Cistern Toilet Cleaner

  • The key vendors in this market space
  • Competitive Landscape & Strategic Recommendations
This report can be useful to Industry consultants, manufacturers and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.

Report Methodology

The information contained in this report is based upon both primary and secondary research. Primary research included interviews with various channel partners of household cleaning products in India. Secondary research included an exhaustive search of relevant publications like company annual reports, financial reports and proprietary databases.
1. EXECUTIVE SUMMARY

2. GLOBAL HOUSEHOLD CLEANING MARKET OUTLOOK

2.1. Global Utensil Cleaner Market Outlook
2.2. Global Surface Cleaner Market Outlook
2.3. Global Toilet Cleaner Market Outlook

3. INDIA HOUSEHOLD CLEANING MARKET OUTLOOK

3.1. Market Size By Value
3.2. Market Share
  3.2.1. By Company
  3.2.2. By Brand
  3.2.3. By Category
  3.2.4. By Demographics
  3.2.5. By Sales Channel
3.3. Product, Price and Variant Analysis
  3.3.1. Utensil Cleaning Bar
  3.3.2. Utensil Cleaning Liquid
  3.3.3. Utensil Cleaning Powder
  3.3.4. Utensil Cleaning Paste
  3.3.5. Floor Cleaner
  3.3.6. Specialized Cleaner
  3.3.7. Multi-Purpose Cleaner
  3.3.8. Liquid Toilet Cleaners
  3.3.9. Toilet Rim Block
  3.3.10. In-Cistern Toilet Cleaner

4. INDIA UTENSIL CLEANER MARKET OUTLOOK

4.1. Market Size By Value
4.2. Market Share
  4.2.1. By Company
  4.2.2. By Brand
  4.2.3. By Product Type
  4.2.4. By Demographics
  4.2.5. By Sales Channel
4.3. India Bar Utensil Cleaner Market
4.4. India Liquid Utensil Cleaner Market
4.5. India Powder Utensil Cleaner Market
4.6. India Paste Utensil Cleaner Market

5. INDIA SURFACE CLEANER MARKET OUTLOOK

5.1. Market Size By Value
5.2. Market Share
  5.2.1. By Company
  5.2.2. By Brand
  5.2.3. By Segment
  5.2.4. By Demographics
  5.2.5. By Sales Channel
5.3. India Floor Cleaner Market
5.4. India Specialized Cleaner Market
5.5. India Multi-Purpose Cleaner Market

6. INDIA TOILET CLEANER MARKET OUTLOOK

6.1. Market Size By Value
6.2. Market Share
  6.2.1. By Company
  6.2.2. By Product Type
  6.2.3. By Demographics
  6.2.4. By Sales Channel

7. INDIA ECONOMIC SNAPSHOT

8. RAW MATERIAL

9. MARKET PENETRATION

10. FUTURE DEVELOPMENT

11. POLICY & REGULATORY LANDSCAPE

12. TRADE DYNAMICS

12.1. Import
12.2. Export

13. CHANNEL PARTNER ANALYSIS

14. INDIA HOUSEHOLD CLEANING MARKET DYNAMICS

14.1. Key Drivers
14.2. Key Challenges

15. MARKET TRENDS & DEVELOPMENTS

15.1. Increasing Importance of Hygiene for Ensuring Wellbeing
15.2. Competition Between Private Labels and National Brands
15.3. Marketers Leveraging Government's Initiative for Cleanliness
15.4. Multi-Purpose Cleaners Gaining Popularity
15.5. Organic Products & Eco Friendly Formulations
15.6. Growing Sanitation Awareness in India

16. COMPETITIVE LANDSCAPE

16.1. Porters Five Forces
16.2. Company Profiles
  16.2.1. Reckitt Benckiser (India) Ltd.
  16.2.2. Hindustan Unilever Limited
  16.2.3. Dabur India Limited
  16.2.4. SC Johnson Products Pvt. Ltd.
  16.2.5. Jyothy Laboratories Limited
  16.2.6. Venky's (India) Limited
  16.2.7. Future Consumer Enterprise Ltd.
  16.2.8. Fena Private Limited
  16.2.9. Pitambari Products Pvt. Ltd.
  16.2.10. The Clorox Company

17. STRATEGIC RECOMMENDATIONS

18. DISCLAIMER

LIST OF FIGURES

Figure-1: India Household Cleaning Market Size – By Value 2010-2015 (INR Crore)
Figure-2: India Household Cleaning Market Size Forecast – By Value 2016F-2021F (INR Crore)
Figure-3: India Household Cleaning Market Share – By Company 2015 & 2021F
Figure-4: India Household Cleaning Market Share – By Brand 2015
Figure-5: India Household Cleaning Market Share – By Brand 2021F
Figure-6: India Household Cleaning Market Share – By Category 2015 & 2021F
Figure-7: India Household Cleaning Market Share – By Demographics 2015 & 2021F
Figure-8: India Household Cleaning Market Share – By Sales Channel 2015 & 2021F
Figure-9: India Utensil Cleaner Market Size – By Value 2010-2015 (INR Crore)
Figure-10: India Utensil Cleaner Market Size Forecast – By Value 2016F-2021F (INR Crore)
Figure-11: India Utensil Cleaner Market Share – By Company 2015 & 2021F
Figure-12: India Utensil Cleaner Market Share – By Brand 2015 & 2021F
Figure-13: India Utensil Cleaner Market Share – By Product Type 2015 & 2021F
Figure-14: India Utensil Cleaner Market Share – By Demographics 2015 & 2021F
Figure-15: India Utensil Cleaner Market Share – By Sales Channel 2015 & 2021F
Figure-16: India Bar Utensil Cleaner Market Size – By Value 2010-2015 (INR Crore)
Figure-17: India Bar Utensil Cleaner Market Size Forecast – By Value 2016F-2021F (INR Crore)
Figure-18: India Liquid Utensil Cleaner Market Size – By Value 2010-2015 (INR Crore)
Figure-19: India Liquid Utensil Cleaner Market Size Forecast – By Value 2016F-2021F (INR Crore)
Figure-20: India Powder Utensil Cleaner Market Size – By Value 2010-2015 (INR Crore)
Figure-21: India Powder Utensil Cleaner Market Size Forecast – By Value 2016F-2021F (INR Crore)
Figure-22: India Paste Utensil Cleaner Market Size – By Value 2010-2015 (INR Crore)
Figure-23: India Paste Utensil Cleaner Market Size Forecast – By Value 2016F-2021F (INR Crore)
Figure-24: India Surface Cleaner Market Size – By Value 2010-2015 (INR Crore)
Figure-25: India Surface Cleaner Market Size Forecast – By Value 2016F-2021F (INR Crore)
Figure-26: India Surface Cleaner Market Share – By Company 2015 & 2021F
Figure-27: India Surface Cleaner Market Share – By Brand 2015 & 2021F
Figure-28: India Surface Cleaner Market Share – By Segment 2015 & 2021F
Figure-29: India Surface Cleaner Market Share – By Demographics 2015 & 2021F
Figure-30: India Surface Cleaner Market Share – By Sales Channel 2015 & 2021F
Figure-31: India Floor Cleaner Market Size – By Value 2010-2015 (INR Crore)
Figure-32: India Floor Cleaner Market Size Forecast – By Value 2016F-2021F (INR Crore)
Figure-33: India Specialized Cleaner Market Size – By Value 2010-2015 (INR Crore)
Figure-34: India Specialized Cleaner Market Size Forecast – By Value 2016F-2021F (INR Crore)
Figure-35: India Multi-Purpose Cleaner Market Size – By Value 2010-2015 (INR Crore)
Figure-36: India Multi-Purpose Cleaner Market Size Forecast – By Value 2016F-2021F (INR Crore)
Figure-37: India Toilet Cleaner Market Size – By Value 2010-2015 (INR Crore)
Figure-38: India Toilet Cleaner Market Size Forecast – By Value 2016F-2021F (INR Crore)
Figure-39: India Toilet Cleaner Market Share – By Company 2015 & 2021F
Figure-40: India Toilet Cleaner Market Share – By Product Type 2015 & 2021F
Figure-41: India Toilet Cleaner Market Share – By Demographics 2015 & 2021F
Figure-42: India Toilet Cleaner Market Share – By Sales Channel 2015 & 2021F
Figure-43: Import of Household Cleaning Products in India – Value & Volume 2010-11 to 2014-15
Figure-44: Export of Household Cleaning Products from India – Value & Volume 2010-11 to 2014-15
Figure-45: Distribution Channel followed by Household Cleaning Manufacturers in India

LIST OF TABLES

Table-1: Product, Price and Variant Analysis of Utensil Cleaning Bars in India (Price/100gram)
Table-2: Product, Price and Variant Analysis of Utensil Cleaning Liquids in India (Price/500ml)
Table-3: Product, Price and Variant Analysis of Utensil Cleaning Powders in India (Price/500gram)
Table-4: Product, Price and Variant Analysis of Utensil Cleaning Pastes in India (Price/500gram)
Table-5: Product, Price and Variant Analysis of Floor Cleaners in India (Price/500 ml)
Table-6: Product, Price and Variant Analysis of Specialized Cleaners in India (Price/500ml)
Table-7: Product, Price and Variant Analysis of Multi-Purpose Cleaners in India (Price/500ml)
Table-8: Product, Price and Variant Analysis of Liquid Toilet Cleaners in India (Price/500 ml)
Table-9: Product, Price and Variant Analysis of Toilet Rim Blocks in India (Price per pack)
Table-10: Product, Price and Variant Analysis of In-Cistern Toilet Cleaner in India (Price per pack)
Table-11: India Economic Profile - 2014
Table-12: Typical Raw Material found in various General Purpose Cleaners
Table-13: Typical Raw Material found in Biocidal Hard Surface Cleaner
Table-14: Typical Raw Material found in Insect Repellant Hard Surface Cleaner
Table-15: Typical Formula For Glass Cleaners
Table-16: General Formulations For Acid Toilet Bowl Cleaners (% Weight)
Table-17: General Formulations For Solid Toilet Tank Cleaners (% Weight)
Table-18: Import Duties under HS code 340220
Table-19: Import of Household Cleaning Products in India - By Country By Volume 2014-15
Table-20: Export of Household Cleaning Products from India - By Country By Volume 2014-15
Table-21: Product Portfolio of Reckitt Benckiser (India) Ltd. in Utensil Cleaner Market
Table-22: Product Portfolio of Reckitt Benckiser (India) Ltd. in Surface Cleaner Market
Table-23: Product Portfolio of Reckitt Benckiser (India) Ltd. In Toilet Cleaner Market
Table-24: Key Facts of Reckitt Benckiser (India) Ltd.
Table-25: Product Portfolio of Hindustan Unilever Limited in Utensil Cleaner Market
Table-26: Product Portfolio of Hindustan Unilever Limited in Surface Cleaner Market
Table-27: Product Portfolio of Hindustan Unilever Limited in Toilet Cleaner Market
Table-28: Key Facts of Hindustan Unilever Limited
Table-29: Product Portfolio of Dabur India Limited in Household Cleaning Market
Table-30: Key Facts of Dabur India Limited
Table-31: Product Portfolio of SC Johnson Products Pvt. Ltd. in Household Cleaning Market
Table-32: Key Facts of SC Johnson Products Pvt. Ltd.
Table-33: Product Portfolio of Jyothy Laboratories Limited in Household Cleaning Market
Table-34: Key Facts of Jyothy Laboratories Limited
Table-35: Product Portfolio of Venky's (India) Limited in Household Cleaning Market
Table-36: Key Facts of Venky's (India) Limited
Table-37: Product Portfolio of Future Consumer Enterprise Ltd. in Household Cleaning Market
Table-38: Key Facts of Future Consumer Enterprise Ltd.
Table-39: Product Portfolio of Fena Private Limited in Household Cleaning Market
Table-40: Key Facts of Fena Private Limited
Table-41: Product Portfolio of Pitambari Products Pvt. Ltd. in Household Cleaning Market
Table-42: Key Facts of Pitambari Products Pvt. Ltd.
Table-43: Product Portfolio of The Clorox Company in Household Cleaning Market
Table-44: Key Facts of The Clorox Company


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