Fabric Care – Indian Consumer – 2019
What you need to know
Laundry is a serious business
India is the second largest country in the world with a population of over a billion. The climate of India with the heat, dust and humidity experienced in most parts mandates frequent laundry. The onus is on women to maintain the family's social standing through spotless laundry.
Majority hand wash, everyday
India is predominantly a hand-wash market (94%) compared to machine-wash (42%). More than three quarters use a hand wash powder and/or a washing bar. The penetration of matic powder, liquid detergent/wash and fabric conditioner falls in the range of 25-50%.
Create distinction and be future-ready
Position liquids to be used for washing machines and powders for hand washing as 20% agree that regular detergents are as effective as matic. Be future-ready with environment-friendly products that are less water-intensive, such as low-foaming. 23% agree that it is worth paying more for detergents that need less water in rinsing.
Be future-ready with environment-friendly innovations that are less water-intensive. Create differentiation in the hand-wash and machine-wash categories.
Minu Srivastava, Consumer Research Analyst, India
- Key drivers
- Global trends and how they are playing out in India
- Chapter 1 – Laundry behaviour
- Chapter 2 – Usage and attitude
- Who's innovating
- Global innovators
MINTEL INDIAN CONSUMER – OTHER REPORTS AVAILABLE
What you get
This consumer report will tell you how major trends are affecting India and hone in on the regional differences, from socio-economic groups to demographics such as age, gender and household composition.
Mintel Indian Consumer provides a range of market information, explaining the key drivers behind the market and how global trends impact the Indian landscape.
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues in the Indian market.
Mintel Indian Consumer provides key innovation insights from brands and manufacturers, and explores opportunities to learn both from the Indian market and abroad, as well as insight into what will resonate with consumers.
* This is a sample representation of the report layout and does not reflect the research included in this report.
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