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Fabric Care - Indian Consumer Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Fabric Care - Indian Consumer market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

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.

Expert analysis from a specialist in the field

Written by Minu Srivastava, a leading analyst in the Household sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

India continues to be a hand-wash laundry market with women being primarily responsible for it. Moreover, the majority undertake hand washing every day and have been habituated to it. Though some progress has been made to bring about a shift in terms of machine use and involving other family members as well, it still has a long way to go. Minu Srivastava
Consumer Research Analyst

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Table of contents

  1. executive summary

    • key trends

      • Key drivers
      • Global trends and how they are playing out in India
      • [Graph] Global: NPD launch claims, 2018
      • [Graph] India: NPD launch claims, 2018
    • Consumer insights

      • Chapter 1 – Laundry behaviour
      • [Graph] India: Laundry responsibility, August 2018
      • [Graph] India: Laundry responsibility (self), by marital & working status, August 2018
      • [Graph] India: Laundry responsibility (self), by marital & working status, August 2018
      • [Graph] India: Machine wash frequency, by city tiers, August 2018
      • [Graph] India: Pre-soak time of clothes, by laundry method, August 2018
      • Chapter 2 – Usage and attitude
      • [Graph] India: Number of laundry products and adjuncts used in last 6 months, August 2018
      • [Graph] India: Laundry products used in past 6 months, August 2018
      • [Graph]
      • [Graph] India: Select attitude towards laundry, August 2018
      • [Graph] India: Select attitude towards liquid detergents/conditioners, August 2018
    • market application

      • Opportunities
      • Who's innovating
      • Global innovators
    • appendix