Make branded cleaners the preferred option and re-engage consumers by justifying the value of household cleaning. Innovate the category by building safer cleaning.
Tanya Rajani, Beauty & Personal Care Analyst – India
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executive summary
- Key issues covered in this report
- Graph 1: spending habits on household care products*, 2022
- Mintel predicts
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key trends
- India's household category is forecasted for growth
- Graph 2: spends on household care products*, 2022
- Graph 3: launches in hard surface care and toilet care, 2017-22
- Graph 4: agreement with select statements on household care, 2022
- The new normal has brought on new stress and new opportunities
- Rising interest for cleaner household care
- Graph 5: top 10 claims in hard surface care and toilet care, 2017-22
- Global trends are how they are playing out in India
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consumer insights
- Graph 6: usage of household cleaning products, 2022
- Parents have placed trust in unbranded cleaners
- Graph 7: consumer disagreement towards household cleaning statements, by parent status, 2022
- Graph 8: usage of select household cleaning products, by parent status, 2022
- Graph 9: important factors when purchasing household cleansing products, by parent status, 2022
- Graph 10: important factors when purchasing household cleansing products, by parent status, 2022
- Metro dwellers need to be re-engaged into the category
- Graph 11: agreement to attitude statements around household cleaning, by city tier, 2022
- Graph 12: usage of household cleaning products, by city tier, 2022
- Graph 13: agreement to attitude statements about household cleaning, by city tiers, 2022
- Consumers prioritise safety over performance
- Graph 14: agreement to "products with less harmful chemicals are preferred even though they might not give the most effective performance", 2022
- Graph 15: consumers who strongly agree that only areas prone to getting dirty need to be cleaned daily, 2022
- Graph 16: important factors when purchasing household cleansing products, 2022
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market applications
- Make branded cleaners the preferred choice
- Justify value by re-positioning homecare
- Drive safer cleaning with safer ingredients
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Appendix
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