India Attitudes towards Home and Personal Hygiene Market Report 2020
[{"name":"Consumer Attitudes","url":"https:\/\/store.mintel.com\/industries\/consumers-trends\/consumer-attitudes"}]
COVID-19 increases the interest in home & personal hygiene with hand hygiene taking the spotlight. Keeping consumers invested post-pandemic will be the challenge.Tanya Rajani, Beauty & Personal Care Analyst…

India Attitudes towards Home and Personal Hygiene Market Report 2020

£ 2,195 (Excl.Tax)

Report Summary

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Attitudes Towards Home & Personal Hygiene Indian consumer market including 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?

Covered in this report

Despite the peak in awareness of hygiene brought about by the COVID-19 pandemic, current Indian consumer behaviours of increased house and hand cleaning are unsustainable. Indian consumers are expected to drop out from hygiene upkeep post-COVID-19.

To avoid consumer fallouts, build on emotional triggers to help stay relevant. Because of the lockdown, men have quickly begun to take a larger role in household hygiene care, mainly out of necessity. While the category is dominated by female-targeted marketing, it is time to expand the landscape to be more inclusive for onboarding male users.

Expert analysis from a specialist in the field

Written by Tanya Rajani, a leading analyst in the Beauty & Personal Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

COVID-19 increases the interest in home & personal hygiene with hand hygiene taking the spotlight. Keeping consumers invested post-pandemic will be the challenge.
Tanya Rajani
Beauty & Personal Care Analyst

Table of Contents


    • Market context
    • What consumers want and why
    • Opportunities
    • [Graph] India: males with household responsibility, May-Oct 2020
    • Competitive landscape
    • Mintel predicts

    • key trends

      • [Graph] India: % change Q3/Q4 2019 – Q1/Q2 2020; household care and personal care*
    • key drivers

      • [Graph] India: fear of contracting infection during the outbreak of COVID-19, March-August 2020
      • [Graph] India: %age of households with no water at handwashing place
    • global trends and their impact on india

      • [Graph] Global: hand sanitiser launches as a proportion of all soap and bath product launches, by quarter, July 2019-May 2020
    • consumer insights

      • [Graph] India: actions taken during the COVID-19 outbreak, Aug 2020
      • [Graph] India: hygiene practices in the last six months, Aug 2020
      • Hygiene converts
      • Addressing lower-tiers
      • [Graph] India: actions taken during the COVID-19 outbreak, lower tiers, Aug 2020
      • New COVID-19 cleaners: male consumers
      • [Graph] India: male consumers, May-Oct 2020
      • Risk factor: household size
      • [Graph] India: consumers worried about virus exposure, Aug 2020
      • [Graph] India: hygiene practices in the last six months by household composition, Aug 2020
      • [Graph] India: household surface cleaners used during COVID-19 outbreak by household composition, Aug 2020
      • The disbelievers
    • market applications

      • Opportunities
      • Introduce male narratives
      • Playing on the hygiene ladder
      • Innovations for the bottom of the pyramid
      • Sell emotionally
    • global innovations

      About the report

      This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.


      Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.


      Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.


      Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.


      Market reports provide appendices of data to support the research and insight produced. Our databoks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

      *databooks not available with UK B2B reports (all priced at £1,495).

      Below is a sample report, understand what you are buying.

      Click to show report
      India Consumer 2024 Sample Cover

      Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

      Trusted by companies. Big and small.

      Want to speak to us directly?

      Contact us with your enquiry and our expert global team can help.

      Get in touch