In consumer spending terms, India’s household cleaning market has stabilised post-pandemic. While hygiene remains important, it has fallen in priority, requiring brands to find new ways to retain consumer interest.
Fragrance is a crucial factor, particularly in floor cleaners. Brands can differentiate by offering unique and novel fragrances that enhance the cleaning experience.
Upper-tier users are downsizing their domestic cleaning efforts, opting for lower-cost alternatives and reducing the scale of their product usage. This poses a threat, and brands must find ways to reinforce their value.
Safety and environmental concerns are taking centre-stage, especially among heavy users, who are increasingly prioritising non-toxic formulations and sustainable packaging. This shift reflects growing consumer demand for transparency and eco-friendly innovation that minimises health risks and environmental impact.
Innovate around fragrance, safety and sustainability to re-ignite household cleaning. Dial up value and convenience to retain key category users.
Tanya Rajani, Principal Analyst, Beauty & Personal Care, India
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Find out more£ 2,195
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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...
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