India Household Cleaning Market Report 2024
Market Intelligence Reports - What's Included
- Interactive Databook
- Multiple Report Formats
- Access to Clients Portal
- Custom Presentation Tool
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.
This report looks at the following areas:
- Changes in usage of household cleaning products between 2022 and 2024
- Household cleaning behaviours
- Innovations of interest in household cleaning products
- Opportunities for fragrance innovation in floor cleaning solutions
- Behavioural shifts among upper-tier users
- Catering to the growing importance of product safety and sustainability
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
Collapse All
-
executive summary
- Mintel's perspective
- Key issues covered in this Report
- Overview
- The outlook for household cleaning in India
- Branded floor cleaners and home remedies see increase in usage from 2022
- Elevate the sensory experience with innovative fragrances in floor cleaners
- Emphasise convenience and value to retain upper-tier consumers
- Prioritise safety and sustainability to meet rising consumer demands
-
key trends
- What you need to know
- Re-ignite the household care category
- Consumer spending on household care products has levelled off
- Graph 1: consumer spends on household care products, 2021-24
- Innovation in India is tapering off as well
- Graph 2: hard surface & toilet care launches, by top five markets, 2019-24
- Floor cleaners are driving innovation
- Graph 3: hard surface care & toilet care launches, by sub-category, 2019-24
- Consumers seek small indulgences in daily tasks
- Convenience is becoming fundamental to the category
- Convenience is paramount for Indians
- Convenience claims remain relevant
- Graph 4: hard surface care & toilet care launches, by claim category, 2019-24
- Brands are dialing up convenience in their communication
- Safety and sustainability are slowly coming to the fore
- A preference for safer alternatives is becoming clear
- Safer household care is also a prominent discussion on social media
- Brands are highlighting safety claims
- Ethical and environmental claims outperform natural claims in household care
- Graph 5: hard surface care & toilet care launches, by natural, ethical and environmental claims, 2019-24
- The eco-wakening arrives in India
- Eco-friendly attributes are becoming the norm
-
what consumers want and why
- What you need to know
- Toilet cleaners, unbranded floor cleaners and disinfectants are essentials in Indian households
- Graph 6: repertoire of usage of household cleaning products, 2024
- Upgrade essentials to offer a pleasant cleaning experience
- Usage of branded floor cleaners has seen a meteoric increase since 2022
- Unbranded floor cleaners see an uptick in upper-tier cities
- Graph 7: usage of unbranded floor cleaners, by city tier, 2022 vs 2024
- Lower-tier residents' preference for branded floor cleaners affects their usage of unbranded ones
- Graph 8: usage of branded floor cleaners, by city tiers, 2022 vs 2024
- Fragrance plays a crucial role in floor cleaners
- Highlight fragrances in household cleaning products
- Graph 9: hard surface care & toilet care launches, by select fragrance component, 2019-24
- Unbranded floor cleaner users are more likely to experiment with new fragrances
- Graph 10: household cleaning behaviour, by floor cleaner users vs non-users, 2024
- Fragrance novelty can boost interest among floor cleaner users
- Graph 11: innovations of interest in household cleaning products, floor cleaner users vs non-users, 2024
- New fragrances introductions are on the rise
- Graph 12: hard surface care & toilet care launches by fragrance component, 2019-2024
- Build on citrus scents' appeal using real ingredients and diverse citrus choices
- Leverage fragrance innovations to win over unbranded floor cleaner users
- Merge elevated sensory experiences distinctive fragrances
- Harmonise home fragrance to bring newness
- Halt upper-tier Indians from downsizing their domestic cleaning efforts
- Upper-tier dwellers use more household cleaning products, but focus less on germ-killing
- Graph 13: household cleaning behaviour, by city tiers, 2024
- Emphasise the importance of germ-killing products in upper-tier markets
- Design fun, interactive and enticing educational campaigns
- Use 'cleanfluencer' trends to highlight hygiene
- Upper-tier consumers are streamlining their usage, cutting costs and challenging brand loyalty
- While familiarity influences brand choices, deal-hunting still plays a pivotal role
- Graph 14: attitudes towards household cleaning products, by city tiers, 2024
- Value-driven bundles and loyalty programs to prevent upper-tier downsizing
- Demonstrate value
- Enhance value by making it more essential
- Key cohorts recognise specialised cleaners, but prefer convenient solutions
- Graph 15: household cleaning behaviour, by city tiers, 2024
- Multi-purpose launches receive less attention, while specialised categories gain traction
- Graph 16: hard surface care & toilet care launches by sub-categories, 2019-2024
- Highlight the benefits of specialised cleaners to justify their cost
- Take inspiration from new brands offering targeted solutions
- Capitalise on the consumer shift towards safety
- Health concerns rise, with increased usage of household cleaning products
- Graph 17: attitudes towards household cleaning, by repertoire of types of household cleaning products used, 2024
- Demographic profile of heavy users
- Heavy users pay attention to product compositions
- Graph 18: household cleaning behaviour, by repertoire of types of household cleaning products used, 2024
- Meet demand for safer products with ingredient transparency and non-toxic claims
- Plant-based ingredients hold sway, but need to establish their efficacy
- Graph 19: interest in household cleaning innovations, by repertoire of types of household cleaning products used, 2024
- Plant-based claims remain very niche within the surface cleaner segment
- Graph 20: share of household cleaner launches carrying plant-based ingredient claims and carrying plant-based in the description, 2013-23
- Lead the way with effective plant-based cleaning solutions
- Opportunity exists for brands to lead with safety-focused innovations
- Promote probiotic claims as immunity support
- Offer products that are safe for pets and kids
- Conservation claims can help alleviate consumer stress around product safety
- Graph 21: interest in household cleaning innovations, by repertoire of types of household cleaning products used, 2024
- Spotlight commitment to sustainability to reduce consumer stress on safety and environmental impact
- Explore the potential of artificial intelligence to develop sustainable ingredients
-
Appendix
- Abbreviations
- Consumer survey methodology
- Repertoire analysis
- Social data research methodology
Why Choose Mintel?
Mintel is the world’s leading market intelligence agency. We show you how consumers think today and tomorrow. As a trusted partner to industry leaders, we deliver game-changing insights to businesses across the globe, fuelling their marketing and innovation strategies that will shape the future.
Access high-quality market research with every purchase of Mintel’s consumer reports. Here’s what else is included in your report purchase:
- Multiple Report Formats: Mintel’s reports are available in PDF and PPT formats, and are delivered straight to your inbox, so you can easily share Mintel’s market intelligence.
- Access to Mintel’s Clients Portal: After your purchase is completed, you’ll receive an invitation to join Mintel’s Clients Portal, providing instant access to supplementary insights from Mintel’s industry experts.
- Interactive Databook: Mintel’s bespoke consumer data is presented as an interactive website, so you can deep dive into your chosen topic, explore demographics and download specific statistics.
- Custom Presentation Tool: Easily incorporate selected research data and analysis into a tailor-made presentation to win over clients and stakeholders.
Below is a generic PDF sample report. Understand what you are buying.
Please Note: All of the figures, graphs, and tables have been redacted.
£ 2,195 (Excl.Tax)
- Instant access when you pay by credit card
- Add multiple reports to your cart to receive a discount
Is this report right for you?
From consumer reports to customised growth strategies. We have an option to suit your business requirements.
Find out morePopular Related Reports
Indian Attitudes towards Dishwashing/Utensil Cleaners Consumer Report 2023
£ 2,195
Enhance value of dishwashing bars by highlighting convenience and promote dishwashing liquids by focusing on efficacy and utensil protection. Use safety claims to bring innovation to the category.
Find out moreIndia Attitudes towards Household Cleaners Market Report 2022
£ 2,195
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...
Find out moreIndia In-home Hygiene and Sanitation Market Report 2023
£ 2,195
Transform cleaning chores into a more democratic, de-stressing activity by highlighting the importance of a healthy home. Incorporate natural, eco-friendly elements to premiumise hygiene products. Saptarshi Banerjee, Senior...
Find out moreIndia Fabric Care Market Report 2024
£ 2,195
India's fabric care market is evolving as users look for gentle, convenient and effective laundry solutions, with liquid detergents becoming increasingly popular for their gentleness, solubility and machine...
Find out moreIndia Aircare Market Report 2024
£ 2,195
The aircare category enjoys high penetration in India, with less than two in ten consumers (12%) claiming to have not used any aircare...
Find out moreIndia In-home Hygiene and Sanitation Market Report 2023
£ 2,195
Transform cleaning chores into a more democratic, de-stressing activity by highlighting the importance of a healthy home. Incorporate natural, eco-friendly elements to premiumise hygiene products. Saptarshi Banerjee, Senior...
Find out moreTrusted by global industry leaders
There is no question that Mintel is the go-to resource for the best quality market research, but I did not think it was an affordable option for Abacus Marketing to consider. As a small marketing agency, we only work with a few new clients each year.
However, we have a very high-end consultative approach to our work, so we really do need a partner like Mintel to provide the big agency experience we are always aiming to deliver. Our clients come from an incredibly diverse range of industry sectors, so we obviously need access to market research reports from a very wide spectrum of marketplaces – and that is precisely what we got.
Stephen Taylor-Brown, Managing Director, Abacus
Mintel helps us when we want to know something quickly – it provides fast answers to our questions. If we need to get a view of what’s going on in a particular market it’s very useful.
When carrying out background research, I find Mintel an excellent starting point.
The fact that it covers so many markets is a big plus for me– instead of having to buy specialist products in each area we are interested in, especially when we only require a brief view on a particular market, we can go to Mintel for help as a one-stop shop. I find Mintel a useful and valuable resource.
Ben Zeidler, Director - Research and Analytics, Tenth Wave
We’ve found it so useful working more closely with Mintel. They helped support our recent flagship event for our top suppliers by providing a really unique viewpoint on the future of online retailing.
Nick Carroll from their Retail Team was also an excellent panelist, sharing useful and actionable consumer insights. We definitely look forward to working with Mintel again on future projects.
Zac Steele, E-Commerce Trading Development Manager, Waitrose & Partners
One of the biggest challenges we face is the need to get smart on a business or category real quick.
We are talking to clients who live and breathe their category every day and the expectation is that we will be able to get caught up very quickly, and bring the thinking that can help them.
We need to do that often in a matter of days, so it’s not a small ask. Mintel gives us a very articulate view of category conditions and does so at the speed we need it.
Jeff White, Business Development Director, Deutsch
We utilize Mintel Reports, Trends and Comperemedia to mine for insights across the numerous business verticals that Epsilon serves, such as CPG, automotive, telecom, healthcare/pharma, retail and financial services.
By integrating Mintel insight into new business opportunities, we have been able to gain the competitive edge necessary to advance partnerships with global brands and key business players.
For our organization, it’s about depth and breadth. Having one without the other doesn’t enable success in our business.
Virginia Harvey, Secondary Research Manager, Epsilon
Is this report right for you?
From consumer reports to customised growth strategies. We have an option to suit your business requirements.
Find out more
