India Household Cleaning Market Report 2024
£ 2,195 (Excl.Tax)
Report Summary
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
Table of Contents
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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
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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
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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
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Appendix
- Abbreviations
- Consumer survey methodology
- Repertoire analysis
- Social data research methodology
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