2024
8
India Household Cleaning Market Report 2024
2024-09-12T15:01:25+01:00
REP7BF0439F_5BBE_446B_A35E_17013C2B002D
2195
175944
[{"name":"Cleaning Products","url":"https:\/\/store.mintel.com\/industries\/household-home\/cleaning-products"}]
Report
en_GB
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…
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  8. India Household Cleaning Market Report 2024

India Household Cleaning Market Report 2024

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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

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  1. 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
  2. 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
  3. 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
  4. Appendix

    • Abbreviations
    • Consumer survey methodology
    • Repertoire analysis
    • Social data research methodology

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