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 Research Analyst – Lifestyle, India
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executive summary
- Key issues covered in this Report
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key trends and market factors
- Indians correlate hygiene with health
- Consumers looking for ways to destress
- Graph 1: key factors* driving consumer behavior around wellbeing, 2023
- Graph 2: ways consumers manage stress, 2021
- Equality in chores
- Graph 3: consumer attitudes* towards the statement ‘I prefer to be involved with institutions/companies that promote equality’, by gender, 2023
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what consumers want and why
- Democratise in-home cleaning chores
- Graph 4: consumer attitudes towards the statement ‘maintaining home hygiene is my top priority’ AND ‘everyone should be responsible in maintaining in-home hygiene’, by gender and employment, 2023
- Graph 5: top hygiene and/or cleaning chores prioritised by consumers on a weekly basis, by gender, 2023
- Graph 6: hygiene or cleaning chores that consumers prioritise on a weekly basis, by region and gender, 2023
- Graph 7: male consumers’ top hygiene and/or cleaning chores prioritised on a weekly basis, by gender and age group, 2023
- Help consumers find respite and pleasure in their cleaning tasks
- Graph 8: attitudes towards the statement ‘household cleaning and sanitation helps me de-stress/relax’, by financial situation, 2023
- Graph 9: aromatherapeutic launches in household cleaning equipment, dishwashing products, hard surface care, toilet care and fabric care, 2020-23
- Graph 10: consumers attitude towards the statement ‘Household cleaning is fun and enjoyable’, by gender and age group, 2023
- Graph 11: attitudes toward the statement ‘Cleaning the house is a fun way to spend time with family’, by number of household members, 2023
- Graph 12: top cleaning activities that consumers prioritise on a weekly basis, by attitudes towards household cleaning and age group, 2023
- Premiumise hygiene products with natural, eco-friendly elements
- Graph 13: in-home hygiene and sanitation product features consumers are willing to pay more for, by parental status, 2023
- Graph 14: top occasions when consumers prioritise using personal hygiene products, by gender and age group, 2023
- Graph 15: fragrance claims in household cleaners, dishwashing products, hard surface care, toilet care and fabric care product launches, 2020-23
- Graph 16: top occasions when consumers prefer using personal hygiene products, by age group, 2023
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appendix
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