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Surface Cleaners – Indian Consumer – 2019

What you need to know

Governmental and social emphasis on sanitation

Government's vision and focused initiatives around Swachh Bharat Abhiyan (Clean India Mission) is pivotal in driving the sanitation schemes in India. Companies and brands have capitalised on the ongoing sanitation mission with heavy advertising focus on use of toilet cleaners to further the cause of cleanliness.

Global clean lifestyle trend

Consumers have a better-defined sense of clean eating and this is shaping their perception of what it means 'clean cleaning'. It is shifting from the removal of demonised ingredients to the inclusion of natural, food-based ingredients and, increasingly, limited ingredient claims. This creates an emerging market for natural home care.

Boosts natural home care

In 2018, global toilet cleaner launches carrying an environmentally friendly claim stood at 41%, compared to 25% in India. However, in floor care in India, botanical/herbal claims reached 24%, compared to 20% globally.

Play up benefits to safeguard household cleaning products from price-driven, 'flirtatious' consumer behaviour in today's commoditised market.

Minu Srivastava, Consumer Research Analyst, India

EXECUTIVE SUMMARY

KEY TRENDS

  • Key drivers
  • Global trends and how they are playing out in India

CONSUMER INSIGHTS

  • Chapter 1: Surface cleaners – usage & frequency
  • Chapter 2: Surface cleaners – purchase behavior & features

MARKET APPLICATION

  • Opportunities
  • Who's innovating
  • Global innovators

APPENDIX

MINTEL INDIAN CONSUMER – OTHER REPORTS AVAILABLE

What you get

What's included

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Table of contents

  1. executive summary

    • key trends

      • Key drivers
      • [Graph] Global: Household cleaner sub-categories, 2018
      • [Graph] India: Household cleaner sub-categories, 2018
      • Global trends and how they are playing out in India
      • [Graph] India: Fragrances in new product launches, 2018
    • Consumer insights

      • Chapter 1: Surface cleaners – usage & frequency
      • [Graph] India: Product usage, August 2018
      • [Graph] India: Product usage frequency, August 2018
      • [Graph]
      • Chapter 2: Surface cleaners – purchase behavior & features
      • [Graph] India: Most important features in a household cleaner, August 2018
      • [Graph] India: Select shopping habits for household cleaning products, August 2018
      • [Graph] India: Household cleaning shopping habits, August 2018
    • market application

      • Opportunities
      • Who's innovating
      • Global innovators
    • appendix

      • MINTEL INDIAN CONSUMER – OTHER REPORTS AVAILABLE

        Surface Cleaners – Indian Consumer – 2019

        US $2,495.01 (Excl.Tax)