The organized household cleaning market in India is mainly split into three broad categories viz. utensil cleaners, toilet cleaners and surface cleaners. Utensil cleaners are further split into dishwashing bar, liquid, powder and pastes. Toilet cleaners consist of liquid cleaners, in-cisterns & rim blocks whereas surface cleaners are split into floor cleaner, specialized and multipurpose cleaners. The specialized cleaners are further split, based on their application areas.
According to recently published report of Bonafide Research “India Household Cleaning Market Outlook, 2021”, household cleaning market is expected to grow with a CAGR of 22.74% in the next five years. Toilet cleaners will grow with highest compounded annual growth rate because of growing sanitation awareness and number of toilets in the country. India is on its way of becoming free from 'open-defecation' by 2019 which will provide toilet cleaning manufacturers a huge consumer base. Surface cleaning was previously done with plain water or phenyls in India. However, with more and more women working there was the need for a contemporary product for cleaning surfaces more effectively. So far, proxy products like dish wash bars and liquids were also being used for this work but they are now getting replaced by branded floor cleaners. On the other hand, utensil cleaning category has already evolved in the past few years and manufacturers are now trying to increase the per capita consumption.
Growing awareness regarding home cleanliness and the need for disinfection is expected to fuel the demand for household cleaning products. Moreover, increase in disposable income coupled with rising focus on child health has positively affected the cleaning products demand in India. Frequent outbreaks of infectious disease such as Swine Flu and Chikungunya are triggering consumers to shift towards high-quality products rather than cheap alternatives. The belief in the claims or promises made by the brand on critical hygiene factors, such as ‘kills germs’, have become important while making purchase decisions. Moreover, household cleaning brands have concise advertising campaigns, which have helped them build a strong presence in urban Indian cities. As consumers seek to elevate their overall sense of well-being, the market is witnessing a growing prevalence for products with different fragrance. Adding to this, complex lifestyles have left consumers with little or no time to clean their homes, and this trend is anticipated to augment immense demand for convenient and more effective products. Improved living standards will further drive consumers to opt for premium priced and aesthetically appealing cleansers over the next five years.
Major companies operating in the household cleaning market of India are Reckitt Benckiser (India) Ltd, Hindustan Unilever Limited, Dabur India Limited, SC Johnson Products Pvt. Ltd, Jyothy Laboratories Limited, Venky's (India) Limited, Future Consumer Enterprise Ltd, Fena Private Limited, Pitambari Products Pvt. Ltd and The Clorox Company.
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