The household cleaning chemicals market in India has estimated INR __ Million in 2020 and is expected to reach INR __ by 2027.
The household cleaning chemicals industry is a budding and promising industry, comprising a variety of products that serve for the maintaining and upkeep of the household hygiene on a daily basis and in several forms and uses. Nowadays, household care and cleanliness products are an essential part of the lives of every Indian citizen, as they constitute an essential source of enhancing the quality and vibrancy of life as a whole. Moreover, it is an undeniable motor of socio-economic development in terms of its contributions and repercussions on the overall market.
Key factors supporting the growth in the market of household cleaners in India:
It is no secret that the Indian economy is one of the fastest-growing on a global scale, a factor that constitutes, along with being the second most populated country in the world, appropriate grounds an and an auspicious atmosphere for a rising economy in multiple sectors, among which is that of the household cleaners. The rapid urbanization and the growing awareness of the importance of hygiene as a lifestyle in the collective mindset of Indians are the primary reasons for which the market of household cleaners is topping the charts in the few recent years sponsored by heavy commercialization by the lead business establishments.
However, the adaptation of these chemicals as systematic daily essentials stems as well from the incidence of various infections and sanitary crises (i.e. the current global pandemic of the Coronavirus outbreak) in a vision of prevention and eradication of diseases.
India’s thriving economy is effective in holding a wide range of opportunities for the cleaning chemicals market as a whole, where household cleaning chemicals segment is of great importance. With the trend of urbanization coupled with quick commercialization and several business establishments are in search of cleaning chemical products to cater to the requirements of maintaining hygiene in households, which propels the growth India’s household cleaning chemicals market. Incidence of infections post Covid-19 is also creating solid ground for growth of the household cleaning chemicals market. In addition, the establishment of new healthcare setups, rising purchasing power and disposable income, and introduction of new and innovative cleaning chemicals are added factors stimulating demand for household cleaning chemicals. Consumer alertness with regard to the essentiality of hygiene and the spread of infectious diseases through contamination is on the rise. For instance, there has been increasing transformation among consumers from the traditionally preferred phenyl and acid to branded liquid cleaning products for maintaining effective sanitization at home. Liquid toilet cleaners have shown higher demand for household consumption and have therefore been dominating the segment of the Indian market, fostering its growth. Also, consumers have been switching from using bar utensil cleaners to liquid detergents as utensil cleaners as a result of the ability to provide better results devoid of any wastage. The surface cleaning market segment is categorized into specialized cleaners, floor cleaners, and multi-purpose cleaners. Floor cleaners and specialized play a prominent role where they are used to clean a whole range of items such as electronic appliances, furniture, kitchen appliances, and so forth. Multi-purpose products rapidly entering the market with the ability to perform various functions with convenience.
The amalgamation of hazardous chemicals in household cleaning chemicals is a restraining factor in their consumption as they may be carcinogenic in nature.
An outlook at the market situation of the household cleaners in India:
The market size:
Study reports that analyze the market of household cleaners state that the latter is rapidly and impressively growing, after being pegged at USD 239 million in 2016, it has grown at a CAGR of 17.42% by the end of 2019, clearly displaying an unprecedented rise in revenues, which is expected to be more accentuated by the end of 2026 to reach then USD 826.53 million.
As a statistical conclusion:
• Revenue in the Household Cleaners sector rises to US$726m in 2020. The market is anticipated to grow each year by 3.8% (CAGR 2020-2023).
• On a global scale, the most revenue is harvested in the United States (US$5,983m in 2020).
• On a local scale, and in relation to the population, a total of USD 0.5 is generated per person in 2020.
The market share:
The industry of household cleaners is characterized by the mere presence of a limited number of players and manufacturers, hindering consequentially the potential intervention of newcomers to the market and making it prone to low penetration rates. This excessive monopolization of the market in India threatens the principle of free competition and concurrence and promotes certain stagnation in the nature and quality of the products displayed. This limitedness of players in the household cleaners’ market makes it an oligopolistic oriented market, where the leading business establishments make their own market structure and control the fluctuating of the prices.
The Indian household cleaners market is controlled by these major players, that is to say:
Hindustan Unilever pvt. Ltd., Reckitt Benckiser India, Proctor & Gamble, Diversey India Pvt. Ltd., Schevaran Laboratories Pvt. Ltd., Satol Chemicals, Ecolab India, Buzil Rossari Pvt. Ltd., Haylide Chemicals Pvt. Ltd., Altret Industries Pvt. Ltd., S.C. Johnson Products Pvt. Ltd. Jyothy Laboratories Ltd., among others.
The study of the household cleaners’ market segmentation is carried out on multiple levels, aiming to examine thoroughly the structure and size of each subcategory of this market. We can distinguish between a segmentation based on the product type that comprises: surface cleaners, specialty cleaners, and bleaches. A second segmentation is based on the use and application and that discerns between bathroom cleaners, kitchen cleaners, floor cleaners, and fabric care. The last segmentation type is focused on the distribution channels among which are supermarkets/hypermarkets, convenience stores, and online stores. After examining each of these subcategories, it avails that the fastest-growing segment in terms of revenue is the dishwashing market with major brands like Vim, Exo, and Pril. As the floor cleaning market takes second place in India with brands such as Lizol, Domex, and Mr. Muscles.
On another note, the toilet cleaning market has known a rapid growth and has displayed considerable revenue after a shift in the customers’ preferences who replaced their Phenyl and acid-based cleaners with the commercialized household cleaning products available on the market. Liquid soaps comprising hand washes and body washes have also known a drastic rise in revenues as the customers grew more aware of the importance of personal hygiene, along with the heavy and highly attractive commercialization of these products specifically.
In terms of the distribution channels, the household cleaners are largely sold in the modern retail stores such as hypermarkets and supermarkets. However, the small local and traditional convenience stores still remain hesitant on whether to put these products on their shelves mainly because of their relatively higher price and the fear of remaining unsold. Recently, these worries seem to get less and less recurrent as customers’ demand on these products is increasing drastically, which makes them largely available in all selling points in India. The third channel that was unpopular and unimaginable a few years back is suddenly increasing in sales and importance, it is that of online stores, that seems to be the ongoing trend with the extreme and intense new wave of technology.
Market forecast: The prospectus.
The market of household cleaners in India is expected to thrive significantly in the coming years with a noticeable increase in the numbers of players on the market, which will accentuate the competition between the existing ones and the newcomers allowing for a new age of products to emerge into the market and with a wholly different vision and more specific niches to target.
The future of the household cleaning chemicals is subjected to various market trends and dynamics, namely the rising use of bio-friendly cleaners, the less water consuming approach undertaken by many cleaning chemicals, the new vision of multifunctional cleaners that incorporate several aspects (skincare and germicidal characteristics), along with the current fervent preoccupation with the manufacturing of household cleaners with disinfecting, antibacterial, and virucidal properties (dirt and insect repellent for fabric care products).
Moreover, due to its impressive growth prospects, the segment of household cleaning chemicals in India received funding from the Foreign Direct Investment (USD 8.8 billion) in the period 2010-2013 and remains to be a very promising sector worth investing in without the least doubt in its profitability in the long-term.
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