Abstract
EXECUTIVE SUMMARY
Hygiene Concerns and Urbanisation Drive Sales of Household Care Products Growing urbanisation and greater awareness about hygiene among Indian consumers were the primary growth drivers behind sales of household care products over the review period. Laundry care and insecticides command the bulk of household care purchases in the country, with surface care, toilet care and air care products lagging behind in terms of expenditure. Nonetheless, with mounting hygiene concerns, surface care and toilet care products registered impressive growth over the latter half of the review period. On the other hand, mature categories such as laundry care have grown on the back of higher unit prices and sustained consumer trading up. Similarly, consumers have been seen to upgrade from insecticide coils, chalks etc to electric insecticides and spray/aerosols.
Value-added Products Rake in the Sales
With improving lifestyles and higher spending power, discerning Indian consumers increasingly took to spending on value-added products in household care which offer convenience and value-added benefits. The use of multi-purpose cleaners intensified alongside the addition of fragrances to surface cleaners, dishwashing products, laundry care etc in 2007. The liquid format in dishwashing and laundry care came into its own in 2007, posting strong growth on the back of greater advertising and consumer promotions targeted at urban residents. Manufacturers emphasised the superior germ-killing properties of their brands and hard surface cleaners such as Easy-Off Bang and Mr Muscle enjoyed strong sales.
Reckitt Benckiser Closes the Gap on Hindustan Unilever and Nirma
Reckitt Benckiser' s continued aggression in laundry care and surface care helped the company to increase its overall share in 2007 and edge nearer towards the top two players, Hindustan Unilever and Nirma. Reckitt Benckiser continued to push Vanish Shakti O2, Easy-Off Bang and Harpic Power in 2007 through extensive media advertising. The re-launch of Harpic Power with Opti Thick formula, the introduction of a smaller pack size of Vanish at a lower price point in late 2006 and the unchallenged coarse action cleaning of Easy-Off Bang helped the company to push on in 2007. In addition, it also test-marketed a variant of its laundry aid brand, Vanish Crystal Whites, in two states in South India in November 2007, signalling its interest in further growing the laundry aids category.
Supermarkets/hypermarkets Gain Ground on Independent Grocers
The share of household care products sold through supermarkets/hypermarkets in 2007 increased significantly on the previous year. Consumer shopping habits are changing, with urban shoppers increasingly being drawn by the convenience of shopping in a comfortable environment. Attractive discount offers and the emergence of private label also served to attract shoppers. While household care manufacturers benefited from the opening of supermarkets, they also faced competition from supermarket private label products. Nonetheless, independent grocers continue to account for the bulk of sales of household care products.
Robust Growth Ahead for Household Care Products
Household care is expected to post strong growth over the forecast period as a result of increasing urbanisation and higher disposable incomes. While health and hygiene concerns will remain central to purchasing decisions for urban consumers, rural consumers are expected to upgrade from unbranded phenyls, acids and soaps to branded household care products, leading to higher value growth. Although raw material pressures are unlikely to ease in the short term, manufacturers will resort to judicious price hikes, especially in laundry care and dishwashing products to drive superior value growth and protect margins.
Table of Contents
Executive Summary
- Hygiene Concerns and Urbanisation Drive Sales of Household Care Products
- Value-added Products Rake in the Sales
- Reckitt Benckiser Closes the Gap on Hindustan Unilever and Nirma
- Supermarkets/hypermarkets Gain Ground on Independent Grocers
- Robust Growth Ahead for Household Care Products
Key Trends and Developments
- Private Label Sways Consumers in Household Care
- Fragrances Assuming Importance Across Household Care Products
- Stress on Germ-kill and Antibacterial Properties Proves A Big Consumer Draw
- Manufacturers Make Use of Celebrity Advertising To Push Sales
- Widespread Consumer Promotions Across Household Care Products
Territory Key Trends and Developments
- East and Northeast India
- North India
- South India
- West India
Rural Vs Urban Key Trends and Developments
Market Indicators
- Table 1 Households 2002-2007
Market Data
- Table 2 Sales of Household Care by Sector: Value 2002-2007
- Table 3 Sales of Household Care by Sector: % Value Growth 2002-2007
- Table 4 Sales of Household Care by Region: Value 2002-2007
- Table 5 Sales of Household Care by Region: % Value Growth 2002-2007
- Table 6 Sales of Household Care by Rural-Urban % Analysis 2007
- Table 7 Household Care Company Shares 2003-2007
- Table 8 Household Care Brand Shares 2004-2007
- Table 9 Penetration of Private Label by Sector 2003-2007
- Table 10 Sales of Household Care by Distribution Format: % Analysis 2002-2007
- Table 11 Sales of Household Care by Sector and Distribution Format: % Analysis 2007
- Table 12 Forecast Sales of Household Care by Sector: Value 2007-2012
- Table 13 Forecast Sales of Household Care by Sector: % Value Growth 2007-2012
- Table 14 Forecast Sales of Household Care by Region: Value 2007-2012
- Table 15 Forecast Sales of Household Care by Region: % Value Growth 2007-2012
Definitions
- Summary 1 Research Sources
LOCAL COMPANY PROFILES - INDIA
- Cavinkare Pvt Ltd
- Strategic Direction
- Key Facts
- Summary 2 CavinKare Pvt Ltd: Key Facts
- Company Background
- Production
- Competitive Positioning
- Summary 3 CavinKare Pvt Ltd: Competitive Position 2007
- Dabur India Ltd
- Strategic Direction
- Key Facts
- Summary 4 Dabur India Ltd: Key Facts
- Summary 5 Dabur India Ltd: Operational Indicators
- Company Background
- Production
- Competitive Positioning
- Summary 6 Dabur India Ltd: Competitive Position 2007
- Ghari Detergent Pvt Ltd
- Strategic Direction
- Key Facts
- Summary 7 Ghari Detergent Pvt Ltd: Key Facts
- Summary 8 Ghari Detergent Pvt Ltd: Operational Indicators
- Company Background
- Production
- Summary 9 Ghari Detergent Pvt Ltd: Production Statistics 2007
- Competitive Positioning
- Summary 10 Ghari Detergent Pvt Ltd: Competitive Position 2007
- Godrej Sara Lee Ltd
- Strategic Direction
- Key Facts
- Summary 11 Godrej Sara Lee Ltd: Key Facts
- Company Background
- Production
- Competitive Positioning
- Summary 12 Godrej Sara Lee Ltd: Competitive Position 2007
- Henkel India Ltd
- Strategic Direction
- Key Facts
- Summary 13 Henkel India Ltd: Key Facts
- Summary 14 Henkel India Ltd: Operational Indicators
- Company Background
- Production
- Competitive Positioning
- Summary 15 Henkel India Ltd: Competitive Position 2007
- Hindustan Unilever Ltd
- Strategic Direction
- Key Facts
- Summary 16 Hindustan Unilever Ltd: Key Facts
- Summary 17 Hindustan Unilever Ltd: Operational Indicators
- Company Background
- Production
- Summary 18 Hindustan Unilever Ltd: Production Statistics 2006
- Competitive Positioning
- Summary 19 Hindustan Unilever Ltd: Competitive Position 2007
- Jyothy Laboratories Ltd
- Strategic Direction
- Key Facts
- Summary 20 Jyothy Laboratories Ltd: Key Facts
- Company Background
- Production
- Summary 21 Jyothy Laboratories Ltd: Production Statistics 2007
- Competitive Positioning
- Summary 22 Jyothy Laboratories Ltd: Competitive Position 2007
- Nirma Ltd
- Strategic Direction
- Key Facts
- Summary 23 Nirma Ltd: Key Facts
- Summary 24 Nirma Ltd: Operational Indicators
- Company Background
- Production
- Summary 25 Nirma Ltd: Production Statistics 2007
- Competitive Positioning
- Summary 26 Nirma Ltd: Competitive Position 2007
- Procter & Gamble Home Products Ltd
- Strategic Direction
- Key Facts
- Summary 27 Procter & Gamble Home Products Ltd: Key Facts
- Company Background
- Production
- Competitive Positioning
- Summary 28 Procter & Gamble Home Products Ltd: Competitive Position 2007
- Reckitt Benckiser (india) Ltd
- Strategic Direction
- Key Facts
- Summary 29 Reckitt Benckiser (India) Ltd: Key Facts
- Company Background
- Production
- Competitive Positioning
- Summary 30 Reckitt Benckiser (India) Ltd: Competitive Position 2007
INSECTICIDES IN INDIA
- Headlines
- Trends
- Competitive Landscape
- Prospects
- Sector Data
- Table 16 Sales of Insecticides by Subsector: Value 2002-2007
- Table 17 Sales of Insecticides by Subsector: % Value Growth 2002-2007
- Table 18 Spray Insecticides by Type: % Value Breakdown 2006-2007
- Table 19 Insecticides Company Shares 2003-2007
- Table 20 Insecticides Brand Shares 2004-2007
- Table 21 Forecast Sales of Insecticides by Subsector: Value 2007-2012
- Table 22 Forecast Sales of Insecticides by Subsector: % Value Growth 2007-2012
