India Toiletries and Household Cleansing Market Outlook to 2019 - Aggressive Marketing Strategies and Growing Hygiene Awareness to Propel Growth

Published: Oct, 2014 | Pages: 142 | Publisher: Ken Research Private Ltd
Industry: Retail | Report Format: Electronic (PDF)

Executive Summary
The report titled “India Toiletries and Household Cleansing Market Outlook to 2019 – Aggressive Marketing Strategies and Growing Hygiene Awareness to Propel Growth” provides a comprehensive analysis of the market size of the toiletries and household cleansing industry in India, market segmentation on the basis of product type (dish washers, toilet cleaners, floor cleaners and liquid soaps). The report also entails the market share and company profiles of the major players in the organized segment of toiletries and household cleansing products. An analysis of the future of toiletries and household cleansing market in India is provided on the basis of revenue of the market over next five years.
The household care market of India is a burgeoning industry which comprises of products used for the upkeep of houses for day-to-day use. The rapid urbanization of the Indian population along with rising awareness pertaining to home hygiene has led to the growth of the demand for homecare products. The household care has been in general perceived as chore which has been transitioning rapidly, impelled by consumers’ desire to be ‘house- proud. This has resulted in the creation of a marketplace of easy-to-use, convenient and multipurpose products. However, the industry is characterized by low penetration rates and is presently in development phase, with the presence of only limited number of players, thus making it an oligopolistic organized market.
The rise in personal disposable income along with the changing lifestyles of the rural and urban population and the rising awareness pertaining to maintenance of hygienic conditions at home have contributed towards promoting the sales of toiletries and household cleansing products in India. The toiletries and household cleansing market is expected to grow at a CAGR of 17.42% from FY’2014-FY’2019. The dish washing market has displayed rapid growth over the past five years and has majorly been dominated by the organized players who have a market share of ~% in FY’2014. The major brands of this market are Vim, Exo and Pril which have significant revenue contribution. Within this market, the liquid dish wash have been the fastest growing segment with a CAGR of ~% from FY’2009-FY’2014.
Floor cleaning market is the second largest product category of the toiletries and household cleansing market of India with revenues reported at INR ~ million in FY’2014. The floor cleaning market has been further segmented into dish wash bars, liquid and powder in which dish wash bars commanded a predominant share. Lizol, Domex and Mr Muscle were the major players of the dish washing market with Lizol positioned as the market leader with a revenue contribution of INR ~ million in FY’2014.
The toilet cleaning market had displayed a revenue growth of ~% from FY’2009-FY’2014. Growing awareness, easier access to range of products through organized retail formats and changing lifestyles have been the key growth drivers for the sector with even rural households starting to display preference for toilet cleaner products instead of phenyl and acids which facilitated the further expansion of the industry in India.
Liquid soaps consisting of hand washes and body washes is a fragmented market with a number of small players operating in the market. However, the organized market for hand washes is quite concentrated with major brands being Dettol, Savlon, Lifebuoy and Palmolive among others. Dettol dominated the market with a revenue share of ~% in FY’2014. The liquid hand wash market was valued at INR ~ million in FY’2009 and grew to INR ~ million in FY’2014 at a CAGR of ~%. The growth of body washes and shower gels market on the other side, has been promulgated by the consumers’ desire to switch towards premium products.
The market is expected to grow in the coming years with increasing number of innovative product launches by the existing players focusing on niche uses and convenience such as multifunctional cleaners. These multifunctional cleaners could be used for multiple domestic applications or liquid hand washes which exhibits both skincare and germicidal properties. The preferability for the non-ionic surfactants with their inherent bio-friendly properties and degradability are also likely to make headway in the household care market of the country.

Key Topics Covered in the Report:
-The market size of the India Toiletries and Household Cleansing Market.
-The market size of the India Dish Washing, Floor Cleaning, Toilet Cleaning, Liquid Soaps Market.
-Market segmentation of the India Toiletries and Household Cleansing Market on the basis of product types.
-Market segmentation of the Dish Washing Market on the basis of types of products, , rural and urban demand, organized and unorganized market
-Market segmentation of the Floor Cleaning Market on the basis of residential and institutional sales, rural and urban demand, organized and unorganized markets
-Market segmentation of the Toilet Cleaning Market on the basis of product types, residential and institutional sales, rural and urban demand, organized and unorganized markets.
-Market segmentation of Liquid soaps market by hand washes and body washes.
-Market segmentation of the Liquid hand wash market on the basis of product types, residential and institutional sales, rural and urban demand, organized and unorganized markets
-Market segmentation of Body washes market on the basis of distribution and gender
-Trends and Developments in the India toiletries and cleansing agent industry – Dish Washing, Floor Cleaning, Toilet Cleaning, Liquid Hand washes and Body washes markets.
-Competitive landscape, Brand Analysis and detailed company profiles of the major manufacturers of Dish Washing, Floor Cleaning, Toilet Cleaning Products, Liquid Hand washes and body washes in India.
-Future outlook and projections of the India toiletries and cleansing agents industry – Dish Washing, Floor Cleaning, Toilet Cleaning Products, Liquid Soaps, Body washes and Liquid Hand washes on the basis of revenues.

 Table of Contents
1.	India Toiletries and Household Cleansing Market Introduction
1.1.	India Toiletries and Household Cleansing Market Size by Revenue, FY’2009- FY’2014
1.2.	India Toiletries and Household Cleansing Market Segmentation
1.2.1.	By Product Types- Toilet Cleaners, Dish Washers, Floor Cleaners and Liquid soaps, FY’2009- FY’2014
1.3.	India Toiletries and Household Cleansing Market Distribution Chain
1.4.	India Toiletries and Household Cleansing Market Growth Drivers and Restraints
1.4.1.	Growth Drivers
Increasing Awareness for Health and Hygiene
Growing Affordability
Rising Traction of Organized Retail Market
Growing Rural Penetration
1.4.2.	Growth Restraints
Continued Use of Traditional Products
Inclining Retail Inflation
Growing Intensity of Competition
1.5.	India Toiletries and Household Cleansing Market Porter’s Five Force Analysis
Buyer Power
Supplier Power
Threat of New Entrants
Threat of Substitutes
Degree of Rivalry
1.6.	India Toiletries and Household Cleansing Market SWOT Analysis
1.7.	Competitive Landscape of India Toiletries and Household Cleansing Market

2.	India Dish Washing Market Introduction and Market Size, FY’2009- FY’2014
2.1.	India Dish Washing Market Segmentation
2.1.1.	By Types of Dish Washing Products- Bar, Liquid and Powder, FY’2011- FY’2014
2.1.2.	By Organized and Unorganized Markets, FY’2009 – FY’2014
2.1.3.	By Urban and Rural Households, FY’2009 – FY’2014
2.2.	India Dish Washing Market Exports and Imports
2.2.1.	India Dish washing Market Exports
By Value, FY’2009-FY’2014
By Volume, FY’2009- FY’2014
2.2.2.	India Dish Washing Market Imports
By Value, FY’2009- FY’2014
By Volume, FY’2009- FY’2014
2.3.	India Dish Washing Market Trends and Developments
Change of Customer Preference from Bar to Liquid
Unique Packaging
Introduction of Variants
2.4.	Competitive Landscape of India Dishwashing Industry
2.4.1.	Market Share of Major Companies, FY’2013 – FY’2014
2.4.2.	Brand Analysis of India Dish Washing Market
2.4.3.	Price Analysis
2.5.	India Dish Washing Market Future Outlook and Projections, FY’2015- FY’2019

3.	India Floor Cleaning Market Introduction
3.1.	India Floor Cleaning Market Segmentation
3.1.1.	By Organized and Unorganized Markets, FY’2009 – FY’2014
3.1.2.	By Urban and Rural Households, FY’2009 – FY’2014
3.1.3.	By Residential and Institutional Sales, FY’2014
3.2.	India Floor Cleaning Market Trends and Developments
Switch to Branded Products
Increasing Focus on Brand Positioning and Promotion
Introduction of Specialty Cleaning Products
3.3.	Competitive Landscape of India Floor Cleaning Market
3.3.1.	Market Share of Major Brands, FY’2014
3.3.2.	Brand Analysis of India Floor Cleaning Market
3.3.3.	Price Analysis of Different Brands
3.4.	India Floor Cleaning Market Future Outlook and Projections, FY’2015- FY’2019

4.	India Toilet Cleaning Market Introduction
4.1.	India Toilet Cleaning Market Segmentation
4.1.1.	By Organized and Unorganized, FY’2009- FY’2014
4.1.2.	By Urban and Rural Households, FY’2009 – FY’2014
4.1.3.	By Product Types- Liquid Cleaners and In-Cistern Blocks, FY’2009- FY’2014
4.1.4.	By Residential and Institutional Sales, FY’2014
4.2.	India Toilet Cleaning Market Exports and Imports, FY’2009 – FY’2014
4.2.1.	India Toilet Cleaning Market Exports
By Value, FY’2009-FY’2014
By Volume, FY’2009-FY’2014
4.2.2.	India Toilet Cleaning Market Imports
By Value, FY’2009- FY’2014
By Volume, FY’2009- FY’2014
4.3.	India Toilet Cleaning Market Trends and Developments
Switching from Phenyl to Branded products
Increased Demand for Liquid Toilet Cleaners
Launch of Variants by Big Brands
4.4.	Competitive Landscape of India Toilet Cleaning Industry
4.4.1.	Market Share of Major Brands, FY’2014
4.4.2.	Brand Analysis of India Toilet Cleaning Market
4.4.3.	Price Analysis of Different Brands
4.5.	India Toilet Cleaning Market Future Outlook and Projections, FY’2015- FY’2019

5.	India Liquid Soaps Market Introduction and Size, FY’2009- FY’2014
5.1.	India Liquid Soaps Market Segmentation, FY’2009- FY’2014
5.2.	India Liquid Hand Wash Market Introduction and Market Size, FY’2009- FY’2019
5.2.1.	India Liquid Hand Wash Market Segmentation
5.2.1.1.	By Type of Products, FY’2014
5.2.1.2.	By Urban and Rural Households, FY’2014
5.2.1.3.	By Residential and Institutional Sales, FY’2014
5.2.1.4.	By Organized and Unorganized Markets, FY’2014
5.2.2.	India Liquid Hand Wash Market Trends and Developments
Discounts and Offers
Launch of Variants and Innovative Products
Change in Brand Positioning
5.2.3.	Competitive Landscape of India Liquid Hand wash Industry
5.2.3.1.	Market Share of Major Brands, FY’2014
5.2.3.2.	Brand Analysis of India Liquid Hand Wash Market
5.2.3.3.	Price Analysis of Major Brands
5.2.4.	India Liquid Hand Wash Market Future Outlook and Projections, FY’2015- FY’2019
5.3.	India Body Wash Market Introduction and Market Size, FY’2009-FY’2014
5.3.1.	India Body Wash Market Segmentation
5.3.1.1.	By Gender, FY’2014
5.3.1.2.	By Distribution, FY’2014
5.3.2.	Competitive Landscape of India Body Wash Industry
5.3.2.1.	Market Share of Major Players, FY’2014
5.3.2.2.	Brand Analysis of India Body Wash Market
5.3.3.	India Body Wash Market Trends and Developments
Increasing Focus Towards Men Body Washes
Growing Demand for Benefit Driven Products
5.3.4.	India Body Wash Market Future Outlook and Projections, FY’2015- FY’2019
5.4.	India Liquid Soaps Market Future Projections, FY’2015-FY’2019

6.	India Toiletries and Household Cleansing Market Company Profiles
6.1.	Reckitt Benckiser
6.1.1.	Business Overview
6.1.2.	Business Strategies
Focus on High Performance Products
Gaining Customer Insights
Centralized Marketing
6.1.3.	Financial Performance, FY’2012- FY’2014
6.2.	Hindustan Unilever Ltd
6.2.1.	Business Overview
6.2.2.	Business Strategies
Re-launch of Products
Heavy Advertisement Expenditure
Innovation in Packaging
Emphasis on Direct Selling
6.2.3.	Financial Performance, FY’2009 – FY’2014
6.3.	Dabur
6.3.1.	Business Overview
6.3.2.	Business Strategies
Rural Penetration
Adapting the Brands According to India’s Diversity
Product Sampling
Allowances for Additional Shelf Space
6.3.3.	Financial Performance, FY’2011 – FY’2014
6.4.	Jyothy Laboratory Ltd
6.4.1.	Business Overview
6.4.2.	Business Strategies
Extensive Distribution Network
Brand Extension
Acquisition of Henkel India
Strategic Locations of Manufacturing Facilities
6.4.3.	Financial Performance, FY’2009-FY’2014
6.5.	Rohit Surfactants Private Limited
6.5.1.	Business Overview
6.5.2.	Business Strategies
Regional Focus
Unique Taglines
Participation in Media Exhibitions
6.5.3.	Financial Performance, FY’2009-FY’2013

7.	India Toiletries and Household Cleansing Market Future Outlook and Projections, FY’2015-FY’2019
7.1.	Cause and Effect Relationship of Independent and Dependent Variables of India Toiletries and Household Cleansing Agents Market

8.	Macro-Economic Factors Affecting India Toiletries and Household Cleansing Market
8.1.	Number of Households in India, FY’2009 – FY’2019
8.2.	Middle Class and Upper Middle Class Population of India, FY’2009 – FY’2019
8.3.	Customer Expenditure on Household Care Items, FY’2009 – FY’2019
8.4.	The FMCG Market in India Market size, FY’2009 – FY’2019
8.5.	Number of Domestic Servants in India, FY’2009 – FY’2019

9.	Appendix
9.1.	Market Definition
9.2.	Market Abbreviations
9.3.	Research Methodology
Data Collection Methods
Approach
Variables (Dependent and Independent) 
Multi Factor Based Sensitivity Model
Final Conclusion
9.4.	Disclaimer

List of Tables
Table 1: India Toiletries and Household Cleansing Market Segmentation by Types of Products – Dish Washers, Floor Cleaners, Toilet Cleaners and Liquid Soaps on the Basis of Volume in Percentage and Tons, FY’2014
Table 2: India Toiletries and Household Cleansing Market Segmentation by Types of Products – Dish Washers, Floor Cleaners, Toilet Cleaners and Liquid Soaps on the Basis of Revenue Contribution in INR Million, FY’2009 – FY’2014
Table 3: India Toiletries and Household Cleansing Market SWOT Analysis
Table 4: Competitive Landscape of Major Companies Operating in India Toiletries and Household Cleansing Agents Market
Table 5: India Dish Washing Market Segmentation by Types of Products- Bar, Liquid and Powder on the Basis of Revenue Contribution in INR Million, FY’2011 – FY’2014
Table 6: Volume Sales of Dishwashing Bars and Liquids in India, FY’2011 – FY’2014
Table 7: India Dish Washing Market Segmentation by Organized and Unorganized Markets on the Basis of Revenue Contribution in INR Million, FY’2009 – FY’2014
Table 8: India Dish Washing Market Segmentation by Urban and Rural Households on the Basis of Revenue Contribution in INR Million, FY’2009 – FY’2013
Table 9: India Dish Washing Market Segmentation by Sales of Dishwashing Bars and Liquids in Rural and Urban Areas on the basis of Revenue Contribution in Percentage, FY’2011- FY’2014	
Table 10: India Dish Washing Market Segmentation by Sales of Dishwashing Bars and Liquids in Rural and Urban Areas on the basis of Revenue Contribution in INR Million, FY’2011- FY’2014
Table 11: India Dish Washing Market Exports Segmentation by Major Countries in INR Million, FY’2009 – FY’2014
Table 12: India Dish Washing Market Export Segmentation by Major Countries in Thousand Kilograms, FY’2009-FY’2014
Table 13: India Dish Washing Market Imports Segmentation by Major Countries in INR Million, FY’2009 – FY’2014
Table 14: India Dish Washing Market Imports Segmentation by Major Countries in Thousand Kilograms, FY2009- FY2014
Table 16: Market Share of Major Companies in India Dishwashing Market on the Basis of Revenue Contribution in Percentage, FY’2013 – FY’2014
Table 17: India Dish Washing Market Brand Analysis by Target Audience, Positioning and Strategy
Table 18: Price List for Different Brands in the Dishwashing Bars Category
Table 19: Price List for Different Brands in the Dishwashing Liquid Category
Table 20: Price List for Different Brands in the Dishwashing Powder Category
Table 21: India Dish Washing Market Future Projections by Types of Products- Bar, Liquid and Powder on the Basis of Revenue Contribution in Percentage, FY’2015- FY’2019
Table 22: India Dish Washing Market Future Projections by Types of Products- Bar, Liquid and Powder on the Basis of Revenue Contribution in INR Million, FY’2015- FY”2019
Table 23: India Floor Cleaning Market Segmentation by Organized and Unorganized on the Basis of Revenue Contribution in INR Million, FY’2009 – FY’2014
Table 24: India Floor Cleaning Market Segmentation by Urban and Rural Households on the Basis of Revenue Contribution in INR Million, FY’2009-FY’2014
Table 25: India Floor Cleaning Market Segmentation by Residential and Institutional Sales on the Basis of Revenue Contribution in Percentage and INR Million, FY’2014
Table 27: Market Share of Major Brands in India Floor Cleaning Market on the Basis of Revenue in Percentage and Million, FY’2014
Table 28: India Floor Cleaning Market Brand Analysis by Target Audience, Positioning and Strategy
Table 29: Price List for Different Brands of the Floor Cleaning Market
Table 30: India Toilet Cleaning Market Segmentation by Organized and Unorganized Markets in INR Million, FY’2009-FY’2014
Table 31: India Toilet Cleaning Market Segmentation by Urban and Rural Households in INR Million, FY’2009- FY’2014
Table 32: India Toilet Cleaning Market Segmentation by Type of Toilet Cleaning Products- Liquid Toilet Cleaners and In Cistern Blocks on the Basis of Revenue Contribution in INR Million, FY’2009- FY’2014
Table 33: India Toilet Cleaning Market Segmentation by Residential and Institutional Sales on the Basis of Revenue Contribution in Percentage and INR Million, FY’2014
Table 34: India Toilet Cleaning Market Export Segmentation by Major Countries in INR Million, FY’2009 – FY’2014
Table 35: India Toilet Cleaning Market Export Volume Segmentation by Major Countries in Thousand Kilograms, FY’2009- FY’2014
Table 36: India Toilet Cleaner Market Segmentation by Major Countries in INR Million, FY’2009 – FY’2014
Table 37: India Toilet Cleaner Market Import Volume Segmentation by Major Countries in Thousand Kilograms, FY’2009- FY’2014
Table 39: Market Share of Major Brands in India Toilet Cleaning Market on the Basis of Revenue in Percentage, FY’2014
Table 40: India Toilet Cleaning Market Brand Analysis by Positioning, Target Audience and Strategy
Table 41: Price List for Different Brands of the Floor Cleaning Market
Table 42: India Liquid Soaps Market Segmentation by Hand washes and Body washes on the Basis of Revenue Contribution in INR Million, FY’2009- FY’2014
Table 43: India Liquid Hand Wash Market Segmentation by Refilling and Dispensing Packs on the Basis of Revenue Contribution in Percentage and INR Million, FY’2014
Table 44: India Liquid Hand washes Market Segmentation by Urban and Rural Households on the Basis of Revenue Contribution in Percentage and INR Million, FY’2014
Table 45: India Liquid Hand Wash Market Segmentation on the Basis of Revenue Contribution by Institutional and Residential Sales, FY’2014
Table 46: India Liquid Hand Wash Market Segmentation by Organized and Unorganized on the Basis of Revenue Contribution in Percentage and INR Million, FY’2014
Table 47: List of Available Brands in India Liquid Hand wash Market and their Variants
Table 48: Market Share of Major Brands in India Liquid Hand washes Market on the Basis of Revenue in Percentage, FY’2014
Table 49: India Liquid Hand Wash Market Brand Analysis by Positioning, Target Audience and Strategy
Table 50: Price Chart for Various Pack Sizes
Table 51: India Body Wash Market Segmentation by Gender on the Basis of Revenue Contribution in Percentage and INR Million, FY’2014
Table 52: India Body Wash Market Segmentation by Distribution on the Basis of Revenue Contribution in Percentage and INR Million, FY’2014
Table 53: Market Share of Major Companies in India Body Wash Market on the Basis of Sales Contribution in Percentage, FY’2014
Table 54: Brand Analysis of Women Body Washes in India
Table 55: Brand Analysis of Men Body Washes in India
Table 56: India Liquid Soaps Market Future Projections by Hand washes and Body washes on the Basis of Revenue Contribution in Percentage, FY’2015-FY’2019
Table 57: India Liquid Soaps Market Future Projections by Hand washes and Body washes on the Basis of Revenue Contribution in INR Million, FY’2015-FY’2019
Table 58: Reckitt Benckiser India Product Portfolio
Table 59: Hindustan Unilever Product Portfolio
Table 60: Dabur India Product Portfolio
Table 61: Jyothy Laboratories Product Portfolio
Table 62: Rohit Surfactants Private Limited Product Portfolio
Table 63: India Toiletries and Household Cleansing Market Future Projections by Categories on the Basis of Revenue Contribution in Percentage, FY’2015-FY’2019
Table 64: India Toiletries and Household Cleansing Market Future Projections by Categories on the Basis of Revenue Contribution in Percentage, FY’2015-FY’2019
Table 65: Cause and Effect Relationship between the Macro-Economic and Industry Factors and Toiletries and Cleansing Agent Market Future Prospects
Table 66: Correlation Matrix of India Toiletries and Household Cleansing Market
Table 67: Regression Coefficients Output