PROSPECTS AND OPPORTUNITIES
Private label and value formats gain traction in cost-sensitive segments
As household budgets tighten and value-seeking behaviour increases, private label brands are gaining ground across modern trade and e-commerce platforms. These retailer-owned brands are carving out a niche by offering functional performance at lower price points, often supported by appealing packaging and generous pack sizes.
Fragrance becomes a core driver of product appeal and loyalty
The sensory profile of surface care products particularly fragrance–has become a major differentiator in consumer choice. Shoppers are increasingly drawn to products that not only clean effectively but also leave a lingering sense of freshness and wellbeing in the home.
Multipurpose efficacy and premium experiences shape future innovation
The convergence of multiple cleaning benefits into single, easy-to-use solutions is driving the next wave of innovation in surface care. Urban consumers, in particular, are gravitating towards products that combine disinfection, stain removal, fragrance, and versatility in one format.
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Overview:
Understand the latest market trends and future growth opportunities for the Surface Care industry in India with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Surface Care industry in India, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Surface Care in India report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Surface Care in India?
- Which are the leading brands in Surface Care in India?
- How are products distributed in Surface Care in India?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Surface Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Surface Care in India - Category analysis
KEY DATA FINDINGS
Low brand loyalty persists due to functional overlap and price sensitivity
Reckitt Benckiser leads through portfolio strength and constant innovation
Grocery retailers retain dominance despite digital traction
Private label and value formats gain traction in cost-sensitive segments
Fragrance becomes a core driver of product appeal and loyalty
Multipurpose efficacy and premium experiences shape future innovation
Home Care in India - Industry Overview
Home care in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for home care?
DISCLAIMER
The following categories and subcategories are included:
Surface Care
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- Bathroom Cleaners
- Descalers
- Drain Openers
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- Standard Floor Cleaners
- Wash and Wax Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
Surface Care
This is the aggregation of multi-purpose, bathroom, oven , kitchen, window/glass, and floor cleaners, descalers, drain openers, scouring agents, household antiseptics and wipes.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Surface Care research and analysis database.
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