PROSPECTS AND OPPORTUNITIES
Smaller pack sizes drive accessibility but limit premiumisation potential
To reach lower-income and price-sensitive households, brands are increasingly launching smaller stock-keeping units (SKUs), typically in the 200–250ml range. These formats offer affordability and trial potential, helping to expand category penetration across both rural and urban markets.
Government sanitation programmes unlock rural market potential
The continued rollout of government-led initiatives such as the Swachh Bharat Abhiyan has significantly improved toilet infrastructure across rural India. With infrastructure no longer the primary barrier, the focus has shifted to behaviour change and the establishment of hygiene routines.
Fragrance and ease-of-use shape the future of innovation
As the category matures, fragrance and convenience are emerging as key levers for product differentiation. Consumers are increasingly drawn to toilet cleaners that combine strong disinfection with a pleasant, long-lasting scent.
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Overview:
Understand the latest market trends and future growth opportunities for the Toilet 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 Toilet 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 Toilet 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 Toilet Care in India?
- Which are the leading brands in Toilet Care in India?
- How are products distributed in Toilet 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 Toilet Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Toilet Care in India - Category analysis
KEY DATA FINDINGS
Hygiene awareness boosts growth, but functionality remains the primary driver
Reckitt Benckiser sustains dominance through Harpic’s diversified product range
Offline retail dominates distribution, led by neighbourhood grocery stores
Smaller pack sizes drive accessibility but limit premiumisation potential
Government sanitation programmes unlock rural market potential
Fragrance and ease-of-use shape the future of 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:
Toilet Care
- In-Cistern Devices
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- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
Toilet Care
This is the aggregation of in-cistern devices, ITBs and liquids/powders, mousses, tablets and toilet cleaning systems.
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 Toilet Care research and analysis database.
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