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India Surface Cleaner Market 2016 Share, Trend, Segmentation and Forecast to 2021

Monday, November 21, 2016 4:22
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This report gives an in-depth analysis of surface cleaner market in India. Globally, surface cleaner is a matured category and is growing with modest growth rates. Multi-purpose cleaners, which are becoming extremely popular across the world, are now driving the market in most of the regions. Global manufacturers have shifted their focus from developed countries to developing countries like India. India has a very low penetration of surface cleaners which provides an attractive opportunity for global brands. Surface cleaning is usually done with plain water in India. But in the last decade people started using detergents, phenyl or soap-water to clean the surfaces occasionally. Among all the alternatives, phenyl got really popular with Indian consumers due to low pricing and easy availability. However, consumers are now shifting to branded surface cleaners from these cheap alternatives. The branded surface cleaning market is growing mainly because of rising awareness about brands due to heavy promotion by leading companies. 

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According to “India Surface Cleaner Market Outlook, 2021”, the overall market for surface cleaners is growing with more than 17% CAGR from last five years. The market is further expected to grow with double digits in the next five years. Surface cleaners are broadly divided into three segments namely floor cleaners, specialized cleaners and multipurpose cleaners. Floor cleaners dominate market revenues, followed by specialized and multi-purpose cleaners. Specialized cleaners are further divided into sub-segments like glass cleaner, kitchen cleaner and various other cleaning products for furniture, electronics, appliances etc. Major companies in the market include Hindustan Unilever, Reckitt Benckiser, SC Johnson, Dabur India, Future Consumer Enterprise, Fena, Jyothy Laboratories and Venky’s. Lizol, from Reckitt Benckiser, is the prominent brand in the surface cleaner market, along with other brands like Colin, Cif, Mr Muscle, Easy Off Bang, Dazzl, Domex and Dettol. 
Surface cleaners are targeted mainly at urban households and thus are more popular in urban markets. However, manufacturers are also expanding into tier II cities and thus rural markets are also set to register robust growth in the forecast period. As far as sales channel is considered, surface cleaning products are largely sold through modern retail stores like supermarkets, hypermarkets and malls. Traditional grocery stores are reluctant to store them on their shelves because of their high price and low probability of selling. Online sales of surface cleaners will continue to remain low as grocery items are usually not bought through online stores in India. 
Key Segment 
• Floor Cleaner 
• Specialized Cleaner (Glass Cleaner, Kitchen Cleaner & Others) 
• Multi-Purpose Cleaner

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Key points in table of content

1. Executive Summary 
2. Global Surface Cleaner Market Outlook 

    2.1. Market Size By Value 
      2.1.1. Overall Market 
      2.1.2. Floor Cleaner Market 
      2.1.3. Specialized Cleaner Market 
      2.1.4. Multi-Purpose Cleaner Market 
    2.2. Market Share 
      2.2.1. By Region 
      2.2.2. By Segment 
3. India Surface Cleaner Market Outlook 
    3.1. Market Size By Value 
    3.2. Market Share 
      3.2.1. By Company 
      3.2.2. By Brand 
      3.2.3. By Segment 
      3.2.4. By Demographics 
      3.2.5. By Sales Channel 
    3.3. India Floor Cleaner Market 
      3.3.1. Market Size By Value 
      3.3.2. Market Share 
 By Company 
 By Brand 
    3.4. India Specialized Cleaner Market 
      3.4.1. Market Size By Value 
      3.4.2. Market Share By Sub-Segment 
    3.5. India Multi-Purpose Cleaner Market 
4. Product, Price and Variant Analysis 
    4.1. Floor Cleaner 
    4.2. Specialized Cleaner 
    4.3. Multi-Purpose Cleaner 
5. India Economic Snapshot 
6. Raw Material 
7. Market Penetration 
8. Future Development 
9. Policy & Regulatory Landscape 
10. Trade Dynamics of Household Cleaning 

    10.1. Import 
    10.2. Export 
11. Channel Partner Analysis 
12. India Surface Cleaner Market Dynamics 

    12.1. Key Drivers 
    12.2. Key Challenges 
13. Market Trends & Developments 
    13.1. Private Labels Outselling National Brands at their Retail Stores 
    13.2. Government Initiatives for Cleanliness Drive 
    13.3. Marketers Introducing an Array of Fragrance Options 
    13.4. Multi-Purpose Cleaners Gaining Popularity 
    13.5. Herbal & Eco-Friendly Surface Cleaners 
14. Competitive Landscape 
    14.1. Porters Five Forces 
    14.2. Company Profiles 
      14.2.1. Reckitt Benckiser (India) Ltd. 
      14.2.2. Hindustan Unilever Limited 
      14.2.3. SC Johnson Products Pvt. Ltd. 
      14.2.4. Dabur India Limited 
      14.2.5. Jyothy Laboratories Limited 
      14.2.6. Venky’s (India) Limited 
      14.2.7. Future Consumer Enterprise Ltd. 
      14.2.8. Strategi Herbals Private Limited 
      14.2.9. The Clorox Company 
      14.2.10. Fena Private Limited 
15. Strategic Recommendations 
16. Disclaimer

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