SURFACE CARE IN INDIA

Euromonitor International
February 2019
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LIST OF CONTENTS AND TABLES

Headlines ..................................................................................................................................... 1
Prospects ..................................................................................................................................... 1
Home Care Disinfectants Becomes Regular Choice for Consumers ........................................ 1
Ease of Use and Multiple Benefits Support Demand for Multi-purpose Cleaners ..................... 1
Grocery Retailers Retains Lead With Traditional Grocery Retailers Gaining Share ................. 1
Competitive Landscape ................................................................................................................ 2
Dettol and Lizol Continue To Strengthen Reckitt Benckiser’s Lead .......................................... 2
Competition in Surface Care Is Quite Consolidated.................................................................. 2
Category Data .............................................................................................................................. 2
Table 1 Sales of Surface Care by Category: Value 2013-2018 ................................. 2
Table 2 Sales of Surface Care by Category: % Value Growth 2013-2018 ................ 2
Table 3 NBO Company Shares of Surface Care: % Value 2014-2018 ..................... 3
Table 4 LBN Brand Shares of Surface Care: % Value 2015-2018 ............................ 3
Table 5 Forecast Sales of Surface Care by Category: Value 2018-2023 .................. 4
Table 6 Forecast Sales of Surface Care by Category: % Value Growth 2018-
2023 ............................................................................................................. 5

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SURFACE CARE IN INDIA

HEADLINES
 Surface care records 13% current value growth in 2018, to reach INR19.8 billion
 Home care disinfectants and multi-purpose cleaners contribute highest to value sales
 Marginal increase in average unit price, owing to shift to high-value products
 Reckitt Benckiser (India) Ltd retains lead of surface care with a 62% value share in 2018
 Surface care is estimated to register a 12% current value CAGR (a 7% value CAGR at
constant 2018 prices) over forecast period, to reach INR34.6 billion in 2023

PROSPECTS

Home Care Disinfectants Becomes Regular Choice for Consumers

Indian consumers continued to widely use home care disinfectants to keep surfaces clean,
particularly floors. Increasing awareness of the importance of a clean home for good health and
wellbeing of families has been a key driver for sales of home care disinfectants and for a shift
away from phenyls. In addition, rising disposable incomes have enabled health-conscious
consumers to afford products to maintain a clean and germ-free environment. Home care
disinfectants serves several roles and can be used for floor or surface cleaning. Urban
consumers prefer the product over traditionally used acid or bleach, as they are increasingly
concerned about their health and the toxicity of certain chemicals. Rising awareness among
consumers about keeping their homes clean and tidy has placed greater importance on
household disinfection, and home care disinfectants is set to benefit as many producers claim
that their products can effectively eliminate harmful microbes and germs.

Ease of Use and Multiple Benefits Support Demand for Multi-purpose

Cleaners
Consumers’ cleaning practices in terms of surface care are evolving in tandem with income
growth. In addition, hygiene concerns, increased product availability and demand for
convenience and time saving are other factors shaping consumption of surface care. Multi-
purpose cleaners answers consumer demand for ease of use and multi-functional benefits in
terms of home cleaning, driving high unit price products, allowing greater efficacy and flexibility.
Multi-purpose cleaners is well suited to a lifestyle shift, with consumers increasingly purchasing
one product that can perform cleaning for floor surface, kitchen, and other household surfaces.

Grocery Retailers Retains Lead With Traditional Grocery Retailers

Gaining Share
Grocery retailers remained the leading distribution channel, with substantial sales for
supermarkets, hypermarkets and traditional grocery retailers. The increasing spread of grocery
retailers across both urban and rural areas has increased accessibility and convenience for
consumers in purchasing their household necessities. Urban consumers are choosing to
purchase their household necessities from large modern grocery retailers, which offer one-stop
shopping convenience, in-store promotions and discounts. In addition, surface care benefits
from a long shelf life, which allows consumers to purchase larger quantities during their trips to
supermarkets and stock up in their homes. Non-store retailing is slowly gaining traction in India,

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where mobile and internet penetration rates are improving. Bigbasket.com, Grofers, amazon.in
and flipkart.com are pushing the delivery of their grocery and household products, enabling local
consumers to order online.

COMPETITIVE LANDSCAPE

Dettol and Lizol Continue To Strengthen Reckitt Benckiser’s Lead

Reckitt Benckiser retained its lead of surface care in India in 2018. The company stated that
its brands Dettol and Lizol contributed significantly to its sales growth in India, led by increased
awareness of the need for cleanliness by the government’s Swachh Bharath mission. For the
company, India is Dettol’s largest market, and Lizol has been growing well due to improved
product penetration, consumer willingness to spend on home care and the need for effective
cleaning solutions.

Competition in Surface Care Is Quite Consolidated

In India, surface care is dominated by five leading companies; Reckitt Benckiser, Amway
India Enterprises Pvt Ltd, Hindustan Unilever, SC Johnson Products Pvt Ltd and Modicare Ltd.
Concentration continued to remain, with smaller companies being forced out by the aggressive
expansion strategies of the large global players. The top ranked companies lead through their
wide product offerings and extensive distribution networks across the region. Furthermore, they
have strong brand reputations and awareness, supported by consistent marketing and a long-
standing presence in the country.

CATEGORY DATA
Table 1 Sales of Surface Care by Category: Value 2013-2018

INR million
2013 2014 2015 2016 2017 2018

Home Care Wipes and - - - - - -

Floor Cleaning Systems
Bathroom Cleaners - - - - - -
Descalers - - - - - -
Drain Openers 131.7 147.7 160.8 174.8 189.9 206.1
Floor Cleaners 402.4 449.1 486.0 523.0 562.5 603.1
Home Care Disinfectants 6,848.4 7,958.3 9,178.3 10,541.9 12,097.9 13,818.2
Kitchen Cleaners - - - - - -
Multi-Purpose Cleaners 1,967.9 2,270.2 2,552.3 2,845.0 3,139.2 3,459.7
Oven Cleaners - - - - - -
Scouring Agents - - - - - -
Window/Glass Cleaners 1,002.7 1,151.9 1,287.4 1,429.1 1,582.3 1,748.7
Surface Care 10,353.1 11,977.2 13,664.8 15,513.8 17,571.8 19,835.8
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 2 Sales of Surface Care by Category: % Value Growth 2013-2018

% current value growth

2017/18 2013-18 CAGR 2013/18 Total

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Home Care Wipes and Floor Cleaning - - -

Systems
Bathroom Cleaners - - -
Descalers - - -
Drain Openers 8.5 9.4 56.5
Floor Cleaners 7.2 8.4 49.9
Home Care Disinfectants 14.2 15.1 101.8
Kitchen Cleaners - - -
Multi-Purpose Cleaners 10.2 11.9 75.8
Oven Cleaners - - -
Scouring Agents - - -
Window/Glass Cleaners 10.5 11.8 74.4
Surface Care 12.9 13.9 91.6
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 3 NBO Company Shares of Surface Care: % Value 2014-2018

% retail value rsp

Company 2014 2015 2016 2017 2018

Reckitt Benckiser 62.1 62.6 62.8 62.7 62.4

(India) Ltd
Amway India Enterprises 6.6 6.4 5.9 5.4 4.9
Pvt Ltd
Hindustan Unilever Ltd 3.3 3.3 3.2 3.2 3.1
SC Johnson Products Pvt 2.1 2.0 1.9 1.8 1.8
Ltd
Modicare Ltd 2.8 2.2 1.7 1.3 1.0
Bengal Chemical & 1.0 1.0 0.9 0.9 0.8
Pharmaceuticals Ltd
Future Consumer 0.6 0.6 0.6 0.6 0.6
Enterprises Ltd
Aditya Birla Retail Ltd 0.2 0.3 0.3 0.2 0.2
Johnson & Johnson 0.1 0.1 0.1 0.1 0.1
(India) Ltd
Godrej Sara Lee Ltd - - - - -
Godrej Consumer - - - - -
Products Ltd
Others 21.1 21.6 22.5 23.8 25.1
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 4 LBN Brand Shares of Surface Care: % Value 2015-2018

% retail value rsp

Brand (GBO) Company (NBO) 2015 2016 2017 2018

Dettol (Reckitt Reckitt Benckiser 27.6 27.1 26.5 25.9

Benckiser Group Plc (India) Ltd
(RB))
Lizol (Reckitt Reckitt Benckiser 19.5 20.4 21.1 21.6
Benckiser Group Plc (India) Ltd
(RB))
Colin (Reckitt Reckitt Benckiser 8.3 8.1 7.9 7.8

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Benckiser Group Plc (India) Ltd

(RB))
Easy-Off (Reckitt Reckitt Benckiser 7.2 7.2 7.2 7.2
Benckiser Group Plc (India) Ltd
(RB))
LOC (Amway Corp) Amway India Enterprises 4.9 4.4 4.1 3.7
Pvt Ltd
Domex (Unilever Hindustan Unilever Ltd 3.3 3.2 3.2 3.1
Group)
Pursue (Amway Corp) Amway India Enterprises 1.2 1.1 1.0 0.9
Pvt Ltd
Kiwi Kleen (SC SC Johnson Products Pvt 1.0 0.9 0.9 0.9
Johnson & Son Inc) Ltd
Duz-All (KK Modi Modicare Ltd 1.9 1.5 1.1 0.9
Group, The)
Phenol Bengal Chemical & 1.0 0.9 0.9 0.8
Pharmaceuticals Ltd
Mr Muscle (SC SC Johnson Products Pvt 0.9 0.9 0.9 0.8
Johnson & Son Inc) Ltd
Clean Mate (Private Future Consumer 0.6 0.6 0.6 0.6
Label) Enterprises Ltd
See Spray (Amway Amway India Enterprises 0.4 0.3 0.3 0.3
Corp) Pvt Ltd
More (Private Label) Aditya Birla Retail Ltd 0.3 0.3 0.2 0.2
HD (KK Modi Group, Modicare Ltd 0.3 0.2 0.2 0.2
The)
Savlon (Johnson & Johnson & Johnson 0.1 0.1 0.1 0.1
Johnson Inc) (India) Ltd
Kiwi (SC Johnson & SC Johnson Products Pvt 0.1 0.1 0.1 0.1
Son Inc) Ltd
Kiwi (Sara Lee Corp) Godrej Consumer - - - -
Products Ltd
Kiwi Kleen (Sara Godrej Consumer - - - -
Lee Corp) Products Ltd
Kiwi (Sara Lee Corp) Godrej Sara Lee Ltd - - - -
Kiwi Kleen (Sara Godrej Sara Lee Ltd - - - -
Lee Corp)
Others Others 21.6 22.5 23.8 25.1
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 5 Forecast Sales of Surface Care by Category: Value 2018-2023

INR million
2018 2019 2020 2021 2022 2023

Home Care Wipes and - - - - - -

Floor Cleaning Systems
Bathroom Cleaners - - - - - -
Descalers - - - - - -
Drain Openers 206.1 212.5 219.4 226.1 232.7 239.2
Floor Cleaners 603.1 613.9 624.4 633.3 640.7 646.5
Home Care Disinfectants 13,818.2 14,957.4 16,156.0 17,373.8 18,605.6 19,844.8
Kitchen Cleaners - - - - - -
Multi-Purpose Cleaners 3,459.7 3,626.0 3,804.4 3,987.0 4,173.4 4,363.8
Oven Cleaners - - - - - -
Scouring Agents - - - - - -
Window/Glass Cleaners 1,748.7 1,837.0 1,930.7 2,025.6 2,121.6 2,218.6

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Surface Care 19,835.8 21,246.7 22,734.8 24,245.9 25,774.1 27,312.9

Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 6 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

% constant value growth

2018/2019 2018-23 CAGR 2018/23 Total

Home Care Wipes and Floor Cleaning - - -

Systems
Bathroom Cleaners - - -
Descalers - - -
Drain Openers 3.1 3.0 16.1
Floor Cleaners 1.8 1.4 7.2
Home Care Disinfectants 8.2 7.5 43.6
Kitchen Cleaners - - -
Multi-Purpose Cleaners 4.8 4.8 26.1
Oven Cleaners - - -
Scouring Agents - - -
Window/Glass Cleaners 5.0 4.9 26.9
Surface Care 7.1 6.6 37.7
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

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