Toilet Care in India

Euromonitor International
May 2020
TOILET CARE IN INDIA Passport i

LIST OF CONTENTS AND TABLES

Headlines ..................................................................................................................................... 1
Prospects ..................................................................................................................................... 1
Toilet Care Sees Strong Growth But Sales Remain Stunted by Lack of Awareness and Social
Stigma....................................................................................................................................... 1
Toilet Liquids/foam Dominates Sales But Other Products Appearing in the Market ................. 1
Busy Consumers Show Growing Interest in Itbs and In-cistern Devices .................................. 1
Competitive Landscape ................................................................................................................ 2
Reckitt Benckiser Invests in Campaigns To Improve Toilet Hygiene in India ........................... 2
Domex Launches “why the Shame? Pick Up the Brush!” Campaign ........................................ 2
Private Label Maintains Presence With Affordable Options ...................................................... 2
Category Data .............................................................................................................................. 2
Table 1 Sales of Toilet Care by Category: Value 2014-2019 .................................... 2
Table 2 Sales of Toilet Care by Category: % Value Growth 2014-2019 .................... 3
Table 3 NBO Company Shares of Toilet Care: % Value 2015-2019 ......................... 3
Table 4 LBN Brand Shares of Toilet Care: % Value 2016-2019................................ 3
Table 5 Forecast Sales of Toilet Care by Category: Value 2019-2024 ..................... 4
Table 6 Forecast Sales of Toilet Care by Category: % Value Growth 2019-
2024 ............................................................................................................. 4

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TOILET CARE IN INDIA Passport 1

TOILET CARE IN INDIA

HEADLINES
▪ Toilet care sees current value growth of 10% in 2019 to reach INR10.9 billion
▪ Lack of awareness of the need to ensure toilet hygiene inhibiting stronger sales within the
category
▪ The average unit price of toilet care rises by 1% in 2019.
▪ Reckitt Benckiser (India) Ltd leads in 2019 with a value share of 76%
▪ Over the forecast period toilet care is projected to increase at a 12% current value (7% 2019
constant value CAGR) to reach INR19.2 billion in 2024

PROSPECTS

Toilet Care Sees Strong Growth But Sales Remain Stunted by Lack of
Awareness and Social Stigma
Towards the end of the review period, there was strong focus and attention on improving
sanitation in India. The government’s Clean India mission was one of the major initiatives
undertaken over the review period to improve sanitation by making India open defecation free
by 2019. Despite the success of this initiative awareness of the need for good toilet hygiene
remains somewhat limited in rural areas of India. Leading companies such as Reckitt Benckiser,
Hindustan Unilever and Dabur have looked to address this by spreading awareness on better
hygiene practices which has boosted sales of toilet care; however, the majority of consumers
still use traditional products such as toilet acids and detergents which are more affordable. Low-
income consumers typically cannot afford branded toilet care products, while there remains a
social stigma across large sections of society regarding cleaning toilets, which is a further
barrier to growth. Further investment will be needed to raise awareness and change attitudes if
toilet care is to become more widely accepted, while smaller pack sizes could help lower income
consumers access these products, as has proven successful in other areas of home care.

Toilet Liquids/foam Dominates Sales But Other Products Appearing in

the Market
Toilet liquids/foam accounts for nearly all sales of toilet care in India with these products
proven to be effective at cleaning and maintaining hygiene in toilets, while also being the most
affordable category. These products are also the most widely advertised and the most widely
distributed thereby breeding familiarity and trust. This combination of value and familiarity
ensures that toilet liquids/foam is the most common starting point for those consumers looking
to trade up to toilet care.

Busy Consumers Show Growing Interest in Itbs and In-cistern Devices

Despite the dominance of toilet liquids/foam, higher priced options such as ITBs and in-cistern
devices saw dynamic growth in 2019, albeit from a low base. This demand is stemming from
affluent urban households looking to maintain hygienic and pleasant-smelling toilets without the
need for manual cleaning. Time has become an increasingly valuable commodity, especially in
urban households with dual incomes, which has placed a greater focus on convenient and
flexible products. The fast-paced lives of the urban population are influencing product

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development across India with the key target audience being women who are juggling work,
social and family lives and are looking for time-saving solutions. These trends are expected to
benefit sales of in-cistern devices and ITBs as consumers increasingly view these products as
time-saving convenient options and no longer as add-ons.

COMPETITIVE LANDSCAPE

Reckitt Benckiser Invests in Campaigns To Improve Toilet Hygiene in

India
Reckitt Benckiser dominates toilet care with its well-known Harpic brand. Harpic is considered
a pioneer in toilet care with it reinforced its commitment to providing universal access to
sanitation through its campaign “Har Ghar Swachh” (Clean Every House). Furthermore, Harpic’s
“Swachh Bharat Pack” was launched as a single-use pack priced at INR5 at the end of 2018.
The brand’s campaign aims to drive change in consumer attitudes around the act of cleaning by
encouraging Indians to disregard the taboos attached to cleaning toilets and proactively be
involved in making the toilet clean and hygienic. Bollywood celebrity Akshay Kumar was signed
as the brand ambassador for Harpic with the association intended to help drive the brand’s new
mission of Har Ghar Swachh.

Domex Launches “why the Shame? Pick Up the Brush!” Campaign

Hindustan Unilever Ltd held onto second place in toilet care with its Domex brand in 2019.
While trailing Reckitt Benckiser by a significant distance the company has been taking steps to
increases awareness about the need for toilet hygiene as well to gain more share in the
category. Considering the problem of affordability of branded toilet care products, the company
launched Domex Toilet Cleaning Powder towards the end of the review period which is available
at a much lower cost. The product was developed as a powder so the format would be familiar
to consumers with it being designed especially for use with squat toilets. To address the social
stigma around toilet cleaning, the company also roped in well-known actor Kamal Haasan in
2019 to collaborate with Domex’s purpose-led campaign 'Why the Shame? Pick up the Brush!’.
There is a certain social shame around toilet cleaning in the country and the Domex ‘Pick Up the
Brush’ campaign is attempting to remove this stigma.

Private Label Maintains Presence With Affordable Options

With price being an important factor when it comes to toilet care there is a small presence of
private label in the category. Notable examples include Amazon with its Amazon Presto! range
of toilet liquids/foam. The online retailer has recruited local manufacturers to produce the range
while its products are being marketed and sold by Cloudtail. Elsewhere, Future Consumer and
Big Basket present in toilet liquids/foam and in-cistern devices with their Clean Mate and bb
home ranges, respectively. The leading private label player however, is Aditya Birla Retail Ltd
which offers a range of toilet liquids/foam and rim blocks under its More Brands private label
range. The strong marketing being employed by the leading international brands is likely to
restrict the development of private label, especially as they introduce their own value options.

CATEGORY DATA
Table 1 Sales of Toilet Care by Category: Value 2014-2019

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INR million
2014 2015 2016 2017 2018 2019

In-Cistern Devices 170.3 195.8 224.1 255.1 289.4 323.5

ITBs 12.8 15.3 18.5 22.1 26.4 30.8
- Rim Blocks 12.8 15.3 18.5 22.1 26.4 30.8
- Rim Liquids - - - - - -
Toilet Care Tablets/ - - - - - -
Powders
Toilet Cleaning Systems - - - - - -
Toilet Liquids/Foam 6,448.9 7,241.6 7,972.3 8,770.3 9,638.6 10,593.8
Toilet Care 6,631.9 7,452.8 8,214.9 9,047.6 9,954.4 10,948.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 2 Sales of Toilet Care by Category: % Value Growth 2014-2019

% current value growth

2018/19 2014-19 CAGR 2014/19 Total

In-Cistern Devices 11.7 13.7 90.0

ITBs 16.7 19.3 141.3
- Rim Blocks 16.7 19.3 141.3
- Rim Liquids - - -
Toilet Care Tablets/Powders - - -
Toilet Cleaning Systems - - -
Toilet Liquids/Foam 9.9 10.4 64.3
Toilet Care 10.0 10.5 65.1
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 3 NBO Company Shares of Toilet Care: % Value 2015-2019

% retail value rsp

Company 2015 2016 2017 2018 2019

Reckitt Benckiser 78.5 77.8 76.9 75.8 75.5

(India) Ltd
Hindustan Unilever Ltd 5.1 5.1 5.2 5.3 5.2
Dabur India Ltd 5.6 5.6 5.4 5.3 5.0
SC Johnson Products Pvt 3.3 3.2 3.2 3.1 3.0
Ltd
Ambey Laboratories Ltd 1.7 1.8 2.0 2.2 2.2
Aditya Birla Retail Ltd 0.4 0.4 0.4 0.4 0.3
Godrej Consumer - - - - -
Products Ltd
Others 5.5 6.0 6.8 8.1 8.7
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 Toilet Care: % Value 2016-2019

% retail value rsp

Brand (GBO) Company (NBO) 2016 2017 2018 2019

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Harpic (Reckitt Reckitt Benckiser 75.0 74.2 73.1 72.8

Benckiser Group Plc (India) Ltd
(RB))
Domex (Unilever Hindustan Unilever Ltd 5.1 5.2 5.3 5.2
Group)
Sani Fresh Dabur India Ltd 5.6 5.4 5.3 5.0
Kiwi Kleen (SC SC Johnson Products Pvt 2.7 2.7 2.6 2.5
Johnson & Son Inc) Ltd
Trishul Ambey Laboratories Ltd 1.8 2.0 2.2 2.2
Mr Muscle (SC SC Johnson Products Pvt 0.5 0.5 0.5 0.5
Johnson & Son Inc) Ltd
More Brands Aditya Birla Retail Ltd 0.4 0.4 0.4 0.3
(Private Label)
Kiwi Kleen (Sara Godrej Consumer - - - -
Lee Corp) Products Ltd
Others Others 8.8 9.6 10.7 11.4
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 Toilet Care by Category: Value 2019-2024

INR million
2019 2020 2021 2022 2023 2024

In-Cistern Devices 323.5 347.8 373.6 402.1 433.4 467.8

ITBs 30.8 34.5 38.3 41.8 45.3 48.3
- Rim Blocks 30.8 34.5 38.3 41.8 45.3 48.3
- Rim Liquids - - - - - -
Toilet Care Tablets/ - - - - - -
Powders
Toilet Cleaning Systems - - - - - -
Toilet Liquids/Foam 10,593.8 11,283.4 12,076.4 12,957.7 13,936.8 15,005.9
Toilet Care 10,948.0 11,665.7 12,488.3 13,401.6 14,415.4 15,522.0
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 6 Forecast Sales of Toilet Care by Category: % Value Growth 2019-2024

% constant value growth

2019/2020 2019-24 CAGR 2019/24 Total

In-Cistern Devices 7.5 7.7 44.6

ITBs 12.0 9.4 56.9
- Rim Blocks 12.0 9.4 56.9
- Rim Liquids - - -
Toilet Care Tablets/Powders - - -
Toilet Cleaning Systems - - -
Toilet Liquids/Foam 6.5 7.2 41.6
Toilet Care 6.6 7.2 41.8
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

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