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NEW DELHI: Home care products — toilet cleaners, floor cleaning products and mosquito repellents (insecticides) — have witnessed a significant surge in demand since 2015, fuelled by govt’s cleanliness campaign Swachh Bharat Mission.
Each of these categories registered a two-to-three time increase in volumes over 2015-23, reflecting a substantial rise in their consumption at urban and rural households and success of the campaign.The campaign provides financial assistance for household toilets and solid waste management in urban and rural areas.
Prior to this initiative, these categories were trudging along, an analysis of the FMCG basket by Kantar said. Overall, home care products have grown at a steady clip, nearly 27% over the eight-year period (2015-23) and 80% over 20-year horizon, the analysis said. The average number of packs (NOP) under homecare grew from 94 to only 120. This is possibly because bigger size packs are preferred usually for floor and toilet cleaners, hence the average NOP has not increased a great deal.
The average number of purchase occasions (POC or shopping trips) for the category showed a marginal increase from 41 to 48 over the 20-year period. Against this, in case of personal care products (like shampoos and toothpaste), the average number of packs has increased from 103 to 262. Over the last two decades, the FMCG category has grown at a CAGR of 3.3%, but has lagged GDP growth.
“The substantial expansion of toilets particularly in rural India has been driving the growth for floor and toilet cleaners over the last few years,’’ K Ramakrishnan, MD — South Asia, Worldpanel division at Kantar, told TOI.
Each of these categories registered a two-to-three time increase in volumes over 2015-23, reflecting a substantial rise in their consumption at urban and rural households and success of the campaign.The campaign provides financial assistance for household toilets and solid waste management in urban and rural areas.
Prior to this initiative, these categories were trudging along, an analysis of the FMCG basket by Kantar said. Overall, home care products have grown at a steady clip, nearly 27% over the eight-year period (2015-23) and 80% over 20-year horizon, the analysis said. The average number of packs (NOP) under homecare grew from 94 to only 120. This is possibly because bigger size packs are preferred usually for floor and toilet cleaners, hence the average NOP has not increased a great deal.
The average number of purchase occasions (POC or shopping trips) for the category showed a marginal increase from 41 to 48 over the 20-year period. Against this, in case of personal care products (like shampoos and toothpaste), the average number of packs has increased from 103 to 262. Over the last two decades, the FMCG category has grown at a CAGR of 3.3%, but has lagged GDP growth.
“The substantial expansion of toilets particularly in rural India has been driving the growth for floor and toilet cleaners over the last few years,’’ K Ramakrishnan, MD — South Asia, Worldpanel division at Kantar, told TOI.
