Liquid detergents to steer India’s fabric care market

Indian mothers believe powder detergents have superlative features, however brands can push this cohort to try liquid detergents by focusing on clothing protection claims, a consumer research by global market intelligence firm Mintel has revealed.

The field research was carried out among 3,100 Indian consumers aged 18 and above, in metro cities and tier 1, 2 and 3 cities of each of the four regions of India.

While Indian launches in fabric care mainly revolve around powders, liquid and bar soaps, newer formats like capsules/pods, fragrance beads and dryer sheets are slowly creating their own niche in the Indian market, as per Mintel.

As many as 59 per cent washing machine owners use liquid detergent, compared to 49 per cent in the total sample size, the research highlighted.

“The rising need for maintaining a healthy lifestyle has given a push to better quality detergents. This in turn, has also led to consumers veering towards laundry care fragrances that impact our mood and preferences. It’s not just about cleaning clothes anymore. It’s also about having fresh-smelling laundry that provides an uplifting experience and helps consumers build an emotional connection with the brand that delivers them,” says Manoj Arora, Managing Director and Chief Perfumer, Sacheerome.

Set up in the 1900s, Sacheerome is India’s leading manufacturer and supplier of fragrances and flavours. Mintel expects the Indian fabric care category to grow from Rs 521 billion in 2022 to Rs 639 billion in 2025 and projects the burden of growth to rest on the shoulders of laundry detergents.

According to a report by Technavio, the global laundry care market is estimated to grow at a compounded annual growth rate (CAGR) of 4.28 per cent between 2022 and 2027, and the size of the market is forecast to increase by $23.85 billion.

In 2017, the market size was at $86.84 billion. Ever since the onset of the Covid-19 pandemic, consumers have been more vigilant about the products they use, the sanitizers they buy and of course, way too particular about their houses and clothes smelling good.

The Mintel research states that 40 per cent Indians believe clothes should be washed immediately after every wear. This steadily rose to 45 per cent among those who sought antibacterial claims in their washing products.

India has largely been a consumer of handwashing where powder detergents are the largest category in the market. However, with improved cleaning practices and with consumers seeking more comfort in household work, a dynamic change in the fabric wash and care industry is taking place.

As a result, the penetration of washing machines is expected to go up in the future.

While both powders and liquids are used in washing machines, liquid detergents, too, are fast becoming a high-growth market --dominating the fabric care category primarily in tier-1 locations, including metro cities, across the country.