The
latest campaign from Hindustan Unilever’s for Comfort – ‘Chota Step, Badi Baat’
- looks to drive home the message that both boys and girls should be associated
with doing laundry.
In the ad, a mother notices
that her children are conditioned to think that laundry is something that only
her daughter will have to learn. She astutely changes this mindset by getting
her son involved in the washing process, thus demonstrating that it is equally
important for both the son and daughter to learn this chore. The campaign seeks
to lead by example and make an impactful change in the future. Comfort fabric conditioners continued to lead
market development with sustained high growth. However Fabric conditioners contribute
very less to the fabric care market but represent one of the fastest growing
market segments.
According to recently published report of
Bonafide Research, India
Fabric Care Market Outlook, 2021 the overall market for fabric care is
growing at 10% CAGR respectively. The market is further expected to grow rapidly
in the next five years. Fabric care is broadly divided into two segments namely
fabric whiteners and fabric conditioners. Fabric whiteners dominate market
revenues whereas fabric conditioners have less contribution to the overall
fabric care industry. Previously, Indian consumers were hesitant to use fabric
conditioners along with detergents as it was not viewed as need. But with
growing awareness people are now currently moving to conditioners for their
delicate clothes. fabric conditioner infuse the clothes with a fresh scent and it
makes clothes soft. There are additional benefits using fabric conditioner as
it reduces the static clinginess of your clothes; and can also help fabric dry
quicker; and make clothes easier to iron. Ezee and Genteel from Godrej, Vanish
from Reckitt Benckiser, Comfort from HUL, Safewash from Wipro, Bambi from Dabur
and Revive from Marico are the major brands operating in this category.
Fabric whiteners, which are classified as
'laundry aids,' complement the use of detergents by making clothes whiter.
Fabric whiteners can be further classified as bleaches and blues. Bleaches
whiten and brighten fabrics and help remove stubborn stains by converting the
dirt into colourless, soluble particles that can be easily removed by detergent.
Jyothy Laboratories is the prominent brand in the fabric whitener market, along with Rin (HUL) and Robin
Blue (Reckitt Benckiser). The popularity of blues in India is rooted in the
country's societal system and cultural values. The cleanliness of clothes has
traditionally been regarded as an indicator of the efficiency of the
housekeeper, that is, the lady of the house. Consequently, most of the
detergents in the country were sold on the 'our product washes the whitest'
platform.
A majority of the detergent and washing
soap advertisements emphasized whiteness and featured literally 'shining' white
clothes as a symbol of the housewife's prowess. Fabric whiteners have become
more popular in rural areas and are registering more growth as compared to
urban as urban consumers are now upgrading to premium detergents which do not
require any additional whitener. Hence, rural market will be the next focus of
fabric whitening manufacturers in the forecast period.
Major companies operating in
the fabric care market of India are Hindustan Unilever Limited, Jyothy
Laboratories Limited, Godrej Consumer Products Limited, Reckitt Benckiser
(India) Limited, Marico Limited, Wipro Consumer Care and Lighting Limited.,
Pidilite Industries Limited and Dabur India Limited.
Base Year:
2015, Estimated Year: 2016, Forecast Year: 2021
Pages:
73, Figures: 15, Tables: 19
CONTACT US
Bonafide Research
& Marketing Pvt. Ltd.
Steven Thomas –
Sales & Marketing Manager
Telephone:
+91-265-6551309/ +91-7878231309
Website: http://bonafideresearch.com/
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