Consumer preferences evolve towards convenience and efficacy in cleaning products
The shift towards liquid formats of soap is part of a broader trend in the FMCG sector. According to Kantar, while traditional bar and powder formats in soaps and detergents have seen stagnant demand, liquid variants are rapidly gaining popularity.
Detergent bars grew by 2 per cent, while washing soaps and powders saw negligible growth in the year ending March 2024. Conversely, liquid detergents and fabric softeners grew by 58 per cent and 32 per cent, respectively, largely driven by premium households. This trend highlights a significant shift in consumer preferences, especially in urban areas.
FMCG companies are responding by launching new liquid products. Godrej Consumer Products (GCPL) introduced a powder-to-liquid handwash and a new liquid detergent, ‘Fab’, in South India. Hindustan Unilever’s CEO, Rohit Jawa, noted a significant consumer shift towards liquid products in home care.
Despite higher costs, analysts like Nitin Gupta from Emkay Global Financial Services believe liquid products will become more widespread as prices fall. However, concerns about environmental impact due to higher energy consumption and increased plastic packaging could limit this adoption.
