Hygiene - Shift from routine chore to lifestyle priority

In the world of home care, products like Dettol, phenyl, disinfectants, multipurpose cleaners, toilet care solutions, and air fresheners have long been staples.

- DR ANOOP KUMAR

But the way consumers choose and use these products is changing rapidly. Hygiene has shifted from a routine chore to a lifestyle priority - and the home care industry has responded with innovation, convenience, and science-driven formulations. From antibacterial liquids in the 1990s to today's eco-friendly disinfectant sprays, the journey of home care reflects broader societal priorities: cleanliness, safety, health-consciousness, and environmental responsibility. Here's a deep dive into the biggest trends shaping the category today.

1. The Rise of 'Complete Hygiene' Products

Brands like Dettol, Savlon, Lizol and Domex have expanded beyond classic disinfectant liquids. Consumers today expect a single product to do more — clean surfaces, kill germs, leave fragrance, and even be gentle on the skin.

What's driving the shift?

■ Post-pandemic hygiene awareness: People now clean surfaces that were earlier ignored — doorknobs, switches, groceries, packages.

■ Convenience: One product that disinfects, deodorises, and removes stains is easier than using multiple cleaners.

■ Health focus: Consumers want visible and invisible cleanliness.

Multi-action floor cleaners that offer shine + germ-kill + fragrance. Disinfectant sprays usable on fabrics, door handles, car seats, and electronics under the same brand umbrella, for continuity and trust.

2. Phenyl Reinvented: From Traditional to Premium

Traditional white and black phenyls remain popular across Indian households because they are affordable and effective. However, premiumisation is reshaping this category.

Key developments

■ Long-lasting fragrances, moving beyond pine oil to lavender, jasmine, citrus and ocean breeze variants.

■ Thickened formulas that cling longer to surfaces.