# Household and personal care Stratum 2 · Assembled goods Source page: https://www.materialinsights.org/industries/household_care/ Stratum 2 · Assembled goods ## Household and personal care Makes detergents, dishwash and surface cleaners, soaps, shampoos, skin and oral care, deodorants, tissue and diapers. Beauty and personal care alone is a market of about US$ 450 billion, expected to grow about 5% a year to 2030 (McKinsey); no free, credible global total for home care was found, but P&G alone sold US$ 29.6 billion of fabric and home care in FY2025, 35% of its US$ 84.3 billion (P&G). A few multinationals lead globally, but bulky products are mostly made close to where they are sold.^[3](https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/state-of-beauty-2025) **India.** Hindustan Unilever, the largest player, had FY26 turnover of Rs 63,763 crore, up 5% on 4% volume growth after only 2% volume growth in FY25 (HUL)^[4](https://www.hul.co.in/news/press-releases/2026/march-quarter-and-financial-year-2026-results/)^,^[6](https://www.hul.co.in/news/press-releases/2025/financial-results-for-march-quarter-and-financial-year-2025/); Unilever reported continued strong home-care volume in India in 2025 (Unilever), and low per-person use leaves long-run room for growth. Depends on 3 of 35 industries · 2 directly Relied on by 3 industries, directly or indirectly Enterprise types 12 in 5 stages Chokepoints 0 rated 5 of 5 Size about US$ 450 billion for beauty and personal care only (home care not included) 2025 ## [Where ₹100 of household and personal care output goes](https://www.materialinsights.org/industries/household_care/cost-mix/) Where ₹100 of household and personal care output goes Every rupee of sales is paid out to someone along the chain. This splits ₹100 of output by who finally receives it, so you can see how exposed the industry is to commodity, chemical and energy prices. Commodities ₹10.4 Chemicals ₹0.0 Energy… ## [Price links with supplier industries](https://www.materialinsights.org/industries/household_care/price-links/) Price links with supplier industries How the industries this one buys from shape its prices: the share of its costs they make up, and how their prices have moved together. Tap a row for the charts. Hover or tap ? for what each measure means. Supplier industry Cost share Raw-material mix… ## [Follow one offering through the chain](https://www.materialinsights.org/industries/household_care/story/) Follow one offering through the chain 2 Example story · 7 steps · India A packet of Surf Excel washing powder Follow a detergent from refinery and salt pan to the kirana shelf and the waste stream. 1 / 7 · Ingredients Cleaning power from kerosene and benzene 44% LAB demand met by imports, 2020 The… ## [Buys directly from](https://www.materialinsights.org/industries/household_care/linked-industries/) Buys directly from Paper and packaging Plastic and rubber products Depends on through its suppliers Wood products Sells directly into Wholesale and retail trade Hospitality and tourism ## [Value chain, from upstream to the customer](https://www.materialinsights.org/industries/household_care/value-chain/) Value chain, from upstream to the customer Criticality to the chain: 5 · Chokepoint 4 · Critical 3 · Important 2 · Supporting 1 · Commodity service Stage 1 Ingredients Surfactant and oleochemical producers 3 · Important Make the cleaning agents (LAB and LAS, fatty alcohol sulphates and… ## [What the whole chain draws on](https://www.materialinsights.org/industries/household_care/materials/) What the whole chain draws on Every commodity, chemical and energy tile named by the enterprises above; ×n shows how many of them depend on it. Open any tile for its full detail. Commodities (7) PO Palm oil Cnt Coconut oil Tm Timber H₂O Water Sda Soda ash NaCl Salt Zeo Zeolites Chemicals (25) Srf… ## [Chokepoints and risks](https://www.materialinsights.org/industries/household_care/risks/) Chokepoints and risks Oleochemical surfactants depend on palm oil, about 83% of it from Indonesia and Malaysia (calculated), and on coconut oil, so export curbs or bad harvests move costs fast 5 . Fragrance supply sits mainly with four large houses, so a supply or price shock reaches almost every… ## [Sources](https://www.materialinsights.org/industries/household_care/sources/) Sources P&G announces fourth quarter and fiscal year 2025 results Procter and Gamble, 2025 What's behind Unilever's 2025 full-year results Unilever, 2026 State of Beauty 2025: Solving a shifting growth puzzle McKinsey and Company, 2025 March quarter and financial year 2026 results Hindustan… ## Relationship cards - [E-commerce and digital marketplaces](https://www.materialinsights.org/links/e-commerce-and-digital-marketplaces-and-household-and-personal-care/): Online marketplaces and quick-commerce apps have become a fast-growing route to market for soaps, shampoos, detergents and skin care in Indian cities. Quick commerce now makes up most online FMCG sales and a large slice of metro sales, so brands are reshaping packs, pricing and distribution around a few platforms while still relying on kiranas for most volume. *(researched)* - [Wholesale and retail trade](https://www.materialinsights.org/links/household-and-personal-care-and-wholesale-and-retail-trade/): Household and personal care buys from Wholesale and retail trade; wholesale and retail trade buys from Household and personal care; household and personal care depends on wholesale and retail trade; wholesale and retail trade depends on household and personal care. - [Finance: banking, insurance, markets](https://www.materialinsights.org/links/finance-banking-insurance-markets-and-household-and-personal-care/): Household and personal care buys from Finance: banking, insurance, markets; household and personal care depends on finance: banking, insurance, markets. - [Healthcare services](https://www.materialinsights.org/links/healthcare-services-and-household-and-personal-care/): Healthcare services buys from Household and personal care; healthcare services depends on household and personal care. - [Hospitality and tourism](https://www.materialinsights.org/links/hospitality-and-tourism-and-household-and-personal-care/): Hospitality and tourism buys from Household and personal care; hospitality and tourism depends on household and personal care. - [Machinery and equipment](https://www.materialinsights.org/links/household-and-personal-care-and-machinery-and-equipment/): Household and personal care buys from Machinery and equipment; household and personal care depends on machinery and equipment. - [Media and entertainment](https://www.materialinsights.org/links/household-and-personal-care-and-media-and-entertainment/): Household and personal care buys from Media and entertainment; household and personal care depends on media and entertainment. - [Paper and packaging](https://www.materialinsights.org/links/household-and-personal-care-and-paper-and-packaging/): Household and personal care buys from Paper and packaging; household and personal care depends on paper and packaging. - [Plastic and rubber products](https://www.materialinsights.org/links/household-and-personal-care-and-plastic-and-rubber-products/): Household and personal care buys from Plastic and rubber products; household and personal care depends on plastic and rubber products. - [Real estate](https://www.materialinsights.org/links/household-and-personal-care-and-real-estate/): Real estate buys from Household and personal care; real estate depends on household and personal care. - [Software and IT services](https://www.materialinsights.org/links/household-and-personal-care-and-software-and-it-services/): Household and personal care buys from Software and IT services; household and personal care depends on software and IT services. - [Textiles and leather](https://www.materialinsights.org/links/household-and-personal-care-and-textiles-and-leather/): Household and personal care buys from Textiles and leather; household and personal care depends on textiles and leather. - [Transport and logistics](https://www.materialinsights.org/links/household-and-personal-care-and-transport-and-logistics/): Household and personal care buys from Transport and logistics; household and personal care depends on transport and logistics. - [Waste and recycling](https://www.materialinsights.org/links/household-and-personal-care-and-waste-and-recycling/): Household and personal care buys from Waste and recycling; household and personal care depends on waste and recycling. - [Acrylic acid](https://www.materialinsights.org/links/acrylic-acid-and-household-and-personal-care/): Household and personal care depends on acrylic acid. - [Boilers, furnaces and stoves](https://www.materialinsights.org/links/boilers-furnaces-and-stoves-and-household-and-personal-care/): Household and personal care depends on boilers, furnaces and stoves. - [Caustic soda](https://www.materialinsights.org/links/caustic-soda-and-household-and-personal-care/): Household and personal care depends on caustic soda. - [Chlorine](https://www.materialinsights.org/links/chlorine-and-household-and-personal-care/): Household and personal care depends on chlorine. - [Citric acid](https://www.materialinsights.org/links/citric-acid-and-household-and-personal-care/): Household and personal care depends on citric acid. - [Coconut oil](https://www.materialinsights.org/links/coconut-oil-and-household-and-personal-care/): Household and personal care depends on coconut oil. - [Combustion road vehicles](https://www.materialinsights.org/links/combustion-road-vehicles-and-household-and-personal-care/): Household and personal care depends on combustion road vehicles. - [Crude oil](https://www.materialinsights.org/links/crude-oil-and-household-and-personal-care/): Household and personal care depends on crude oil. - [Distribution grids, mini-grids and interconnectors](https://www.materialinsights.org/links/distribution-grids-mini-grids-and-interconnectors-and-household-and-personal-care/): Household and personal care depends on distribution grids, mini-grids and interconnectors. - [Energy in buildings](https://www.materialinsights.org/links/energy-in-buildings-and-household-and-personal-care/): Household and personal care depends on energy in buildings. - [Ethylene oxide](https://www.materialinsights.org/links/ethylene-oxide-and-household-and-personal-care/): Household and personal care depends on ethylene oxide. - [Fatty acids](https://www.materialinsights.org/links/fatty-acids-and-household-and-personal-care/): Household and personal care depends on fatty acids. - [Fatty alcohols](https://www.materialinsights.org/links/fatty-alcohols-and-household-and-personal-care/): Household and personal care depends on fatty alcohols. - [Flavours and fragrances](https://www.materialinsights.org/links/flavours-and-fragrances-and-household-and-personal-care/): Household and personal care depends on flavours and fragrances. - [Glycerine](https://www.materialinsights.org/links/glycerine-and-household-and-personal-care/): Household and personal care depends on glycerine. - [High-density polyethylene](https://www.materialinsights.org/links/high-density-polyethylene-and-household-and-personal-care/): Household and personal care depends on high-density polyethylene. - [Hydrogen peroxide](https://www.materialinsights.org/links/household-and-personal-care-and-hydrogen-peroxide/): Household and personal care depends on hydrogen peroxide. - [Industrial enzymes](https://www.materialinsights.org/links/household-and-personal-care-and-industrial-enzymes/): Household and personal care depends on industrial enzymes. - [Linear alkylbenzene](https://www.materialinsights.org/links/household-and-personal-care-and-linear-alkylbenzene/): Household and personal care depends on linear alkylbenzene. - [Natural gas](https://www.materialinsights.org/links/household-and-personal-care-and-natural-gas/): Household and personal care depends on natural gas. - [Organic pigments](https://www.materialinsights.org/links/household-and-personal-care-and-organic-pigments/): Household and personal care depends on organic pigments. - [PET resin](https://www.materialinsights.org/links/household-and-personal-care-and-pet-resin/): Household and personal care depends on PET resin. - [Palm oil](https://www.materialinsights.org/links/household-and-personal-care-and-palm-oil/): Household and personal care depends on palm oil. - [Polyethylene (LDPE, LLDPE)](https://www.materialinsights.org/links/household-and-personal-care-and-polyethylene-ldpe-lldpe/): Household and personal care depends on polyethylene (LDPE, LLDPE). - [Polypropylene](https://www.materialinsights.org/links/household-and-personal-care-and-polypropylene/): Household and personal care depends on polypropylene. - [Reagents and high-purity lab chemicals](https://www.materialinsights.org/links/household-and-personal-care-and-reagents-and-high-purity-lab-chemicals/): Household and personal care depends on reagents and high-purity lab chemicals. - [Salt](https://www.materialinsights.org/links/household-and-personal-care-and-salt/): Household and personal care depends on salt. - [Silicones](https://www.materialinsights.org/links/household-and-personal-care-and-silicones/): Household and personal care depends on silicones. - [Soda ash](https://www.materialinsights.org/links/household-and-personal-care-and-soda-ash/): Household and personal care depends on soda ash. - [Sodium silicate](https://www.materialinsights.org/links/household-and-personal-care-and-sodium-silicate/): Household and personal care depends on sodium silicate. - [Solar photovoltaics](https://www.materialinsights.org/links/household-and-personal-care-and-solar-photovoltaics/): Household and personal care depends on solar photovoltaics. - [Specialty amines and ethanolamines](https://www.materialinsights.org/links/household-and-personal-care-and-specialty-amines-and-ethanolamines/): Household and personal care depends on specialty amines and ethanolamines. - [Sulphuric acid](https://www.materialinsights.org/links/household-and-personal-care-and-sulphuric-acid/): Household and personal care depends on sulphuric acid. - [Surfactants](https://www.materialinsights.org/links/household-and-personal-care-and-surfactants/): Household and personal care depends on surfactants. - [Thermal coal](https://www.materialinsights.org/links/household-and-personal-care-and-thermal-coal/): Household and personal care depends on thermal coal. - [Timber](https://www.materialinsights.org/links/household-and-personal-care-and-timber/): Household and personal care depends on timber. - [Viscose fibre](https://www.materialinsights.org/links/household-and-personal-care-and-viscose-fibre/): Household and personal care depends on viscose fibre. - [Vitamins](https://www.materialinsights.org/links/household-and-personal-care-and-vitamins/): Household and personal care depends on vitamins. - [Water](https://www.materialinsights.org/links/household-and-personal-care-and-water/): Household and personal care depends on water. - [Zeolites](https://www.materialinsights.org/links/household-and-personal-care-and-zeolites/): Household and personal care depends on zeolites. ## Other sections - [Where ₹100 goes](https://www.materialinsights.org/industries/household_care/cost-mix/index.md) - [Price links with suppliers](https://www.materialinsights.org/industries/household_care/price-links/index.md) - [Example story](https://www.materialinsights.org/industries/household_care/story/index.md) - [Linked industries](https://www.materialinsights.org/industries/household_care/linked-industries/index.md) - [Value chain](https://www.materialinsights.org/industries/household_care/value-chain/index.md) - [Materials drawn on](https://www.materialinsights.org/industries/household_care/materials/index.md) - [Chokepoints and risks](https://www.materialinsights.org/industries/household_care/risks/index.md) - [Sources](https://www.materialinsights.org/industries/household_care/sources/index.md)