When it comes to hygiene and cleanliness, we always want to get the best products. Two major brands which have carved a niche for themselves in the health segment are Reckitt Benckiser (India) Ltd.’s Dettol India and Hindustan Unilever Ltd.’s Lifebuoy. Their heritage in India goes back almost a century. While Dettol is leading in the antiseptic liquids market in India, Lifebuoy enjoys a significant share in the soap market. It has always been challenging to choose among them. Read on to know which brand can be the best hygiene partner for your business.
Dettol India has a higher growth rate than Lifebuoy, which has helped the health segment grow faster than the beauty segment. It has successfully expanded the germ-kill proposition from the core antiseptic liquids to hand wash, soaps and hand sanitisers. Let’s look at a few parameters to decide which hygiene brand is better.
Comparison between Lifebuoy and Dettol India
- Ranking
Dettol India is the No.1 trusted antiseptic liquid brand in India for July 2020 – June 2021 as per Kantar, Worldpanel Division’s sales data in the antiseptic liquid category. It is recommended by The Indian Medical Association (IMA). On the other hand, Lifebuoy is No.1 in selling germs protection soap.
- Popularity among households
Dettol India is the most trusted hygiene brand in India, with its presence in almost 174 million households. Millions of customers highly trust it for protection outside of the home. By partnering with Dettol Pro India, you can utilise the power of the world’s leading and trusted brand for disinfection and hygiene. With the help of its brand power, you can gain the confidence and trust of your customers, protect your employees and reduce significant business risks.
Despite having good market penetration in the soap category, Lifebuoy has a comparatively lower household penetration. It has been working tirelessly to increase its market share and gain customer confidence.
- Products
Dettol India’s products have 99.9% proven germ-kill effectiveness. The main ingredient, which bears the antiseptic property, is chloroxylenol which provides maximum protection against germs. It is an aromatic chemical compound made up of admixture, castor oil, pine oil, soap and water. They have many products, including toilet disinfectants, surface disinfectants, glass cleaners, liquid handwash, clinical antiseptic hand rub, air fresheners, wipes, disinfectant sprays, etc.
These products are categorized into different groups, such as food and hospitality businesses, office hygiene bundles, health and wellbeing hygiene bundles etc., for quick and easy purchase. By buying these bundles, you can get rid of bacteria and viruses from your premises and provide a clean environment for your customers.
Lifebuoy products also have 99.9% germ-kill effectiveness; they are comparatively less in variety. Soap bars, handwash, and sanitisers are their key products. Multiple variations are available under these three categories, which are insufficient to ensure the complete protection of your premises.
- Industry
Dettol India’s wide range of products caters to the hygiene needs of multiple industries. Their products ensure overall cleanliness and hygiene in offices, hotels, restaurants and other health & wellbeing businesses. According to research by Hauser and Associates, Inc., in June 2021, 91% of office workers and 79% of hotel guests prefer Dettol over any other disinfectant. In a survey conducted by Zappi in August 2020, 90% of medical patients chose Dettol. These numbers bear testimony to Dettol India’s great presence across the industries and Lifebuoy’s losing market share.
- Pricing
Few Dettol India’s products are priced at a premium to Lifebuoy to retain their upscale identity. Dettol India also offers huge discounts of up to 40% on their products from time to time. They have business-friendly portfolios that can be analysed anytime using a bundle calculator. Such discounts and portfolios are missing in Lifebuoy.
- Annual Deal Benefits
Dettol Pro Solutions offer an annual deal under which the best discounts can be locked in for the entire year. You need not worry if the discount rates drop later as you’ll stay unaffected. Moreover, you can exit the annual deal anytime without any penalties. Lifebuoy is lacking in terms of such annual deals.
- Growth Rate
Consumer Reach Points (CRP) ranking considers the actual purchase made by consumers and the frequency of such purchases in a calendar year. The annual brand Footprint 2021 report released by Kantar reveals that Dettol India grew 48% in CRPs and earned a spot in the top 25 brand list. Whereas, Lifebuoys growth stood at 25% CRPs. Dettol reported a 13.3% increase in penetration points, while Lifebuoy gained 6.3% in penetration. It shows the growing trust and confidence customers have for Dettol products.
Wrapping Up:
By now, you would see the better hygiene brand. With a significant market share of 86%, Dettol is the leader in the antiseptic liquids market, pegged at INR 150-200 crore. With the help of Dettol Pro India, you can place your orders quickly and easily. It simplifies complex ordering processes and avoids spending on extra stock.
Read More Blogs.
