Home & Laundry Care - Central Africa

In 2024, Central Africa's Home & Laundry Care market revenue amounts to US$1.41bn.
It is projected to grow annually by 7.80% (CAGR 2024-2029).
The largest segment within this market is Laundry Care, with a market volume of US$703.80m in the same year.
When compared globally, United States generates the most revenue, reaching US$32bn in 2024.
In terms of per capita figures, in 2024, Central Africa's population generates US$14.64 in revenue per person.
Furthermore, online sales are expected to contribute 2.3% of the total revenue in the Home & Laundry Care market by 2024.
Central African consumers are increasingly opting for eco-friendly home and laundry care products to promote sustainability in their households.

Definition:

The Home & Laundry Care market covers cleaning products used for private households. This market only takes into account consumable detergents for use in private households (B2C). Auxiliary cleaning equipment (e.g., mops and brooms) are not included. Professional products for industry use or household cleaning services (B2B) have also not been included.

Structure:

Home & Laundry consists of 4 different markets:

The Laundry Care covers all detergents purchased by consumers that are intended for the care of textiles in the form of powder, tabs, or liquids.
The Household market covers all consumer products used for the cleaning of surfaces, windows, and toilets.
The Dishwashing Detergents cover cleaning products used for washing up and cleaning dishes and cutlery. Both detergents for dishwashers and hand dishwashing detergents in liquid, powder, or tab form are included in this market.
The Polishes, Room Scents & Insecticides cover several specialty cleaning products for narrowly defined niche uses. The market includes polishes for shoes, floor, furniture, and coach care, along with room deodorants and household insecticides..

Additional Information:

The market comprises revenue, average revenue per capita, sales channel. The market encompasses retail sales through both online and offline sales channels to private end customers (B2C). For more information on the displayed data, click the info button on the right side of each box.

Laundry detergents
Household cleaners
Dishwashing detergents
Specialty products (polishes, room scents, household insecticides)
Cleaning products for private consumers (B2C)

Cleaning equipment (e.g. mops or cleaning cloths)
Cleaning services (laundry services, house cleaning)
Professional products for bulk consumers (B2B)

The Home & Laundry Care market in Central Africa is experiencing moderate growth, propelled by rising consumer awareness of hygiene, increased urbanization, and a growing demand for convenient and effective cleaning solutions in households across the region.

Customer preferences: Consumers in Central Africa are increasingly prioritizing eco-friendly and sustainable home and laundry care products, reflecting a growing awareness of environmental issues. This shift is influenced by younger demographics who value brands that align with their ethical beliefs. Additionally, the rise of dual-income households has led to a demand for time-saving, all-in-one cleaning solutions. Cultural practices surrounding cleanliness and hygiene are also evolving, with more families embracing modern cleaning methods that offer efficiency without compromising traditional values.

Trends in the market: In Central Africa, the Home & Laundry Care market is experiencing a surge in demand for eco-friendly and sustainable products, as consumers increasingly prioritize environmental consciousness. This trend is particularly driven by younger generations who seek brands that reflect their ethical values. Concurrently, the rise of dual-income households is fueling interest in efficient, all-in-one cleaning solutions that save time. Furthermore, evolving cultural attitudes towards cleanliness are encouraging families to adopt modern cleaning methods, blending efficiency with traditional practices, thus reshaping the competitive landscape for industry stakeholders.

Local special circumstances: In Central Africa, the Home & Laundry Care market is influenced by diverse geographical factors, such as varying access to water resources, which shapes product formulations and usage patterns. Cultural traditions emphasize communal living, leading to a preference for bulk purchases and shared cleaning solutions among households. Additionally, regulatory frameworks promoting eco-friendly practices encourage brands to innovate sustainably. These unique local dynamics not only drive demand for effective cleaning products but also foster a growing market for environmentally responsible options tailored to regional needs.

Underlying macroeconomic factors: The Home & Laundry Care market in Central Africa is significantly shaped by macroeconomic factors such as national economic stability, inflation rates, and consumer spending power. Global economic trends, like fluctuations in raw material prices and trade policies, directly impact product costs and availability. Additionally, national fiscal policies, including tax incentives for sustainable products, influence brand strategies and market entry. As urbanization rises and disposable incomes grow, there is a heightened demand for efficient cleaning solutions. Furthermore, the increasing emphasis on health and hygiene, particularly post-pandemic, drives consumers toward innovative and eco-friendly home care products, reshaping market dynamics.

Data coverage:

The data encompasses B2C enterprises. Figures are based on the total consumer spending on home and laundry care products. The market encompasses cleaning products designed for private households, including laundry care, household cleaners, dishwashing detergents, and polishes, room scents & insecticides.

Modeling approach:

Market sizes are determined through a top-down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, international institutions, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP and consumer spending. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, regression analysis and Monte Carlo simulations are particularly suited for forecasting in the Home and Laundry Care market, due to the unpredictable variability and complex dynamics in consumer behavior and product adoption. The main drivers are GDP and consumer spending.

Additional notes:

The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

This report presents a comprehensive analysis and additional information on the Consumer market, in a PDF format.

Consumers’ interest in cleaning supplies has kept on growing in the last few years. As awareness on the importance of good hygiene practices increases, so does the revenue of the global home and laundry care market, which was estimated to add up to nearly 200 billion U.S. dollars in 2024 and to grow to over 230 billion U.S. dollars by 2029. The United States is the leading region in the market, having recorded over 30 billion U.S. dollars in revenues as of 2023, followed by China and India.