Home & Laundry Care - Eastern Africa

In 2024, the revenue in the Home & Laundry Care market in Eastern Africa amounts to US$3.70bn.
This market is projected to experience an annual growth rate of 5.65% (CAGR 2024-2029).
The largest segment in this market is Laundry Care, which has a market volume of US$2.01bn in 2024.
When compared globally, United States generates the highest revenue in this market, with US$32bn in 2024.
In terms of per capita revenue, each person in Eastern Africa generates US$8.06 in 2024.
Furthermore, online sales are expected to contribute 2.3% of the total revenue in the Home & Laundry Care market by 2024.
The home and laundry care market in Eastern Africa is experiencing a surge in demand for eco-friendly and locally sourced products.

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 Eastern Africa is witnessing moderate growth, influenced by a rise in disposable income, urbanization, and a growing focus on hygiene and cleanliness, prompting consumers to invest in effective and convenient cleaning solutions.

Customer preferences: Consumers in Eastern Africa are increasingly prioritizing eco-friendly and sustainable home care products, reflecting a growing awareness of environmental issues. This shift is particularly noticeable among younger demographics, who prefer biodegradable and natural cleaning solutions. Additionally, the rise of urban living has led to a demand for compact, multifunctional products that cater to space constraints. As lifestyles become busier, convenience-oriented options, such as ready-to-use sprays and concentrated detergents, are gaining traction, reshaping market dynamics in the region.

Trends in the market: In Eastern Africa, the Home & Laundry Care market is experiencing a significant shift towards eco-friendly and sustainable products, driven by heightened environmental awareness among consumers, particularly younger generations. This trend emphasizes the preference for biodegradable and natural cleaning solutions. Additionally, urbanization is fueling demand for compact, multifunctional products that maximize limited space. As lifestyles become increasingly fast-paced, convenience-oriented options, such as ready-to-use sprays and concentrated detergents, are reshaping market dynamics, presenting both challenges and opportunities for industry stakeholders to innovate and adapt to evolving consumer preferences.

Local special circumstances: In Eastern Africa, the Home & Laundry Care market is influenced by diverse cultural practices and local traditions surrounding cleanliness and home care. Many households prioritize natural remedies, leading to a preference for plant-based cleaning products, which resonate with community values. Additionally, the region's varied climate necessitates specific formulations that address humidity and dust challenges. Regulatory frameworks promoting eco-friendly practices further encourage manufacturers to innovate sustainably. This unique blend of cultural, geographical, and regulatory factors shapes a distinctive market landscape, fostering growth opportunities for localized brands.

Underlying macroeconomic factors: The Home & Laundry Care market in Eastern Africa is significantly shaped by macroeconomic factors such as rising disposable incomes, urbanization, and increasing consumer awareness regarding hygiene and sustainability. The region's economic growth has resulted in a burgeoning middle class that prioritizes quality home care products, thereby driving demand for premium and eco-friendly options. Additionally, fiscal policies promoting local manufacturing and sustainability initiatives bolster market potential. Global trends emphasizing environmental responsibility and health consciousness are also influencing consumer preferences, leading to an increased demand for innovative and plant-based cleaning solutions tailored to local needs.

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.