Home & Laundry Care - Kenya | Statista Market Forecast

In Kenya, the Home & Laundry Care market is projected to generate a revenue of Ksh US$601.20m in 2024.
With an expected annual growth rate of 5.29% (CAGR 2024-2029), the market shows promising potential for expansion.
The largest segment within this market is Laundry Care, which is estimated to reach a market volume of Ksh US$370.20m in 2024.
When compared to other countries globally, United States leads the way in terms of revenue generation, with an estimated figure of US$32bn in 2024.
This highlights the significant market presence and economic strength of the United States in the Home & Laundry Care market industry.
Looking at the per person revenues in Kenya, it is projected that each individual will contribute Ksh US$10.70 towards the total revenue in 2024.
This figure provides insight into the purchasing power and consumption patterns of the population in relation to Home & Laundry Care market products.
Furthermore, online sales are anticipated to play a minor yet growing role in the Home & Laundry Care market, with an estimated 0.4% of the total revenue being generated through online channels by 2024.
This indicates a shift in consumer behavior towards digital platforms for purchasing Home & Laundry Care market products.
In summary, the Home & Laundry Care market in Kenya is expected to experience steady growth, with Laundry Care being the dominant segment.
The United States holds a significant position in terms of revenue generation, and online sales are gradually gaining traction in the market.
Kenyan consumers are increasingly opting for eco-friendly and locally sourced home and laundry care 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 Kenya is witnessing mild growth, influenced by factors such as urbanization, increased household incomes, and a growing preference for efficient cleaning solutions among consumers, alongside rising awareness of hygiene.

Customer preferences: Consumers in Kenya are increasingly prioritizing eco-friendly and sustainable home and laundry care products, reflecting a growing awareness of environmental issues. This shift is particularly noticeable among younger demographics who prefer brands that align with their values. Additionally, the rise of dual-income households is driving demand for time-saving cleaning solutions, such as concentrated detergents and multipurpose cleaners, catering to busy lifestyles. Furthermore, the influence of social media is shaping preferences, as consumers seek products that enhance their home aesthetics and promote a sense of well-being.

Trends in the market: In Kenya, the Home and Laundry Care market is experiencing a notable shift towards eco-friendly and sustainable products, driven by a heightened awareness of environmental concerns among consumers. This trend is particularly prevalent among younger generations who prioritize brands that reflect their values. Concurrently, the growth of dual-income households is increasing demand for efficient cleaning solutions, such as concentrated detergents and multipurpose cleaners, catering to busy lifestyles. Additionally, social media influences purchasing decisions, as consumers seek aesthetically pleasing products that contribute to their overall well-being, presenting both opportunities and challenges for industry stakeholders.

Local special circumstances: In Kenya, the Home and Laundry Care market is shaped by its diverse geography and cultural practices that influence consumer preferences. The country’s varying climates necessitate different cleaning products—urban areas face pollution concerns, while rural regions may prioritize natural ingredients. Additionally, traditional beliefs around cleanliness and hospitality drive demand for effective yet culturally accepted solutions. Regulatory frameworks promoting eco-friendly practices further encourage manufacturers to innovate, aligning with the growing desire for sustainable products among consumers.

Underlying macroeconomic factors: The Home and Laundry Care market in Kenya is significantly influenced by macroeconomic factors such as national economic growth, inflation rates, and consumer spending power. As Kenya's economy expands, rising disposable incomes enable households to invest more in quality cleaning products. Conversely, inflation can strain budgets, prompting consumers to seek more affordable alternatives. Additionally, government fiscal policies that promote local manufacturing and sustainability initiatives encourage innovation in eco-friendly products. Global economic trends, such as the increasing demand for sustainable practices, also impact market dynamics, pushing brands to adapt and align their offerings with evolving consumer expectations.

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.