Home & Laundry Care - Morocco | Statista Market Forecast

In Morocco, the revenue generated in the Home & Laundry Care market amounts to US$781.50m in 2024.
It is projected that the market will grow annually by 2.52% (CAGR 2024-2029).
The largest segment in this market is Laundry Care, which has a market volume of US$361.00m in 2024.
When compared globally, United States generates the most revenue in this market, with US$32bn in 2024.
In terms of per person revenues, in Morocco generates US$20.45 in 2024.
Furthermore, it is estimated that 1.3% of the total revenue in the Home & Laundry Care market will be generated through online sales by 2024.
Despite the growing demand for eco-friendly home and laundry care products worldwide, traditional Moroccan households still prefer locally-made, fragrant and cost-effective cleaning solutions.

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 Morocco is experiencing mild growth, fueled by increasing consumer awareness of hygiene, a shift towards eco-friendly products, and the rising demand for convenient cleaning solutions. These trends are shaping market dynamics positively.

Customer preferences: Consumers in Morocco are increasingly prioritizing eco-friendly and sustainable home and laundry care products, reflecting a growing awareness of environmental issues. This shift is particularly pronounced among younger demographics, who are more inclined to support brands that align with their values. Additionally, the rise in urbanization and busy lifestyles has led to a heightened demand for convenient, time-saving cleaning solutions, such as multi-purpose cleaners and laundry pods. Cultural preferences for cleanliness and hygiene further drive these trends, shaping a dynamic market landscape.

Trends in the market: In Morocco, the Home & Laundry Care market is experiencing a notable shift towards eco-friendly and sustainable products, driven by increasing consumer awareness of environmental issues. Younger consumers are at the forefront of this trend, favoring brands that prioritize sustainability. Concurrently, urbanization and fast-paced lifestyles are fueling demand for convenient cleaning solutions, such as multi-purpose cleaners and laundry pods. This growing preference for efficiency and hygiene reflects cultural values, presenting significant opportunities for industry stakeholders to innovate and align their product offerings with changing consumer expectations.

Local special circumstances: In Morocco, the Home & Laundry Care market is shaped by a unique blend of cultural practices and environmental considerations. Traditional cleaning methods still hold sway in many households, yet urbanization is driving a shift towards modern, time-saving products. The influence of Islamic customs emphasizes cleanliness, further boosting demand for effective cleaning solutions. Additionally, regulatory initiatives promoting eco-friendly practices are encouraging brands to innovate sustainably. This combination of cultural values, urban growth, and regulatory support creates a distinct market dynamic that fosters the development of eco-conscious cleaning products.

Underlying macroeconomic factors: The Home & Laundry Care market in Morocco is significantly influenced by macroeconomic factors such as economic stability, consumer spending, and urbanization trends. A growing middle class and rising disposable incomes are enabling Moroccan households to invest in modern cleaning solutions, thus propelling market growth. Additionally, government initiatives aimed at boosting the local economy and promoting sustainable practices are fostering innovation in eco-friendly products. Global economic trends, including shifts towards sustainability and increased awareness of environmental issues, further impact consumer preferences, encouraging brands to align with these values for competitive advantage.

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.