Home & Laundry Care - Northern Africa

The Home & Laundry Care market in Northern Africa is set to generate a revenue of US$4.88bn in 2024.
This market is projected to grow at an annual rate of 4.61% (CAGR 2024-2029).
Among the various segments within the market, the largest one is Laundry Care, which is expected to reach a market volume of US$2.35bn in 2024.
When compared to other countries worldwide, United States leads in generating revenue, with an estimated amount of US$32bn in 2024.
To put this into perspective, in 2024, each person in Northern Africa is expected to contribute US$18.69 in revenue to the Home & Laundry Care market.
Furthermore, online sales are predicted to account for 4.3% of the total revenue in the Home & Laundry Care market by 2024.
The home and laundry care market in Northern Africa is experiencing a growing demand for eco-friendly and organic 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 Northern Africa is witnessing mild growth, influenced by factors like urbanization, changing consumer preferences for cleanliness, and the rise of eco-friendly products, which are reshaping purchasing behaviors in households.

Customer preferences: In Northern Africa, consumers are increasingly prioritizing sustainability in their home and laundry care choices, leading to a rising demand for eco-friendly and biodegradable cleaning products. This shift is largely influenced by a younger demographic that values environmental consciousness and is willing to pay a premium for sustainable options. Additionally, the growing trend of urban living has prompted an interest in multifunctional and space-saving cleaning solutions, aligning with smaller living spaces typical in urban settings.

Trends in the market: In Northern Africa, the Home & Laundry Care Market is experiencing a notable shift towards sustainability, with consumers increasingly seeking eco-friendly and biodegradable cleaning products. This trend is driven by a younger, environmentally-conscious demographic that prioritizes sustainable living, often opting for premium prices for greener options. Concurrently, urbanization is influencing demand for multifunctional and space-saving cleaning solutions, catering to the compact living spaces characteristic of city life. These evolving preferences signify a crucial opportunity for industry stakeholders to innovate and align their offerings with the growing emphasis on sustainability and practicality.

Local special circumstances: In Northern Africa, the Home & Laundry Care Market is shaped by unique cultural practices and climatic conditions that influence consumer preferences. The region’s hot and arid climate drives demand for effective cleaning products that can combat dust and stains prevalent in daily life. Additionally, cultural norms emphasize hospitality, leading to a heightened focus on cleanliness and home presentation. Regulatory frameworks are evolving, with governments promoting eco-friendly practices, encouraging brands to innovate sustainable products that resonate with local values. This blend of environmental consciousness and cultural significance creates a distinct landscape for market growth.

Underlying macroeconomic factors: The Home & Laundry Care Market in Northern Africa is influenced by several macroeconomic factors, including national economic stability, consumer income levels, and inflation rates. Countries experiencing robust economic growth and rising disposable incomes tend to see increased demand for premium cleaning products, as consumers prioritize quality and effectiveness. Additionally, fluctuating raw material prices and supply chain disruptions can impact product availability and pricing strategies. Fiscal policies promoting sustainability and green initiatives further encourage innovation in eco-friendly products, aligning with both consumer preferences and regulatory requirements. As global economic trends shift towards sustainability, the market is poised for growth amid evolving consumer expectations and economic 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.