Home & Laundry Care - Rwanda | Statista Market Forecast

In 2024, revenue in the Home & Laundry Care market in Rwanda amounts to RWF US$61.81m.
It is expected that the market will grow annually by 4.48% (CAGR 2024-2029).
The largest segment in this market is Laundry Care, which has a market volume of RWF US$61.81m in 2024.
When compared globally, United States generates the most revenue with US$32bn in 2024.
In terms of per capita revenue, each person in Rwanda generates RWF US$7.53 in 2024.
Moreover, online sales are projected to contribute 6.8% of the total revenue in the Home & Laundry Care market by 2024.
Rwanda's growing middle class is driving demand for eco-friendly 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 Rwanda is witnessing mild growth, influenced by factors such as increasing urbanization, a shift towards modern cleaning solutions, and heightened consumer awareness of hygiene, driving demand for effective household products.

Customer preferences: Consumers in Rwanda are gravitating towards eco-friendly and sustainable home care products, reflecting a growing environmental consciousness. This trend is fueled by younger demographics who prioritize brands that align with their values of sustainability and social responsibility. Additionally, the rise in disposable incomes is enabling households to invest in premium, efficient laundry solutions that save time and enhance effectiveness. Cultural practices are also evolving, with an emphasis on cleanliness and hygiene, further propelling demand for innovative household cleaning solutions.

Trends in the market: In Rwanda, the Home & Laundry Care market is experiencing a notable shift towards eco-friendly and sustainable products, driven by an increasingly environmentally conscious consumer base. This trend is particularly prominent among younger consumers who prioritize brands that demonstrate social responsibility. Additionally, with rising disposable incomes, households are more inclined to invest in premium laundry solutions that promise efficiency and time savings. The evolving cultural emphasis on cleanliness and hygiene further enhances the demand for innovative cleaning products, presenting significant opportunities for industry stakeholders to align their offerings with these emerging consumer values.

Local special circumstances: In Rwanda, the Home & Laundry Care market is uniquely influenced by the country's rapid urbanization and the integration of traditional practices with modern lifestyles. The cultural significance placed on cleanliness and hospitality drives households to seek effective cleaning products. Additionally, local regulations promoting sustainable practices encourage manufacturers to innovate eco-friendly solutions. The prevalence of communal living in urban areas also fosters demand for multi-use and cost-effective laundry products, distinguishing Rwanda's market dynamics from those in more developed regions.

Underlying macroeconomic factors: The Home & Laundry Care market in Rwanda is shaped by various macroeconomic factors, including national economic stability, urbanization rates, and fiscal policies promoting sustainable practices. As the economy grows, rising disposable incomes enable households to invest in more effective and eco-friendly cleaning products. Global trends towards sustainability further influence consumer preferences, driving demand for greener alternatives. Additionally, the government's commitment to improving urban infrastructure and encouraging local manufacturing enhances product availability, while demographic shifts towards smaller households in urban areas create a need for innovative, multi-use laundry solutions tailored to modern lifestyles.

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.