Home & Laundry Care - Southern Africa

In 2024, the Southern African Home & Laundry Care market is projected to generate a revenue of US$2.45bn.
It is anticipated that the market will experience an annual growth rate of 5.17% (CAGR 2024-2029).
Among the various segments in the market, Laundry Care holds the largest market volume, amounting to US$1.47bn in 2024.
When compared on a global scale, United States generates the highest revenue in the Home & Laundry Care market, reaching US$32bn in 2024.
This signifies the dominance of the US market in this industry.
In terms of per capita revenue, in Southern Africa generates approximately US$34.94 per person in 2024.
This figure provides insights into the average revenue generated by each individual within the region.
Furthermore, online sales are expected to contribute 4.1% of the total revenue in the Home & Laundry Care market by 2024.
This highlights the growing significance of e-commerce in the industry.
In Southern Africa, there is a growing trend towards eco-friendly and sustainable 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 Southern Africa is witnessing moderate growth, fueled by rising urbanization, increased disposable incomes, and heightened consumer awareness of hygiene. These factors are enhancing demand for innovative cleaning solutions and eco-friendly products.

Customer preferences: Consumers in Southern Africa are increasingly prioritizing sustainability and eco-friendliness in their home and laundry care choices, prompting a rise in demand for biodegradable and natural cleaning products. The younger demographic, particularly millennials and Gen Z, are advocating for brands that align with their values of environmental stewardship and social responsibility. Additionally, the growing trend of urban living is influencing preferences for compact, multifunctional cleaning solutions that cater to smaller living spaces, emphasizing efficiency and convenience in daily chores.

Trends in the market: In Southern Africa, the Home & Laundry Care market is experiencing a notable shift towards sustainable and eco-friendly product offerings, driven by a growing consumer demand for biodegradable and natural cleaning solutions. This trend is particularly prominent among younger consumers, such as millennials and Gen Z, who favor brands that demonstrate a commitment to environmental sustainability and social responsibility. Additionally, the rise of urban living is pushing consumers toward compact, multifunctional cleaning products that maximize efficiency in smaller living spaces. This evolution in consumer preferences presents significant implications for industry stakeholders, including the need for innovation in product development and marketing strategies that resonate with eco-conscious values.

Local special circumstances: In Southern Africa, the Home & Laundry Care market is influenced by a rich tapestry of cultural diversity and varying economic conditions across the region. The prevalence of traditional cleaning practices, often reliant on locally sourced materials, coexists with a rising interest in modern, eco-friendly products. Regulatory frameworks are also evolving, with governments encouraging sustainable practices through incentives and policies. Additionally, the region's unique climatic conditions drive demand for specific laundry solutions, such as products that effectively combat humidity and stains, further shaping consumer preferences and market dynamics.

Underlying macroeconomic factors: The Home & Laundry Care market in Southern Africa is significantly shaped by macroeconomic factors such as fluctuating commodity prices, currency stability, and consumer spending power. Global economic trends, including shifts towards sustainability, drive local manufacturers to innovate eco-friendly products, aligning with the region's growing environmental awareness. National economic health, reflected in GDP growth and employment rates, directly impacts disposable income, influencing purchasing decisions. Moreover, fiscal policies promoting local manufacturing and import tariffs on foreign goods further impact product availability and pricing, ultimately shaping consumer preferences and market 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.