Home & Laundry Care - Tunisia | Statista Market Forecast

In 2024, the revenue in Tunisia's Home & Laundry Care market reaches US$339.60m.
It is projected to have an annual growth rate of 2.93% (CAGR 2024-2029).
The largest segment in this market is Laundry Care, which has a market volume of US$182.50m in 2024.
When compared globally, United States generates the highest revenue with US$32bn in 2024.
In terms of per capita revenue, each person in Tunisia generates US$27.03 in 2024.
Furthermore, online sales are expected to contribute 12.8% of the total revenue in the Home & Laundry Care market by 2024.
The demand for eco-friendly and locally sourced home and laundry care products is on the rise in Tunisia, as consumers prioritize sustainability and supporting local businesses.

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 Tunisia is experiencing mild growth, influenced by factors such as increased urbanization, rising disposable incomes, and a growing awareness of hygiene. Consumers are seeking effective and convenient cleaning solutions, boosting overall market demand.

Customer preferences: Consumers in Tunisia are showing a growing preference for eco-friendly and sustainable cleaning products, reflecting an increased awareness of environmental issues. This trend is particularly resonating with younger, urban demographics who prioritize health and sustainability in their purchasing decisions. Additionally, the rise of dual-income households is driving demand for time-saving laundry solutions, such as concentrated detergents and multi-functional cleaning products. As a result, brands are adapting their offerings to align with these evolving consumer values and lifestyle needs.

Trends in the market: In Tunisia, the Home & Laundry Care market is experiencing a notable shift towards eco-friendly and sustainable cleaning products, as consumers increasingly prioritize environmental consciousness in their purchasing habits. This trend is particularly strong among younger, urban populations who demand products that align with their health and sustainability values. Concurrently, the rise of dual-income households is propelling interest in time-efficient laundry solutions, such as concentrated detergents and all-in-one cleaning products. These evolving consumer preferences are prompting brands to innovate and adapt their offerings, highlighting the importance of sustainability and convenience in maintaining competitiveness in the market.

Local special circumstances: In Tunisia, the Home & Laundry Care market is shaped by unique cultural and geographical factors that influence consumer behavior. The country's hot, arid climate necessitates effective cleaning solutions that can handle dust and stains common in such environments. Additionally, traditional values emphasize family and hospitality, driving demand for products that ensure cleanliness and freshness in homes. Regulatory initiatives promoting eco-friendly practices further encourage brands to innovate sustainably, aligning with a growing societal emphasis on environmental responsibility while catering to a population increasingly seeking efficiency in their cleaning routines.

Underlying macroeconomic factors: The Home & Laundry Care market in Tunisia is significantly influenced by macroeconomic factors such as national economic stability, consumer spending power, and inflation rates. As the economy experiences growth, increased disposable income allows consumers to invest in higher-quality cleaning products. Conversely, economic downturns can lead to a preference for cost-effective solutions. Additionally, global trends towards sustainability and eco-friendly products resonate with Tunisian consumers, particularly as government policies increasingly support green initiatives. The competitive landscape is further shaped by inflationary pressures, which can affect pricing strategies and consumer purchasing behavior, driving brands to innovate and adapt to changing 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.