Home & Laundry Care - Western Africa

In 2024, the revenue in the Home & Laundry Care market of Western Africa amounts to US$4.97bn.
This market is projected to grow annually by 3.86% (CAGR 2024-2029).
The largest segment in this market is the Laundry Care segment, which has a market volume of US$2.74bn in 2024.
When compared globally, United States generates the highest revenue with US$32bn in 2024.
In terms of per person revenues, in Western Africa generates US$12.02 in 2024.
Additionally, online sales are expected to contribute 2.2% of the total revenue in the Home & Laundry Care market by 2024.
In Western Africa, the demand for eco-friendly home and laundry care products is on the rise, driven by increasing awareness of sustainable living.

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 Western Africa is witnessing mild growth, influenced by factors like urbanization, evolving consumer preferences for cleanliness, and increased availability of affordable cleaning products, enhancing overall market accessibility and appeal.

Customer preferences: Consumers in Western Africa are increasingly prioritizing eco-friendly and sustainable cleaning products, reflecting a growing awareness of environmental issues. This shift is influenced by younger demographics who are more inclined towards brands that align with their values of sustainability and social responsibility. Additionally, the rise of urban living has led to a demand for multifunctional and space-saving laundry solutions, catering to smaller living environments. As lifestyles evolve, the preference for convenience drives the popularity of ready-to-use cleaning products, enhancing consumer engagement in the market.

Trends in the market: In Western Africa, the Home & Laundry Care market is experiencing a significant shift towards eco-friendly and sustainable cleaning products, driven by a growing consumer awareness of environmental issues. Younger demographics are increasingly favoring brands that embody sustainability and social responsibility, creating a competitive edge for companies that align with these values. Additionally, urbanization is leading to a demand for multifunctional and space-saving laundry solutions, catering to the needs of smaller living spaces. This evolution in consumer preferences emphasizes convenience, boosting the popularity of ready-to-use cleaning products and presenting opportunities for industry stakeholders to innovate and adapt their offerings.

Local special circumstances: In Western Africa, the Home & Laundry Care market is uniquely shaped by local factors such as climatic conditions, cultural cleaning practices, and regulatory frameworks. High humidity levels in coastal areas influence consumer preferences for quick-drying and mildew-resistant products. Additionally, traditional cleaning methods often incorporate natural ingredients, prompting a demand for eco-friendly alternatives. Regulatory support for sustainable practices is also growing, encouraging brands to innovate while aligning with cultural values. These elements collectively drive market dynamics, emphasizing the importance of localized product offerings.

Underlying macroeconomic factors: The Home & Laundry Care market in Western Africa is significantly influenced by macroeconomic factors such as economic stability, consumer purchasing power, and inflation rates. Nations experiencing robust economic growth tend to show increased consumer spending on household products, while high inflation can deter investments in premium offerings. Additionally, currency fluctuations affect import costs for international brands, impacting pricing strategies. Fiscal policies promoting local manufacturing and sustainable practices further shape market dynamics, encouraging innovation and competitiveness. Global trends, such as the shift towards eco-conscious consumerism, also play a pivotal role, prompting brands to adapt products to align with both local preferences and international sustainability standards.

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.