Home Care in Middle East and Africa

March 2024

Home care sales in Middle East and Africa saw a spike in demand in 2020, with the pandemic leading to heightened hygiene concerns among consumers. Nevertheless, sales have continued to grow in the subsequent years in both volume and real value terms, in spite of home care in a number of countries in the region operating in a tough economic climate at the end of the 2018-2023 period. Further growth is expected in the coming years, with laundry care remaining the dominant category in home care.

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Key Findings

Prices rising but consumers keep buying home care products

The economic environment in many of the region’s countries at the end of the review period was an inflationary one, putting pressure on manufacturers in terms of rising costs and consumers in terms of falling purchasing power. However, despite some downtrading or waiting for discounts and promotions among shoppers, growth held up relatively well in most countries, given that many home care items are seen as key products in terms of household cleanliness and even personal hygiene.

Upward trend for possession rates of dishwashers and washing machines

Some countries in the region already have high possession rates for dishwashers and washing machines, with a few at or close to 100% for the latter, but continued growth is generally expected in both for many countries. This should help drive sales of both automatic detergents and automatic dishwashing products in Middle East and Africa over the forecast period.

Small local grocers the leading distribution channel

While small local grocers dominate sales in a number of the African nations, modern grocery retailers lead in the Middle East, with supermarkets also the leading channel in South Africa and Kenya. E-commerce has a 4% share regionally, reaching 11% in Israel, where consumers value its easy price comparisons and competitive pricing. E-commerce in Israel has also benefited from players ongoing investments in the channel, including improving the range and efficiency of deliveries.

Vision 2030 encouraging more Saudi women to enter the workforce

The local economy is expected to continue benefiting from increasing numbers of working women as part of Saudi Arabia’s Vision 2030 initiative. An expanding female workforce is helping to boost Saudi Arabia’s economic growth through greater expenditure per household. Vision 2030 is also slated to significantly increase the number of inbound visitors to the Kingdom, thereby boosting the potential consumer base, particularly in high season, for a wide range of fmcg goods.

Scope
Key findings
Middle East and Africa home care market recording strong growth
Faster volume than real value growth in 2023 as inflation hits purchasing power
Laundry care the dominant category in Middle East and Africa home care
Detergent tablets one of the most dynamic product areas over 2018-2023
Bleach sees strong growth in Saudi Arabia over 2018-2023
Laundry care dominates the new sales added over 2018-2023
Inflation hits consumers’ purchasing power, but they keep buying home care products
Small local grocers continue to lead retail distribution in many African countries...
…but modern grocery retailers lead in the Middle East as well as South Africa and Kenya
Strong multinationals mean concentrated competitive landscapes in many markets
Procter & Gamble leads home care with strong brands like Ariel, Tide and Fairy
South Africa the biggest market for half of the top 10 players in the region
Ariel leads the brand rankings as Sunlight defends its recently won second place
Positive volume and value growth expected throughout the forecast period
Players look to attract Saudi consumers with innovations, but price will remain important
Algeria: Market Context
Algeria: Competitive and Retail Landscape
Cameroon: Market Context
Cameroon: Competitive and Retail Landscape
Egypt: Market Context
Egypt: Competitive and Retail Landscape
Israel: Market Context
Israel: Competitive and Retail Landscape
Kenya: Market Context
Kenya: Competitive and Retail Landscape
Morocco: Market Context
Morocco: Competitive and Retail Landscape
Nigeria: Market Context
Nigeria: Competitive and Retail Landscape
Saudi Arabia: Market Context
Saudi Arabia: Competitive and Retail Landscape
South Africa: Market Context
South Africa: Competitive and Retail Landscape
Tunisia: Market Context
Tunisia: Competitive and Retail Landscape
United Arab Emirates: Market Context
United Arab Emirates: Competitive and Retail Landscape

Home Care

This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.

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