Household Products Market Research Reports & Industry Analysis

In 2024, the performance of the home care sector in Nigeria was significantly affected by sharp increases in unit prices, ranging from 50% to 100% across most categories. This price surge was primarily driven by the depreciation of the local currency and a strong rise in energy costs, which in turn ...

In 2024, bleach in Nigeria recorded a retail value uplift of 66%, while retail volume sales remained positive at 1%. These positive results were seen despite challenging economic conditions characterised by high inflation. The increased average unit price by 65% between 2023 and 2024 (and by 130% be ...

Overall, polishes in Morocco experienced a second consecutive year of moderate retail volume decline in 2024, with all categories suffering downturns in demand and consumption. With still significant inflationary pressure on prices, many consumers remained unwilling to spend on perceived non-essenti ...

In 2024, toilet care in Nigeria recorded retail value growth of 49%, driven by rising unit prices. Consequently, retail volume declined by 1%, due to the harsh economic climate, characterised by high inflation, which led consumers to reduce spending despite the category being viewed as essential. Th ...

In 2024, laundry care in Morocco posted a slight increase in retail volume sales and strong retail current value growth. This performance was supported by urbanisation, population and household number growth, the high and gradual rise in the household penetration of automatic washing machines and ri ...

Rim blocks and toilet liquids/foam are the most popular products in the toilet care category in Kenya. Euromonitor International's Toilet Care in Kenya market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (histor ...

In 2024, surface care in Nigeria recorded a retail volume decline of 4%, as poor economic conditions, characterised by high inflation, led to a reduction in demand. The significant increase in unit prices, with the average price rising by over 100% between 2022 and 2024, also had a negative impact o ...

Multi-purpose cleaners was the most dynamic category in surface in 2024 in current value and retail volume terms. With growing awareness around hygiene and cleanliness in the post-pandemic era, Kenyan households have shown an increased preference for versatile cleaning products that can be used acro ...

Toilet care in Morocco recorded further fast retail volume and current value growth in 2024. The strong retail value growth performance of the category owed much to a relatively high average unit price within home care. The consumption of toilet care products was concentrated in high-income, upper-m ...

In 2024, laundry care emerged as the best-performing category within the home care sector in Nigeria, recording a retail value increase of 85%. Despite this impressive value growth, sales were impacted by the challenging economic conditions. High inflation led to a sharp rise in unit prices, with th ...

Overall, air care in Morocco posted a further slight drop in retail volume sales in 2024, while there was a moderate rise in retail current value sales amid rising prices. The downturn in the demand for the traditional and dominant format, spray/aerosol, shaped the performance of the category. Spray ...

In 2024, dishwashing in Nigeria posted a double-digit retail value uplift, while retail volume declined by 1%. Euromonitor International's Dishwashing in Nigeria market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales da ...

Surface care in Morocco posted further growth in retail volume and current value sales in 2024. Surface care has a highly fragmented competitive landscape characterised by intense competition among a large number of brands. Mosaic or tiles continued to dominate floor, kitchen and bathroom countertop ...

Dishwashing in Morocco continued to see healthy retail volume and current value growth in 2024. It is an active home care category due to an expanding consumer base, including low-income consumers shying away from multi-purpose paste detergents, which are widely used for both laundry and dishwashing ...

Home care in Morocco continued to be significantly impacted by economic indicators and trends at the end of the review period. While GDP rose in 2023 and 2024, the geopolitical context in Europe linked to the war in Ukraine continued to fuel rises in energy and raw materials prices at the internatio ...

In 2024, retail volume sales of polishes in Nigeria declined by 19%, while retail value saw an uplift of 31%. Euromonitor International's Polishes in Nigeria market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data ( ...

Candle air fresheners is still a niche area of the market in Kenya but these products are becoming more popular due to their dual function as both decorative items and air care products. Consumers are becoming increasingly drawn to products that provide a long-lasting fragrance while also enhancing ...

Bleach saw strong growth in retail volume and current value terms in 2024 with Reckitt Benckiser East Africa Ltd’s Jik brand remaining the clear leader in terms of value share. The strong growth being seen in bleach is, however, attracting new players and new products into the market. For example, i ...

The detergent chemicals market has witnessed significant growth in the past few decades owing to rapid urbanization and industrialization. Detergent chemicals are extensively used in household and industrial cleaning applications for washing, scrubbing, and disinfecting purposes. Growing awareness a ...

Having declined in 2023, retail constant value sales of air care in Pakistan rebounded strongly in 2024, as the annual rate of inflation eased somewhat. Nonetheless, price sensitivity remained a critical factor in 2024, influencing consumer choices in air care. With inflation still affecting househo ...

Retail volume sales of laundry care continued to grow at a robust pace in 2024 but far slower than the rate of growth in retail current value sales, with elevated inflation largely accounting for the difference between the two. Laundry care is regarded as a necessity across all income groups in Paki ...

Hand dishwashing exhibited resilience in 2024, with prices for bars, detergents and liquids remaining largely unchanged compared to the previous year. Unlike other home care categories, inflationary pressures and the ongoing Israel-Hamas war had only a minimal impact on dishwashing. Consumers are in ...

Dominated by shoe polish, retail current value sales of polishes continued to expand at a rapid clip in 2024, while retail constant value sales growth rebounded as inflationary pressure eased somewhat. Despite elevated inflation, shoe polish remains affordable to many local consumers. Retail volume ...

Retail current value sales of home care continued to surge in Pakistan during 2024. Despite the annual rate of inflation halving from the previous year, it remained in double digits. Nonetheless, retail constant value sales of home care, which had declined sharply in 2023, rebounded in 2024. However ...

Retail volume sales of bleach continued to expand at a robust pace in 2024, while retail constant value sales rebounded, as inflationary pressure eased somewhat, particularly during the second half of the year. Despite the increasing use of detergents for stain removal, bleach remains a household st ...