Category: Household Cleaners
Household Cleaners market research reports by Euromonitor International
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Toilet Care in the US
Although toilet care in the US saw marginal retail current value growth in 2024, retail volume sales saw another year of decline, albeit marginal. An increasing number of consumers are replacing traditional toilet care products with surface care products, reflecting a broader trend in home care towa ... Read More
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Toilet Care in Cameroon
Demand for toilet care remains very limited in Cameroon, but, having declined in 2023, retail current value sales rebounded in 2024. Despite heightened awareness of hygiene in Cameroonian households, compounded by the pandemic, there exists no more than limited familiarity with contemporary toilet c ... Read More
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Surface Care in Cameroon
Multi-purpose cleaners dominate retail value sales of surface care in Cameroon, with floor cleaners accounting for most of the remainder. Moreover, the former were among the top performers in terms of retail current value sales growth during 2024. 3-in-1 multipurpose cleaners are trending. For insta ... Read More
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Bleach in Cameroon
Retail current value sales of bleach grew at an accelerated rate in 2024. Price sensitivity in bleach is extremely high, as affordability remains the top priority of most Cameroonians when buying bleach. It is this heightened price consciousness that has continued to foster demand for powdered bleac ... Read More
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Polishes in Cameroon
Demand for polishes remains quite limited in Cameroon, with shoe polishes continuing to account for the bulk of retail value sales in 2024. Although relatively small, the category is a vibrant one, with retail current value sales continuing to exhibit double-digit growth during the year. The availab ... Read More
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Home Care in Cameroon
With average unit prices rising by around 5% in 2024–due in part to a reduction in imports of palm oil and disruption to stearin supplies–price sensitivity remains elevated in home care. Consumers are increasingly opting for smaller, more affordable pack sizes for home care products, such as 25g pou ... Read More
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Surface Care in Tunisia
Young couples in Tunisia are supporting sales of surface care products, especially in modern grocery retailers. These consumers are more conscious of the benefits and specific uses of surface care products, unlike the older generation who traditionally rely on multipurpose products like bleach and h ... Read More
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Toilet Care in Tunisia
Toilet care has witnessed remarkable growth in Tunisia following the launch of new imported brands in the traditional channel. For years, the domestic brand Choc (Comptoir de Diffusion et de Fabrication de Produits d'Entretien (CODIFA)) was the only toilet care product available in traditional groce ... Read More
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Bleach in Tunisia
Bleach sales in Tunisia slowed in volume and current value terms over 2024, as consumers shifted away from bleach to more specialised products such as surface care. This trend was more noticeable in cities where there are a wider variety of products for different purposes. The rapid expansion of dis ... Read More
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Polishes in Tunisia
In 2024, shoe polish continues to drive overall category performance as it still dominates value sales in Tunisia. Sales are concentrated in large cities, where consumers are generally more inclined to invest in their appearance. International players such as Kiwi, Baranne, and Bright have expanded ... Read More
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Home Care in Tunisia
Home care volume sales in Tunisia slowed down in 2024 amid inflationary pressures and price increases across most categories. There was a notable decrease in Tunisian purchasing power as consumers grappled with the high cost of living. Niche categories were still able to perform well by attracting u ... Read More
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Polishes in Kenya
Shoe polish dominates sales of polishes in Kenya. These products remained widely used in the country by consumers in all socioeconomic groups. Kenya is regarded as a “walking nation"", in the sense that a large number of citizens travel on foot. Supported by population growth, this factor continued ... Read More
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Polishes in Morocco
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 ... Read More
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Bleach in Nigeria
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 ... Read More
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Home Care in Nigeria
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 ... Read More
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Bleach in Morocco
In 2024, bleach in Morocco posted a second consecutive year of marginal decline in retail volume sales amid category maturity; although inflationary pressure on prices maintained a moderate rise in retail current value sales. Moreover, strong pressure on disposable incomes prompted several low-incom ... Read More
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Toilet Care in Kenya
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 ... Read More
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Toilet Care in Morocco
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 ... Read More
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Surface Care in Nigeria
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 ... Read More
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Toilet Care in Nigeria
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 ... Read More
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Surface Care in Kenya
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 ... Read More
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Bleach in Kenya
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 ... Read More
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Home Care in Morocco
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 ... Read More
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Surface Care in Morocco
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 ... Read More
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Polishes in Nigeria
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 ( ... Read More
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