Middle East and Africa Laundry Detergents Market Outlook - Forecast Trends, Market Size, Share and Growth Analysis Report (2025-2034)
Description
The Middle East and Africa laundry detergents market, valued at USD 8.81 Billion in 2024 , has experienced significant growth, with increasing awareness of cleanliness and hygiene boosting demand for detergents. The market is projected to grow at a compound annual growth rate (CAGR) of 4.30% from 2025 to 2034, potentially reaching USD 13.42 Billion by 2034 , driven by affordable pricing strategies that make detergents accessible to a broader audience.
Middle East and Africa Laundry Detergents Market Growth
The growth of the Middle East and Africa laundry detergents market is driven by the increasing demand for convenience, as more consumers seek easy-to-use solutions. Population growth and urbanisation lead to higher detergent consumption. Rising middle-class incomes boost sales, while innovation introduces effective, eco-friendly products to meet evolving needs. In October 2024, Ayéya, a beauty and lifestyle brand, officially launched its range of ethically sourced body care and home products at Whole Foods Market nationwide. The brand aims to empower African women and address climate change through sustainable products, supporting over 300,000 people in Ghana and Togo.
Brand recognition encourages established detergent brands to strengthen their Middle East and Africa laundry detergents market opportunities. A variety of liquid, powder, and pod options cater to different consumer preferences. The growing tourism industry drives increased demand for laundry detergents in hotels and resorts across the Middle East and Africa, while rising hygiene awareness further stimulates product usage. Additionally, eco-friendly products attract consumers who are more environmentally conscious.
Key Trends and Recent Developments
The growth of the Middle East and Africa laundry detergents market is driven by a shift towards eco-friendly products, a growing demand for premium offerings, the rise in online sales and e-commerce, and increasing awareness of health and hygiene.
July 2024
Good Mama detergent, produced by Eko Supreme Resources Nigeria, hosted the "Naija Queen Open Market Fashion Show" across Nigerian markets. The event rewarded customers with over 10 million Naira in prizes, thrilling participants and promoting the brand’s engagement with local communities.
March 2024
Tide Laundry Detergent, in partnership with Panda Stores, launched a Ramadan campaign offering free clothes with Tide pack purchases. This marked the introduction of Tide's "Fast Dissolving" detergent powder. The campaign also set a Guinness World Record for the largest Tide detergent box, while donating Eid clothing through Keswah Aisha charity.
February 2024
Sociowash, an integrated advertising agency, was awarded the digital mandate for Tide Arabia in the UAE. The agency was tasked with developing strategic creative approaches to boost the brand's online presence. Sociowash secured the account after successfully managing Tide India’s digital marketing efforts.
January 2021
Aspira Nigeria Limited introduced its Viva Plus Laundry Sanitizer Detergent Powder in Kano at an event held at Tahir Guest Palace, attended by customers, traders, and the media. The product, developed using multi-enzyme and eco-friendly technologies, is bleach-free, gentle on fabrics, and effective even in cold water.
Shift Towards Eco-friendly Products is Driving Growth of the Middle East and Africa Laundry Detergents Market
Consumers in the Middle East and Africa are placing greater importance on eco-friendly laundry detergents, favouring products with biodegradable ingredients, recyclable packaging, and fewer chemicals. This shift reflects increasing environmental awareness and sustainability trends. Brands are responding by providing more eco-conscious options for both urban and rural populations. In September 2023, Aspira Nigeria Limited's Viva Plus brand partnered with Planet 3R to advance its sustainable initiatives, aiming to promote environmentally friendly practices in Nigeria's detergent market.
Rising Demand for Premium Products is Boosting the Demand for the Middle East and Africa Laundry Detergents Market
The expanding middle class in the Middle East and Africa is driving increased demand for premium laundry detergents. Consumers are seeking high-quality, concentrated products, such as detergents for sensitive skin, fabric softeners, and stain removers, offering superior cleaning and garment care. This trend is particularly prominent among affluent households. According to the African Development Bank (AfDB), the African middle class, defined as those spending between USD 2 and USD 20 daily, now represents over 30% of the continent’s population, reflecting significant growth in recent decades.
Increased Online Sales and E-commerce Growth is Influencing the Middle East and Africa Laundry Detergents Market Dynamics and Trends
The growth of e-commerce in the Middle East and Africa is significantly impacting the laundry detergents market, with online sales increasing rapidly. Consumers are opting for the convenience, variety, and competitive pricing offered by online platforms. Brands are enhancing their digital presence, offering direct-to-consumer sales, and providing easy access to a broad range of products, including niche variants. The International Trade Administration reports that as of 2021, 69% of Africa’s web traffic came from mobile internet users, with projections suggesting the market will be nearly entirely mobile-based by 2040.
Health and Hygiene Awareness is a Significant Trend in the Middle East and Africa Laundry Detergents Market
Rising awareness of health, hygiene, and sanitation in the Middle East and Africa is driving demand for laundry detergents with antibacterial, antimicrobial, and allergen-free properties. Consumers are increasingly focused on eliminating bacteria and allergens from clothing, making sanitising detergents more sought after. According to WHO, in Africa, government regulations promote clean water access and sanitation, with policies improving Water, Sanitation, and Hygiene (WASH) practices. Public awareness campaigns and collaborations with local communities support these efforts, further boosting the demand for effective hygiene solutions in the laundry detergents market.
Middle East and Africa Laundry Detergents Market Trends
The Middle East and Africa laundry detergents market revenue is impacted by affordable pricing strategies, which improve accessibility for a wider audience. Enhanced product availability through both retail and online platforms makes detergents easier to purchase. Modern detergents offer better fabric protection and garment care. Expanded retail infrastructure enables broader product distribution, while technological innovations improve detergent effectiveness and sustainability to meet evolving consumer demands. In February 2024, Aspira Nigeria Ltd launched a detergent powder production plant with a capacity of 10,000 kg/h, using Desmet Ballestra's proprietary Spray Drying SABIZ technology. The company also opened a toilet/laundry soap plant with a 6,000 kg/h capacity, using Mazzoni LB’s "Universal-Integrated SCTU-C Process" technology.
Specialised detergents for various fabrics cater to diverse markets. Increased disposable incomes allow consumers to opt for premium products, and growing health awareness boosts demand for hypoallergenic detergents. Warm climates lead to higher detergent consumption, while cultural practices drive local product innovations.
Middle East and Africa Laundry Detergents Industry Segmentation
The EMR’s report titled “Middle East and Africa Laundry Detergents Market Report and Forecast 2025-2034” offers a detailed analysis of the market based on the following segments:
Market Breakup by Type
According to the Middle East and Africa laundry detergents market analysis, powder detergents dominate the market due to their affordability and effectiveness, particularly in removing stains from heavily soiled laundry and performing well in hot water washes. They have a long shelf life, are available in various sizes, and are suitable for both machine and hand washing, offering versatility and economy. Baya, a UAE-based company, caters to environmentally conscious consumers with its Eco-Friendly Laundry Detergent Sheets. These innovative sheets, made from plant-based biodegradable ingredients and compostable packaging, represent a significant shift towards sustainability and reducing plastic waste in the market.
The growth of the Middle East and Africa laundry detergents market is driven by the increasing popularity of liquid detergents. These offer convenience and versatility, as they dissolve easily in both cold and warm water. Liquid detergents are effective for stain treatment, gentle on fabrics, and increasingly favoured for their premium performance and ease of use in the region. In September 2024, Lufuno Rasoesoe, founder of Tosh Detergents in Mamelodi, shared the company’s plans to utilise the Partnering in Business with Germany Programme for global expansion. The company recognised the programme's valuable advantages, particularly in boosting exports to Germany, following the cooperation agreement between South Africa and Germany.
Competitive Landscape
The Middle East and Africa laundry detergents market key players are known for providing a wide range of products spanning categories such as personal care, healthcare, cleaning agents, and pet care. These companies are celebrated for their dedication to innovation, sustainability, and social responsibility, aiming to improve consumers' lives with high-quality products. They also take a leading role in corporate social responsibility, focusing on minimising environmental impact and promoting diversity and inclusion within their workforce.
The Procter & Gamble Company
Headquartered in Ohio, United States, Procter & Gamble (P&G) was established in 1837. The multinational consumer goods company is known for its wide range of personal care, household, and health products, including brands like Tide, Pampers, and Gillette. P&G focuses on innovation and sustainability in its offerings.
Henkel AG & Company, KGaA
Founded in 1876 and headquartered in Düsseldorf, Germany, Henkel is a leading global company in consumer and industrial sectors. Its products span areas such as home care, beauty, and adhesives. Renowned brands include Persil, Schwarzkopf, and Loctite, with a strong focus on sustainability and digital transformation.
Church & Dwight Co., Inc.
Established in 1846 and based in New Jersey, United States, Church & Dwight is a prominent manufacturer of household and personal care products. Known for brands like Arm & Hammer, Trojan, and OxiClean, the company prioritises innovation, affordability, and environmental responsibility in its product offerings.
S. C. Johnson & Son, Inc.
Founded in 1886, S. C. Johnson is headquartered in Wisconsin, United States. A global leader in household cleaning, storage, and air care products, it owns brands like Pledge, Windex, and Ziploc. The company focuses on sustainability and improving the quality of life for consumers worldwide.
Other key players in the Middle East and Africa laundry detergents market report are Unilever Plc, RSPL and Kao Corporation, among others.
Middle East and Africa Laundry Detergents Market Growth
The growth of the Middle East and Africa laundry detergents market is driven by the increasing demand for convenience, as more consumers seek easy-to-use solutions. Population growth and urbanisation lead to higher detergent consumption. Rising middle-class incomes boost sales, while innovation introduces effective, eco-friendly products to meet evolving needs. In October 2024, Ayéya, a beauty and lifestyle brand, officially launched its range of ethically sourced body care and home products at Whole Foods Market nationwide. The brand aims to empower African women and address climate change through sustainable products, supporting over 300,000 people in Ghana and Togo.
Brand recognition encourages established detergent brands to strengthen their Middle East and Africa laundry detergents market opportunities. A variety of liquid, powder, and pod options cater to different consumer preferences. The growing tourism industry drives increased demand for laundry detergents in hotels and resorts across the Middle East and Africa, while rising hygiene awareness further stimulates product usage. Additionally, eco-friendly products attract consumers who are more environmentally conscious.
Key Trends and Recent Developments
The growth of the Middle East and Africa laundry detergents market is driven by a shift towards eco-friendly products, a growing demand for premium offerings, the rise in online sales and e-commerce, and increasing awareness of health and hygiene.
July 2024
Good Mama detergent, produced by Eko Supreme Resources Nigeria, hosted the "Naija Queen Open Market Fashion Show" across Nigerian markets. The event rewarded customers with over 10 million Naira in prizes, thrilling participants and promoting the brand’s engagement with local communities.
March 2024
Tide Laundry Detergent, in partnership with Panda Stores, launched a Ramadan campaign offering free clothes with Tide pack purchases. This marked the introduction of Tide's "Fast Dissolving" detergent powder. The campaign also set a Guinness World Record for the largest Tide detergent box, while donating Eid clothing through Keswah Aisha charity.
February 2024
Sociowash, an integrated advertising agency, was awarded the digital mandate for Tide Arabia in the UAE. The agency was tasked with developing strategic creative approaches to boost the brand's online presence. Sociowash secured the account after successfully managing Tide India’s digital marketing efforts.
January 2021
Aspira Nigeria Limited introduced its Viva Plus Laundry Sanitizer Detergent Powder in Kano at an event held at Tahir Guest Palace, attended by customers, traders, and the media. The product, developed using multi-enzyme and eco-friendly technologies, is bleach-free, gentle on fabrics, and effective even in cold water.
Shift Towards Eco-friendly Products is Driving Growth of the Middle East and Africa Laundry Detergents Market
Consumers in the Middle East and Africa are placing greater importance on eco-friendly laundry detergents, favouring products with biodegradable ingredients, recyclable packaging, and fewer chemicals. This shift reflects increasing environmental awareness and sustainability trends. Brands are responding by providing more eco-conscious options for both urban and rural populations. In September 2023, Aspira Nigeria Limited's Viva Plus brand partnered with Planet 3R to advance its sustainable initiatives, aiming to promote environmentally friendly practices in Nigeria's detergent market.
Rising Demand for Premium Products is Boosting the Demand for the Middle East and Africa Laundry Detergents Market
The expanding middle class in the Middle East and Africa is driving increased demand for premium laundry detergents. Consumers are seeking high-quality, concentrated products, such as detergents for sensitive skin, fabric softeners, and stain removers, offering superior cleaning and garment care. This trend is particularly prominent among affluent households. According to the African Development Bank (AfDB), the African middle class, defined as those spending between USD 2 and USD 20 daily, now represents over 30% of the continent’s population, reflecting significant growth in recent decades.
Increased Online Sales and E-commerce Growth is Influencing the Middle East and Africa Laundry Detergents Market Dynamics and Trends
The growth of e-commerce in the Middle East and Africa is significantly impacting the laundry detergents market, with online sales increasing rapidly. Consumers are opting for the convenience, variety, and competitive pricing offered by online platforms. Brands are enhancing their digital presence, offering direct-to-consumer sales, and providing easy access to a broad range of products, including niche variants. The International Trade Administration reports that as of 2021, 69% of Africa’s web traffic came from mobile internet users, with projections suggesting the market will be nearly entirely mobile-based by 2040.
Health and Hygiene Awareness is a Significant Trend in the Middle East and Africa Laundry Detergents Market
Rising awareness of health, hygiene, and sanitation in the Middle East and Africa is driving demand for laundry detergents with antibacterial, antimicrobial, and allergen-free properties. Consumers are increasingly focused on eliminating bacteria and allergens from clothing, making sanitising detergents more sought after. According to WHO, in Africa, government regulations promote clean water access and sanitation, with policies improving Water, Sanitation, and Hygiene (WASH) practices. Public awareness campaigns and collaborations with local communities support these efforts, further boosting the demand for effective hygiene solutions in the laundry detergents market.
Middle East and Africa Laundry Detergents Market Trends
The Middle East and Africa laundry detergents market revenue is impacted by affordable pricing strategies, which improve accessibility for a wider audience. Enhanced product availability through both retail and online platforms makes detergents easier to purchase. Modern detergents offer better fabric protection and garment care. Expanded retail infrastructure enables broader product distribution, while technological innovations improve detergent effectiveness and sustainability to meet evolving consumer demands. In February 2024, Aspira Nigeria Ltd launched a detergent powder production plant with a capacity of 10,000 kg/h, using Desmet Ballestra's proprietary Spray Drying SABIZ technology. The company also opened a toilet/laundry soap plant with a 6,000 kg/h capacity, using Mazzoni LB’s "Universal-Integrated SCTU-C Process" technology.
Specialised detergents for various fabrics cater to diverse markets. Increased disposable incomes allow consumers to opt for premium products, and growing health awareness boosts demand for hypoallergenic detergents. Warm climates lead to higher detergent consumption, while cultural practices drive local product innovations.
Middle East and Africa Laundry Detergents Industry Segmentation
The EMR’s report titled “Middle East and Africa Laundry Detergents Market Report and Forecast 2025-2034” offers a detailed analysis of the market based on the following segments:
Market Breakup by Type
- Enzymatic
- Non-Enzymatic
- Powder
- Liquid
- Household
- Industrial and Institutional
- Saudi Arabia
- United Arab Emirates
- Nigeria
- South Africa
According to the Middle East and Africa laundry detergents market analysis, powder detergents dominate the market due to their affordability and effectiveness, particularly in removing stains from heavily soiled laundry and performing well in hot water washes. They have a long shelf life, are available in various sizes, and are suitable for both machine and hand washing, offering versatility and economy. Baya, a UAE-based company, caters to environmentally conscious consumers with its Eco-Friendly Laundry Detergent Sheets. These innovative sheets, made from plant-based biodegradable ingredients and compostable packaging, represent a significant shift towards sustainability and reducing plastic waste in the market.
The growth of the Middle East and Africa laundry detergents market is driven by the increasing popularity of liquid detergents. These offer convenience and versatility, as they dissolve easily in both cold and warm water. Liquid detergents are effective for stain treatment, gentle on fabrics, and increasingly favoured for their premium performance and ease of use in the region. In September 2024, Lufuno Rasoesoe, founder of Tosh Detergents in Mamelodi, shared the company’s plans to utilise the Partnering in Business with Germany Programme for global expansion. The company recognised the programme's valuable advantages, particularly in boosting exports to Germany, following the cooperation agreement between South Africa and Germany.
Competitive Landscape
The Middle East and Africa laundry detergents market key players are known for providing a wide range of products spanning categories such as personal care, healthcare, cleaning agents, and pet care. These companies are celebrated for their dedication to innovation, sustainability, and social responsibility, aiming to improve consumers' lives with high-quality products. They also take a leading role in corporate social responsibility, focusing on minimising environmental impact and promoting diversity and inclusion within their workforce.
The Procter & Gamble Company
Headquartered in Ohio, United States, Procter & Gamble (P&G) was established in 1837. The multinational consumer goods company is known for its wide range of personal care, household, and health products, including brands like Tide, Pampers, and Gillette. P&G focuses on innovation and sustainability in its offerings.
Henkel AG & Company, KGaA
Founded in 1876 and headquartered in Düsseldorf, Germany, Henkel is a leading global company in consumer and industrial sectors. Its products span areas such as home care, beauty, and adhesives. Renowned brands include Persil, Schwarzkopf, and Loctite, with a strong focus on sustainability and digital transformation.
Church & Dwight Co., Inc.
Established in 1846 and based in New Jersey, United States, Church & Dwight is a prominent manufacturer of household and personal care products. Known for brands like Arm & Hammer, Trojan, and OxiClean, the company prioritises innovation, affordability, and environmental responsibility in its product offerings.
S. C. Johnson & Son, Inc.
Founded in 1886, S. C. Johnson is headquartered in Wisconsin, United States. A global leader in household cleaning, storage, and air care products, it owns brands like Pledge, Windex, and Ziploc. The company focuses on sustainability and improving the quality of life for consumers worldwide.
Other key players in the Middle East and Africa laundry detergents market report are Unilever Plc, RSPL and Kao Corporation, among others.
Table of Contents
100 Pages
- 1 Executive Summary
- 1.1 Market Size 2024-2025
- 1.2 Market Growth 2025(F)-2034(F)
- 1.3 Key Demand Drivers
- 1.4 Key Players and Competitive Structure
- 1.5 Industry Best Practices
- 1.6 Recent Trends and Developments
- 1.7 Industry Outlook
- 2 Market Overview and Stakeholder Insights
- 2.1 Market Trends
- 2.2 Key Verticals
- 2.3 Key Countries
- 2.4 Supplier Power
- 2.5 Buyer Power
- 2.6 Key Market Opportunities and Risks
- 2.7 Key Initiatives by Stakeholders
- 3 Economic Summary
- 3.1 GDP Outlook
- 3.2 GDP Per Capita Growth
- 3.3 Inflation Trends
- 3.4 Democracy Index
- 3.5 Gross Public Debt Ratios
- 3.6 Balance of Payment (BoP) Position
- 3.7 Population Outlook
- 3.8 Urbanisation Trends
- 4 Country Risk Profiles
- 4.1 Country Risk
- 4.2 Business Climate
- 5 Global Laundry Detergents Market Analysis
- 5.1 Key Industry Highlights
- 5.2 Global Laundry Detergents Historical Market (2018-2024)
- 5.3 Global Laundry Detergents Market Forecast (2025-2034)
- 5.4 Global Laundry Detergents Market Share by Region
- 5.4.1 North America
- 5.4.2 Europe
- 5.4.3 Asia Pacific
- 5.4.4 Latin America
- 5.4.5 Middle East and Africa
- 6 Middle East and Africa Laundry Detergents Market Analysis
- 6.1 Key Industry Highlights
- 6.2 Middle East and Africa Laundry Detergents Historical Market (2018-2024)
- 6.3 Middle East and Africa Laundry Detergents Market Forecast (2025-2034)
- 6.4 Middle East and Africa Laundry Detergents Market by Type
- 6.4.1 Enzymatic
- 6.4.1.1 Historical Trend (2018-2024)
- 6.4.1.2 Forecast Trend (2025-2034)
- 6.4.2 Non-Enzymatic
- 6.4.2.1 Historical Trend (2018-2024)
- 6.4.2.2 Forecast Trend (2025-2034)
- 6.5 Middle East and Africa Laundry Detergents Market by Form
- 6.5.1 Powder
- 6.5.1.1 Historical Trend (2018-2024)
- 6.5.1.2 Forecast Trend (2025-2034)
- 6.5.2 Liquid
- 6.5.2.1 Historical Trend (2018-2024)
- 6.5.2.2 Forecast Trend (2025-2034)
- 6.6 Middle East and Africa Laundry Detergents Market by Application
- 6.6.1 Household
- 6.6.1.1 Historical Trend (2018-2024)
- 6.6.1.2 Forecast Trend (2025-2034)
- 6.6.2 Industrial and Institutional
- 6.6.2.1 Historical Trend (2018-2024)
- 6.6.2.2 Forecast Trend (2025-2034)
- 6.7 Middle East and Africa Laundry Detergents Market by Country
- 6.7.1 Saudi Arabia
- 6.7.2 United Arab Emirates
- 6.7.3 Nigeria
- 6.7.4 South Africa
- 6.7.5 Others
- 7 Regional Analysis
- 7.1 Saudi Arabia
- 7.1.1 Historical Trend (2018-2024)
- 7.1.2 Forecast Trend (2025-2034)
- 7.2 United Arab Emirates
- 7.2.1 Historical Trend (2018-2024)
- 7.2.2 Forecast Trend (2025-2034)
- 7.3 Nigeria
- 7.3.1 Historical Trend (2018-2024)
- 7.3.2 Forecast Trend (2025-2034)
- 7.4 South Africa
- 7.4.1 Historical Trend (2018-2024)
- 7.4.2 Forecast Trend (2025-2034)
- 8 Market Dynamics
- 8.1 SWOT Analysis
- 8.1.1 Strengths
- 8.1.2 Weaknesses
- 8.1.3 Opportunities
- 8.1.4 Threats
- 8.2 Porter’s Five Forces Analysis
- 8.2.1 Supplier’s Power
- 8.2.2 Buyer’s Power
- 8.2.3 Threat of New Entrants
- 8.2.4 Degree of Rivalry
- 8.2.5 Threat of Substitutes
- 8.3 Key Indicators for Demand
- 8.4 Key Indicators for Price
- 9 Trade Data Analysis (HS Code-342)
- 9.1 Major Importing Countries
- 9.1.1 By Value
- 9.1.2 By Volume
- 9.2 Major Exporting Countries
- 9.2.1 By Value
- 9.2.2 By Volume
- 10 Price Analysis
- 11 Value Chain Analysis
- 12 Competitive Landscape
- 12.1 Supplier Selection
- 12.2 Key Global Players
- 12.3 Key Regional Players
- 12.4 Key Player Strategies
- 12.5 Company Profiles
- 12.5.1 The Procter & Gamble Company
- 12.5.1.1 Company Overview
- 12.5.1.2 Product Portfolio
- 12.5.1.3 Demographic Reach and Achievements
- 12.5.1.4 Certifications
- 12.5.2 Henkel AG & Company, KGaA
- 12.5.2.1 Company Overview
- 12.5.2.2 Product Portfolio
- 12.5.2.3 Demographic Reach and Achievements
- 12.5.2.4 Certifications
- 12.5.3 Church & Dwight Co., Inc
- 12.5.3.1 Company Overview
- 12.5.3.2 Product Portfolio
- 12.5.3.3 Demographic Reach and Achievements
- 12.5.3.4 Certifications
- 12.5.4 S. C. Johnson & Son, Inc.
- 12.5.4.1 Company Overview
- 12.5.4.2 Product Portfolio
- 12.5.4.3 Demographic Reach and Achievements
- 12.5.4.4 Certifications
- 12.5.5 Unilever Plc
- 12.5.5.1 Company Overview
- 12.5.5.2 Product Portfolio
- 12.5.5.3 Demographic Reach and Achievements
- 12.5.5.4 Certifications
- 12.5.6 RSPL
- 12.5.6.1 Company Overview
- 12.5.6.2 Product Portfolio
- 12.5.6.3 Demographic Reach and Achievements
- 12.5.6.4 Certifications
- 12.5.7 Kao Corporation
- 12.5.7.1 Company Overview
- 12.5.7.2 Product Portfolio
- 12.5.7.3 Demographic Reach and Achievements
- 12.5.7.4 Certifications
- 12.5.8 Others
- 13 Consumer Analysis
Pricing
Currency Rates
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