Africa Household Products

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 ...

Home care in Tanzania saw demand rise in 2024, fuelled by robust trends: an expanding middle class, urbanisation, population growth and greater awareness of products and their uses and benefits for hygiene and cleanliness. Nonetheless, inflationary pressures and price rises saw many consumers choose ...

In 2024, home care in Ghana experienced growth in volume sales despite significant price increases across the sector. Products such as washing powder, bleach, and dishwashing soap are expected to see the most growth, as they remain the most frequently purchased household items. However, rising costs ...

In 2024, home care in Ethiopia has faced rising prices due to high inflation and a foreign exchange shortage, limiting consumer demand. Small-scale manufacturers of liquid detergents have grown, meeting price-sensitive needs, while private label products have gained traction as affordable alternativ ...

Home care saw sales grow in both volume and value terms in Côte d’Ivoire in 2024. There was inflationary pressure on prices but competition and substitutes prevented more significant price increases. The market saw growth driven by favourable demographics, real estate expansion and the extension of ...

Home care in Uganda saw fast retail volume and current value growth in 2024. Demand rose amid heightened hygiene standards in the wake of outbreaks of COVID-19 and diseases. Lower inflation, population growth, retailing development and urbanisation also spurred popularity. However, these products we ...

Air care in South Africa showed retail current value growth in 2024, maintaining the stable growth trend seen in recent years, with increases seen across all categories. Demand for air care products is supported by the rising trend of consumers shopping for mood-enhancing wellness products. As the n ...

Polishes have suffered from Egypt’s economic crisis with soaring inflation and high costs of living forcing consumers to prioritise essential household goods instead. Households have reduced the number of products used to clean the household. In place of floor polishes, consumers switched to using f ...

As an essential home care product, retail volume sales of bleach maintained a steady pace in Egypt. In addition to its primary use of bleaching clothes, it is used for a variety of household tasks like cleaning bathrooms, removing mildew, and cleaning glass dishes. Average unit prices of bleach incr ...

Air care in Algeria in 2024 registered moderate volume growth, in spite of inflation still being an issue. Air care in an immature product area, with plenty of room for further growth and this supported volume growth. Increasing local production, with more affordable offerings, also gave a further b ...

Polishes in South Africa maintained retail current value growth in 2024, but failed to show retail volume growth. Volume sales of polishes showed a slight decline, continuing the trend seen for a number of years. Demand for polishes has been lower, partly due to the difficult economic conditions, an ...