Laundry care sales recorded healthy growth in 2020, with consumers in Middle East and Africa buying these products in greater amounts after 2019’s decline. Coronavirus (COVID-19) and its economic impact saw some consumers relying more on old favourites like hand wash or bar detergents, while the previously dynamic, albeit still very small, liquid tablet detergents saw slowing growth, given these products’ higher-than-average prices.
This report comes in PPT.
After recording positive growth throughout the earlier years of the historic period in Middle East and Africa, laundry care saw sales decline in 2019, with disappointing performances recorded in Nigeria and Iran, among others. In Nigeria, the slow economy since 2016 had been negatively impacting consumers’ buying power care, with record inflation and devaluation of the local currency increasing price sensitivity among consumers.
Although, in many countries in the region, the measures implemented to try and contain the spread of COVID-19 further exacerbated consumer price sensitivity, the pandemic also focussed attention on hygiene and cleanliness. As a result, nearly all regional markets were recording positive growth in 2020, even if some of the more expensive products (eg laundry aids) were struggling.
The pandemic focused consumers’ attention on health, which is likely to translate into growing interest in natural or green products. As a result, sustainability should become increasingly important. However, while some better-off consumers will increasingly look for eco-friendly brands or products that use more sustainable production processes and recyclable packaging, the bulk of consumers in most countries will still be focussed on value for money in their laundry care products.
Most countries in the region will record positive forecast period CAGRs, with Saudi Arabia and Egypt leading the way in terms of both percentage and actual sales growth. Powder detergents will continue to dominate sales, with concentrated powder detergents most dynamic in 2020-2025. There will be growing consumer awareness of the benefits of concentrated detergents, especially with many people having tried out new products during the pandemic.
This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.
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