Home care sales in Middle East and Africa saw a spike in demand in 2020, with the pandemic leading to heightened hygiene concerns among consumers. Nevertheless, sales have continued to grow in the subsequent years in both volume and real value terms, in spite of home care in a number of countries in the region operating in a tough economic climate at the end of the 2018-2023 period. Further growth is expected in the coming years, with laundry care remaining the dominant category in home care.
This report comes in PPT.
The economic environment in many of the region’s countries at the end of the review period was an inflationary one, putting pressure on manufacturers in terms of rising costs and consumers in terms of falling purchasing power. However, despite some downtrading or waiting for discounts and promotions among shoppers, growth held up relatively well in most countries, given that many home care items are seen as key products in terms of household cleanliness and even personal hygiene.
Some countries in the region already have high possession rates for dishwashers and washing machines, with a few at or close to 100% for the latter, but continued growth is generally expected in both for many countries. This should help drive sales of both automatic detergents and automatic dishwashing products in Middle East and Africa over the forecast period.
While small local grocers dominate sales in a number of the African nations, modern grocery retailers lead in the Middle East, with supermarkets also the leading channel in South Africa and Kenya. E-commerce has a 4% share regionally, reaching 11% in Israel, where consumers value its easy price comparisons and competitive pricing. E-commerce in Israel has also benefited from players ongoing investments in the channel, including improving the range and efficiency of deliveries.
The local economy is expected to continue benefiting from increasing numbers of working women as part of Saudi Arabia’s Vision 2030 initiative. An expanding female workforce is helping to boost Saudi Arabia’s economic growth through greater expenditure per household. Vision 2030 is also slated to significantly increase the number of inbound visitors to the Kingdom, thereby boosting the potential consumer base, particularly in high season, for a wide range of fmcg goods.
This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.
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