Market research on the home care industry. Our reports feature a ...
Market research on the home care industry. Our reports feature a wealth of standardised and cross-comparable statistics including total market sizes, market share and share data, distribution and industry trends.
Retail volume growth of toilet care in South Africa slowed in 2023 compared to the previous year. The country witnessed high-scale inflation, shifting a change in consumer behaviour. This was in addition to increasing costs of transport, fuel and…
Purchases of surface care in South Africa are included in many consumers’ grocery shopping budgets. In 2023, food inflation peaked at double digits, limiting affordability, in addition to a further rise in unit prices of surface care. This scenario…
Polishes in South Africa recorded positive retail value growth in 2023, despite another fall in overall demand. The growth in value was attributable to the rapidly rising inflation rate. With higher unit prices of polishes, local consumers continued…
Laundry care in South Africa recorded a flat performance in 2023, although the largest category of laundry detergents continued to experience rising demand, a trend supported by a marginal decline in the average unit price. Laundry care in the…
Demand for home insecticides in South Africa continued to rise in 2023, with the country experiencing a surge in the presence and number of German cockroaches. Climate change oriented around wet and humid summers earlier in the year perpetuated the…
Overall demand for home care in South Africa remained stable in 2023, despite some variations in performance across the categories. While there may be a difference between high-income and low-income individuals in South Africa, the impact of elevated…
Overall demand for dishwashing in South Africa continued to rise in 2023, supported by both automatic dishwashing and the dominant hand washing format. The number of dishwashers owned pre-pandemic when compared to after the lockdowns in South Africa…
Demand for bleach in South Africa remained stable in 2023, with some consumers choosing this more affordable alternative to surface care due to the impact of inflation on disposable incomes. However, inflationary pressures resulted in category leader…
Demand for air care in South Africa continued to rise in 2023, albeit with marginally slower volume sales growth compared to the previous year, as the country experienced a surge in inflation. This contributed to higher company revenues and profits…
Toilet care in Morocco saw healthy growth in current value terms in 2023, continuing the trend of the previous year. Sales remained dominated by toilet liquids/foams, thanks to their significantly cheaper prices compared to in-cistern devices. In…
Surface care in Morocco sales achieved buoyant growth in current value terms in 2023.. However, this was partly due to an increase in unit prices, thanks to increases in energy, raw material and transport costs. The category is dominated by…
Polishes in Morocco posted positive growth in current value terms in 2023, albeit from a lower base. Such products still have a niche status in the country and are largely considered to be expensive and unnecessary. As such, they tended to be…
Laundry care in Morocco saw healthy growth in current value terms in 2023, continuing the trend of the previous year. However, this was partly due to inflationary pressures, as manufacturers, squeezed by rising energy and other input costs, opted to…
Home insecticides in Morocco continued to perform well in 2023, with healthy growth in current value terms.
Homecare in Morocco saw a positive performance in current value terms in 2023, continuing the trend of the previous year. However, this was mainly due to inflationary pressures, rather than any significant upturn in demand. With manufacturers…
Dishwashing in Morocco saw healthy growth in current value terms in 2023. This was partly due to an increase in unit prices, on the back of rising production costs. Nevertheless, these price increases were somewhat counteracted by heavy discounting…
Bleach in Morocco posted relatively modest current value growth in 2023, with sales remaining static in volume terms. This was due to its maturity, combined with a lack of product innovation. The product has an old-fashioned image in the country,…
.Air care in Morocco witnessed a positive growth in current value terms in 2023, continuing the trend of the previous year. Spray/aerosol air fresheners continued to be the most widely used product type, as well as posting the strongest overall…
Despite the increasing demand for toilet care in Kenya on account of the ongoing urbanisation trend, rim blocks and liquids have yet to gain popularity among local consumers. This underpins the still low demand and low visibility of these types of…
Chandaria Industries has introduced a new product to surface care in Kenya. The company's Velvex oven cleaner is intended to meet the growing consumer demand for specific solutions to home cleaning needs. With only a limited number of brands offering…
Shoe polish continued to dominate the market size of polishes in Kenya and register the fastest retail volume and value growth at the end of the review period. However, retail volume and current value growth rates for shoe polish were slower in 2023,…
Laundry care in Kenya has seen significant development. For example, LG Electronics tapped into the growing demand for laundry services in Mombasa by opening its first commercial laundry shop. This move is a response to the rising demand for…
There was a growing demand for home insecticides in Kenya in 2023. This was especially visible amongst the burgeoning urban population, supported by a rise in the disposable incomes of the country's growing middle-class consumer base. With improving…
Home care in Kenya has undergone significant shifts in the post-Coronavirus (COVID-19) period, reflecting increased awareness of sanitation and cleanliness to safeguard health and prevent the spread of diseases. The demand for home care products has…
In the highly competitive landscape of dishwashing in Kenya, brand owners actively targeted consumers with promotions and special offers and deals. Small-scale local manufacturers and consumers interested in do-it-yourself (DIY) were more inclined to…
Bleach in Kenya continued to be impacted by the issue of affordability in a tough economic climate at the end of the review period. Bleach products can be quite expensive, making it a challenging purchase option for lower-income consumers in the…
Air care in Kenya enjoyed further strong retail volume and current value growth in 2023, supported by fragrance innovations and a growing middle-class consumer base amid rising urbanisation. Considerable growth in the category was stimulated as…
Despite a heightened awareness of hygiene in Cameroonian households, compounded by the pandemic, there exists a notable limitation in consumer familiarity with contemporary toilet care cleaning solutions. This is partly attributed to the prevalent…
Surface care in Cameroon in 2023 was being driven by the popularity of multi-purpose cleaners, which command widespread consumer preference due to their cost-effectiveness, versatility, and abundant availability. The presence of local brands and…
Polishes remained dominated by shoe polish in Cameroon in 2023, with sales supported by a noted uptick in the importation of shoe polish products in the country. Ultimately, the higher availability of shoe polish resulting from this, is helping to…
Bar detergents and handwash detergents maintained their popularity in laundry care in Cameroon in 2023, due to the traditional prevalence of such formats in the country. Despite bar detergents being a mature category, the household bar soap format…
Spray/aerosol insecticides remained the most popular format in insecticides in Cameroon in 2023, primarily owing to their user-friendly application, and swift and precise pest control which targets a broad spectrum of insects. The convenience of…
Home care was experiencing a stabilisation effect in Cameroon in 2023, following a substantial escalation in unit prices in 2022, primarily attributed to inflationary pressures and supply chain challenges, notably affecting categories such as bar…
Hand dishwashing continued to dominate in dishwashing in Cameroon in 2023, with automatic dishwashing remaining conspicuously absent. Handwashing dishes has traditionally been the norm in the country and continues to be the prevailing practice among…
Bleach remained a consolidated category in Cameroon in 2023, with La Croix from Colgate-Palmolive Co holding just under half of all share. Indeed, this historical dominance has been steadfast, owing to the brand's well-established presence and the…
Sales in air care in Cameroon in 2023 continued to be driven by the popularity of spray/aerosol air fresheners. These products offer easy accessibility, offer affordable pricing, and a high level of consumer familiarity. The utilisation of…
In 2023, consumer habits did not change strongly, despite the global inflationary environment. Most products increased in price due to macroeconomic factors like higher fiscal pressure, the rising cost-of-living and the effect of US dollar…
Home care continued to see dynamic growth in current value terms across all categories in 2023, but this was due to soaring inflation and the rising cost of imports. In contrast, volume sales dropped sharply as consumers were forced to prioritise…
Home care posted stronger growth in retail volume terms in 2023 compared to 2022 with sales boosted by more stable prices and renewed consumer confidence. The consumer base for home care is widening due to investment in sanitation projects and modern…
In 2023, the home care market in Uganda continued to see demand supported by heightened levels of hygiene awareness resulting from the COVID-19 crisis and the subsequent outbreak of Ebola. In addition, population growth, retailing development and…
Demand for home care in Tanzania is rising, backed by an expanding middle class, urbanisation and increasing awareness about the various benefits of these products and the importance of good hygiene in the home. Nonetheless, volume growth slowed in…
Modern grocery retailers, such as supermarkets and hypermarkets, play a pivotal role in the category in Tunisia as the primary sellers of imported toilet care brands. These retailers offer notable international brands like Harpic (Reckitt Benckiser…
Toilet care performed well in 2023, as consumers focused on essential home care products that responded to their hygiene and sanitation needs in order to prevent diseases. Despite the high inflation, toilet care recorded a slight growth in retail…
Unlike many other home care categories, toilet care only experienced a marginal rise in demand during the first year of the pandemic, as consumers relied on bleach and surface care, both carrying lower average unit prices, for their enhanced hygiene…
There has been a noticeable rise in the offer and presence of international surface care brands in modern retail channels in Tunisia, such as supermarkets, hypermarkets, discounters and, in some cases, retail e-commerce. The owners of international…
Rising price points in 2023 will lead to double-digit retail value growth for surface care, driven by home care disinfectants, oven cleaners, and multi-purpose cleaners. Despite rising prices, surface care only registered a slight drop in retail…
Surface care witnessed an increase in prices by an average of 26% in 2023, but maintained positive sales in volume and value terms with respective growth rates of 2% and 28%. The higher prices were driven by currency devaluation, a high inflation…
All significant categories (floor polish remained negligible) posted positive retail volume and value growth at the end of the review period. Indeed, they all posted their fastest increases of the review period in 2023. Metal polish continued to…
Polishes recorded a decline in retail volume terms, while high inflation rates triggered double-digit retail sales value growth in 2023. Many do not consider polish an essential product, with consumers focused on perceived essentials amid poor…
Except for shoe polish, retail volume sales of polishes continued to decline in 2023, due to high inflation and pressure on disposable incomes. Perceived as discretionary products, floor, metal and furniture polishes suffered significant declines in…