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.
Coronavirus (COVID-19) has shaken up consumer goods and service industries in the Middle East, putting pressure on supply chains and depressing sales as lockdowns and job losses squeeze discretionary spending. Essential items such as packaged food,…
The coronavirus (COVID-19) pandemic has triggered the most severe global recession since World War II. In Q4 2020, the end of the pandemic started as countries began administering effective vaccines among the population; however, vaccine distribution…
The COVID-19 pandemic has disrupted the consumer goods market in Sub-Saharan Africa, with recovery expected to take place over time. Consumers expenditure has been negatively affected, as value seeking consumers shift to essential products. The…
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…
The COVID-19 pandemic has brought about significant changes in business models and consumer behaviour, as well as altering the ways and the geography many of us live, work, study and play. Understanding what changes will stick after the pandemic…
The COVID-19 pandemic boosted dishwashing sales in 2020, as many nations entered strict lockdowns to curb the spread of the virus. Demand was driven by more frequent home cooking and remote working, while changes in consumer purchasing behaviour…
The briefing introduces the Cities Households Necessities Spending Index. The index ranks 1,075 cities by household expenditure on non-discretionary items, namely food, housing, and clothing and footwear. This analysis focuses on 160 major cities.…
This report examines inflation levels and drivers globally and in key countries. Global inflation is reaching a peak, although geopolitical risks and uncertainty in the energy market remain key risks. The impact varies between countries, with…
Now in its seventh edition, this report explores the top digital shopper trends that will redefine commerce the most in the year ahead. Some of the trends included in this edition touch on topics such as second-hand shopping, community group buying,…
This report examines inflation levels and drivers globally and in key countries. In 2023, global inflation is expected to ease from its peak in 2022, but remaining significantly above-trend. Geopolitical risks and uncertainty in the energy market are…
This report examines inflation levels and drivers globally and in key countries in Q4 2023 and 2024. Global inflation is moderating, although divergence remains among the key economies. Higher volatility in the energy markets and disruption of…
In 2023, home care in Angola has seen the alleviation of importation bureaucracy and governmental efforts to regulate product prices. Despite a marginal decrease, not all products were uniformly affected. Pricing and product availability continue to…
Technological advances in 2024 will continue to reshape consumer behaviour. This annual report explores the top five digital shopper trends that will redefine commerce the most in the year ahead. Some of the trends included in this report’s edition…
Air care continues to witness steady value growth in 2023. Like most categories in home care, air care has been affected by surging inflation rates and the ongoing war in Ukraine. Economic uncertainty, linked to high inflation and the devaluation of…
Bleach is a very popular home care product in Algeria. Despite its potent odour and potentially hazardous qualities, consumers prefer to use bleach because of its great reputation for eliminating all microorganisms. In Algeria, bleach is a…
Dishwashing has witnessed a slightly slower pace of volume and value growth in 2023, as compared with the previous year. The ongoing economic downturn and soaring inflation, which continues to be impacted by the war in Ukraine, has made Algerians…
Home care is witnessing a positive performance in 2023, although some growth momentum has been lost in volume and value terms. Algeria’s growing population and the rising levels of hygiene awareness in society is stimulating demand for home care…
Home insecticides are largely purchased out of necessity, but overall demand is being influenced by the underlying population growth in Algeria and urbanisation. One of the main catalysts for sales growth is rising average annual temperatures, as…
Ongoing economic hardship and surging inflation rates continue to impact purchasing decisions, with many Algerian consumers refraining from purchasing anything other than basic laundry care products in an attempt to reign in household spending.…
Polishes felt the impact of difficult economic conditions in 2023, with volume sales slowing marginally year on year. The ongoing pressure on household budgets has weakened sales of polishes as consumers prioritise expenditure on essential goods. The…
In 2023, surface care registered a weaker performance in volume terms, as consumers grapple with the high costs of living. The local economy struggled to recover from inflationary pressures and the ongoing Russian-Ukrainian conflict. Many…
In Algeria, toilet care products are perceived as a less essential home care product. In the face of economic uncertainty and limited purchasing power, consumers have shifted away from using toilet care. Sales performance has also been hampered by…
Perceived as discretionary products, air care experienced a sharp decline in demand in 2023, as local consumers shifted to more essential commodities. The high inflation rate and currency devaluation forced consumers to limit their expenditure on…
Most areas in air care recorded a retail volume sales decline in 2023 due to high inflation and the increase in unit prices that triggered the double-digit retail value growth in current terms. The affordability of gel air fresheners and…
Home-made candle air fresheners has emerged as a key category trend in Tunisia. This trend gained momentum in the review period, with a further increase in interest witnessed in 2023. The offer is characterised by the crafting of air care products,…
Perceived as an essential home care product in Egypt, sales volumes of bleach maintained their growth in 2023. In addition to its primary use of bleaching clothes, bleach is also used for other household tasks such as cleaning bathrooms, removing…
Bleach performs well in retail volume growth regardless of the high inflation that impacted consumers' purchasing power. The product is considered essential in-home care, with consumers applying bleach to their white clothes or clothes with stubborn…
In 2023, the cost of bleach was noticeably on the rise. Several factors, led by high inflation, which caused elevated costs of imported raw materials and production, exerted upward pressure on unit prices of bleach in Tunisia. Moreover, distribution…
In 2023, demand for dishwashing in Egypt continued to be driven by hand dishwashing, due to habit persistence and affordable prices. In addition, the possession rate of dishwashers in the country is extremely low. Therefore, hand dishwashing…
Due to its essential nature, hand dishwashing continued to grow in retail volume during 2023 despite increased prices, high inflation, and declining purchasing power. Due to the high cost of transportation after the removal of fuel subsidies, most…
Automatic dishwashing witnessed the highest growth in both retail volume and value terms in 2023. While the household possession rate of dishwashers remained very low, it continued to grow steadily at the end of the review period. Indeed, growth…
The annual inflation rate in Egypt had accelerated to 38% by September 2023, negatively impacting the average
Home care experienced substantial, double-digit retail value growth in 2023, driven by rising inflation and increased price points. However, the government's removal of the fuel subsidy hit consumers hard, along with rising prices, and the sharp…
Home care in 2023 presented a challenging landscape, marked by a level of retail volume stagnation in several categories. This performance was due to several factors, but especially inflation and financial and economic crises and a concomitant…
Population growth and a rising number of households provided sales drivers for home insecticides at the end of the review period. Demand for home insecticides remained stable in 2023, and was almost unaffected by the increase in unit prices. However,…
The high inflation rate fuelled double-digit retail value growth for home insecticides, with consumers constrained budgets contributing to the strong growth of mosquito coils and other home insecticides in volume terms. These products are viewed by…
The dominant format, spray/aerosol insecticides, continued to register the highest growth in retail volume and current value terms in 2023. This performance was driven by the enduring popularity, perceived fast and effective action and wide…
The impact of high inflation on the average unit price of laundry care, with the latter recording a second consecutive year of double-digit growth, led to slower retail volume sales growth in 2023, in particular for automatic detergents, which drives…
High inflation fuelled retail value growth in 2023, leading to double-digit value results for laundry care. Despite the price increases, sub- categories such as hand wash detergent and bar soap registered retail volume growth due to their essential…
Laundry care in Tunisia remained undeveloped in 2023, with a limited choice of products. Laundry detergents continued to account for the vast bulk of sales in both retail volume and current value terms. While there was a demand for liquid fabric…
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…
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…
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…
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…
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…
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…
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…
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…
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…
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…