According to a new report by Expert Market Research titled, “Middle East and Africa Household Care Market Share, Size, Report and Forecast 2024-2032″, the Middle East and Africa household care market size grew significantly in 2023. Aided by the growing middle-class population, urbanisation trends, and the increasing emphasis on hygiene and cleanliness, the market is projected to further grow at healthy rate in the forecast period.
The household care sector comprises an array of products that cater to cleanliness, maintenance, and the overall upkeep of homes. This includes products like detergents, dishwashing liquids, floor cleaners, disinfectants, and fabric softeners, among others. In the MEA region, these products are seeing burgeoning demand due to a myriad of reasons.
Foremost, urbanisation plays a significant role. As more people move to urban areas, seeking better employment opportunities and lifestyles, they are exposed to global living standards and practices. This urban shift often correlates with an uptick in household care product consumption, driven by the desire for better living conditions and standards.
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Moreover, the rising middle-class demographic, especially in nations like Saudi Arabia, UAE, South Africa, and Nigeria, is pushing the Middle East and Africa household care market demand. This demographic often represents a consumer base that is both willing and able to invest in premium household care products, leading to an upscale in both market volume and value.
A noticeable trend, especially post the global pandemic, is the heightened awareness around hygiene and cleanliness. With health advisories stressing the importance of a clean environment in curbing the spread of pathogens, households are increasingly opting for disinfectants, antiseptic wipes, and specialised cleaners. This health-centric trend has considerably boosted sales in the household care sector.
The blend of global and local players is influencing the Middle East and Africa household care market outlook. While international brands are popular, there’s a strong undercurrent of demand for local products, often perceived as tailored for regional needs and preferences. Local brands, leveraging this, have been able to carve out significant market shares by offering products that resonate with cultural nuances and specific needs of the MEA populace.
Furthermore, the cosmetic industry’s influence is not restricted to personal care but extends its tendrils into household care as well. Ingredients known for their pleasant fragrances, such as oud, rose, and saffron, common in Middle Eastern fragrances, are being integrated into household products. The resultant fusion appeals to consumers who appreciate the familiar and favoured regional scents.
As per the Middle East and Africa household care market analysis, innovation is another driving factor. As manufacturers invest in research and development, products are continuously evolving. Eco-friendly detergents, enzyme-based cleaners, and organic disinfectants are just a few examples of how the industry is adapting to global sustainability trends and consumer demands for greener products.
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Market Segmentation
The market can be divided based on products, and country.
Market Breakup by Products
• Laundry Detergents
• Laundry Additives
• Dishwashing
• Hard Surface Cleaners
• Toilet Care
• Others
Market Breakup by Country
• Saudi Arabia
• United Arab Emirates
• Nigeria
• South Africa
• Others
Competitive Landscape
The EMR report looks into the market shares, plant turnarounds, capacities, investments, and mergers and acquisitions, among other major developments, of the leading companies operating in the Middle East and Africa household care market. Some of the major players explored in the report by Expert Market Research are as follows:
• Unilever
• Procter and Gamble
• Henkel AG and Co. KGaA
• The Clorox Company
• S.C. Johnson and Son Inc.
• Church and Dwight Co., Inc.
• Colgate-Palmolive Company
• Others
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