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Middle East & Africa Household Cleaning Products Market Outlook, 2028

Middle East & Africa Household Cleaning Products Market Outlook, 2028

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Middle East & Africa Household Cleaning Products Market Outlook, 2028
The household cleaning products market in the Middle East and Africa region has experienced steady growth in recent years. The market is driven by various factors, including population growth, urbanization, rising disposable incomes, changing lifestyles, and increased awareness of hygiene and cleanliness. The MEA region, which encompasses diverse countries with unique cultural backgrounds, has experienced rapid urbanisation, population growth, and increasing disposable incomes, all of which have contributed to the rising demand for household cleaning products. As urban centres continue to expand and more households adopt modern living standards, there is a growing emphasis on maintaining hygiene and cleanliness, further propelling the demand for effective cleaning solutions. Additionally, the prevailing global health concerns, such as the COVID-19 pandemic, have heightened awareness of the importance of proper sanitation and hygiene practises, fueling the need for household cleaning products that offer germ-killing capabilities. As a result, the MEA household cleaning product market has become a dynamic landscape with a wide array of product categories, including surface cleaners, laundry detergents, dishwashing products, toilet cleaners, air fresheners, and more, catering to the diverse needs of consumers across the region. Local and international brands compete for market share, employing innovative marketing strategies to enhance brand visibility and consumer trust.

According to the research report, ""Middle East and Africa Household Cleaning Products Market Outlook, 2028,"" published by Bonafide Research, the Middle East and Africa Household Cleaning Products market is expected to cross USD 17.28 Billion in size by 2028. The region's increasing urbanisation rate and population growth have led to a rise in the number of households and an increased demand for household cleaning products. Manufacturers' focus on product innovation, including advanced formulations and packaging, coupled with effective branding and marketing, has influenced consumer preferences. Further, unique and exotic fragrances cater to regional preferences and cultural diversity, enhancing the appeal of household cleaning products. There are several government initiatives regarding the market, including the fact that several governments in the Middle East and Africa have introduced eco-labelling programmes and green certifications for household cleaning products. These certifications assure consumers that the products meet specific environmental standards and are less harmful to the environment. The Some countries have imposed restrictions or bans on the use of certain harmful ingredients in cleaning products, such as phosphates and certain chemical compounds, to protect public health and the environment. Governments provide incentives and support to promote local manufacturing of household cleaning products, fostering domestic production and job creation. Government agencies often conduct public awareness campaigns to educate consumers about the importance of safe and effective use of household cleaning products as well as the significance of eco-friendly alternatives. Further, hospitality and cleanliness are highly valued in many Middle Eastern and African cultures. A clean and tidy home is often seen as a reflection of the family's respect and care for guests. In Islamic cultures, cleanliness is emphasised in religious practises, with specific guidelines for personal and household hygiene. This can influence the demand for cleaning products that meet specific religious requirements.


Based on countries, the UAE, Saudi Arabia, and South Africa are among them. Saudi Arabia is dominating the Middle East and Africa Household cleaning products market with more than 15% market share in 2022. Further, Based on the Application segments considered in this report, which include fabric, kitchen, floor, bathroom, and Others (Windows), among them, fabric is leading the market with more than 47% in 2022.
Saudi Arabia is the largest economy in the Middle East and one of the wealthiest countries in the region. The country's high per capita income and strong purchasing power contribute to the demand for household cleaning products. Furthermore, Saudi Arabian culture places a strong emphasis on cleanliness and hygiene, both in homes and public spaces. This cultural aspect contributes to the consistent demand for effective household cleaning products. Saudi Arabia has a well-developed modern retail infrastructure, with hypermarkets, supermarkets, and online platforms offering a wide variety of household cleaning products. The accessibility of these products enhances their popularity. Based on the application segment, Fabric is leading the market. In many Middle Eastern and African cultures, clean and fresh laundry is highly valued. People take pride in well-maintained clothing and linens, which drives the demand. Furthermore, the Bathroom as an application of cleaning products will grow at the highest CAGR rate. In the MEA region, there is a strong cultural emphasis on hygiene and cleanliness, particularly in the bathroom, which is considered a vital space for personal care and well-being. Keeping the bathroom clean and fresh is seen as essential to daily routines. As urbanisation and modern living standards increase in the MEA region, bathrooms are becoming more prevalent and are commonly equipped with modern fixtures and amenities, leading to higher cleaning requirements. Furthermore, the Middle East and Africa region is a popular tourist destination, and the hospitality industry places a significant emphasis on maintaining clean and sanitised bathrooms in hotels, resorts, and other accommodation facilities.

Based on the product types segment, which includes laundry detergents, Dishwashing Products, Surface cleaners, floor cleaners, and Toilet Care Products, laundry detergents are dominating the market with the highest market share of above 60% in 2022.

The Middle East and Africa region's diverse climates and cultures result in various fabric types and clothing materials being used. Each fabric type requires specific care, leading to a demand for a wide range of laundry detergents catering to different fabric care needs. As fashion trends evolve, people tend to update their wardrobes more frequently, leading to higher laundry needs and detergent consumption. The region is a popular tourist destination, and the hospitality industry places a significant emphasis on maintaining clean and fresh linens, driving demand for laundry detergents in hotels, resorts, and other accommodation facilities. The trend of pod-based laundry detergents was expected to grow as more consumers in the MEA region became aware of this convenient and easy-to-use laundry solution. Increased marketing efforts and product visibility have contributed to greater consumer adoption. As urbanisation progresses in the MEA region, more households have adopted modern washing machines, which are often compatible with pod-based detergents. This has influenced the trend towards pod laundry detergents.

Based on the Distribution channels considered in this report, they include supermarkets and hypermarkets, convenience stores, online retail stores, and other distribution channels. Among them, supermarkets and hypermarkets will have the highest market share in 2022.

The MEA region was witnessing an increase in internet penetration and smartphone usage, enabling more consumers to access and shop online. Furthermore, the growth of e-commerce platforms and online marketplaces in the MEA region has provided consumers with a wide range of product options, including household cleaning products from various brands and categories. However, online reviews and recommendations from other consumers can influence purchasing decisions, helping consumers make informed choices about household cleaning products. There are several online stores that offer household cleaning products on the market, including Jumia, Souq, Noon, and more. Furthermore, convenience stores are also contributing to the growth of the market. Convenience stores are typically located in easily accessible and densely populated areas, such as urban centres and residential neighbourhoods. This makes them a convenient option for consumers to purchase household cleaning products quickly and easily without travelling far. Furthermore, in the tourist-centric regions of the MEA, convenience stores located near tourist attractions or hotels experience higher demand for household cleaning products from travellers seeking travel-sized or disposable cleaning items.

Based on the Nature types, which include Natural and chemical, chemical is leading the market in the Middle East and Africa with the highest market share in 2022.

Chemical-based cleaning products are often formulated with powerful and effective ingredients that can efficiently remove tough stains, dirt, and grease from various surfaces. This high cleaning performance is a significant factor in their popularity among consumers. Chemical-based cleaning products often have a longer shelf life compared to some natural or eco-friendly alternatives, providing consumers with a more extended period to use the product. In the future, natural types of household cleaning products will grow at the highest rate; there is a growing awareness of environmental issues and the importance of sustainable practises in the MEA region. Consumers are becoming more conscious of the impact of traditional chemical-based cleaning products on the environment and seeking eco-friendly alternatives. Social media and influencer marketing play a significant role in raising awareness about natural-based household cleaning products. Social media influencers and eco-conscious advocates can influence consumer preferences and choices.

Companies Covered in this Report:

Unilever plc, The Procter & Gamble Company, Henkel AG & Co. KGaA, Colgate-Palmolive Company, The Clorox Company, Church & Dwight Co., Inc., Reckitt Benckiser Group plc, Kao Corporation, Amway Corporation, Godrej Consumer Products Limited, Ecolab Inc. , S. C. Johnson & Son, Inc, Lion Corporation and Dabur Ltd.

Considered in this report

• Geography: Middle East and Africa
• Historic year: 2017
• Base year: 2022
• Estimated year: 2023
• Forecast year: 2028

Aspects covered in this report

• Middle East and Africa Household Cleaning Products market Outlook with its value and forecast along with its segments
• Country-wise Household Cleaning Products market analysis
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

Country covered in the report:

• Saudi Arabia
• South Africa

By Products types

• Laundry Detergents (Powder, Liquid, Pod, Fabric Softeners and Conditioners, Stain Remover)
• Dishwashing Products (Liquid, Tablet, Bar, Powder, Paste)
• Surface Cleaner / Floor Cleaner (Floor cleaner, Specialized Cleaner, Multi-Purpose)
• Toilet Care Products (Liquid, In-cisterns & rim Block, other)
• Glass Cleanser Products

By Nature type:

• Chemical
• Natural

By Application:

• Fabric
• Kitchen
• Floor
• Bathroom
• Others (Windows)

By Distribution channel

• Supermarkets/Hypermarkets
• Convenience Stores
• Online Retail Stores
• Other Distribution Channels

The approach of the report:

This report consists of a combined approach of primary and secondary research. Initially, secondary research was used to get an understanding of the market and list the companies that are present in it. The secondary research consists of third-party sources such as press releases, annual reports of companies, and government-generated reports and databases. After gathering the data from secondary sources, primary research was conducted by conducting telephone interviews with the leading players about how the market is functioning and then conducting trade calls with dealers and distributors of the market. Post this; we have started making primary calls to consumers by equally segmenting them in regional aspects, tier aspects, age group, and gender. Once we have primary data with us, we can start verifying the details obtained from secondary sources.

Intended audience

This report can be useful to industry consultants, manufacturers, suppliers, associations, and organisations related to the artificial lawn industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing and presentations, it will also increase competitive knowledge about the industry.

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