Category: House & Home
House & Home market research reports by Euromonitor International
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Dishwashing in Kenya
Hand dishwashing products remain dominant in Kenya due to their affordability and ease of access, plus the fact only 3% of households had dishwashers as of 2024. The growth of hand dishwashing in 2024 reflects the increased stability of the Kenyan economy, the rise in disposable incomes and the coun ... Read More
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Bleach in Morocco
In 2024, bleach in Morocco posted a second consecutive year of marginal decline in retail volume sales amid category maturity; although inflationary pressure on prices maintained a moderate rise in retail current value sales. Moreover, strong pressure on disposable incomes prompted several low-incom ... Read More
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Home Insecticides in Kenya
Urbanisation has led to an increase in the populations of towns and cities in Kenya which in turn has led to congestion and overcrowding. This has supported the movement of pests from household to household, thereby fostering increased demand for home insecticides in these urban areas. As consumers ... Read More
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Toilet Care in Kenya
Rim blocks and toilet liquids/foam are the most popular products in the toilet care category in Kenya. Euromonitor International's Toilet Care in Kenya market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (histor ... Read More
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Laundry Care in Morocco
In 2024, laundry care in Morocco posted a slight increase in retail volume sales and strong retail current value growth. This performance was supported by urbanisation, population and household number growth, the high and gradual rise in the household penetration of automatic washing machines and ri ... Read More
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Toilet Care in Morocco
Toilet care in Morocco recorded further fast retail volume and current value growth in 2024. The strong retail value growth performance of the category owed much to a relatively high average unit price within home care. The consumption of toilet care products was concentrated in high-income, upper-m ... Read More
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Air Care in Morocco
Overall, air care in Morocco posted a further slight drop in retail volume sales in 2024, while there was a moderate rise in retail current value sales amid rising prices. The downturn in the demand for the traditional and dominant format, spray/aerosol, shaped the performance of the category. Spray ... Read More
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Home Insecticides in Morocco
Home insecticides in Morocco remained on an upward trajectory in terms of retail volume and value sales in 2024. Morocco experienced a very hot climate in the second half of the review period. Long summers ran from May to October, with warm temperatures throughout the year. Hot weather often speeds ... Read More
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Surface Care in Nigeria
In 2024, surface care in Nigeria recorded a retail volume decline of 4%, as poor economic conditions, characterised by high inflation, led to a reduction in demand. The significant increase in unit prices, with the average price rising by over 100% between 2022 and 2024, also had a negative impact o ... Read More
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Toilet Care in Nigeria
In 2024, toilet care in Nigeria recorded retail value growth of 49%, driven by rising unit prices. Consequently, retail volume declined by 1%, due to the harsh economic climate, characterised by high inflation, which led consumers to reduce spending despite the category being viewed as essential. Th ... Read More
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Laundry Care in Nigeria
In 2024, laundry care emerged as the best-performing category within the home care sector in Nigeria, recording a retail value increase of 85%. Despite this impressive value growth, sales were impacted by the challenging economic conditions. High inflation led to a sharp rise in unit prices, with th ... Read More
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Home Insecticides in Nigeria
Despite being essential in Nigeria due to the prevalence of mosquitoes and crawling insects, home insecticides experienced a significant retail volume decline in 2024. Harsh unit price increases, driven by rising import and production costs caused by the depreciation of the local currency and the ri ... Read More
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Surface Care in Kenya
Multi-purpose cleaners was the most dynamic category in surface in 2024 in current value and retail volume terms. With growing awareness around hygiene and cleanliness in the post-pandemic era, Kenyan households have shown an increased preference for versatile cleaning products that can be used acro ... Read More
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Top Five Trends in Major Appliances
The major appliances market is rebounding, driven by AI, sustainability and servitisation. AI is transforming smart appliances, while circular economy practices enhance sustainability. Beko Corp rises to number two globally, challenging market leaders. Subscription models and direct sales are reshap ... Read More
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Dishwashing in Nigeria
In 2024, dishwashing in Nigeria posted a double-digit retail value uplift, while retail volume declined by 1%. Euromonitor International's Dishwashing in Nigeria market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales da ... Read More
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Polishes in Nigeria
In 2024, retail volume sales of polishes in Nigeria declined by 19%, while retail value saw an uplift of 31%. Euromonitor International's Polishes in Nigeria market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data ( ... Read More
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Home Care in Morocco
Home care in Morocco continued to be significantly impacted by economic indicators and trends at the end of the review period. While GDP rose in 2023 and 2024, the geopolitical context in Europe linked to the war in Ukraine continued to fuel rises in energy and raw materials prices at the internatio ... Read More
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Bleach in Kenya
Bleach saw strong growth in retail volume and current value terms in 2024 with Reckitt Benckiser East Africa Ltd’s Jik brand remaining the clear leader in terms of value share. The strong growth being seen in bleach is, however, attracting new players and new products into the market. For example, i ... Read More
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Dishwashing in Morocco
Dishwashing in Morocco continued to see healthy retail volume and current value growth in 2024. It is an active home care category due to an expanding consumer base, including low-income consumers shying away from multi-purpose paste detergents, which are widely used for both laundry and dishwashing ... Read More
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Surface Care in Morocco
Surface care in Morocco posted further growth in retail volume and current value sales in 2024. Surface care has a highly fragmented competitive landscape characterised by intense competition among a large number of brands. Mosaic or tiles continued to dominate floor, kitchen and bathroom countertop ... Read More
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Air Care in Kenya
Candle air fresheners is still a niche area of the market in Kenya but these products are becoming more popular due to their dual function as both decorative items and air care products. Consumers are becoming increasingly drawn to products that provide a long-lasting fragrance while also enhancing ... Read More
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Obligation to Opportunity: Closing a Circular Loop in DIY
When DIY companies make 2030 circularity promises, there is an awkward elephant in the room. 68% of DIY revenue links to bonding product use (paint, adhesive, grout or sealant), a sector with unbreakable bonds as part of “premium” definitions, an almost anti-circular mission. How will brands and ret ... Read More
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Dishwashing in Pakistan
Hand dishwashing exhibited resilience in 2024, with prices for bars, detergents and liquids remaining largely unchanged compared to the previous year. Unlike other home care categories, inflationary pressures and the ongoing Israel-Hamas war had only a minimal impact on dishwashing. Consumers are in ... Read More
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Laundry Care in Pakistan
Retail volume sales of laundry care continued to grow at a robust pace in 2024 but far slower than the rate of growth in retail current value sales, with elevated inflation largely accounting for the difference between the two. Laundry care is regarded as a necessity across all income groups in Paki ... Read More
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Air Care in Pakistan
Having declined in 2023, retail constant value sales of air care in Pakistan rebounded strongly in 2024, as the annual rate of inflation eased somewhat. Nonetheless, price sensitivity remained a critical factor in 2024, influencing consumer choices in air care. With inflation still affecting househo ... Read More
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