Category: Household Products
Household Products market research reports by Euromonitor International
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Polishes in Tunisia
In 2024, shoe polish continues to drive overall category performance as it still dominates value sales in Tunisia. Sales are concentrated in large cities, where consumers are generally more inclined to invest in their appearance. International players such as Kiwi, Baranne, and Bright have expanded ... Read More
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Laundry Care in Kenya
Pwani Oil has introduced an upgraded version of its Ushindi Multipurpose Bar Soap in 2024 in response to the increasing consumer demand for laundry care solutions in Kenya. The company has been able to reformulate its line of bar detergents with advanced enzyme technology, improving its stain remova ... Read More
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Polishes in Kenya
Shoe polish dominates sales of polishes in Kenya. These products remained widely used in the country by consumers in all socioeconomic groups. Kenya is regarded as a “walking nation"", in the sense that a large number of citizens travel on foot. Supported by population growth, this factor continued ... Read More
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Polishes in Morocco
Overall, polishes in Morocco experienced a second consecutive year of moderate retail volume decline in 2024, with all categories suffering downturns in demand and consumption. With still significant inflationary pressure on prices, many consumers remained unwilling to spend on perceived non-essenti ... Read More
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Bleach in Nigeria
In 2024, bleach in Nigeria recorded a retail value uplift of 66%, while retail volume sales remained positive at 1%. These positive results were seen despite challenging economic conditions characterised by high inflation. The increased average unit price by 65% between 2023 and 2024 (and by 130% be ... Read More
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Air Care in Nigeria
In 2024, air care in Nigeria recoded retail value growth of 59%, boosted by rising unit prices. However, very high inflation in the overall economy weakened consumer spending power, leading to a retail volume decline of 18%, with a deeper decline in categories deemed less essential, such as candle a ... Read More
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Home Care in Nigeria
In 2024, the performance of the home care sector in Nigeria was significantly affected by sharp increases in unit prices, ranging from 50% to 100% across most categories. This price surge was primarily driven by the depreciation of the local currency and a strong rise in energy costs, which in turn ... Read More
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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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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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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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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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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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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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