Middle East and Africa Laundry Detergents Market Report and Forecast 2024-2032

Middle East and Africa Laundry Detergents Market Outlook

The laundry detergents market in the Middle East and Africa attained a value of USD 8.45 billion in 2023 and expected to witness a healthy growth in the next eight years. The industry is projected to grow at an estimated CAGR of 4.3% during the forecast period of 2024-2032.

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The global laundry detergents industry is dominated by the Asia Pacific region, accounting for nearly half the global market. The industry in the region is being driven by its large population and increasing penetration of laundry products and washing machines. Within the Asia Pacific region, China is the largest market for laundry detergents. India, too, is a significant market within the region and is projected to witness a faster growth as compared to China in the forecast period. The industry is India is estimated to witness an average annual increase of 8% in the coming five years. The industry in India is being driven by the rising hygiene and health consciousness among the consumers aided by various government schemes promoting cleanliness and hygiene. Europe and North America follow the Asia Pacific as other leading markets for laundry detergents. The two regions, together, account for over 25% of the industry. In North America, the industry is being driven by the strong demand for laundry care products from the US. The US leads the North America market.

While the Middle East and Africa is a comparatively smaller regional market, the region has strong growth potential driven, by a strong economic growth, especially, in Saudi Arabia and the United Arab Emirates. While the purchasing power of sub-Saharan Africa in terms of per capita GDP doubled between 2000-2016, the purchasing power in the Middle East and North Africa region grew annually at a rate of 3.9% during the same period. In 2020, the GDP of Middle East and Africa witnessed a moderate growth of 2.4% as compared to 2017. The laundry detergents industry is also aided by the rising tourism industry in the region. In 2020, while the arrival of tourists in the Middle East grew by 10% as compared to 2017, in Africa the arrival of tourists increased by 7%.

Market Segmentation

Laundry detergents usually comprise of one or more surfactants which help in cleaning clothes, linen, curtains and other related products. They can either be enzymatic or non-enzymatic in types. By form, they can be categorised as:

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• Powder
• Liquid 
• Others

They find their application in the household as well as industrial and institutional sectors. The report by EMR also covers the regional markets in the Middle East and Africa like Saudi Arabia, United Arab Emirates, Nigeria, and South Africa, among others.

Market Analysis

The laundry detergents market in the Middle East and Africa is being driven by the rising penetration of washing machines within the region aided by the growing purchasing power of the consumers. The growing hygiene consciousness, especially among the region’s millennial population, is further aiding the market growth. With a growing number of women entering the workforce in the region, the industry is being propelled forward as consumers are seeking convenient and less time-consuming options in laundry care. The region, with a mix of recovering and robustly growing economies, presents lucrative expansion opportunities for the laundry detergents industry. The increasing population and rising urbanisation are providing further opportunities for growth of the industry. With multiple countries in the Middle East and Africa regions having limited water resources, laundry care solutions which use minimal water are expected to witness a healthy growth in the coming years. The growing eco-consciousness among the consumers of the region is furthering the industry growth for organic products and products made of bio-degradable ingredients.

The industry is also being buoyed by the healthy growth of the powder laundry detergents. Following the overall global trend, powder detergents dominate the Middle East and Africa industry. However, liquid detergents are expected to rise in the coming five years, driven by its ease of use and convenience. Enzymatic detergents, which account for more than 50% of the global industry, are also expected to witness a robust growth in the Middle East and Africa region in the forecast period due to their effectiveness on removing tough bio-stains. Laundry detergents find the majority of their application within the household sector. However, the industrial sector is expected to be aided by the growth of the tourism industry within the region.

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Competitive Landscape

The report gives a detailed analysis of the following key players in the laundry detergents market in the Middle East and Africa, covering their competitive landscape, capacity, and latest developments like expansions of capacity, mergers, acquisitions, and investments, and plant turnarounds:

• The Procter & Gamble Company
• Henkel AG & Company, KGaA
• Church & Dwight Co., Inc
• S. C. Johnson & Son, Inc.
• Unilever Plc
• RSPL
• Kao Corporation  
• Others

The EMR report assesses the industry based on the Porter’s Five Forces model along with providing a SWOT analysis. The comprehensive report also looks into the other regional markets, globally, like North America, Asia Pacific, Europe, and Latin America.

Key Highlights of the Report