The Middle East and Africa (MEA) home care market is poised for significant expansion, with its valuation projected to surge from USD 20.9 billion in 2025 to USD 34.6 billion by 2030. This robust growth trajectory, underscored by a compound annual growth rate (CAGR) of 10.65%, highlights the sustained buoyancy within the category across the region. This impressive outlook reflects a confluence of factors, including rapid urbanization, a growing middle class with increased disposable income, and evolving consumer lifestyles. As populations expand and more households are established, the fundamental demand for a diverse range of home care products, from surface cleaners to laundry detergents and dishwashing liquids, is expected to climb consistently.
Beyond the basic drivers, two key trends are increasingly shaping the MEA home care landscape. There’s a rising demand for multifunctional products, driven by consumers seeking convenience and value. Products that can serve multiple cleaning purposes, such as an all-in-one kitchen cleaner or a laundry detergent with fabric softener, are gaining traction as they streamline household chores and offer perceived cost efficiencies. Concurrently, sustainability is emerging as a significant driver, albeit with varying degrees of influence across the diverse markets within the MEA region. Consumers, particularly in more developed urban centers, are showing a growing preference for eco-friendly formulations, biodegradable ingredients, and sustainable packaging solutions. This heightened consumer consciousness, coupled with ongoing product innovation by manufacturers to meet these evolving preferences, positions the MEA home care market for continued dynamism and investment interest over the next half-decade.
This report delivers a comprehensive analysis and forward-looking perspective on the Middle East and Africa home care market, spanning historical data from 2020 to 2024 and market projections through 2030. By examining market size, growth rates, and segmented insights, the report highlights the dynamic shifts and emerging trends shaping the industry. It provides a granular breakdown across key dimensions, including product type, packaging type, distribution channel and country, offering stakeholders a detailed roadmap for strategic decision-making.
Report Highlights
The report delivers detailed market sizing from 2020 to 2030, with metrics reported in (Tons/USD). It includes historical data (2020–2024), forecasts (2025–2030), and corresponding CAGR metrics. The dataset covers segmentation by product type, packaging type, distribution channel and country. Through comparative growth analysis, the report identifies outperforming segments and provides a quantitative foundation for prioritizing strategic initiatives.
In addition to granular market metrics, the report captures the broader structural shifts that define the industry’s trajectory. Using proprietary analysis and cross-referenced economic indicators, it maps the interaction between innovations, policy, and consumption patterns. This enables strategic foresight into future growth zones, disruption risk, and innovation-led differentiation, especially within product-focused and region-specific segments.
Furthermore, the report delivers a rigorous competitive assessment, tracking market share movements and brand performance among industry participants from 2020 to 2024. It highlights evolving competitive dynamics, consolidation trends, and granular share shifts, empowering stakeholders to benchmark performance and refine differentiation strategies. These evidence-based insights support targeted investment prioritization and long-term strategic planning.
Market Segmentation
The Middle East and Africa home care market is classified into the following segments:
Product type – e.g., air fresheners (aerosol air fresheners, candle air fresheners, car air fresheners, electric air fresheners, gel air fresheners, liquid air fresheners, others), bleach, dishwashing (automatic dishwashing detergents, dishwashing additives, hand dishwashing detergents), household insecticides (baits, coils, electric insecticides, sprays/aerosols, others), laundry care (fabric softeners, laundry aids, laundry detergents, rug/carpet cleaners), polishes (floor polish, furniture polish, metal polish, shoe polish), surface care (bathroom cleaners, descalers, disinfectants, drain openers, floor cleaners, glass cleaners, household cleaning wipes, kitchen cleaners, multi-purpose cleaners, oven cleaners, scouring agents), toilet care (in-cistern cleaners, rim blocks/liquids, toilet cleaner tablets tablets/powders, toilet liquids/foam)
Packaging type – e.g., flexible packaging, glass, metal, paper-based containers, rigid plastic
Distribution channel – e.g., convenience stores, discounters, e-commerce, general merchandise stores, health and beauty stores, hypermarkets, small grocery stores, supermarkets, warehouse clubs, others
Country – e.g., Egypt, Nigeria, Saudi Arabia, South Africa, United Arab Emirates, others
Macroeconomic & Demographic Indicators
Supporting context includes:
Total population
Consumer Price Index (CPI)
Gross Domestic Product (GDP)
Per capita consumption
Consumer spending as a percentage of GDP
These variables enhance understanding of consumption potential and macroeconomic trends affecting the market.
Competitive Landscape: Market Share Analysis
Market share insights presented in this report illustrate the evolving competitive landscape of the home care sector in Middle East and Africa, with data on top-performing brands and consolidation trends. Key market participants include:
Alexandria Detergents & Chemicals Co SAE
Altunkaya Group of Companies
Ama Detergents S.A.
Arma For Soap & Detergents
Aspira Nigeria Ltd.
Basel Angola Sociedade de Detergentes, S.A.
Beyaz Kagit A.S.
Bidco Africa Ltd.
Bliss Chemicals (Pty) Ltd.
Cie des Detergents et du Savon de Marseille
Colgate-Palmolive Company
Complexe Industriel du Littoral
Distra S.A.
Eko Supreme Nigeria Ltd.
Esquirol Production Sarl
Fater S.p.A.
Giant Industrial Group (GIG)
Gongoni Company Limited
Hayat Holding A.S.
Henkel AG & Co. KGaA
Hygiene Orient S.A.
Jeyes Group
Jordan Chemical Industries Co., Ltd.
Madar Group
NANA BOUBA GROUP
PT Wings Surya
PZ Cussons Plc
Reckitt Benckiser Group plc (RB)
S. C. Johnson & Son, Inc.
Sano-Bruno’s Enterprises Ltd.
Saudi Industrial Detergents Company
Societe Camerounaise de Raffinage Maya & Cie
Societe d’Articles Hygieniques Sarl (SAH)
Spartan Modern Industry Company (SMI)
The Bolton Group
The Clorox Company
The Procter & Gamble Company (P&G)
Tiger Brands Limited
Unilever PLC
Univers Detergent Sarl
This section helps stakeholders evaluate market concentration, identify partnership opportunities, and track shifts in leadership.
Why Choose This Report?
Access accurate and up-to-date market size data for the Middle East and Africa home care sector.
Obtain granular insights across key segments, including product type, packaging type, distribution channel and country.
Leverage localized intelligence to formulate region-specific strategies and prioritize high-impact initiatives.
Understand the underlying market dynamics through expert-driven analysis of growth drivers, barriers, and structural shifts.
Identify attractive investment areas by tracking fast-growing categories and emerging consumption patterns.
Evaluate the competitive landscape to support timing, positioning, and strategic decision-making.
Includes a single-user enterprise license with no additional fees for internal distribution.
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Deliverables Include
Professionally structured PDF report
Full EXCEL databook with year-by-year figures and multi-dimensional segmentation from 2020 to 2030
Table of Contents
TABLE OF CONTENTS
Key Findings
Market Segmentation
Market Overview
Middle East and Africa Home Care Market – Product Type Analysis
Middle East and Africa Home Care Market – Packaging Type Analysis
Middle East and Africa Home Care Market – Distribution Channel Analysis
Middle East and Africa Home Care Market – Country Analysis
Company Shares Analysis
Alexandria Detergents & Chemicals Co SAE
Altunkaya Group of Companies
Ama Detergents S.A.
Arma For Soap & Detergents
Aspira Nigeria Ltd.
Basel Angola Sociedade de Detergentes, S.A.
Beyaz Kagit A.S.
Bidco Africa Ltd.
Bliss Chemicals (Pty) Ltd.
…
Macroeconomic Data and Forecast
Research Methodology
Disclaimer
FIGURES AND TABLES
Table Middle East and Africa Home Care Market 2020-2030
Chart Middle East and Africa Home Care Market, Net Growth, 2020-2030
Chart Middle East and Africa Home Care Market, Growth Rates, 2020-2030
Table Middle East and Africa Home Care Market by Product Type, 2020-2030
Chart Middle East and Africa Home Care Market by Product Type, CAGR Historic and Forecast, 2020-2030
Chart Middle East and Africa Home Care Market by Product Type, 2020-2030
Table Middle East and Africa Home Care Market by Packaging Type, 2020-2030
Chart Middle East and Africa Home Care Market by Packaging Type, CAGR Historic and Forecast, 2020-2030
Chart Middle East and Africa Home Care Market by Packaging Type, 2020-2030
Table Middle East and Africa Home Care Market by Distribution Channel, 2020-2030
Chart Middle East and Africa Home Care Market by Distribution Channel, CAGR Historic and Forecast, 2020-2030
Chart Middle East and Africa Home Care Market by Distribution Channel, 2020-2030
Table Middle East and Africa Home Care Market by Country, 2020-2030
Chart Middle East and Africa Home Care Market by Country, CAGR Historic and Forecast, 2020-2030
Chart Middle East and Africa Home Care Market by Country, 2020-2030
Table Middle East and Africa Home Care Market Share (%), by Companies, 2020-2024
Chart Middle East and Africa Home Care Market, by Companies, 2024
Table Middle East and Africa Home Care Market Share (%), by Brands, 2020-2024
Chart Middle East and Africa Home Care Market, by Brands, 2024
Table Middle East and Africa – Population (Millions) and Forecast
Table Middle East and Africa – Consumer Price Index (CPI) and Forecast
Table Middle East and Africa – Gross Domestic Product and Forecast
Table Middle East and Africa Home Care Market: Spend as a Proportion of GDP (%)
Table Middle East and Africa Home Care Market: Consumption per Capita (Population)