Home & Laundry Care

In Kenya, the Home & Laundry Care market is projected to generate a revenue of Ksh US$609.50m in 2024.
With an expected annual growth rate of 4.93% (CAGR 2024-2028), the market shows promising potential for expansion.
The largest segment within this market is Laundry Care, which is estimated to reach a market volume of Ksh US$382.70m in 2024.
When compared to other countries globally, in the United States leads the way in terms of revenue generation, with an estimated figure of US$32,280m in 2024.
This highlights the significant market presence and economic strength of the United States in the Home & Laundry Care market industry.
Looking at the per person revenues in Kenya, it is projected that each individual will contribute Ksh US$10.85 towards the total revenue in 2024.
This figure provides insight into the purchasing power and consumption patterns of the population in relation to Home & Laundry Care market products.
Furthermore, online sales are anticipated to play a minor yet growing role in the Home & Laundry Care market, with an estimated 0.8% of the total revenue being generated through online channels by 2024.
This indicates a shift in consumer behavior towards digital platforms for purchasing Home & Laundry Care market products.
In summary, the Home & Laundry Care market in Kenya is expected to experience steady growth, with Laundry Care being the dominant segment.
The United States holds a significant position in terms of revenue generation, and online sales are gradually gaining traction in the market.
Kenyan consumers are increasingly opting for eco-friendly and locally sourced home and laundry care products.

Key regions: Worldwide, United States, Philippines, Canada, India

Definition:

The Home & Laundry Care market covers cleaning products used for private households. This market only takes into account consumable detergents for use in private households (B2C). Auxiliary cleaning equipment (e.g., mops and brooms) are not included. Professional products for industry use or household cleaning services (B2B) have also not been included.

Structure:

Home & Laundry consists of 4 different markets:

The Laundry Care covers all detergents purchased by consumers that are intended for the care of textiles in the form of powder, tabs, or liquids.
The Household market covers all consumer products used for the cleaning of surfaces, windows, and toilets.
The Dishwashing Detergents cover cleaning products used for washing up and cleaning dishes and cutlery. Both detergents for dishwashers and hand dishwashing detergents in liquid, powder, or tab form are included in this market.
The Polishes, Room Scents & Insecticides cover several specialty cleaning products for narrowly defined niche uses. The market includes polishes for shoes, floor, furniture, and coach care, along with room deodorants and household insecticides..

Additional Information:

The market comprises revenue, average revenue per capita, sales channel. The market encompasses retail sales through both online and offline sales channels to private end customers (B2C). For more information on the displayed data, click the info button on the right side of each box.