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Middle East And Africa Laundry Detergents Market

Middle East And Africa Laundry Detergents Market

Middle East and Africa Laundry Detergents Market, By Form (Powder, Liquid, Pods/Capsules, Fabric Softeners, Laundry Sanitizers); By Type (Enzymatic, Non-Enzymatic); By Application (Household, Industrial & Institutional); By Country (Saudi Arabia, UAE, Qatar, Kuwait, South Africa, Nigeria, Algeria, Rest of Middle East & Africa), Trend Analysis, Competitive Landscape & Forecast, 2019–203

  • Published Date: January 2025
  • Report ID:
  • Available Format: PDF
  • Page: 280

Report Overview

Rising awareness about hygiene and cleanliness, the thriving tourism and hospitality sector, and an increasing level of disposable income are expected to drive Middle East and Africa Laundry Detergents Market during the forecast period between 2025 and 2031.

Middle East and Africa Laundry Detergents Market – Industry Trends & Forecast Report, 2031

Middle East and Africa Laundry Detergents Market size was estimated at USD 8.7 billion in 2024. During the forecast period between 2025 and 2031, Middle East and Africa Laundry Detergents Market size is projected to grow at a CAGR of 4.8% reaching a value of USD 12.2 billion by 2031. Prominent drivers of the market include rapid urbanization, increasing consumer demand for convenient and effective cleaning solutions, and expanding middle-class income levels. The growing preference for eco-friendly and innovative detergent formulations is reshaping the market, with manufacturers introducing liquid, powder, and pod-based detergents to meet diverse washing needs. The hospitality sector, fueled by the region’s expanding tourism industry, is also contributing to higher detergent consumption, while greater hygiene awareness continues to propel product adoption. A notable trend is the rise of local detergent brands, which leverage insights into regional washing habits and water conditions to compete with global players. Additionally, digital transformation is influencing market growth, with online platforms enabling bulk purchases and subscription-based detergent services. Industrial applications, including specialized cleaning solutions for machinery and workwear, further bolster market expansion.

Middle East and Africa Laundry Detergents Market

Laundry Detergents – Overview

Laundry detergents are cleaning agents specifically formulated to remove dirt, stains, and odors from fabrics during washing. They contain a combination of surfactants, enzymes, and other active ingredients that help break down grease, oils, and grime, ensuring effective cleaning. Available in various forms, such as liquid, powder, pods, and bars, laundry detergents cater to different washing methods, including machine and hand washing. Many modern formulations also include fabric softeners, antibacterial agents, and eco-friendly components to enhance fabric care and sustainability.

Middle East and Africa Laundry Detergents Market

Growth Drivers

Growing Awareness about Hygiene and Cleanliness

Rising awareness about hygiene and cleanliness across the countries in the Middle East and Africa region is driving the demand for advanced laundry detergents with antibacterial, antimicrobial, and allergen-free properties. Consumers are increasingly prioritizing sanitation, leading to a surge in demand for detergents that effectively eliminate bacteria and allergens from clothing. Major initiatives, such as the World Health Organization’s (WHO) Water, Sanitation, and Hygiene (WASH) programs, further support this shift by promoting better hygiene practices and clean water accessibility. Public awareness campaigns and collaborations with local communities are reinforcing the adoption of high-quality laundry solutions. Additionally, manufacturers are responding to evolving consumer preferences by introducing eco-friendly detergents, sustainable packaging, and innovative formulations that ensure superior cleaning performance. As hygiene consciousness continues to rise, Middle East and Africa Laundry Detergents Market is expected to witness sustained growth, driven by both regulatory support and changing consumer behaviors.

Challenges

Price Sensitivity

With economic disparities across the Middle East and Africa region, many households prioritize affordability over premium or eco-friendly detergent options. The presence of low-cost alternatives and private-label brands intensifies competition, forcing manufacturers to balance cost and quality. Additionally, fluctuating raw material prices and inflation further impact pricing strategies. As consumers seek budget-friendly options, premium detergent brands struggle to gain widespread adoption, limiting market expansion. Addressing the challenge requires strategic pricing, promotional offers, and value-driven innovations to appeal to cost-conscious consumers.

Impact of Escalating Geopolitical Tensions on Middle East and Africa Laundry Detergents Market

Escalating geopolitical tensions could significantly impact the growth of Middle East and Africa Laundry Detergents Market. Trade disruptions, supply chain constraints, and fluctuating raw material costs can lead to price volatility, affecting both manufacturers and consumers. Import restrictions and currency devaluation further challenge market stability, making essential ingredients costlier. Additionally, economic uncertainty reduces consumer purchasing power, shifting demand toward lower-cost alternatives. Political instability can also disrupt distribution networks, leading to product shortages in certain regions. To mitigate these risks, industry players must adopt localized sourcing strategies, diversify supply chains, and implement flexible pricing models to sustain market growth amid uncertainties.

Middle East and Africa Laundry Detergents Market

Segmental Coverage

Middle East and Africa Laundry Detergents Market – By Form

Based on form, Middle East and Africa Laundry Detergents Market is divided into Powder, Liquid, Pods/Capsules, Fabric Softeners, and Laundry Sanitizers segments. The powder segment holds the largest share of Middle East and Africa Laundry Detergents Market by form, primarily due to their cost-effectiveness and strong stain-removal capabilities, especially in hot water washes. Their long shelf life, availability in multiple sizes, and suitability for both machine and hand washing make them a practical choice for consumers. Meanwhile, UAE-based Baya is addressing sustainability concerns with its Eco-Friendly Laundry Detergent Sheets. Made from plant-based biodegradable ingredients and packaged in compostable materials, these sheets reflect a growing market shift toward eco-friendly alternatives, reducing plastic waste while catering to environmentally conscious consumers. Meanwhile, the liquid segment is expected to record the fastest growth rate during the forecast period. The growth is driven by consumers' increasing preference for convenient, effective cleaning solutions, particularly those designed for cold water washing. In response to rising demand for eco-friendly products, manufacturers are innovating with liquid detergents that are not only energy-efficient but also align with sustainability trends, such as lower water usage and reduced plastic packaging. For instance, brands like Henkel's Persil Eco Power Cold Wash and Baya's Eco-Friendly Laundry Detergent Sheets reflect the market's shift towards environmentally conscious consumer choices. As the region emphasizes sustainability, liquid detergents are poised to lead this change.

Middle East and Africa Laundry Detergents Market Size

Middle East and Africa Laundry Detergents Market – By Type

By type, Middle East and Africa Laundry Detergents Market is split into Enzymatic and Non-Enzymatic segments.

Middle East and Africa Laundry Detergents Market – By Application

On the basis of application, Middle East and Africa Laundry Detergents Market is bifurcated into Household and Industrial & Institutional segments. The household segment holds a higher share in Middle East and Africa Laundry Detergents Market by application. The demand for laundry detergents in households is rising, driven by global population growth, particularly in urban areas. As more people move to cities, the need for convenient and effective cleaning solutions to manage daily laundry increases. This urbanization, along with higher disposable incomes, enables consumers to invest in premium and specialized detergents that offer superior performance and address specific fabric care needs. Additionally, technological advancements and product innovations are key factors fueling this demand, with manufacturers focusing on creating more efficient formulations that improve stain removal, maintain fabric quality, and promote environmental sustainability.

Middle East and Africa Laundry Detergents Market – By Country

The in-depth research report on Middle East and Africa Laundry Detergents Market covers the market in the region’s major countries including Saudi Arabia, UAE, Qatar, Kuwait, South Africa, Nigeria, Algeria, and Rest of Middle East and Africa. South Africa holds a significant market share in Middle East and Africa Laundry Detergents Market.

Competitive Landscape

Major players operating in Middle East and Africa Laundry Detergents Market include Henkel AG & Company, Johnson & Son, Inc., Unilever PLC, RSPL, Church & Dwight Co Inc, National Detergent Company SAOG, Kao Corporation, and Procter & Gamble. To further enhance their market share, these companies employ various strategies, including mergers and acquisitions, partnerships, joint ventures, license agreements, and new product launches.

Recent Developments

  • In March 2024 - Tide Laundry Detergent, in collaboration with Panda Stores, launched a Ramadan campaign where customers received free clothes with the purchase of Tide packs. This initiative introduced Tide's new "Fast Dissolving" detergent powder. Additionally, the campaign achieved a Guinness World Record for the largest Tide detergent box and contributed Eid clothing through the Keswah Aisha charity.

  • In February 2024 - Sociowash, a full-service advertising agency, was awarded the digital mandate for Tide Arabia in the UAE. The agency's role involves creating strategic creative solutions to enhance the brand's online visibility. Sociowash earned the account after successfully managing Tide India's digital marketing campaigns.

Scope of the Report

Attributes

Details

Years Considered

Historical Data – 2019–2031

Base Year – 2024

Estimated Year – 2025

Forecast Period – 2025–2031

Facts Covered

Revenue in USD Billion

Market Coverage

Saudi Arabia, UAE, Qatar, Kuwait, South Africa, Nigeria, Algeria, Rest of Middle East and Africa

Product/ Service Segmentation

Form, Type, Application, Country

Key Players

Henkel AG & Company, Johnson & Son, Inc., Unilever PLC, RSPL, Church & Dwight Co Inc, National Detergent Company SAOG, Kao Corporation, Procter & Gamble

 

By Form

  • Powder

  • Liquid

  • Pods/Capsules

  • Fabric Softeners

  • Laundry Sanitizers

By Type

  • Enzymatic

  • Non-Enzymatic

By Application

  • Household

  • Industrial & Institutional

By Country

  • Saudi Arabia

  • UAE

  • Qatar

  • Kuwait

  • South Africa

  • Nigeria

  • Algeria

  • Rest of Middle East and Africa

  1. Research Framework
    1. Research Objective
    2. Product Overview
    3. Market Segmentation
  2. Executive Summary
  3.  Middle East and Africa Laundry Detergents Market Insights
    1. Industry Value Chain Analysis
    2. DROC Analysis
      1. Growth Drivers
        1. Increasing Disposable Income
        2. Growing Awareness of Hygiene and Cleanliness
      2. Restraints
        1. Price Sensitivity
        2. Availability of Traditional Cleaning Methods
      3. Opportunities
        1. Growing Demand for Eco-Friendly Products
        2. Expansion of E-commerce
      4. Challenges
        1. Water Scarcity
        2. Cultural Preferences
    3. Technological Advancements/Recent Developments
    4. Regulatory Framework
    5. Porter’s Five Forces Analysis
      1. Bargaining Power of Suppliers
      2. Bargaining Power of Buyers
      3. Threat of New Entrants
      4. Threat of Substitutes
      5. Intensity of Rivalry
  4. Middle East and Africa Laundry Detergents Market: Marketing Strategies
  5. Middle East and Africa Laundry Detergents Market: Pricing Analysis
  6. Middle East and Africa Laundry Detergents Market Overview
    1. Market Size & Forecast, 2019–2031
      1. By Value (USD Billion)
    2. Market Share and Forecast
      1. By Form
        1. Powder
        2. Liquid
        3. Pods/Capsules
        4. Fabric Softeners
        5. Laundry Sanitizers
      2. By Type
        1. Enzymatic
        2. Non-Enzymatic
      3. By Application
        1. Household
        2. Industrial & Institutional
      4. By Country
        1. Saudi Arabia
        2. UAE
        3. Qatar
        4. Kuwait
        5. South Africa
        6. Nigeria
        7. Algeria
        8. Rest of MEA
  7. Saudi Arabia Laundry Detergents Market
    1. Market Size & Forecast, 2019–2031
      1. By Value (USD Billion)
    2. Market Share & Forecast
      1. By Form
      2. By Type
      3. By Application
  8. UAE Laundry Detergents Market
    1. Market Size & Forecast, 2019–2031
      1. By Value (USD Billion)
    2. Market Share & Forecast
      1. By Form
      2. By Type
      3. By Application
  9. Qatar Laundry Detergents Market
    1. Market Size & Forecast, 2019–2031
      1. By Value (USD Billion)
    2. Market Share & Forecast
      1. By Form
      2. By Type
      3. By Application
  10. Kuwait Laundry Detergents Market
    1. Market Size & Forecast, 2019–2031
      1. By Value (USD Billion)
    2. Market Share & Forecast
      1. By Form
      2. By Type
      3. By Application
  11. South Africa Laundry Detergents Market
    1. Market Size & Forecast, 2019–2031
      1. By Value (USD Billion)
    2. Market Share & Forecast
      1. By Form
      2. By Type
      3. By Application
  12. Nigeria Laundry Detergents Market
    1. Market Size & Forecast, 2019–2031
      1. By Value (USD Million)
    2. Market Share & Forecast
      1. By Form
      2. By Type
      3. By Application
  13. Algeria Laundry Detergents Market
    1. Market Size & Forecast, 2019–2031
      1. By Value (USD Million)
    2. Market Share & Forecast
      1. By Form
      2. By Type
      3. By Application
  14. Rest of MEA Laundry Detergents Market
    1. Market Size & Forecast, 2019–2031
      1. By Value (USD Billion)
    2. Market Share & Forecast
      1. By Form
      2. By Type
      3. By Application
  15. Competitive Landscape
    1. List of Key Players and Their Offerings
    2. Middle East and Africa Laundry Detergents Market Share Analysis, 2024
    3. Competitive Benchmarking, By Operating Parameters
    4. Key Strategic Developments (Mergers, Acquisitions, Partnerships)
  16. Impact of Escalating Geopolitical Tensions on Middle East and Africa Laundry Detergents Market
  17. Company Profiles (Company Overview, Financial Matrix, Competitive Landscape, Key Personnel, Key Competitors, Contact Address, Strategic Outlook, SWOT Analysis)
    1. Henkel AG & Company
    2. Johnson & Son, Inc.
    3. Unilever PLC
    4. RSPL
    5. Church & Dwight Co Inc
    6. National Detergent Company SAOG
    7. Kao Corporation
    8. Procter & Gamble
    9. Other Prominent Players
  18. Key Strategic Recommendations
  19. Research Methodology
    1.  Qualitative Research
      1.  Primary & Secondary Research
    2.  Quantitative Research
    3.  Market Breakdown & Data Triangulation
      1.  Secondary Research
      2.  Primary Research
    4.  Breakdown of Primary Research Respondents, By Region
    5.  Assumptions & Limitations

*Financial information of non-listed companies can be provided as per availability.

**The segmentation and the companies are subject to modifications based on in-depth secondary research for the final deliverable

 

List of Figures

 

Figure 1       Middle East and Africa Laundry Detergents Market Size, By Value (USD Billion), 2019–2031

Figure 2       Middle East and Africa Laundry Detergents Market Share, By Form, By Value (USD Billion), 2019–2031

Figure 3       Middle East and Africa Laundry Detergents Market Share, By Type, By Value (USD Billion), 2019–2031

Figure 4       Middle East and Africa Laundry Detergents Market Share, By Application, By Value (USD Billion), 2019–2031

Figure 5       Middle East and Africa Laundry Detergents Market Share, By Country, By Value (USD Billion), 2019–2031

Figure 6       Saudi Arabia Laundry Detergents Market Size, By Value (USD Billion), 2019–2031

Figure 7       Saudi Arabia Laundry Detergents Market Share, By Form, By Value (USD Billion), 2019–2031

Figure 8       Saudi Arabia Laundry Detergents Market Share, By Type, By Value (USD Billion), 2019–2031

Figure 9       Saudi Arabia Laundry Detergents Market Share, By Application, By Value (USD Billion), 2019–2031

Figure 10     UAE Laundry Detergents Market Size, By Value (USD Billion), 2019–2031

Figure 11     UAE Laundry Detergents Market Share, By Form, By Value (USD Billion), 2019–2031

Figure 12     UAE Laundry Detergents Market Share, By Type, By Value (USD Billion), 2019–2031

Figure 13     UAE Laundry Detergents Market Share, By Application, By Value (USD Billion), 2019–2031

Figure 14     Qatar Laundry Detergents Market Size, By Value (USD Billion), 2019–2031

Figure 15     Qatar Laundry Detergents Market Share, By Form, By Value (USD Billion), 2019–2031

Figure 16     Qatar Laundry Detergents Market Share, By Type, By Value (USD Billion), 2019–2031

Figure 17     Qatar Laundry Detergents Market Share, By Application, By Value (USD Billion), 2019–2031

Figure 18     Kuwait Laundry Detergents Market Size, By Value (USD Billion), 2019–2031

Figure 19     Kuwait Laundry Detergents Market Share, By Form, By Value (USD Billion), 2019–2031

Figure 20     Kuwait Laundry Detergents Market Share, By Type, By Value (USD Billion), 2019–2031

Figure 21     Kuwait Laundry Detergents Market Share, By Application, By Value (USD Billion), 2019–2031

Figure 22     South Africa Laundry Detergents Market Size, By Value (USD Billion), 2019–2031

Figure 23     South Africa Laundry Detergents Market Share, By Form, By Value (USD Billion), 2019–2031

Figure 24     South Africa Laundry Detergents Market Share, By Type, By Value (USD Billion), 2019–2031

Figure 25     South Africa Laundry Detergents Market Share, By Application, By Value (USD Billion), 2019–2031

Figure 26     Nigeria Laundry Detergents Market Size, By Value (USD Million), 2019–2031

Figure 27     Nigeria Laundry Detergents Market Share, By Form, By Value (USD Million), 2019–2031

Figure 28     Nigeria Laundry Detergents Market Share, By Type, By Value (USD Million), 2019–2031

Figure 29     Nigeria Laundry Detergents Market Share, By Application, By Value (USD Million), 2019–2031

Figure 30     Algeria Laundry Detergents Market Size, By Value (USD Million), 2019–2031

Figure 31     Algeria Laundry Detergents Market Share, By Form, By Value (USD Million), 2019–2031

Figure 32     Algeria Laundry Detergents Market Share, By Type, By Value (USD Million), 2019–2031

Figure 33     Algeria Laundry Detergents Market Share, By Application, By Value (USD Million), 2019–2031

Figure 34     Rest of MEA Laundry Detergents Market Size, By Value (USD Billion), 2019–2031

Figure 35     Rest of MEA Laundry Detergents Market Share, By Form, By Value (USD Billion), 2019–2031

Figure 36     Rest of MEA Laundry Detergents Market Share, By Type, By Value (USD Billion), 2019–2031

Figure 37     Rest of MEA Laundry Detergents Market Share, By Application, By Value (USD Billion), 2019–2031

 

List of Tables

 

Table 1 Middle East and Africa Laundry Detergents Market Size, By Value (USD Billion), 2019–2031

Table 2 Middle East and Africa Laundry Detergents Market Size, By Form, By Value (USD Billion), 2019–2031

Table 3 Middle East and Africa Laundry Detergents Market Size, By Type, By Value (USD Billion), 2019–2031

Table 4        Middle East and Africa Laundry Detergents Market Size, By Application, By Value (USD Billion), 2019–2031

Table 5        Middle East and Africa Laundry Detergents Market Size, By Country, By Value (USD Billion), 2019–2031

Table 6        Saudi Arabia Laundry Detergents Market Size, By Value (USD Billion), 2019–2031

Table 7 Saudi Arabia Laundry Detergents Market Size, By Form, By Value (USD Billion), 2019–2031

Table 8 Saudi Arabia Laundry Detergents Market Size, By Type, By Value (USD Billion), 2019–2031

Table 9        Saudi Arabia Laundry Detergents Market Size, By Application, By Value (USD Billion), 2019–2031

Table 10      UAE Laundry Detergents Market Size, By Value (USD Billion), 2019–2031

Table 11      UAE Laundry Detergents Market Size, By Form, By Value (USD Billion), 2019–2031

Table 12      UAE Laundry Detergents Market Size, By Type, By Value (USD Billion), 2019–2031

Table 13      UAE Laundry Detergents Market Size, By Application, By Value (USD Billion), 2019–2031

Table 14      Qatar Laundry Detergents Market Size, By Value (USD Billion), 2019–2031

Table 15      Qatar Laundry Detergents Market Size, By Form, By Value (USD Billion), 2019–2031

Table 16      Qatar Laundry Detergents Market Size, By Type, By Value (USD Billion), 2019–2031

Table 17      Qatar Laundry Detergents Market Size, By Application, By Value (USD Billion), 2019–2031

Table 18      Kuwait Laundry Detergents Market Size, By Value (USD Billion), 2019–2031

Table 19      Kuwait Laundry Detergents Market Size, By Form, By Value (USD Billion), 2019–2031

Table 20      Kuwait Laundry Detergents Market Size, By Type, By Value (USD Billion), 2019–2031

Table 21      Kuwait Laundry Detergents Market Size, By Application, By Value (USD Billion), 2019–2031

Table 22      South Africa Laundry Detergents Market Size, By Value (USD Billion), 2019–2031

Table 23      South Africa Laundry Detergents Market Size, By Form, By Value (USD Billion), 2019–2031

Table 24      South Africa Laundry Detergents Market Size, By Type, By Value (USD Billion), 2019–2031

Table 25      South Africa Laundry Detergents Market Size, By Application, By Value (USD Billion), 2019–2031

Table 26      Nigeria Laundry Detergents Market Size, By Value (USD Million), 2019–2031

Table 27      Nigeria Laundry Detergents Market Size, By Form, By Value (USD Million), 2019–2031

Table 28      Nigeria Laundry Detergents Market Size, By Type, By Value (USD Million), 2019–2031

Table 29      Nigeria Laundry Detergents Market Size, By Application, By Value (USD Million), 2019–2031

Table 30      Algeria Laundry Detergents Market Size, By Value (USD Million), 2019–2031

Table 31      Algeria Laundry Detergents Market Size, By Form, By Value (USD Million), 2019–2031

Table 32      Algeria Laundry Detergents Market Size, By Type, By Value (USD Million), 2019–2031

Table 33      Algeria Laundry Detergents Market Size, By Application, By Value (USD Million), 2019–2031

Table 34      Rest of MEA Laundry Detergents Market Size, By Value (USD Billion), 2019–2031

Table 35      Rest of MEA Laundry Detergents Market Size, By Form, By Value (USD Billion), 2019–2031

Table 36      Rest of MEA Laundry Detergents Market Size, By Type, By Value (USD Billion), 2019–2031

Table 37      Rest of MEA Laundry Detergents Market Size, By Application, By Value (USD Billion), 2019–2031

Table 38

Henkel AG & Company Overview

Table 39

Henkel AG & Company Financial Overview

Table 40

Johnson & Son, Inc. Company Overview

Table 41

Johnson & Son, Inc. Financial Overview

Table 42

Unilever PLC Company Overview

Table 43

Unilever PLC Financial Overview

Table 44

RSPL Company Overview

Table 45

RSPL Financial Overview

Table 46

Church & Dwight Co Inc Company Overview

Table 47

Church & Dwight Co Inc Financial Overview

Table 48

National Detergent Company SAOG Company Overview

Table 49

National Detergent Company SAOG Financial Overview

Table 50

Kao Corporation Company Overview

Table 51

Kao Corporation Financial Overview

Table 52

Procter & Gamble Company Overview

Table 53

Procter & Gamble Financial Overview

 

Market Segmentation

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Frequently Asked Questions (FAQs):

Ans: Middle East and Africa Laundry Detergents Market size by value was estimated at USD 8.7 billion in 2024.
Ans: Middle East and Africa Laundry Detergents Market is expected to grow at CAGR of 4.8% period between 2025 and 2031.
Ans: By 2031, Middle East and Africa Laundry Detergents Market size is forecast to reach a value of USD 12.2 billion.
Ans: The growth of Middle East and Africa Laundry Detergents Market is primarily driven by an increasing smartphone penetration and internet connectivity in the MEA region, rising demand for quick and seamless loan processing and disbursement, and growing adoption of artificial intelligence (AI) and machine learning (ML) in lending platforms.
Ans: South Africa accounts for a significant market share in Middle East and Africa Laundry Detergents Market.
Ans: The liquid segment is expected to grow at the fastest CAGR in Middle East and Africa Laundry Detergents Market by form during the forecast period between 2025 and 2031.
Ans: Key players in Middle East and Africa Laundry Detergents Market include Henkel AG & Company, Johnson & Son, Inc., Unilever PLC, RSPL, Church & Dwight Co Inc, National Detergent Company SAOG, Kao Corporation, and Procter & Gamble.