The Middle East and Africa laundry detergents market was valued at USD 9.19 Billion in 2025. The market is expected to grow at a CAGR of 4.30% during the forecast period of 2026-2035 to reach a value of USD 14.00 Billion by 2035. Rising urban lifestyles, water scarcity challenges, and the shift toward eco-friendly yet high-performance detergents are rapidly shaping consumer preferences, making sustainability and convenience the strongest market accelerators in the region.
Rapid urbanization, younger demographics, and rising disposable incomes are fueling demand for compact, time-saving laundry solutions. According to the Middle East and Africa laundry detergents market analysis, in the Arab world, the share of people living in cities is projected to rise from 55.8% in 2015 to 58% by 2030, with the Gulf Cooperation Council (GCC) countries already among the most urbanized globally-over 80% urbanization in nations like the UAE and Saudi Arabia. In Africa, urbanization rates are surging, with the urban population expected to exceed 60% by 2050, up from about 40% in 2015. Consumers in metro areas are adopting liquid pods and dissolvable detergent sheets, while rural households continue to depend on affordable powdered detergents.
The market is also being driven by evolving consumer expectations, demanding convenience, safety, and sustainability. Unlike older detergent categories that emphasized only strong cleaning power, today’s innovations focus on eco-safe ingredients, cold-water efficiency, and advanced fragrance technologies, transforming the Middle East and Africa laundry detergents market dynamics. Additionally, growing concerns around water scarcity and environmental safety are shifting preferences towards biodegradable formulations and low-foam detergents that help save water during rinsing.
Base Year
Historical Period
Forecast Period
According to industry reports, Nigeria's National Disposable Income (NDI) was valued at 227,265,815.579 NGN million in 2023. This rise in disposable income is likely to enhance consumer purchasing power, resulting in increased demand for laundry detergents, especially premium and eco-friendly options, thus fostering market growth in Nigeria.
The World Health Organisation (WHO) reports that Saudi Arabia's population was 33,264,292 in 2023 and is projected to increase by 43%, reaching 47,693,910 by 2050. This population growth is expected to drive demand for household products like laundry detergents, creating expanded market opportunities for both domestic and international brands.
Dubai CommerCity, a free zone established to support eCommerce growth in the MENA region, offers a platform for detergent brands to enhance their online presence. As eCommerce continues to rise, more consumers can access a broad range of laundry detergents, increasing market visibility and boosting sales across the MENA region.
Compound Annual Growth Rate
4.3%
Value in USD Billion
2026-2035
*this image is indicative*
The growth of modern retail and online sales channels is enhancing product visibility and accessibility across the region. For instance, Carrefour’s 27th store opening in Kenya in January 2025 exemplifies the rapid expansion of retail networks in Africa, impacting the overall Middle East and Africa laundry detergents market growth. Meanwhile, Jumia, a leading online marketplace in Africa, reported a 21% year-over-year increase in total orders for Q1 2025, reflecting overall growth in online demand. This trend is significantly increasing detergent availability in both urban and emerging markets.
Urban migration is significantly reshaping the Middle East and Africa laundry detergents market trends, particularly in countries like Saudi Arabia, where rapid population growth is fueling demand for modern laundry solutions. As of mid-2024, Saudi Arabia’s population surpassed 35.3 million, with non-Saudis representing 44.4% of the total. Notably, 85% of the population now resides in urban areas, highlighting a strong shift towards city living. This urbanization surge is driving an increasing need for efficient, time-saving laundry solutions, as households in major cities prioritize detergents that offer quick and effective cleaning, particularly as machine washing becomes more prevalent among busy, working residents.
Indigenous detergent brands are leveraging their expertise in local washing habits, fabric care, and water conditions to compete effectively with international players. For example, in Nigeria, Aspira’s Viva Plus partnered with Planet 3R in September 2023 to promote sustainable laundry practices by launching a sustainable packaging, illustrating how local brands are tailoring their offerings to meet regional needs. This approach ensures that products resonate culturally and functionally with consumers, helping to build brand loyalty and increase Middle East and Africa laundry detergents market share.
The rapid expansion of the tourism and hospitality sectors in the Middle East and Africa is significantly boosting demand for laundry detergents, particularly in the institutional category. The Middle East recorded a 26% increase in international tourist arrivals in the first seven months of 2024 compared to pre-pandemic levels, making it the fastest-growing tourism region globally. Simultaneously, Saudi Arabia, welcomed 30 million international visitors in 2024. Similarly, in Africa, the hotel construction pipeline grew by 13.3% in early 2025, with more than 104,000 rooms in development, widening the scope of the Middle East and Africa laundry detergents market opportunities. As the hospitality industry expands, hotels and resorts are under increasing pressure to maintain high standards of linen and garment care, driving institutional demand for effective and specialized laundry detergents that meet the sector’s quality requirements.
With water scarcity and high energy costs being persistent challenges in the Middle East and Africa, detergent manufacturers are increasingly focused on innovation to help consumers conserve resources. For instance, Henkel’s Persil Eco Power Cold Wash is specifically designed to deliver effective cleaning at lower temperatures, thereby reducing energy consumption. This is particularly valuable in regions where electricity costs are high, and there is a growing emphasis on sustainability.
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The EMR’s report titled “Middle East and Africa Laundry Detergents Market Report and Forecast 2026-2035” offers a detailed analysis of the market based on the following segments:
Market Breakup by Type
Key Insight: Enzymatic detergents lead the Middle East and Africa laundry detergents market due to superior stain removal, cold-water efficiency, and eco-friendly innovations, targeting premium urban households. Non-enzymatic powders are growing popular due to affordability, versatility, and long shelf life, appealing to rural and cost-conscious consumers. Enzymatic variants attract consumers focused on convenience and high performance, while non-enzymatic options serve emerging markets and price-sensitive buyers.
Market Breakup by Form
Key Insight: Liquid detergents lead due to convenience, machine compatibility, and advanced formulations enhancing performance and eco-friendliness. Powders are boosting the overall laundry detergents consumption in Middle East and Africa, particularly in cost-sensitive and rural regions, boosted by multi-functional, eco-conscious innovations and durability. Liquids attract premium buyers seeking modern washing solutions, while powders appeal to emerging markets requiring affordable and adaptable cleaning options.
Market Breakup by Application
Key Insight: Household detergents largely contribute to the Middle East and Africa laundry detergents market value, due to urban adoption, washing machine penetration, and premium innovations, while industrial and institutional detergents grow their shares rapidly, driven by hospitality, healthcare, and commercial laundry demand. Household products focus on convenience, fabric care, and multi-functional cleaning, while industrial variants emphasize volume efficiency, hygiene certifications, and stain-targeted formulations. Manufacturers are leveraging innovations in enzymes, biodegradable ingredients, and sustainable packaging to cater to diverse consumer and institutional needs.
Market Breakup by Region
Key Insight: Saudi Arabia dominates the market with premium, eco-friendly detergent adoption, high urbanization, and washing machine penetration, while Nigeria grows at the fastest pace driven by affordability, middle-class expansion, and retail access. UAE follows closely with demand for high-performance and sustainable products in urban markets, whereas South Africa shows steady growth through eco-conscious consumer preferences and modern retail infrastructure.
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By type, enzymatic detergents register the maximum share of the market due to their ability to remove tough stains
Enzymatic detergents dominate the Middle East and Africa market due to their ability to remove tough stains efficiently at lower temperatures, making them ideal for urban households with washing machines. Their use of proteases, amylases, and lipases ensures effective stain breakdown while minimizing chemical consumption, aligning with energy-saving and eco-conscious trends.
Non-enzymatic detergents are experiencing rapid growth in the Middle East and Africa laundry detergents market, largely due to affordability, adaptability, and consistent performance across diverse water types. Popular in both rural and semi-urban areas, they are preferred for manual and semi-automatic washing methods, particularly in price-sensitive regions of Africa. Manufacturers are innovating by integrating eco-friendly surfactants, biodegradable components, and multi-functional additives that improve cleaning, fabric care, and stain removal without increasing costs.
By form, liquid detergents dominate the market due to convenience, precise dosing, and compatibility with modern washing machines
Liquid detergents command the dominant share of the market due to convenience, precise dosing, and compatibility with modern washing machines prevalent in urban areas of Saudi Arabia and the UAE. Concentrated formulas, dual-action stain removers, and pre-measured packs simplify usage while conserving water, appealing to environmentally conscious consumers. Premium liquid variants integrate fragrance-lock technology, fabric protection additives, and cold-water cleaning efficiency, attracting high-income households.
As per the Middle East and Africa laundry detergents market report, powder detergents are expanding their shares rapidly, particularly in African markets, due to affordability, long shelf life, and adaptability to different water types. They are ideal for manual or semi-automatic washing setups commonly used in rural and semi-urban regions. Manufacturers are innovating with cold-water soluble powders, eco-friendly surfactants, and multi-functional blends that combine stain removal, whitening, and softening in one product.
Household applications drive the overall market growth owing to increasing washing machine penetration and urbanization
Household detergents represent the dominant category in the market due to increasing washing machine penetration, urbanization, and growing disposable incomes. Consumers are attracted to premium formulations featuring enzymes, fragrance-lock technologies, and cold-water efficiency, which reduce energy use while enhancing cleaning performance. Manufacturers are innovating with enzyme blends optimized for local water conditions and multifunctional additives, ensuring products meet the expectations of middle-class and affluent consumers.
Industrial and institutional detergents are positively impacting the Middle East and Africa laundry detergents market revenue, driven by growth in the hospitality, healthcare, and commercial laundry sectors. Hotels, resorts, hospitals, and commercial laundries require high-volume, high-performance detergents with hygiene certifications and fabric-safe formulations. Bulk packaging, concentrated formulas, and stain-targeted innovations allow efficient cleaning while reducing operational costs. Rising tourism in the Middle East and infrastructure development in Africa are boosting demand.
Saudi Arabia claims the dominant share of the market owing to rapid urbanization
Saudi Arabia leads the market with high consumption rates, powered by high urbanization, widespread washing machine ownership, and strong preference for premium products. Urban households increasingly adopt liquid and enzymatic detergents that offer convenience, cold-water efficiency, and fabric protection. Government initiatives promoting water conservation and energy efficiency are encouraging sustainable detergent usage.
Nigeria represents the fastest-growing laundry detergents market in Middle East and Africa, fueled by rising disposable incomes, urbanization, and expanding retail and e-commerce networks. Powder detergents dominate due to affordability and long shelf life, while liquid variants are gaining traction in urban centers. Manufacturers are innovating with eco-friendly surfactants, multi-functional powders, and cold-water soluble liquids tailored for local water hardness and fabrics.
The market is highly competitive, blending multinational giants with agile regional players. Middle East and Africa laundry detergents companies like Unilever, Henkel, and Procter & Gamble leverage brand recognition, expansive distribution networks, and continuous R&D to maintain dominance. These companies are investing in smart enzyme formulations, fragrance encapsulation, and biodegradable innovations to retain premium consumer segments.
Middle East and Africa laundry detergents market players focus on affordability, local water and fabric adaptation, and culturally relevant fragrances, enabling them to penetrate emerging markets rapidly. Distribution strategies include hypermarkets, modern retail, and e-commerce platforms like Jumia, enhancing reach across urban and semi-urban areas. Sustainability, energy-efficient cleaning, and compact formats are key innovation areas offering new revenue streams. The market’s competitive focus is shifting from mere price competition to differentiated product performance, eco-friendliness, and consumer experience. Companies investing in strategic partnerships, localized R&D, and green innovations are poised to capture growth opportunities in both household and industrial categories.
Established in 1837 and headquartered in Cincinnati, Ohio, United States, Procter & Gamble leads with brands like Ariel, Tide, and Fairy. The company focuses on premium enzymatic detergents, liquid innovations, and cold-water efficiency tailored for urban consumers. P&G leverages research-driven formulations and eco-conscious packaging to appeal to environmentally aware households.
Founded in 1876 and headquartered in Germany, Henkel delivers innovative laundry solutions through brands like Persil and Dixan. The company emphasizes eco-friendly surfactants, cold-water enzyme formulas, and concentrated liquids to reduce energy and water usage. Henkel invests in localized product testing and sustainable packaging tailored for both urban and rural markets.
Established in 1847 and headquartered in New Jersey, United States, Church & Dwight offers OxiClean and Arm & Hammer detergents, focusing on stain-targeted enzymatic formulations and multi-functional powders. The company emphasizes sustainable, biodegradable ingredients to meet evolving eco-conscious consumer demands.
Founded in 1886 and headquartered in Wisconsin, United States, S. C. Johnson produces detergents like OMO and Sunlight, emphasizing biodegradable formulas, innovative enzymes, and fragrance technologies. The company focuses on both liquid and powder variants for household and institutional use.
*Please note that this is only a partial list; the complete list of key players is available in the full report. Additionally, the list of key players can be customized to better suit your needs.*
Other key players in the market are Unilever Plc, RSPL, and Kao Corporation, among others.
Explore the latest trends shaping the Middle East and Africa laundry detergents market 2026-2035 with our in-depth report. Gain strategic insights, future forecasts, and key market developments that can help you stay competitive. Download a free sample report or contact our team for customized consultation on Middle East and Africa laundry detergents market trends 2026.
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*While we strive to always give you current and accurate information, the numbers depicted on the website are indicative and may differ from the actual numbers in the main report. At Expert Market Research, we aim to bring you the latest insights and trends in the market. Using our analyses and forecasts, stakeholders can understand the market dynamics, navigate challenges, and capitalize on opportunities to make data-driven strategic decisions.*
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In 2025, the Middle East and Africa laundry detergents market reached an approximate value of USD 9.19 Billion.
The market is projected to grow at a CAGR of 4.30% between 2026 and 2035.
The market is estimated to witness healthy growth in the forecast period of 2026-2035 to reach a value of around USD 14.00 Billion by 2035.
Stakeholders are expanding e-commerce, launching eco-friendly detergents, localizing formulations for water conditions, enhancing cold-water efficiency, and investing in modern retail to capture urban and emerging consumer demand efficiently.
The increasing economic growth, convenience, and easy usage offered by liquid laundry detergents, and the surging demand for organic laundry detergents amid growing eco-consciousness are key trends likely to fuel the market.
Saudi Arabia, United Arab Emirates, Nigeria, and South Africa, among others, are the leading countries in the market.
Enzymatic and non-enzymatic are the leading types of laundry detergents in the market.
The significant forms of laundry detergents in the market are powder and liquid.
The major applications of laundry detergents are household and industrial and institutional.
The key players in the market include The Procter & Gamble Company, Henkel AG & Company, KGaA, Church & Dwight Co., Inc, S. C. Johnson & Son, Inc., Unilever Plc, RSPL, and Kao Corporation, among others.
High raw material costs, fluctuating currency exchange rates, water scarcity, varying consumer preferences, and regulatory compliance across countries create operational and pricing challenges for laundry detergent companies in the region.
Explore our key highlights of the report and gain a concise overview of key findings, trends, and actionable insights that will empower your strategic decisions.
| REPORT FEATURES | DETAILS |
| Base Year | 2025 |
| Historical Period | 2019-2025 |
| Forecast Period | 2026-2035 |
| Scope of the Report |
Historical and Forecast Trends, Industry Drivers and Constraints, Historical and Forecast Market Analysis by Segment:
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| Breakup by Type |
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| Breakup by Form |
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| Breakup by Application |
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| Breakup by Region |
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| Market Dynamics |
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| Competitive Landscape |
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| Companies Covered Share |
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| Report Price and Purchase Option | Explore our purchase options that are best suited to your resources and industry needs. |
| Delivery Format | Delivered as an attached PDF and Excel through email, with an option of receiving an editable PPT, according to the purchase option. |
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