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Growing Demand for Home Care Driven by Urbanisation and Lifestyle Changes
The home care market in Iraq is experiencing robust growth driven by urbanisation and changing consumer behaviour, with a projected curent value CAGR of 6% over the forecast period, reaching sales of IQD1.3 trillion in 2030. This growth is being driven by increasing demand for cleaning and hygiene products, particularly in urban areas. The market's attractiveness is further enhanced by the rising median disposable income per household in Iraq. To succeed in this market, brands should focus on product innovation, adapting to changing consumer preferences, and navigating the challenges of local manufacturing.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Care industry in Iraq with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Air Care
- Bleach
- Dishwashing
- Home Insecticides
- Laundry Care
- Polishes
- Surface Care
- Toilet Care
If you're in the Home Care industry in Iraq, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Home Care in Iraq report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Home Care in Iraq?
- Which are the leading brands in Home Care in Iraq?
- How are products distributed in Home Care in Iraq?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Home Care in Iraq
Growing Demand for Home Care Driven by Urbanisation and Lifestyle Changes
Key Data Insights
Chart 1 Key Industry Trends for Home Care
Growing Demand for Home Care Driven by Urbanisation and Lifestyle Changes
Laundry Care Dominates Market Share with Essential Product Offerings
Bleach as a Versatile Solution for Multiple Tasks
Chart 2 Versatile O2 Bleach
Chart 3 Value Sales 2020-2030
Chart 4 Volume Sales 2020-2030
Chart 5 Value Sales by Category 2025
Small Suppliers to Drive Market Fragmentation and Growth
Laundry Care Will Maintain Its Dominance with Essential Products
Multifunctionality and Health Concerns to Drive Product Innovation
Chart 6 Forecast Value Sales 2020-2030
Chart 7 Forecast Value Sales by Category 2025-2030
Leading Players Maintain Their Grip Amidst Market Fragmentation
Market Fragmentation Challenges Established Players
Chart 8 Analyst Insight for Home Care
Health-Focused Brands Gain Traction with Sensitive Products
Chart 9 Noura's Hand-Sensitive Dishwashing Liquid
Chart 10 Company Shares 2025
Chart 11 Brand Shares 2025
Small Local Grocers Dominate Distribution
Retail E-Commerce Grows Slowly with Limited Impact
No Emerging Retail Brands or Concepts Identified
Chart 12 Retail Channels 2020-2025
Chart 13 Economic Context for Home Care
Chart 14 Real Gdp Growth 2020-2030
Chart 15 Inflation 2020-2030
Chart 16 Consumer Context for Home Care
Chart 17 Population 2020-2030
Chart 18 Consumer Expenditure 2020-2030
Chart 19 Population by Generation 2025
Air Care in Iraq
Key Data Insights
Growth Driven by Population Expansion and Urbanisation
Chart 20 Key Industry Trends for Air Care
Growth Driven by Population Expansion and Urbanisation
Spray/Aerosol Air Fresheners Dominate Market Share
Health and Wellness Trend Reshapes Product Offerings
Chart 21 New Brand Bright Has a Focus on Mood-Boosting Fragrances
Chart 22 Value Sales 2020-2030
Chart 23 Volume Sales 2020-2030
Chart 24 Value Sales by Category 2025
Falling Prices and Market Fragmentation to Continue
Spray/Aerosol Air Fresheners to Remain Dominant
Health and Wellness Trend to Drive Innovation
Chart 25 Forecast Value Sales 2020-2030
Chart 26 Forecast Value Sales by Category 2025-2030
Market Fragmentation Erodes Leaders' Shares, Boosts Competition
Chart 27 Analyst Insight for Air Care
New Brands Enter the Market with Mood-Boosting Fragrances
Chart 28 Loyal is One of Many New Brands in the Market
No Significant Mergers or Acquisitions
Chart 29 Company Shares 2025
Chart 30 Brand Shares 2025
Traditional Grocers Dominate Air Care Sales in Iraq
E-Commerce Fails to Gain Traction in Iraq's Air Care Market
No Emerging Retail Brands or Concepts
Chart 31 Retail Channels 2020-2025
Chart 32 Economic Context for Air Care
Chart 33 Real Gdp Growth 2020-2030
Chart 34 Inflation 2020-2030
Chart 35 Consumer Context for Air Care
Chart 36 Population 2020-2030
Chart 37 Consumer Expenditure 2020-2030
Chart 38 Population by Generation 2025
Bleach in Iraq
Key Data Insights
Multifunctionality Drives Steady Demand for Bleach Products
Chart 39 Key Industry Trends for Bleach
Multifunctionality Drives Steady Demand for Bleach Products
Chart 40 O2 Stresses the Multifunctionality of Bleach
Affordability and Limited Competition Sustain Bleach Sales
Chart 41 Value Sales 2020-2030
Chart 42 Volume Sales 2020-2030
Affordable Pricing to Sustain Demand for Multifunctional Bleach Products
Local Players Will Continue to Dominate the Market with Affordable Low-Quality Products
Multifunctionality and Affordability to Drive Steady Long-Term Growth
Chart 43 Forecast Value Sales 2020-2030
Local Players Dominate with Affordable Low-Quality Products
Chart 44 Analyst Insight for Bleach
No Significant Mergers or Acquisitions or New Product Launches
Chart 45 Company Shares 2025
Chart 46 Brand Shares 2025
Small Local Grocers Dominate Bleach Sales in Iraq
No E-Commerce Presence for Bleach in Iraq
No Emerging Retail Brands or Concepts in 2026
Chart 47 Retail Channels 2020-2025
Chart 48 Economic Context for Bleach
Chart 49 Real Gdp Growth 2020-2030
Chart 50 Inflation 2020-2030
Chart 51 Consumer Context for Bleach
Chart 52 Population 2020-2030
Chart 53 Consumer Expenditure 2020-2030
Chart 54 Population by Generation 2025
Dishwashing in Iraq
Key Data Insights
Strong Growth Driven by Urbanisation and Rising Incomes
Chart 55 Key Industry Trends for Dishwashing
Strong Growth Driven by Urbanisation and Rising Incomes
Hand Dishwashing Remains Dominant Despite Automatic Dishwashing Growth
Health and Wellness Drives Demand for Premium Products
Chart 56 Value Sales 2020-2030
Chart 57 Volume Sales 2020-2030
Chart 58 Value Sales by Category 2025
Consumers to Drive Demand for Premium Dishwashing Products
Chart 59 Key Industry Trends for Dishwashing
Automatic Dishwashing Will Continue Gaining Traction among Urban Consumers
Market Fragmentation and Competition to Intensify
Chart 60 Forecast Value Sales 2020-2030
Chart 61 Forecast Value Sales by Category 2025-2030
Fragmentation and Competition Intensify in Iraq's Dishwashing Market
Premium Brands Benefit From Quality Focus and Marketing
Chart 62 Pril Products Offer Lasting Cleaning
Opportunities Emerging in Iraq's Dishwashing Market
Chart 63 Company Shares 2025
Chart 64 Brand Shares 2025
Small Local Grocers Maintain Their Dominance of Distribution
Stagnant E-Commerce Growth Reflects Logistical Challenges
No Emerging Retail Brands or Concepts Expected
Chart 65 Retail Channels 2020-2025
Chart 66 Economic Context for Dishwashing
Chart 67 Real Gdp Growth 2020-2030
Chart 68 Inflation 2020-2030
Chart 69 Consumer Context for Dishwashing
Chart 70 Population 2020-2030
Chart 71 Consumer Expenditure 2020-2030
Chart 72 Population by Generation 2025
Home Insecticides in Iraq
Key Data Insights
Consumers Prioritise Health and Wellness in Their Sanitation Choices
Chart 73 Key Industry Trends for Home Insecticides
Consumers Prioritise Health and Wellness in Their Sanitation Choices
Spray/Aerosol Insecticides Remain Dominant, Electric Insecticides Dynamic
Health and Wellness Trend Drives Demand for Safer Solutions
Chart 74 Value Sales 2020-2030
Chart 75 Volume Sales 2020-2030
Chart 76 Value Sales by Category 2025
Consumers to Drive Demand for Safer Pest Control Solutions
Spray/Aerosol Insecticides Will Remain Dominant
Health and Wellness Trend Will Shape Future of Pest Control
Chart 77 Forecast Value Sales 2020-2030
Chart 78 Forecast Value Sales by Category 2025-2030
Traditional Suppliers Lose Ground to New Entrants
Chart 79 Analyst Insight for Home Insecticides
Opportunities Emerge for Niche Players and New Entrants
Chart 80 Company Shares 2025
Chart 81 Brand Shares 2025
Traditional Stores Dominate Home Insecticides Sales
E-Commerce Absence Presents Opportunities for Growth
Emerging Trends in Distribution Channels
Chart 82 Retail Channels 2020-2025
Chart 83 Economic Context for Home Insecticides
Chart 84 Real Gdp Growth 2020-2030
Chart 85 Inflation 2020-2030
Chart 86 Consumer Context for Home Insecticides
Chart 87 Population 2020-2030
Chart 88 Consumer Expenditure 2020-2030
Chart 89 Population by Generation 2025
Laundry Care in Iraq
Key Data Insights
Premium Brands Dominate Despite Local Competition
Chart 90 Key Industry Trends for Laundry Care
Premium Brands Dominate Despite Local Competition
Laundry Detergents Remain the Largest Category
Multifunctionality Drives Growth in Laundry Care
Chart 91 Value Sales 2020-2030
Chart 92 Volume Sales 2020-2030
Chart 93 Value Sales by Category 2025
Premium Brands Will Continue to Lead as the Market Evolves
Shift to Liquid Detergents Gains Momentum
Market Fragmentation and Competition to Intensify
Chart 94 Forecast Value Sales 2020-2030
Chart 95 Forecast Value Sales by Category 2025-2030
Procter & Gamble and Henkel Remain Stronger Leaders
New Local Suppliers Intensify Competition
Chart 96 Analyst Insight for Laundry Care
Chart 97 Touri Introduces Powder and Liquid Detergents in Iraq
New Product Launches Drive Innovation and Competition
Chart 98 Ariel's New Downy Softer Touch Products
Chart 99 Company Shares 2025
Chart 100 Brand Shares 2025
Small Grocers Maintain Their Dominance Thanks to Their Adaptability and Local Reach
Other Non-Grocery Retailers Gain Share in 2025
Retail E-Commerce Remains Underdeveloped
Chart 101 Retail Channels 2020-2025
Chart 102 Economic Context for Laundry Care
Chart 103 Real Gdp Growth 2020-2030
Chart 104 Inflation 2020-2030
Chart 105 Consumer Context for Laundry Care
Chart 106 Population 2020-2030
Chart 107 Consumer Expenditure 2020-2030
Chart 108 Population by Generation 2025
Polishes in Iraq
Key Data Insights
Convenience Drives Demand for Boxed Shoe Polish Sets
Chart 109 Key Industry Trends for Polishes
Convenience Drives Demand for Boxed Shoe Polish Sets
Shoe Polish Drives Growth with Innovative Packaging
Evolving Product Formats Boost Sales through Practicality
Chart 110 Smart Shoe Polish
Chart 111 Value Sales 2020-2030
Chart 112 Volume Sales 2020-2030
Chart 113 Value Sales by Category 2025
Consumers to Favour Convenient and Practical Polishes
Chart 114 Analyst Insight for Polishes
Shoe Polish Will Remain Dominant but Faces Challenges
Easy-To-Use Products to Shape Future Demand
Chart 115 Forecast Value Sales 2020-2030
Chart 116 Forecast Value Sales by Category 2025-2030
Turkish Brands Expand Their Footprint through Modern Retail
No Significant Mergers or New Product Launches
Chart 117 Company Shares 2025
Chart 118 Brand Shares 2025
Small Local Grocers Dominate Distribution with Wide Reach and Convenience
Retail E-Commerce Has a Negligible Presence in Polishes Distribution
No Emerging Retail Brands or Concepts Identified for 2026
Chart 119 Retail Channels 2020-2025
Chart 120 Economic Context for Polishes
Chart 121 Real Gdp Growth 2020-2030
Chart 122 Inflation 2020-2030
Chart 123 Consumer Context for Polishes
Chart 124 Population 2020-2030
Chart 125 Consumer Expenditure 2020-2030
Chart 126 Population by Generation 2025
Surface Care in Iraq
Key Data Insights
Strong Growth Driven by Urbanisation and New Households
Chart 127 Key Industry Trends for Surface Care
Strong Growth Driven by Urbanisation and New Households
Multipurpose Cleaners and Home Care Disinfectants Dominate Sales
Key Trends Shaping the Market: Multifunctionality, Health and Wellness, and Low-Price New Entrants
Chart 128 Value Sales 2020-2030
Chart 129 Volume Sales 2020-2030
Chart 130 Value Sales by Category 2025
Multipurpose Cleaners Will Remain the Largest Surface Care Product in Iraq
Chart 131 Analyst Insight for Surface Care
Home Care Disinfectants to Drive Growth Thanks to Consumers' Health Focus
Low-Price Products and Multifunctionality to Shape Future Trends
Chart 132 Forecast Value Sales 2020-2030
Chart 133 Forecast Value Sales by Category 2025-2030
Leading Brands Maintain Their Positions Despite Market Fragmentation
Swiss Rose Drives Multifunctionality with New Product Launch
Chart 134 Swiss Rose Launches a Multipurpose Cleaner in Iraq
No Significant Mergers or New Product Launches Reported
Chart 135 Company Shares 2025
Chart 136 Brand Shares 2025
Small Local Grocers Lead Sales with Established Consumer Trust
Retail E-Commerce Remains Insignificant Due to Structural Barriers
No Emerging Retail Brands or Concepts Identified for 2026
Chart 137 Retail Channels 2020-2025
Chart 138 Economic Context for Surface Care
Chart 139 Real Gdp Growth 2020-2030
Chart 140 Inflation 2020-2030
Chart 141 Consumer Context for Surface Care
Chart 142 Population 2020-2030
Chart 143 Consumer Expenditure 2020-2030
Chart 144 Population by Generation 2025
Toilet Care in Iraq
Key Data Insights
Strong Growth Driven by Urbanisation and Hygiene Awareness
Chart 145 Key Industry Trends for Toilet Care
Strong Growth Driven by Urbanisation and Hygiene Awareness
Toilet Liquids/Foam Dominates Sales with Sustained Demand
Asevi Leads the Trend with Mood-Boosting Ingredients and Premiumisation
Chart 146 Asevi Looks to Destroy Bad Odours
Chart 147 Value Sales 2020-2030
Chart 148 Volume Sales 2020-2030
Chart 149 Value Sales by Category 2025
Consumers to Drive Demand for Simple and Effective Toilet Care Solutions
Expanding Distribution Channels to Capture Growing Demand
New Brands and Products to Emerge with Rising Demand
Chart 150 Forecast Value Sales 2020-2030
Chart 151 Forecast Value Sales by Category 2025-2030
Leading Players Maintain Their Positions through Their Strong Distribution
New Entrants Face Challenges, Opportunities Emerge for Innovation
Chart 152 Company Shares 2025
Chart 153 Brand Shares 2025
Small Local Grocers Dominate Toilet Care Sales in Iraq
Chart 154 Analyst Insight for Toilet Care
Hypermarkets/Supermarkets Drive Growth in Modern Retail Channels
E-Commerce Presence Remains Negligible in Iraq's Toilet Care Market
Chart 155 Retail Channels 2020-2025
Chart 156 Economic Context for Toilet Care
Chart 157 Real Gdp Growth 2020-2030
Chart 158 Inflation 2020-2030
Chart 159 Consumer Context for Toilet Care
Chart 160 Population 2020-2030
Chart 161 Consumer Expenditure 2020-2030
Chart 162 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Home Care
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- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
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- Carpet Fresheners
- Odour Neutralisers
- Refrigerator Fresheners
- Waste Bin Fresheners
- Other Other Air Care
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- Bleach
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- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
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- Hand Dishwashing
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- Electric Insecticides
- Insecticide Baits
- Insecticide Coils
- Spray/Aerosol Insecticides
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- Foggers/Bombs
- In-Home Insect Repellents
- Moth Proofers
- Other Other Home Insecticides
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- Carpet Cleaners
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- Dryer Sheets
- Liquid Fabric Softeners
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- Colour Safe Laundry Bleach
- Fabric Fresheners
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- In-Wash Spot and Stain Removers
- Pre-Wash Spot and Stain Removers
- Starch/Ironing Aids
- Water Softeners
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- Blues/Bluing
- Colour Catchers
- Colour Enhancers
- Laundry Sanitiser
- Scent Booster
- Whiteners
- Other Other Laundry Aids
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- Standard Powder Detergents
- Concentrated Powder Detergents
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- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Standard Liquid Detergents
- Concentrated Liquid Detergents
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- Standard Powder Detergents
- Standard Liquid Detergents
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- Concentrated Powder Detergents
- Concentrated Liquid Detergents
- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Bar Detergents
- Hand Wash Detergents
- Fine Fabric Detergents
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- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- Bathroom Cleaners
- Descalers
- Drain Openers
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- Standard Floor Cleaners
- Wash and Wax Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
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- In-Cistern Devices
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- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
Home Care
This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.
See all of our definitions
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This report originates from Passport, our Home Care research and analysis database.
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