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Affordable Brands Drive Sales Amid Challenging Economic Conditions
Home care in Nigeria is experiencing significant growth, driven by the need for affordable products and the increasing urban population. In 2025, the category recorded a retail value of NGN1,123.3 billion, representing 22% growth from the previous year. Laundry care remains the largest category, with a retail value of NGN817.9 billion. Affordability and multifunctionality are shaping the category, with local brands claiming share from multinationals. The category is expected to continue growing, with a forecast current CAGR of 17%, reaching NGN2,476.2 billion by 2030.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Care industry in Nigeria 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 Nigeria, 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 Nigeria 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 Nigeria?
- Which are the leading brands in Home Care in Nigeria?
- How are products distributed in Home Care in Nigeria?
- 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 Nigeria
Affordable Brands Drive Sales Amid Challenging Economic Conditions
Key Data Insights
Chart 1 Key Industry Trends for Home Care
Affordable Brands Drive Sales Amid Challenging Economic Conditions
Chart 2 Novex Bleach Launches 75ml Sachets
Laundry Care Dominates with Evolving Formats
Chart 3 So Klin Launches First Ever Smart Liquid Detergent for Hand Wash
Multifunctionality and Affordability Drive Innovation
Chart 4 Henkel's Waw Active 5 All Purpose Cleaner Offers Multifunctionality Benefits
Chart 5 Value Sales of Home Care 2020-2030
Chart 6 Volume Sales of Home Care 2020-2030
Chart 7 Value Sales of Home Care by Category 2025
Affordable, Premium Brands and Urbanisation to Drive Home Care Growth
Laundry Care to Maintain Leading Position with Evolving Formats
Niche Categories Expected to Drive Growth with Task-Specific Products
Chart 8 Analyst Insight for Home Care
Rising Economic Improvement Predicted to Shape Competitive Dynamics
Chart 9 Forecast Value Sales of Home Care 2020-2030
Chart 10 Forecast Value Sales of Home Care by Category 2025-2030
Local Brands Pose Challenge To Multinationals
New Local Entrants Cause Shifts in Market Dynamics
Chart 11 Company Shares of Home Care 2025
Chart 12 Brand Shares of Home Care 2025
Small Local Grocers Leads Home Care Distribution
Retail E-Commerce Grows Despite Limited Consumer Trust
Chart 13 Retail Channels for Home Care 2020-2025
Chart 14 Economic Context for Home Care
Chart 15 Real GDP Growth 2020-2030
Chart 16 Inflation 2020-2030
Chart 17 Consumer Context for Home Care
Chart 18 Population 2020-2030
Chart 19 Consumer Expenditure 2020-2030
Chart 20 Population by Generation 2025
Air Care in Nigeria
Key Data Insights
Premium Brands Capitalise on Novel Product Formats and Technology
Chart 21 Key Industry Trends for Air Care
Premium Brands Capitalise on Novel Product Formats and Technology
Local Brands Gain Traction with Competitive Prices
Evolving Product Formats Drive Innovation and Consumer Interest
Aer ?Power Pocket’S 30-Day Lifespan Fuels Demand for Portable Solutions
Chart 22 Godrej Nigeria Launches Innovative Aer Power Pocket in 2025
Chart 23 Value Sales of Air Care 2020-2030
Chart 24 Volume Sales of Air Care 2020-2030
Chart 25 Value Sales of Air Care by Category 2025
Premium Brands Expected to Drive Growth with Novel Formats and Technology
Chart 26 Analyst Insight for Air Care
Shifts in Consumer Preferences Will Shape Progress in Air Fresheners
Chart 27 Forecast Value Sales of Air Care 2020-2030
Chart 28 Forecast Value Sales of Air Care by Category 2025-2030
Key Players to Focus on Innovation
Local Companies Gain Ground with Affordable Alternatives
Chart 29 Company Shares of Air Care 2025
Chart 30 Brand Shares of Air Care 2025
Small Local Grocers Maintains Lead through Convenience
Retail E-Commerce Continues to Rise From Small Base
Chart 31 Retail Channels for Air Care 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 Nigeria
Key Data Insights
Local Brands Intensify Competition with Affordable Options
Chart 39 Key Industry Trends for Bleach
Local Brands Intensify Competition with Affordable Options
Novex Bleach Launches Affordable Small Sachet Pack
Chart 40 Novex Bleach Launches 75ml Sachet Pack
Chart 41 Value Sales of Bleach 2020-2030
Chart 42 Volume Sales of Bleach 2020-2030
Affordability and Urbanisation to Drive Growth Despite Competition
Other Home Care Categories Expected to Intensify Competition
Chart 43 Forecast Value Sales of Bleach 2020-2030
Leading Brands Maintain Dominance through Affordability and Innovation
Chart 44 Company Shares of Bleach 2025
Chart 45 Brand Shares of Bleach 2025
Small Local Grocers Leads Bleach Distribution in Nigeria
Retail E-Commerce Grows Despite Remaining a Small Share
Chart 46 Retail Channels for Bleach 2020-2025
Chart 47 Economic Context for Bleach
Chart 48 Real GDP Growth 2020-2030
Chart 49 Inflation 2020-2030
Chart 50 Consumer Context for Bleach
Chart 51 Population 2020-2030
Chart 52 Consumer Expenditure 2020-2030
Chart 53 Population by Generation 2025
Dishwashing in Nigeria
Key Data Insights
Local Brands Gain Traction with Affordable Dishwashing Options and Pricing Strategies
Chart 54 Key Industry Trends for Dishwashing
Local Brands Gain Traction with Affordable Dishwashing Options and Pricing Strategies
Product Innovation Fuels Growth in Automatic Dishwashing
Independent Manufacturers Drive Competition with Unique Strategies
Chart 55 Morning Fresh Expands Pack Range with 200Ml Packs
Chart 56 Value Sales of Dishwashing 2020-2030
Chart 57 Volume Sales of Dishwashing 2020-2030
Chart 58 Value Sales of Dishwashing by Category 2025
Local Brands and Economic Stability Fuel Growth
Innovative Strategies and Affordability to Drive Competition
Chart 59 Analyst Insight for Dishwashing
Chart 60 Forecast Value of Dishwashing Sales 2020-2030
Chart 61 Forecast Value Sales of Dishwashing by Category 2025-2030
Local Brands Erode Market Share of Leading Players
New Entrants and Affordable Options Reshape the Landscape
Chart 62 Company Shares of Dishwashing 2025
Chart 63 Brand Shares of Dishwashing 2025
Small Local Grocers Dominate Dishwashing Distribution
Retail E-Commerce Gains Traction in Niche Products
Chart 64 Retail Channels for Dishwashing 2020-2025
Chart 65 Economic Context for Dishwashing
Chart 66 Real GDP Growth 2020-2030
Chart 67 Inflation 2020-2030
Chart 68 Consumer Context for Dishwashing
Chart 69 Population 2020-2030
Chart 70 Consumer Expenditure 2020-2030
Chart 71 Population by Generation 2025
Home Insecticides in Nigeria
Key Data Insights
Urban Pest Control Drives Innovation and Growth
Chart 72 Key Industry Trends of Home Insecticides
Urban Pest Control Drives Innovation and Growth
Chart 73 Sniper Launches New Variants: Sniper Bedbug Killer and Sniper Hotshot Multipurpose Insect Killer
Spray/Aerosol Insecticides Dominate Despite Decline
Evolving Product Formats Offer Growth Potential
Chart 74 Value Sales of Home Insecticides 2020-2030
Chart 75 Volume Sales of Home Insecticides 2020-2030
Chart 76 Value Sales of Home Insecticides by Category 2025
Consumers Set to Shift to Safer and More Convenient Options
Spray/Aerosol Insecticides to Maintain Dominance
Chart 77 Analyst Insight for Home Insecticides
Electric Insecticides Expected to Experience Rapid Growth
Chart 78 Forecast Value Sales of Home Insecticides 2020-2030
Chart 79 Forecast Value Sales of Home Insecticides by Category 2025-2030
Gongoni Co Ltd and Johnson Wax Nigeria Ltd Dominate Home Insecticides
Innovation Propels Saro Lifecare Ltd and Godrej Nigeria Ltd
Chart 80 Company Shares of Home Insecticides 2025
Chart 81 Brand Shares of Home Insecticides 2025
Small Local Grocers Leads Distribution with Convenience and Affordability
Health and Beauty Specialists Increase Competition
Retail E-Commerce Remains Negligible Due to Consumer Preferences
Chart 82 Retail Channels for Home Insecticides 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 Nigeria
Key Data Insights
Multifunctionality in Laundry Detergents Drives Innovation and Growth
Chart 90 Key Industry Trends for Laundry Care
Multifunctionality in Laundry Detergents Drives Innovation and Growth
Waw Complete 5-In-1 Offers Affordable Prices and Different Pack Sizes
Chart 91 WAW Complete 5-in-1 Liquid Detergent Offers Multiple Features
Evolving Product Formats Increase Affordability and Strengthen Local Brands
Mood-Boosting Ingredients Add Value Amid Tightening Consumer Budgets
Chart 92 So Klin Launches First-Ever Smart Liquid Detergent for Hand Wash
Chart 93 Value Sales of Laundry Care 2020-2030
Chart 94 Volume Sales of Laundry Care 2020-2030
Chart 95 Value Sales of Laundry Care by Category 2025
Consumers Expected to Seek Value-Added Laundry Products as Economy Improves
Local Brands Set to Drive Laundry Detergent and Niche Category Growth
Multi-Purpose Positioning and Marketing Expected to Boost Competition
Chart 96 Forecast Value Sales of Laundry Care 2020-2030
Chart 97 Forecast Value Sales of Laundry Care by Category 2025-2030
New Entrants Challenge Leading Players
Chart 98 Analyst Insight for Laundry Care
Chart 99 Company Shares of Laundry Care 2025
Chart 100 Brand Shares of Laundry Care 2025
Small Local Grocers Leads Laundry Care Distribution
E-Commerce Gains Traction in Laundry Care Distribution through Third-Party Platforms
Chart 101 Retail Channels for Laundry Care 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 Nigeria
Key Data Insights
Polarisation Shapes Nigeria's Polishes Market Dynamics
Chart 109 Key Industry Trends for Polishes
Polarisation Shapes Nigeria's Polishes Market Dynamics
Shoe Polish Drives Value and Volume Sales Despite Economic Challenges
Chart 110 Value Sales of Polishes 2020-2030
Chart 111 Volume Sales of Polishes 2020-2030
Chart 112 Value Sales of Polishes by Category 2025
Shoe Polish to Remain Largest Category Amid Footwear Style Shifts
Consumer Spending Shifts Expected to Offer Growth Prospects for Niche Polish Categories
Chart 113 Forecast Value Sales of Polishes 2020-2030
Chart 114 Forecast Value Sales of Polishes by Category 2025-2030
Askco Group Nigeria Maintains Its Lead through Premium Offerings
Chart 115 Analyst Insight for Polishes
Chart 116 Company Shares of Polishes 2025
Chart 117 Brand Shares of Polishes 2025
Small Local Grocers Dominates Sales of Polishes through Convenience
Supermarkets Drives Growth in Modern Retail Channels
E-Commerce Gradually Gains Traction among Higher-Income Consumers
Chart 118 Retail Channels for Polishes 2020-2025
Chart 119 Economic Context for Polishes
Chart 120 Real GDP Growth 2020-2030
Chart 121 Inflation 2020-2030
Chart 122 Consumer Context for Polishes
Chart 123 Population 2020-2030
Chart 124 Consumer Expenditure 2020-2030
Chart 125 Population by Generation 2025
Surface Care in Nigeria
Key Data Insights
Local Brands Drive Sales with Multifunctional Products
Chart 126 Key Industry Trends for Surface Care
Local Brands Drive Sales with Multifunctional Products
Chart 127 Henkel's Waw Active 5 All Purpose Cleaner Offers Multifunctionality Benefits
Currency Depreciation Drives Popularity of Local Surface Care Brands
Premium Brands Regain Appeal with Added Value
Chart 128 PZ Cussons' Carex Relaunches with New Range of Home Care Disinfectants
Chart 129 Value Sales of Surface Care 2020-2030
Chart 130 Volume Sales of Surface Care 2020-2030
Chart 131 Value Sales of Surface Care by Category 2025
Local Brands Expected to Unlock Demand with Tailored Surface Care Solutions
Chart 132 Analyst Insight for Surface Care
Home Care Disinfectants Set to Continue Leading Growth Despite Economic Challenges
Chart 133 Forecast Value Sales of Surface Care 2020-2030
Chart 134 Forecast Value Sales of Surface Care by Category 2025-2030
Gongoni Co Ltd Leads Surface Care Landscape with Affordable Scouring Agents
Chart 135 Company Shares of Surface Care 2025
Chart 136 Brand Shares of Surface Care 2025
Small Local Grocers Dominates Surface Care Distribution
Retail E-Commerce Grows Despite Limited Consumer Trust
Chart 137 Retail Channels for Surface Care 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 Nigeria
Key Data Insights
Evolving Product Formats Revitalise Niche Toilet Care Categories
Chart 145 Key Industry Trends for Toilet Care
Evolving Product Formats Revitalise Niche Toilet Care Categories
Mood-boosting Ingredients Drive Innovation with New Fragrance
Chart 146 Hypo Toilet Cleaner Introduces Floral Variety
Chart 147 Value Sales of Toilet Care 2020-2030
Chart 148 Volume Sales of Toilet Care 2020-2030
Chart 149 Value Sales of Toilet Care by Category 2025
Consumers Set to Drive Toilet Care Growth with Rising Incomes and Urbanisation
Local Brands to Pose Competition with Fragrance Innovation
Chart 150 Forecast Value Sales of Toilet Care 2020-2030
Chart 151 Forecast Value Sales of Toilet Care by Category 2025-2030
Hypo Toilet Cleaner Challenges Harpic’s Dominance
Chart 152 Analyst Insight for Toilet Care
Chart 153 Company Shares of Toilet Care 2025
Chart 154 Brand Shares of Toilet Care 2025
Small Local Grocers Maintain Lead in Toilet Care Sales
Retail E-Commerce Emerges as Fastest Growing Channel
Chart 155 Retail Channels for Toilet Care 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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