Demand rose across home care in 2024 boosted by population growth, urbanisation and long-term economic development, along with the shift towards more modern housing and the increasingly Western lifestyle habits of affluent urban dwellers. Numerous small and mid-sized local suppliers also entered the market in 2024, with a primary focus on dishwashing, bleach, surface care, and laundry care products.
Iraq is experiencing rapid urbanisation, supported by significant government and private investment. However, ongoing instability in the region has created mixed consumer sentiment.
Iraqis have been steadily increasing their consumption of home care products, a trend that is expected to continue for the foreseeable future. This growth is being driven by population expansion and urbanisation.
Urbanisation is having a big impact on the market with it leading to greater access to a wider range of products while it is also boosting consumer awareness about the brands that are available. This has created a situation whereby some consumers are buying specific products or brands to showcase their wealth or social status.
Logistical costs are becoming a critical factor for the success or failure of many brands in home care in Iraq. With increasing pressure on prices and profit margins for both suppliers and retailers, cutting costs in other areas has become a priority.
Home care has yet to reach its full potential in Iraq with sales expected to see dynamic growth in retail volume terms over the forecast period, backed by rapid population growth, urbanisation and a projected improvement in the local economy. Lifestyle changes, gradual improvements in living standards and wider distribution of products in rural areas should also help to drive the development of home care.
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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:
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.
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 definitionsThis report originates from Passport, our Home Care research and analysis database.
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