Mercy Cyrus
February 4, 2025
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Kasi Insight’s Consumer Basket Purchase Tracker is a crucial tool for analyzing consumer preferences and shopping trends across 20 African countries. In November 2024, the survey provided valuable insights into the homecare and cleaning products market in Ivory Coast, revealing key purchasing patterns.
Dishwasher detergent stood out as the most popular item, purchased by 63% of households, reflecting a shift toward the convenience of dishwashers. Oven cleaner followed closely at 61%, indicating a growing emphasis on maintaining spotless cooking spaces. Despite these trends, dishwashing liquid remains a household essential, with 57% of respondents regularly purchasing it—suggesting that manual dishwashing is still prevalent. Carpet cleaner, bought by 52% of households, underscores a demand for deep-cleaning solutions that keep living spaces fresh and inviting.
Meanwhile, general cleaning bar soap continues to be a staple for half of the households surveyed, valued for its affordability and versatility in tackling various cleaning tasks. Laundry detergent (powder) (48%) and toilet paper (48%) are also widely purchased, reinforcing the necessity of fabric care and hygiene essentials in Ivorian households.
The usage frequency of homecare and cleaning products reveals significant patterns across different demographics. Overall, 44% of consumers use these products several times a week, indicating a strong commitment to regular cleaning routines. Gen X (54%) and Millennials (52%) lead in frequent usage, reflecting their active role in household maintenance, while Gen Z (22%) shows lower engagement, possibly due to different lifestyle priorities. Women tend to engage more frequently than men, with 49% of women using these products several times a week compared to 40% of men.
Notably, daily usage is more prevalent among women, with 21% indicating they clean daily, compared to 16% of men. Generationally, Gen X leads with the highest daily usage at 24%, reflecting their responsibilities in managing households and possibly their focus on creating a healthy living environment. In contrast, only 8% of Gen Z consumers engage in daily cleaning routines.
The popularity of cleaning products among the homecare products indicates a strong consumer focus on convenience and hygiene. Brands should tailor their product ranges to include these high-demand items while also exploring innovative formulations that cater to the unique needs of Ivorian households. Additionally, the data shows that Generation X and Millennials are leading in the weekly usage of homecare products, this suggests that marketing campaigns should target these demographics specifically, highlighting the efficiency and effectiveness of products that align with their cleaning habits. Engaging these consumers through social media and influencer partnerships can enhance brand visibility and relevance.
Furthermore, brands should emphasize affordability and versatility in their offerings, as general cleaning bar soap remains a staple due to its cost-effectiveness. By focusing on these aspects, brands can strengthen their positioning in the market and foster loyalty among consumers who prioritize both quality and value in their homecare purchases. Ultimately, aligning product development and marketing strategies with these insights will enable brands to meet consumer needs more effectively and enhance their relevance in the competitive Ivorian market.
Share on socials using this caption: 🧼✨ Ivorian households are embracing convenience and deep-cleaning solutions! Gen X and Millennials lead in frequent product usage, while Gen Z lags behind. How are your cleaning habits changing? 🏠🛒 #HomeCareTrends #ConsumerInsights #CleaningEssentials
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