Behind Iberchem in Southern Africa: a growing market for home care fragrances
The world of laundry has been undergoing a luxury upgrade. Scents for home care products are evolving, with brands elevating the category beyond its functional heritage by offering more sophisticated aromas borrowed from the language of fine fragrance.
To bring more glamour and sophistication to the home care category, brands can capitalize on beauty-inspired concepts, fragrances, claims, and formats as an extension of consumer’s personal care preferences.
Today we sat down with Tyrone Jones, Area Sales Manager at Iberchem South Africa, to discuss about this global growing segment in the Southern Africa region.
How would you describe the fragrance market in Southern Africa?
The South African fragrance industry is experiencing strong growth, with projections estimating it will reach 641 million USD by 2025 and a projected annual growth rate of 2.23% through 2030. This expansion is driven by increasing consumer demand for both mass-market and premium scents, along with a growing interest in diverse and high-quality products. Brands are responding to these shifts by developing new formulations and scent profiles that reflect evolving lifestyle and beauty preferences.
A major factor behind this momentum is the rising preference for locally sourced and sustainable ingredients. This trend has created opportunities for a wide range of businesses, from small entrepreneurs and multi-level marketing enterprises to larger manufacturers known as local champions. Together with multinational companies, they contribute to a dynamic and competitive market that strengthens South Africa’s position in the global fragrance industry.
Any growing segment?
The perfume segment is expanding fast, with a 5.70% CAGR forecast from 2024 to 2029. Home fragrances are also gaining traction, rising from 203 million USD in 2023 to an expected 398 million USD by 2030, reflecting consumers’ growing interest in scented products across different categories.
Especially within the home care segment, fragrances are becoming particularly dynamic, driven by increasing premiumization and the demand for more refined scent profiles. Consumers are seeking sensorial and long-lasting experiences in their living spaces, which is boosting the popularity of fragrance boosters and other enhanced home care solutions. This shift is transforming the category from something purely functional to a more experiential and aspirational one.
Which technologies are most relevant for your clients?
Microencapsulation (NeoCaps® and Vernova®Caps) are particularly important in fabric care, while Vernova®Pure, Iberchem’s biodegradable technology anti-malodours, is gaining traction across fabric care, personal care, and home care segments. Although the market remains very price-sensitive and many clients have historically avoided using these technologies, demand is now increasing. Local champions are progressively adopting them to enhance their brand offerings and remain competitive in a crowded market.
Large multinational players, such as Unilever, have already implemented these technologies extensively across multiple brands. For local companies seeking to compete effectively, keeping up with the latest trends and technological innovations is essential to maintain market relevance and continue challenging global competitors.
Which trends are expected to grow in the market?
Especially in two key segments, personal care and fabric care, fragrances are playing an increasingly important role. In personal care, scents paired with emotive marketing are driving consumer interest. For example, Dove offers shower gels marketed with mood-lifting benefits such as anti-stress, revival, and relaxation, which have proven to be top sellers.
In fabric care, concentrated products are gaining significant traction, with fragrance boosters expected to become increasingly competitive globally and potentially outpacing the growth of traditional fabric softeners over time. Following this trend, they are also expected to gain popularity in South Africa, particularly within the higher-end market.
With the rising focus on mental health, brands should also explore home care products with therapy-inspired fragrances that promote inner balance, enhance mental performance, support overall health, or help reduce stress. Notably, 62% of US adults who use scented products report using fragrance specifically to boost their mood, emphasizing the strong connection between scent and emotional well-being according to BeautyStreams.
