Detergent industry: Discrete growth in exports

In highly competitive industrial sectors, some Algerian companies are now following the same pattern: starting with limited resources, consolidating the domestic market first, then gradually moving into exports after a few years of learning. In the detergent and cleaning products segment, Algeria has seen the emergence of a dynamic of international expansion.

Over 2,000 products and 90 distributors in Algeria

This is the case for Esquirol, a manufacturer based in Boumerdès, which celebrated 10 years on the national market last Thursday. Known for its products marketed under the name Life, the manufacturer illustrates a trend that more and more private operators are embracing in Algeria. This involves starting small, consolidating an industrial base and, after a few years of learning, securing the first export markets. In the detergent and cleaning products sector, there has been a noticeable trend towards international expansion in recent years, driven by the adaptation of local companies and the gradual opening up of foreign markets.

Esquirol CEO Brahim Khodja sums up a trajectory that many small industrial structures strive for: "We started from scratch, with only four employees. From the outset, our goal was to become a company with an international presence." Ten years later, he says, the company has "five production units, 1,300 workers and exports to some 30 countries." He emphasises the importance of taking a long-term view: "The last ten years have been a learning period. The most important part is yet to come."

On the domestic front, the CEO highlights national coverage, which often serves as a springboard for exports: "Today, our products are available in every province of the country, with more than 2,000 products and 90 distributors." Without getting into brand communication, this local presence is generally presented by manufacturers as a prerequisite, highlighting volumes, regularity of supply, field feedback and the ability to maintain consistent standards.

Exporting remains the most demanding stage, as it requires controlled logistics costs, deadlines, standards and sometimes adaptations to labelling or formulation. In this segment, Esquirol already exports to several destinations, "such as France, Tunisia, Spain, Mauritania, Libya and Qatar". Internally, the company is now confirming the expansion of this geographical coverage.

Oussama Taleb, export manager, cites "several European countries, notably France and Belgium," and, in Africa, "Tunisia, Libya, Mauritania, Senegal, Benin and Mauritius." He also mentions a lever often used by national operators, namely, trade fairs and exhibitions abroad. "The company also participates in trade fairs organised in the country and abroad, with the ultimate aim of expanding its presence in the African market," Taleb points out.

Reducing external dependency

In terms of performance, this latest figure reflects recent activity. "The value of exports in 2025 is around €300,000," he says. He anticipates "an upward trend in 2026". In terms of volume, he estimates exports at "around three to four containers per month". Here again, the stated goal is not solely commercial. Taleb links the strategy to the development objectives of local integration: "Around 20% of raw materials are currently imported," but the company says it is aiming for local production, starting this year or next year, to reduce external dependence.

In 10 years, Esquirol wants to take another step forward with the "creation of a production unit dedicated specifically to products for export and conquering more international markets". Such specialisation, if it materialises, responds to a well-known constraint that makes exports different from the domestic market, with competitiveness depending as much on standardisation, production rates and traceability as on price.

Beyond a single company case, the example refers to a broader challenge for the Algerian economy, namely, transforming small private initiatives into regular exporters capable of lasting over time. While the Algerian detergent industry is becoming more structured and visible, several manufacturers are now promoting a philosophy of quality, innovation and export.

Internationally, the household cleaning products market is valued at $282.28 billion in 2025, a sign of a mass sector essential to everyday life. For Algerian manufacturers, the challenge now is to convert one-off successes into regular export flows, backed by stronger local integration.