Cosmetics And Toiletries in Egypt
Euromonitor International's Cosmetics And Toiletries in Egypt market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 122 | Publication date: Jul 2008
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Baby care; Bath and shower products; Colour cosmetics; Deodorants; Depilatories; Fragrances; Hair care; Men's grooming products; Oral hygiene; Premium cosmetics; Skin care; Sun care
Executive summary
Mass products dominate the cosmetics and toiletries market in Egypt
Although Egypt’s population numbers almost 80 million, the vast majority of the country’s citizens live in poverty. This has hindered sales of premium and standard products in the country. Consumers function on tight budgets, and hence with a toss-up between basic household necessities such as food and shelter, most cosmetics and toiletries products are perceived as luxury frills. Should they be purchased by consumers, the cheapest brands available will be the target option. This is particularly true since many of the local and multinational companies producing those mass brands are upping their quality, packaging, distribution and advertising, in order to gain consumer loyalty.
Hair care remains a very lucrative category for foreign companies
Hair care performed well in 2007, maintaining its position as the leading category in Egypt’s cosmetics and toiletries industry with sales of E£719 million, constituting 24% of total value sales. Hair care is also the most dynamic in terms value sales, with growth of 12% in 2007. Across the Middle East in general, hair is seen as a woman’s crowning glory and Egyptian women across all socio-economic strata invest in hair care products (particularly styling agents) to smooth their coarse curly hair. The female population of Egypt numbers over 36 million, which translates into high hair care sales. An Egyptian woman’s beauty and femininity is inextricably tied to cultural prioritisation of marriage and gender roles. Hair care in Egypt is a very lucrative category for foreign companies to tap into as Egyptian women are willing to try new products that promise to tame their frizzy hair.
‘Mini’ size products have been successful in Egypt
A growing trend has seen many companies across all fast moving consumer goods industries tapping into the ‘mini’ market, i.e. offering their products in small-sized containers to appeal to consumers, who, through focus group discussions, have revealed that they seek smaller versions of products that are more affordable to buy rather than pricier bulk containers. Reflecting this strategy’s success in the food market, cosmetics and toiletries companies have followed suit. Companies such as Beiersdorf AG, Eva Cosmetic Laboratories and Unilever Mashreq - Foods & HPC Divison, among others, have successfully launched containers as small as 15 ml and small sachets of creams, lotions, shampoos, conditioners and styling agents, amongst other cosmetics and toiletries products, to appeal to lower-income consumers and also to encourage new customers to try the products. This marketing strategy has proved very successful in Egypt.
Depilatories category faces strong competition from traditional ‘halawa’
The depilatories category in Egypt is the least profitable category across the entire cosmetics and toiletries industry. This is because in the Middle East, women are fond of the traditional ‘halawa’ (sugaring) formula that is made using caramelised sugar and lemon which turns into a caramel-like substance spread over the skin and used for hair removal. This method is cheap, effective and long-lasting, hence lowering the need for commercial hair removal. Additionally, since shaving is perceived negatively as a depilation method for women, this diminishes sales of the depilatories category as a whole.
Direct selling companies reaping greater success
Oriflame Egypt Co has had great success in Egypt, gaining significant share. It is the main direct selling cosmetics and toiletries company in Egypt and has proved that effective direct selling works well in the country. The cosmetics and toiletries market would benefit from some awareness-raising to stimulate sales of such products as deodorants and sun care, which are hindered due to lack of hygiene awareness and dermatological sensitivity to the sun, for example. When a beauty consultant from a direct selling company such as Oriflame sits with a female consumer, explains the product catalogue in detail, along with the benefits of the product, consumers are receptive to the consultant’s explanations. In a developing country such as Egypt, this is a great awareness-raising sales tool.
Table of contents
COSMETICS AND TOILETRIES IN EGYPT : MARKET INSIGHT
EXECUTIVE SUMMARY
Mass products dominate the cosmetics and toiletries market in Egypt
Hair care remains a very lucrative category for foreign companies
‘Mini’ size products have been successful in Egypt
Depilatories category faces strong competition from traditional ‘halawa’
Direct selling companies reaping greater success
KEY TRENDS AND DEVELOPMENTS
Widespread poverty remains a significant obstacle to growth
Colonialism still has a grip on cultural beauty ideals
High population growth rate drives the market forward
Multinationals lead the cosmetics and toiletries market
Growth in disposable income for growing upper-middle class
MARKET DATA
Table 1 Sales of Cosmetics and Toiletries by Sector: Value 2002-2007
Table 2 Sales of Cosmetics and Toiletries by Sector: % Value Growth 2002-2007
Table 3 Sales of Premium Cosmetics by Sector: Value 2002-2007
Table 4 Sales of Premium Cosmetics by Sector: % Value Growth 2002-2007
Table 5 Cosmetics and Toiletries Company Shares by NBO Retail Value 2003-2007
Table 6 Cosmetics and Toiletries Company Shares by GBO Retail Value 2003-2007
Table 7 Cosmetics and Toiletries Brand Shares by Retail Value 2004-2007
Table 8 Penetration of Private Label by Sector by Retail Value 2002-2007
Table 9 Sales of Cosmetics and Toiletries by Distribution Format: % Analysis 2002-2007
Table 10 Sales of Cosmetics and Toiletries by Sector and by Distribution Format: % Analysis 2007
Table 11 Forecast Sales of Cosmetics and Toiletries by Sector: Value 2007-2012
Table 12 Forecast Sales of Cosmetics and Toiletries by Sector: % Value Growth 2007-2012
Table 13 Forecast Sales of Premium Cosmetics by Sector: Value 2007-2012
Table 14 Forecast Sales of Premium Cosmetics by Sector: % Value Growth 2007-2012
APPENDIX
Gift Sets
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - EGYPT
EASY BEAUTY CO - COSMETICS AND TOILETRIES - EGYPT
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Easy Beauty Co: Key Facts
Summary 3 Easy Beauty Co: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 4 Easy Beauty Co: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 5 Easy Beauty Co: Competitive Position 2007
LORD PRECISION INDUSTRIES SAE - COSMETICS AND TOILETRIES - EGYPT
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Lord Precision Industries SAE: Key Facts
Summary 7 Lord Precision Industries SAE: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 8 Lord Precision Industries SAE: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 9 Lord Precision Industries SAE: Competitive Position 2007
LUNA COSMETICS CO - COSMETICS AND TOILETRIES - EGYPT
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Luna Cosmetics Co: Key Facts
Summary 11 Luna Cosmetics Co: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 12 Luna Cosmetics Co: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 13 Luna Cosmetics Co: Competitive Position 2007
MISR COSMETICS CO SAE - COSMETICS AND TOILETRIES - EGYPT
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Misr Cosmetics Co SAE: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 15 Misr Cosmetics Co SAE: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 16 Misr Cosmetics Co SAE: Competitive Position 2007
UNIVEST GROUP - COSMETICS AND TOILETRIES - EGYPT
STRATEGIC DIRECTION
KEY FACTS
Summary 17 Univest Group: Key Facts
Summary 18 Univest Group: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 19 Univest Group: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 20 Univest Group: Competitive Position 2007
BABY CARE IN EGYPT
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 15 Sales of Baby Care by Subsector: Value 2002-2007
Table 16 Sales of Baby Care by Subsector: % Value Growth 2002-2007
Table 17 Baby Care Premium Vs Mass % Analysis 2002-2007
Table 18 Baby Care Company Shares by Retail Value 2003-2007
Table 19 Baby Care Brand Shares by Retail Value 2004-2007
Table 20 Baby Care Premium Brand Shares 2007
Table 21 Forecast Sales of Baby Care by Subsector: Value 2007-2012
Table 22 Forecast Sales of Baby Care by Subsector: % Value Growth 2007-2012
Table 23 Forecast Baby Care Premium Vs Mass % Analysis 2007-2012
BATH AND SHOWER PRODUCTS IN EGYPT
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 24 Sales of Bath and Shower Products by Subsector: Value 2002-2007
Table 25 Sales of Bath and Shower Products by Subsector: % Value Growth 2002-2007
Table 26 Bath and Shower Products Premium Vs Mass % Analysis 2002-2007
Table 27 Bath and Shower Products Company Shares by Retail Value 2003-2007
Table 28 Bath and Shower Products Brand Shares by Retail Value 2004-2007
Table 29 Bath and Shower Products Premium Brand Shares 2007
Table 30 Forecast Sales of Bath and Shower Products by Subsector: Value 2007-2012
Table 31 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2007-2012
Table 32 Forecast Bath and Shower Products Premium Vs Mass % Analysis 2007-2012
DEODORANTS IN EGYPT
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 33 Sales of Deodorants by Subsector: Value 2002-2007
Table 34 Sales of Deodorants by Subsector: % Value Growth 2002-2007
Table 35 Deodorants Premium Vs Mass % Analysis 2002-2007
Table 36 Deodorants Company Shares by Retail Value 2003-2007
Table 37 Deodorants Brand Shares by Retail Value 2004-2007
Table 38 Deodorants Premium Brand Shares 2007
Table 39 Forecast Sales of Deodorants by Subsector: Value 2007-2012
Table 40 Forecast Sales of Deodorants by Subsector: % Value Growth 2007-2012
Table 41 Forecast Deodorants Premium Vs Mass % Analysis 2007-2012
HAIR CARE IN EGYPT
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 42 Sales of Hair Care by Subsector: Value 2002-2007
Table 43 Sales of Hair Care by Subsector: % Value Growth 2002-2007
Table 44 Hair Care Premium Vs Mass % Analysis 2002-2007
Table 45 Retail Sales of Styling Agents by Type 2003-2007
Table 46 Hair Care Company Shares by Retail Value 2003-2007
Table 47 Hair Care Brand Shares by Retail Value 2004-2007
Table 48 Styling Agents Brand Shares by Retail Value 2004-2007
MEN'S GROOMING PRODUCTS IN EGYPT
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 49 Sales of Colour Cosmetics by Subsector: Value 2002-2007
Table 50 Sales of Colour Cosmetics by Subsector: % Value Growth 2002-2007
Table 51 Colour Cosmetics Premium Vs Mass % Analysis 2002-2007
Table 52 Colour Cosmetics Company Shares by Retail Value 2003-2007
Table 53 Colour Cosmetics Brand Shares by Retail Value 2004-2007
Table 54 Colour Cosmetics Premium Brand Shares 2007
Table 55 Forecast Sales of Colour Cosmetics by Subsector: Value 2007-2012
Table 56 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2007-2012
Table 57 Forecast Colour Cosmetics Premium Vs Mass % Analysis 2007-2012
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 58 Sales of Men's Grooming Products by Subsector: Value 2002-2007
Table 59 Sales of Men's Grooming Products by Subsector: % Value Growth 2002-2007
Table 60 Sales of Men's Razors and Blades by Type 2005-2007
Table 61 Men's Grooming Products Company Shares by Retail Value 2003-2007
Table 62 Men's Grooming Products Brand Shares by Retail Value 2004-2007
Table 63 Forecast Sales of Men's Grooming Products by Subsector: Value 2007-2012
Table 64 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2007-2012
ORAL HYGIENE IN EGYPT
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 65 Sales of Oral Hygiene by Subsector: Value 2002-2007
Table 66 Sales of Oral Hygiene by Subsector: % Value Growth 2002-2007
Table 67 Sales of Manual and Power Toothbrushes by Type: Value 2002-2007
Table 68 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2002-2007
Table 69 Oral Hygiene Company Shares by Retail Value 2003-2007
Table 70 Oral Hygiene Brand Shares by Retail Value 2004-2007
Table 71 Forecast Sales of Oral Hygiene by Subsector: Value 2007-2012
Table 72 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2007-2012
Table 73 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2007-2012
Table 74 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2007-2012
FRAGRANCES IN EGYPT
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 75 Sales of Fragrances by Subsector: Value 2002-2007
Table 76 Sales of Fragrances by Subsector: % Value Growth 2002-2007
Table 77 Fragrances Premium Vs Mass % Analysis 2002-2007
Table 78 Fragrances Company Shares by Retail Value 2003-2007
Table 79 Fragrances Brand Shares by Retail Value 2004-2007
Table 80 Forecast Sales of Fragrances by Subsector: Value 2007-2012
Table 81 Forecast Sales of Fragrances by Subsector: % Value Growth 2007-2012
Table 82 Forecsast Fragrances Premium Vs Mass % Analysis 2007-2012
SKIN CARE IN EGYPT
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 83 Sales of Skin Care by Subsector: Value 2002-2007
Table 84 Sales of Skin Care by Subsector: % Value Growth 2002-2007
Table 85 Skin Care Premium Vs Mass % Analysis 2002-2007
Table 86 Skin Care Company Shares by Retail Value 2003-2007
Table 87 Skin Care Brand Shares by Retail Value 2004-2007
DEPILATORIES IN EGYPT
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 88 Sales of Depilatories by Subsector: Value 2002-2007
Table 89 Sales of Depilatories by Subsector: % Value Growth 2002-2007
Table 90 Depilatories Company Shares by Retail Value 2003-2007
Table 91 Depilatories Brand Shares by Retail Value 2004-2007
Table 92 Forecast Sales of Depilatories by Subsector: Value 2007-2012
Table 93 Forecast Sales of Depilatories by Subsector: % Value Growth 2007-2012
SUN CARE IN EGYPT
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 94 Sales of Sun Care by Subsector: Value 2002-2007
Table 95 Sales of Sun Care by Subsector: % Value Growth 2002-2007
Table 96 Sun Care Premium Vs Mass % Analysis 2002-2007
Table 97 Sun Care Company Shares by Retail Value 2003-2007
Table 98 Sun Care Brand Shares by Retail Value 2004-2007
Table 99 Sun Care Premium Brand Shares 2007
Table 100 Forecast Sales of Sun Care by Subsector: Value 2007-2012
Table 101 Forecast Sales of Sun Care by Subsector: % Value Growth 2007-2012
Table 102 Forecast Sun Care Premium Vs Mass % Analysis 2007-2012