Household Care in Algeria
Euromonitor International's Household Care in Algeria 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: 68 | Publication date: Nov 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
Air care; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products
Executive summary
Strong growth driven by rising incomes
Algeria saw a strong economic performance during the review period, underpinned by rising energy exports. This resulted in a decline in unemployment and rising household income levels for many consumers, which in turn boosted sales of household care. Growth was also boosted by increasing urbanisation and widening retail distribution, which resulted in widening awareness of and access to these products. However, growth continued to be constrained by widespread poverty, with the majority of consumers unable to afford any but the most basic household care products such as bar soap and chlorine bleach.
Lower unit prices support growth
As consumer incomes increased, many household care products simultaneously became more affordable. Unit prices were reduced by a widening presence of low-priced imports, enabled by Algeria’s free trade agreements. Players also used price promotions or kept prices low as competition increased, with players keen to gain share and attract increasingly affluent mid- and low-income consumers.
Strong multinationals lose share to lower-priced players
Henkel and Unilever continued to be the leading players in household care in 2007, accounting for close to half of value sales. These companies benefit from a strong reputation for quality and widespread distribution. However, they lost share to smaller brands, with local players Enterprise d'Approvisionnement en Equipements Domestiques Spa (ENAED) and Fazz SARL notably both gaining share.
Independent small grocers see dominance eroded
Sales of household care continued to be dominated by independent small grocers in value terms throughout the review period. However, this sales channel lost share due to the rising presence of supermarkets/hypermarkets in the country. This channel notably expanded across urban areas of the country, where demand for household care is also strongest, and saw good growth as a result.
Growth to strengthen in forecast period as incomes grow
Household care is expected to see even stronger growth during the forecast period in constant value terms. Growth will be underpinned by the country’s rising economy, due to its increasing energy exports. This is expected to boost mid- and low-income consumers’ incomes during the forecast period, with rising employment. A wider range of price points and products are expected to gain strong distribution during the forecast period, with supermarkets/hypermarkets notably offering a wide range to consumers. Consequently, consumers will not only be better able to afford household care on a regular basis, they will also have better access to a wider range of products.
Table of contents
HOUSEHOLD CARE IN ALGERIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Strong growth driven by rising incomes
Lower unit prices support growth
Strong multinationals lose share to lower-priced players
Independent small grocers see dominance eroded
Growth to strengthen in forecast period as incomes grow
MARKET INDICATORS
Table 1 Households 2002-2007
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2002-2007
Table 3 Sales of Household Care by Sector: % Value Growth 2002-2007
Table 4 Household Care Company Shares 2003-2007
Table 5 Household Care Brand Shares 2004-2007
Table 6 Sales of Household Care by Distribution Format: % Analysis 2002-2007
Table 7 Sales of Household Care by Sector and Distribution Format: % Analysis 2007
Table 8 Forecast Sales of Household Care by Sector: Value 2007-2012
Table 9 Forecast Sales of Household Care by Sector: % Value Growth 2007-2012
DEFINITIONS
Sources
Summary 1 Research Sources
LAUNDRY CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Indicators
Table 10 Household Penetration of Washing Machines 2002-2007
Sector Data
Table 11 Sales of Laundry Care by Subsector: Value 2002-2007
Table 12 Sales of Laundry Care by Subsector: % Value Growth 2002-2007
Table 13 Sales of Laundry Detergents by Type: Value 2002-2007
Table 14 Sales of Laundry Detergents by Type: % Value Growth 2002-2007
Table 15 Laundry Care Company Shares 2003-2007
Table 16 Laundry Care Brand Shares 2004-2007
Table 17 Laundry Detergents Company Shares 2003-2007
Table 18 Laundry Detergents Brand Shares 2004-2007
Table 19 Forecast Sales of Laundry Care by Subsector: Value 2007-2012
Table 20 Forecast Sales of Laundry Care by Subsector: % Value Growth 2007-2012
DISHWASHING PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Indicators
Table 21 Household Penetration of Dishwashers 2002-2007
Sector Data
Table 22 Sales of Dishwashing Products by Subsector: Value 2002-2007
Table 23 Sales of Dishwashing Products by Subsector: % Value Growth 2002-2007
Table 24 Dishwashing Products Company Shares 2003-2007
Table 25 Dishwashing Products Brand Shares 2004-2007
Table 26 Forecast Sales of Dishwashing Products by Subsector: Value 2007-2012
Table 27 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2007-2012
SURFACE CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 28 Sales of Surface Care by Subsector: Value 2002-2007
Table 29 Sales of Surface Care by Subsector: % Value Growth 2002-2007
Table 30 Surface Care Company Shares 2003-2007
Table 31 Surface Care Brand Shares 2004-2007
Table 32 Forecast Sales of Surface Care by Subsector: Value 2007-2012
Table 33 Forecast Sales of Surface Care by Subsector: % Value Growth 2007-2012
CHLORINE BLEACH
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 34 Sales of Chlorine Bleach: Value 2002-2007
Table 35 Sales of Chlorine Bleach: % Value Growth 2002-2007
Table 36 Chlorine Bleach Company Shares 2003-2007
Table 37 Chlorine Bleach Brand Shares 2004-2007
Table 38 Forecast Sales of Chlorine Bleach: Value 2007-2012
Table 39 Forecast Sales of Chlorine Bleach: % Value Growth 2007-2012
TOILET CARE PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 40 Sales of Toilet Care Products by Subsector: Value 2002-2007
Table 41 Sales of Toilet Care Products by Subsector: % Value Growth 2002-2007
Table 42 Toilet Care Products Company Shares 2003-2007
Table 43 Toilet Care Products Brand Shares 2004-2007
Table 44 Forecast Sales of Toilet Care Products by Subsector: Value 2007-2012
Table 45 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2007-2012
POLISHES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 46 Sales of Polishes by Subsector: Value 2002-2007
Table 47 Sales of Polishes by Subsector: % Value Growth 2002-2007
Table 48 Polishes Company Shares 2003-2007
Table 49 Polishes Brand Shares 2004-2007
Table 50 Forecast Sales of Polishes by Subsector: Value 2007-2012
Table 51 Forecast Sales of Polishes by Subsector: % Value Growth 2007-2012
AIR CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 52 Sales of Air Care by Subsector: Value 2002-2007
Table 53 Sales of Air Care by Subsector: % Value Growth 2002-2007
Table 54 Air Care Company Shares 2003-2007
Table 55 Air Care Brand Shares 2004-2007
Table 56 Forecast Sales of Air Care by Subsector: Value 2007-2012
Table 57 Forecast Sales of Air Care by Subsector: % Value Growth 2007-2012
INSECTICIDES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 58 Sales of Insecticides by Subsector: Value 2002-2007
Table 59 Sales of Insecticides by Subsector: % Value Growth 2002-2007
Table 60 Insecticides Company Shares 2003-2007
Table 61 Insecticides Brand Shares 2004-2007
Table 62 Forecast Sales of Insecticides by Subsector: Value 2007-2012
Table 63 Forecast Sales of Insecticides by Subsector: % Value Growth 2007-2012
EVYAP ALGERIA
Strategic Direction
Key Facts
Summary 2 Evyap Algeria: Key Facts
Company Background
Production
Competitive Positioning
Summary 3 Evyap Algeria: Competitive Position 2007
HAYAT KIMYA ALGERIA
Strategic Direction
Key Facts
Summary 4 Hayat Kimya Algeria: Key Facts
Company Background
Production
Competitive Positioning
Summary 5 Hayat Kimya Algeria: Competitive Position 2007