Household Care in Egypt
Euromonitor International's Household Care 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: 88 | Publication date: Jul 2008
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- 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
Another good year for household care sales in Egypt
Sales of household care products continued to grow in volume and value terms in 2007. Sales in established categories such as laundry care, dishwashing products, insecticides and surface care saw healthy growth, but at a lower pace; and other less established products such as toilet care products showed strong growth in 2007. One of the main factors which boosted growth was the development of the retail channel, as the expansion of the supermarket/hypermarket network contributed to a number of brands gaining visibility.
Retail boom impacts household care sales
The main driver behind the improved performance of many categories within household care was improved distribution. Growth was stimulated by the boom in the number of supermarkets/hypermarkets with large selling spaces and high shopper traffic. The presence of these outlets captured a large base of consumers looking for a variety of products and special offers. The display of products improved in terms of space and brand availability. Hypermarkets such as Carrefour and Spinneys were able to formulate annual promotion calendars, including key brands of household care in Egypt, which increased sales of all promoted variants. Moreover, the increasing number of pharmacies/chemists, growing at an annual rate of 7%, also contributed to the sales growth of household antiseptics/disinfectants, insecticides and air care.
Laundry care the main contributor to household care sales in Egypt
Laundry care remained the biggest contributor to value sales within household care products. Sales of laundry care products contributed to almost 65% of total expenditure on household care in Egypt in 2007. This is due to the dusty weather in Egypt, which means clothes require frequent washing. Dry cleaning remained limited to a few types of clothing and amongst upper income consumers, who can afford dry cleaning charges. Men wear white shirts on a daily basis for work, with children’s school uniforms requiring weekly washing as well as sheets, covers and towels. Due to the lengthy summer months, Egyptian-made, cotton clothing dominates, which is safe for washing at home. Frequency of washing increases in the summer, as dust and dirt are more persistent, with more outdoor family activities.
Multinationals are the highest spenders on advertising
Household care in Egypt was characterised by intense competition and high fragmentation over the review period. There was a strong presence of multinationals such as Procter& Gamble Egypt SAE, Port-Said Detergents SAE (a subsidiary of Henkel KGaA), Reckitt Benckiser Egypt Ltd, Johnson Wax (Egypt) Co and Colgate-Palmolive (Egypt) SAE. Multinationals appeared the most dynamic in terms of advertising, and were responsible for many innovations across a variety of categories in the review period. However, there are an equal number of local companies operating in household care. Amongst the largest local producers are Alexandria Detergents & Chemicals Co SAE, Misr Detergents & Chemicals Co, Home Care Co for Chemical Industries, Heikal Co for Industry & Trade, El-Helal for Detergents Chemicals & Plastic and Unipro Egypt. Locally produced products have an advantage over international brands, since they can utilise cheaper formulae to sell at lower prices than multinational brands, hence they are more frequently used by middle and low income consumers, who cannot always afford the multinational brands.
Positive growth is expected during the forecast period
Household care products is expected to maintain its volume and value growth levels over the forecast period. The positive factors for growth from the review period are expected to continue to boost sales during the forecast period. These will include, the increasing population, at an annual rate of 2%; the strong purchasing power of newly married couples; the growing number of supermarkets/hypermarkets, as well as retail outlets, cafés and hotels; consumer awareness of health issues; expansion of households; and higher exposure through satellite channels to new types of household care products.
Table of contents
HOUSEHOLD CARE IN EGYPT : MARKET INSIGHT
EXECUTIVE SUMMARY
Another good year for household care sales in Egypt
Retail boom impacts household care sales
Laundry care the main contributor to household care sales in Egypt
Multinationals are the highest spenders on advertising
Positive growth is expected during the forecast period
KEY TRENDS AND DEVELOPMENTS
Egyptian population and demographics drive demand for household care products
New product development and marketing support stimulate growth
The Egyptian environment and cultural traits accelerate demand for specific products
Private label to develop further
Developments in the retail environment impact on household care sales
Egyptians use multi-purpose cleaners for all household care
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
LOCAL COMPANY PROFILES - EGYPT
ALEXANDRIA DETERGENTS & CHEMICALS CO SAE - HOUSEHOLD CARE - EGYPT
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Alexandria Detergents & Chemicals Co SAE: Key Facts
Summary 3 Alexandria Detergents & Chemicals Co SAE: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 4 Alexandria Detergents & Chemicals Co SAE: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 5 Alexandria Detergents & Chemicals Co SAE: Competitive Position 2007
HOME CARE CO FOR CHEMICAL INDUSTRIES - HOUSEHOLD CARE - EGYPT
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Home Care Co for Chemical Industries: Key Facts
Summary 7 Home Care Co for Chemical Industries: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 8 Home Care Co for Chemical Industries: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 9 Home Care Co for Chemical Industries: Competitive Position 2007
KAMENA PRODUCTS CORP - HOUSEHOLD CARE - EGYPT
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Kamena Products Corp: Key Facts
Summary 11 Kamena Products Corp: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 12 Kamena Products Corp: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 13 Kamena Products Corp: Competitive Position 2007
MISR DETERGENTS & CHEMICALS CO - HOUSEHOLD CARE - EGYPT
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Misr Detergents & Chemicals Co: Key Facts
Summary 15 Misr Detergents & Chemicals Co: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 16 Misr Detergents & Chemicals Co: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 17 Misr Detergents & Chemicals Co: Competitive Position 2007
LAUNDRY CARE IN EGYPT
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 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2007
Table 16 Sales of Laundry Aids by Type: Value 2002-2007
Table 17 Sales of Laundry Aids by Type: % Value Growth 2002-2007
Table 18 Laundry Care Company Shares 2003-2007
Table 19 Laundry Care Brand Shares 2004-2007
Table 20 Laundry Detergents Company Shares 2003-2007
Table 21 Laundry Detergents Brand Shares 2004-2007
Table 22 Laundry Aids Company Shares 2003-2007
Table 23 Laundry Aids Brand Shares 2004-2007
Table 24 Forecast Sales of Laundry Care by Subsector: Value 2007-2012
Table 25 Forecast Sales of Laundry Care by Subsector: % Value Growth 2007-2012
DISHWASHING PRODUCTS IN EGYPT
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 26 Household Penetration of Dishwashers 2002-2007
SECTOR DATA
Table 27 Sales of Dishwashing Products by Subsector: Value 2002-2007
Table 28 Sales of Dishwashing Products by Subsector: % Value Growth 2002-2007
Table 29 Dishwashing Products Company Shares 2003-2007
Table 30 Dishwashing Products Brand Shares 2004-2007
Table 31 Forecast Sales of Dishwashing Products by Subsector: Value 2007-2012
Table 32 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2007-2012
SURFACE CARE IN EGYPT
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 33 Sales of Surface Care by Subsector: Value 2002-2007
Table 34 Sales of Surface Care by Subsector: % Value Growth 2002-2007
Table 35 Surface Care Company Shares 2003-2007
Table 36 Surface Care Brand Shares 2004-2007
Table 37 Forecast Sales of Surface Care by Subsector: Value 2007-2012
Table 38 Forecast Sales of Surface Care by Subsector: % Value Growth 2007-2012
CHLORINE BLEACH IN EGYPT
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 39 Chlorine Bleach by Type: % Value Analysis 2005-2007
Table 40 Sales of Chlorine Bleach: Value 2002-2007
Table 41 Sales of Chlorine Bleach: % Value Growth 2002-2007
Table 42 Chlorine Bleach Company Shares 2003-2007
Table 43 Chlorine Bleach Brand Shares 2004-2007
Table 44 Forecast Sales of Chlorine Bleach: Value 2007-2012
Table 45 Forecast Sales of Chlorine Bleach: % Value Growth 2007-2012
TOILET CARE PRODUCTS IN EGYPT
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 46 Sales of Toilet Care Products by Subsector: Value 2002-2007
Table 47 Sales of Toilet Care Products by Subsector: % Value Growth 2002-2007
Table 48 Toilet Care Products Company Shares 2003-2007
Table 49 Toilet Care Products Brand Shares 2004-2007
Table 50 Forecast Sales of Toilet Care Products by Subsector: Value 2007-2012
Table 51 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2007-2012
POLISHES IN EGYPT
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 52 Sales of Polishes by Subsector: Value 2002-2007
Table 53 Sales of Polishes by Subsector: % Value Growth 2002-2007
Table 54 Polishes Company Shares 2003-2007
Table 55 Polishes Brand Shares 2004-2007
Table 56 Forecast Sales of Polishes by Subsector: Value 2007-2012
Table 57 Forecast Sales of Polishes by Subsector: % Value Growth 2007-2012
AIR CARE IN EGYPT
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 58 Sales of Air Care by Subsector: Value 2002-2007
Table 59 Sales of Air Care by Subsector: % Value Growth 2002-2007
Table 60 Air Care Fragrances Rankings by Value 2006-2007
Table 61 Air Care Company Shares 2003-2007
Table 62 Air Care Brand Shares 2004-2007
Table 63 Forecast Sales of Air Care by Subsector: Value 2007-2012
Table 64 Forecast Sales of Air Care by Subsector: % Value Growth 2007-2012
INSECTICIDES IN EGYPT
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 65 Sales of Insecticides by Subsector: Value 2002-2007
Table 66 Sales of Insecticides by Subsector: % Value Growth 2002-2007
Table 67 Spray Insecticides by Type: % Value Breakdown 2006-2007
Table 68 Insecticides Company Shares 2003-2007
Table 69 Insecticides Brand Shares 2004-2007
Table 70 Forecast Sales of Insecticides by Subsector: Value 2007-2012
Table 71 Forecast Sales of Insecticides by Subsector: % Value Growth 2007-2012