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: 81 | Publication date: Oct 2007
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
Healthy growth of household care
Household care increased healthily compared to 2005 despite the low purchasing power of most Egyptians. The development of the retail channel and the opening of many supermarkets/hypermarkets during the review period were the main contributors to sales. The dusty and hot weather that prevailed almost all year also played an important role in the increase in sales. Laundry care registered the largest sales in 2006, followed by dishwashing products. This was due to these products being considered essential for daily household tasks.
The development of the retail channel increases sales
Due to a boom in the retail channel during the review period, many supermarkets/hypermarkets opened their doors to Egyptian consumers. The shopping experience changed over the past five years, and many consumers preferred going to supermarkets/hypermarkets to see what was new and what was being sold at competitive prices. Such a trend was non-existent previously, as most Egyptians shopped at small grocery stores where products were scarcely visible. This trend increased competition between brands and introduced the concept of promotion. The development of the distribution channel also increased visibility and had a positive impact on sales.
Multinationals set trends for product and market development
Household care in Egypt was quite fragmented in 2006. However, it was led by two main companies – Port-Said Detergents SAE (a subsidiary of Henke KGaA) and Procter & Gamble Egypt SAE. These two companies have existed in Egypt since the early 1990s, and their products are popular and well integrated in Egypt. Small manufacturers of household care follow the trend that is set by the leaders, as they cannot afford the large budgets spent on innovation, advertising and marketing.
Advertising is mainly the domain of large companies
Overall, household care sales are small compared to the population of 72 million living in Egypt. This is because most households cannot afford such products on a daily basis and prefer spending their monthly allowances on products of necessity. Most companies present in household care do not allocate budgets for advertising or marketing because they cannot afford to do so and are convinced that only price and distribution in Egypt are factors for the increase in sales. Therefore, the only marketers are multinationals or their subsidiaries. They have larger budgets and can afford to spend on advertising. These companies set the trends in terms of packaging and new product development. The small companies follow, depending on the failure or success of the products launched and advertised by the leaders.
Euromonitor International expects a healthy forecast in terms of sales
Euromonitor International expects sales of household care to increase over the forecast period. The economy in Egypt is booming, and there is expansion in real estate as well as in retail, which will inspire growth in household care. New projects and new cities are expected to develop over the next five years. Projects, such as Madinati (‘my city’ in Arabic), Allegria, Pyramid Heights and Palm Hills for example, offer housing for different income groups. With the expansion of households, sales of household care are expected to increase. Along with the real estate boom, supermarkets/hypermarkets – as well as shops, restaurants, cafés, and hotels – are expected to increase and drive sales forward.
Table of contents
HOUSEHOLD CARE IN EGYPT : MARKET INSIGHT
EXECUTIVE SUMMARY
Healthy growth of household care
The development of the retail channel increases sales
Multinationals set trends for product and market development
Advertising is mainly the domain of large companies
Euromonitor International expects a healthy forecast in terms of sales
KEY TRENDS AND DEVELOPMENTS
Low number of households impacts sales of household care
Egyptians are not familiar with sophisticated products
High pollution and hot weather conditions increase sales to on-trade channels
Development of the retail channel plays an important role in household care
MARKET INDICATORS
Table 1 Households 2001-2006
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2001-2006
Table 3 Sales of Household Care by Sector: % Value Growth 2001-2006
Table 4 Household Care Company Shares 2002-2006
Table 5 Household Care Brand Shares 2003-2006
Table 6 Sales of Household Care by Distribution Format: % Analysis 2001/2006
Table 7 Sales of Household Care by Sector and Distribution Format: % Analysis 2006
Table 8 Forecast Sales of Household Care by Sector: Value 2006-2011
Table 9 Forecast Sales of Household Care by Sector: % Value Growth 2006-2011
DEFINITIONS
LOCAL COMPANY PROFILES - EGYPT
ALEXANDRIA DETERGENTS & CHEMICALS CO SAE - HOUSEHOLD CARE - EGYPT
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Alexandria Detergents & Chemicals Co SAE: Key Facts
Summary 2 Alexandria Detergents & Chemicals Co SAE: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 3 Alexandria Detergents & Chemicals Co SAE: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 4 Alexandria Detergents & Chemicals Co SAE: Competitive Position 2006
KAMENA PRODUCTS CORP - HOUSEHOLD CARE - EGYPT
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Kamena Products Corp: Key Facts
Summary 6 Kamena Products Corp: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 7 Kamena Products Corp: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 8 Kamena Products Corp: Competitive Position 2006
MISR DETERGENTS & CHEMICALS CO - HOUSEHOLD CARE - EGYPT
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Misr Detergents & Chemicals Co: Key Facts
Summary 10 Misr Detergents & Chemicals Co: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 11 Misr Detergents & Chemicals Co: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 12 Misr Detergents & Chemicals Co: Competitive Position 2006
LAUNDRY CARE IN EGYPT
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 10 Household Penetration of Washing Machines 2001-2006
SECTOR DATA
Table 11 Sales of Laundry Care by Subsector: Value 2001-2006
Table 12 Sales of Laundry Care by Subsector: % Value Growth 2001-2006
Table 13 Sales of Laundry Detergents by Type: Value 2001-2006
Table 14 Sales of Laundry Detergents by Type: % Value Growth 2001-2006
Table 15 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2006
Table 16 Sales of Laundry Aids by Type: Value 2001-2006
Table 17 Sales of Laundry Aids by Type: % Value Growth 2001-2006
Table 18 Laundry Care Company Shares 2002-2006
Table 19 Laundry Care Brand Shares 2003-2006
Table 20 Laundry Detergents Company Shares 2002-2006
Table 21 Laundry Detergents Brand Shares 2003-2006
Table 22 Laundry Aids Company Shares 2002-2006
Table 23 Laundry Aids Brand Shares 2003-2006
Table 24 Forecast Sales of Laundry Care by Subsector: Value 2006-2011
Table 25 Forecast Sales of Laundry Care by Subsector: % Value Growth 2006-2011
DISHWASHING PRODUCTS IN EGYPT
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 26 Household Penetration of Dishwashers 2001-2006
Table 27 Sales of Dishwashing Products by Subsector: Value 2001-2006
Table 28 Sales of Dishwashing Products by Subsector: % Value Growth 2001-2006
Table 29 Dishwashing Products Company Shares 2002-2006
Table 30 Dishwashing Products Brand Shares 2003-2006
Table 31 Forecast Sales of Dishwashing Products by Subsector: Value 2006-2011
Table 32 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2006-2011
SURFACE CARE IN EGYPT
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 33 Sales of Surface Care by Subsector: Value 2001-2006
Table 34 Sales of Surface Care by Subsector: % Value Growth 2001-2006
Table 35 Surface Care Company Shares 2002-2006
Table 36 Surface Care Brand Shares 2003-2006
Table 37 Forecast Sales of Surface Care by Subsector: Value 2006-2011
Table 38 Forecast Sales of Surface Care by Subsector: % Value Growth 2006-2011
CHLORINE BLEACH IN EGYPT
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 39 Sales of Chlorine Bleach: Value 2001-2006
Table 40 Sales of Chlorine Bleach: % Value Growth 2001-2006
Table 41 Chlorine Bleach Company Shares 2002-2006
Table 42 Chlorine Bleach Brand Shares 2003-2006
Table 43 Forecast Sales of Chlorine Bleach: Value 2006-2011
Table 44 Forecast Sales of Chlorine Bleach: % Value Growth 2006-2011
TOILET CARE PRODUCTS IN EGYPT
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 45 Sales of Toilet Care Products by Subsector: Value 2001-2006
Table 46 Sales of Toilet Care Products by Subsector: % Value Growth 2001-2006
Table 47 Toilet Care Products Company Shares 2002-2006
Table 48 Toilet Care Products Brand Shares 2003-2006
Table 49 Forecast Sales of Toilet Care Products by Subsector: Value 2006-2011
Table 50 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2006-2011
POLISHES IN EGYPT
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 51 Sales of Polishes by Subsector: Value 2001-2006
Table 52 Sales of Polishes by Subsector: % Value Growth 2001-2006
Table 53 Polishes Company Shares 2002-2006
Table 54 Polishes Brand Shares 2003-2006
Table 55 Forecast Sales of Polishes by Subsector: Value 2006-2011
Table 56 Forecast Sales of Polishes by Subsector: % Value Growth 2006-2011
AIR CARE IN EGYPT
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 57 Sales of Air Care by Subsector: Value 2001-2006
Table 58 Sales of Air Care by Subsector: % Value Growth 2001-2006
Table 59 Leading Fragrances in Air Care 2006
Table 60 Air Care Company Shares 2002-2006
Table 61 Air Care Brand Shares 2003-2006
Table 62 Forecast Sales of Air Care by Subsector: Value 2006-2011
Table 63 Forecast Sales of Air Care by Subsector: % Value Growth 2006-2011
INSECTICIDES IN EGYPT
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 64 Sales of Insecticides by Subsector: Value 2001-2006
Table 65 Sales of Insecticides by Subsector: % Value Growth 2001-2006
Table 66 Insecticides Company Shares 2002-2006
Table 67 Insecticides Brand Shares 2003-2006
Table 68 Forecast Sales of Insecticides by Subsector: Value 2006-2011
Table 69 Forecast Sales of Insecticides by Subsector: % Value Growth 2006-2011