Executive Summary

Feb 2019
PROSPECTS
Gel air fresheners is still the most popular category in air care in Egypt

Gel air fresheners remained the leading contributor to value sales in air care in 2018. This category also registered healthy current value growth in 2018, despite declining prices.

The falling unit prices of electric air fresheners drive down value growth

Despite the slight retail volume growth of electric air fresheners in 2018, falling unit prices caused the category’s value sales to shrink when compared with 2017. Due to the surge in unit prices in 2017, which resulted from the floating of the Egyptian pound, price adjustments during 2018 caused unit prices to fall strongly.

Spray/aerosol air fresheners is expected to bounce back in the forecast period

Whilst spray/aerosol air fresheners experienced a current value decline in 2018, due to a fall in unit prices from 2017, the category is expected to resume moderate growth rates over the next two years. The demand for spray/aerosol air fresheners is expected to register stable and consistent growth over the forecast period due to product innovations, the increasing move to superior quality products and better living standards.

COMPETITIVE LANDSCAPE
Johnson Wax (Egypt) Co leads air care

Johnson Wax (Egypt) Co was able to maintain its dominance in air care in value terms in 2018, remaining the top player in Egypt owing to the widespread popularity of its leading brand Glade. This brand is considered the gold standard in air care in Egypt, with products offered in all air care formats, including car air fresheners, electric air fresheners, gel air fresheners and spray/aerosol air fresheners.

Local brands gain ground due to lower unit prices and easier accessibility

Despite the clear dominance of international brands in air care, local brands are slowly gaining share in different categories. Within gel air fresheners, Unipro Egypt’s top brand, Blink, has gained notable brand share at the expense of the category’s leading brand, Glade.

Innovation will be key to maintaining share over the forecast period

The competition is expected to heat up in air care over the forecast period, and a competitive advantage based solely on lower prices is not going to be sufficient to maintain the shares of the leading companies. To keep up, companies will need to introduce innovation in several areas.

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Air Care in Egypt

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Overview

Discover the latest market trends and uncover sources of future market growth for the Air Care industry in Egypt with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Air Care industry in Egypt, our research will save you time and money while empowering you to make informed, profitable decisions.

The Air Care in Egypt market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Air Care in Egypt?
  • What are the major brands in Egypt?
  • How do plug-in electric air fresheners perform compared to the battery-operated ones?
  • What is the most dynamic air care category?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Home Care market research database.

Air Care in Egypt - Category analysis

HEADLINES

PROSPECTS

Gel air fresheners is still the most popular category in air care in Egypt
The falling unit prices of electric air fresheners drive down value growth
Spray/aerosol air fresheners is expected to bounce back in the forecast period

COMPETITIVE LANDSCAPE

Johnson Wax (Egypt) Co leads air care
Local brands gain ground due to lower unit prices and easier accessibility
Innovation will be key to maintaining share over the forecast period

CATEGORY DATA

Table 1 Sales of Air Care by Category: Value 2013-2018
Table 2 Sales of Air Care by Category: % Value Growth 2013-2018
Table 3 Sales of Air Care by Fragrance: Value Ranking 2013-2018
Table 4 NBO Company Shares of Air Care: % Value 2014-2018
Table 5 LBN Brand Shares of Air Care: % Value 2015-2018
Table 6 Forecast Sales of Air Care by Category: Value 2018-2023
Table 7 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Home Care in Egypt - Industry Overview

EXECUTIVE SUMMARY

Home care registers modest current value growth in 2018
Decreasing unit prices add to volume growth in home care
International companies continue to dominate home care
Local brands are set to expand
Home care is expected to see strong growth during the forecast period

MARKET INDICATORS

Table 8 Households 2013-2018

MARKET DATA

Table 9 Sales of Home Care by Category: Value 2013-2018
Table 10 Sales of Home Care by Category: % Value Growth 2013-2018
Table 11 NBO Company Shares of Home Care: % Value 2014-2018
Table 12 LBN Brand Shares of Home Care: % Value 2015-2018
Table 13 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 14 Distribution of Home Care by Format: % Value 2013-2018
Table 15 Distribution of Home Care by Format and Category: % Value 2018
Table 16 Forecast Sales of Home Care by Category: Value 2018-2023
Table 17 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources