Among all bath and shower products, bar soap still took the largest share of sales in 2018. For a very long time, Egyptian people have used bar soap as their first preference for nearly all hygienic purposes.
Hypermarkets is considered the biggest channel for bath and shower, selling products such as bar soap at a very competitive price compared to other channels such as pharmacies. However, since bath and shower products are often needed spontaneously, supermarkets are also very convenient for consumers as they offer home delivery.
Bath additives continued to witness growth in 2018 yet its sales are not anticipated to be a unit driver within bath and shower over the forecast period. Egyptians do not consider these products important but rather as a luxury amid the tough economic conditions.
Unilever Mashreq SAE continued to lead bath and shower in 2018 followed by Henkel PDC Egypt SAE and Procter & Gamble Egypt SAE. Unilever’s main bar soap brand, Lux, is the most popular among Egyptians due to its strong scent, competitive price, and packaging.
New scents and packaging have refreshed sales of body wash/shower gel. Fa remained the leading brand in 2018 due to its competitive prices and promotions as well as the new varieties it offered in the year.
Avon continued to lead value sales of bath additives in 2018. The brand offers more varieties of bath additives than any other company.
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This industry report originates from Passport, our Beauty and Personal Care market research database.