Executive Summary

Jun 2019
PROSPECTS
Bar soap dominates bath and shower sales

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.

Supermarkets and hypermarkets remain the main channels

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.

Sales of bath additives are expected to slow down while natural soap is the new trend

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.

COMPETITIVE LANDSCAPE
Lux leads bar soap while high pollution gives Dettol an advantage

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.

More varieties introduced in body wash/shower gel refresh sales

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.

Bath additives loves Avon while Johnson’s Baby dominates talcum powder

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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Bath and Shower in Egypt

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Overview

Discover the latest market trends and uncover sources of future market growth for the Bath and Shower 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 Bath and Shower industry in Egypt, our research will save you time and money while empowering you to make informed, profitable decisions.

The Bath and Shower in Egypt market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • 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 Bath and Shower in Egypt?
  • What are the major brands in Egypt?
  • How are sales of private label products evolving?
  • What is the importance of intimate washes in the overall category context?

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 Beauty and Personal Care market research database.

Bath and Shower in Egypt - Category analysis

HEADLINES

PROSPECTS

Bar soap dominates bath and shower sales
Supermarkets and hypermarkets remain the main channels
Sales of bath additives are expected to slow down while natural soap is the new trend

COMPETITIVE LANDSCAPE

Lux leads bar soap while high pollution gives Dettol an advantage
More varieties introduced in body wash/shower gel refresh sales
Bath additives loves Avon while Johnson’s Baby dominates talcum powder

CATEGORY DATA

Table 1 Sales of Bath and Shower by Category: Value 2013-2018
Table 2 Sales of Bath and Shower by Category: % Value Growth 2013-2018
Table 3 Sales of Bath and Shower by Premium vs Mass: % Value 2013-2018
Table 4 NBO Company Shares of Bath and Shower: % Value 2014-2018
Table 5 LBN Brand Shares of Bath and Shower: % Value 2015-2018
Table 6 LBN Brand Shares of Premium Bath and Shower: % Value 2015-2018
Table 7 Forecast Sales of Bath and Shower by Category: Value 2018-2023
Table 8 Forecast Sales of Bath and Shower by Category: % Value Growth 2018-2023
Table 9 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023

Beauty and Personal Care in Egypt - Industry Overview

EXECUTIVE SUMMARY

Egypt witnesses stabilisation which positively influences growth in beauty and personal care
General stabilisation seen in the economy and prices
Competition is in mass brands’ favour
Natural product trends are changing the competitive arena
Beauty and personal care is anticipated to grow

MARKET DATA

Table 10 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 11 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 12 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 13 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 14 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 15 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 16 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 17 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 18 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources