Bath and shower witnessed a small increase in current value sales in 2021 following the huge success in 2020 as hygiene concerns escalated due to the COVID-19 pandemic. Retail volumes declined, however, as demand began to normalise.
Hygiene remains important for consumers in 2021 despite there being fewer concerns surrounding COVID-19 specifically. Bar soap is by far the most popular choice for body and hand washing in Egypt with a huge variety of brands to choose from.
Rising prices of bar soaps in the first half of 2021 was partially due to rising inflation and higher prices of raw materials such as palm fatty acid distillate. The higher demand for bar soap since COVID-19 emerged has also increased retail prices.
Unilever Mashreq SAE is the leading player in bath & shower with a variety of brands and different pricing points which suits different income groups. Unilever benefits from a sophisticate supply chain and extensive distribution in Egyptian retailers.
Pricing and promotions will remain important in bath and shower as pressure on costs put upward pressure on prices. Consumers are still feeling the pinch economically from COVID-2019, making multi packs and larger pack sizes more attractive.
Bath and Shower in Egypt is expected to witness strong value growth during the forecast period as these essential products remain important for consumers. Bar soap will continue to dominate as the principal washing product but liquid soaps and body wash/shower gels will also make inroads.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Egypt with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Bath and Shower industry in Egypt, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Bath and Shower
This is the aggregation of bar soap, bath additives, body wash/shower gel, intimate washes, intimate wipes, liquid soap and talcum powder. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a gift set these products are excluded.
See All of Our DefinitionsThis report originates from Passport, our Bath and Shower research and analysis database.
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