Beauty and Personal Care in Egypt

Beauty and Personal Care in Egypt

EXECUTIVE SUMMARY

COVID-19 impact on beauty and personal care

COVID-19 country impact

Company response

Retailing shift

What next for beauty and personal care?

Chart 1 Beauty and Personal Care Value Sales Growth Scenarios: 2018-2025
Chart 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2017-2025

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2015-2020
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2016-2020
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2016-2020
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2017-2020
Table 6 Distribution of Beauty and Personal Care by Format: % Value 2015-2020
Table 7 Distribution of Beauty and Personal Care by Format and Category: % Value 2020
Table 8 Forecast Sales of Beauty and Personal Care by Category: Value 2020-2025
Table 9 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Mass Beauty and Personal Care in Egypt

KEY DATA FINDINGS

2020 IMPACT

Mass beauty and personal care sees healthy growth as price sensitive consumers trade down to cheaper products

E-commerce booms as players enhance their online services to meet heightened consumer demand

Unilever maintains its top company place, with Johnson’s Baby topping the brand list thanks to gentle nature and cheap prices

RECOVERY AND OPPORTUNITIES

Johnson & Johnson expected to go from strength to strength over forecast period

Direct selling model set to go from strength to strength thanks to online options and work opportunities

Healthy growth expected across the forecast period, thanks to stronger consumer spending power coupled with a demand for value for money

CATEGORY DATA

Table 10 Sales of Mass Beauty and Personal Care by Category: Value 2015-2020
Table 11 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 12 NBO Company Shares of Mass Beauty and Personal Care: % Value 2016-2020
Table 13 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2017-2020
Table 14 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2020-2025
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2020-2025

Premium Beauty and Personal Care in Egypt

KEY DATA FINDINGS

2020 IMPACT

Premium beauty and personal care is negatively impacted by price sensitive consumers trading down, alongside import delays

E-commerce booms as players enhance their online services to meet heightened consumer demand

Calvin Klein continues to lead in brand terms, thanks to comparatively affordable prices and strong marketing campaigns

RECOVERY AND OPPORTUNITIES

Strong competition from mass perfume products forces premium fragrance players to offer greater discounts and special offers

Bath and shower products expected to remain popular thanks to high standards of consumer hygiene and ongoing discounts and offers

Strong rebound in 2021, with ongoing stabilised growth linked to strength of consumer spending power

CATEGORY DATA

Table 16 Sales of Premium Beauty and Personal Care by Category: Value 2015-2020
Table 17 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 18 NBO Company Shares of Premium Beauty and Personal Care: % Value 2016-2020
Table 19 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2017-2020
Table 20 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2020-2025
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2020-2025

Baby and Child-Specific Products in Egypt

KEY DATA FINDINGS

2020 IMPACT

Small growth seen thanks to essential nature of products, as consumers seek cheaper variants and larger value-for-money packs

E-commerce booms as players enhance their online services to meet heightened consumer demand

Johnson & Johnson maintains significant lead thanks to high degree of brand trust and longstanding reputation

RECOVERY AND OPPORTUNITIES

Social media marketing becomes increasingly important, as newcomer Penduline rises up to win shares from Johnson’s Baby

Nappy rash treatments and baby and child-specific hair care keep category afloat due to changing drivers due to COVID-19

Category set to rebound with sales stimulated by ongoing special offers and promotions

CATEGORY DATA

Table 22 Sales of Baby and Child-specific Products by Category: Value 2015-2020
Table 23 Sales of Baby and Child-specific Products by Category: % Value Growth 2015-2020
Table 24 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2015-2020
Table 25 NBO Company Shares of Baby and Child-specific Products: % Value 2016-2020
Table 26 LBN Brand Shares of Baby and Child-specific Products: % Value 2017-2020
Table 27 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2017-2020
Table 28 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2017-2020
Table 29 Forecast Sales of Baby and Child-specific Products by Category: Value 2020-2025
Table 30 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2020-2025
Table 31 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2020-2025

Bath and Shower in Egypt

KEY DATA FINDINGS

2020 IMPACT

Bath and shower sees healthy growth thanks to consumers’ higher standards of personal hygiene due to COVID-19

Sales of hand sanitiser gel boom, showing competition to liquid soap

Unilever maintains its lead, thanks to ongoing innovation, social media marketing and support initiatives

RECOVERY AND OPPORTUNITIES

Corporate/social responsibility initiatives and social media marketing become keys to staying ahead of the game

Reckitt Benckiser Egypt tipped to be the one to watch, thanks to 2020 success of Dettol brand

Healthy growth set to continue, thanks to consumers’ ongoing higher levels of personal hygiene

CATEGORY DATA

Table 32 Sales of Bath and Shower by Category: Value 2015-2020
Table 33 Sales of Bath and Shower by Category: % Value Growth 2015-2020
Table 34 Sales of Bath and Shower by Premium vs Mass: % Value 2015-2020
Table 35 NBO Company Shares of Bath and Shower: % Value 2016-2020
Table 36 LBN Brand Shares of Bath and Shower: % Value 2017-2020
Table 37 LBN Brand Shares of Premium Bath and Shower: % Value 2017-2020
Table 38 Forecast Sales of Bath and Shower by Category: Value 2020-2025
Table 39 Forecast Sales of Bath and Shower by Category: % Value Growth 2020-2025
Table 40 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2020-2025

Colour Cosmetics in Egypt

KEY DATA FINDINGS

2020 IMPACT

Colour cosmetics sees only negligible growth due to myriad negative impacts caused by COVID-19

E-commerce booms as players enhance their online services to meet heightened consumer demand

Coty Inc maintains company lead, with Rimmel holding the top brand spot and growing its brand shares

RECOVERY AND OPPORTUNITIES

Increasingly important for players to embrace online channels, from marketing and engagement through to sales

Players to focus on promoting key nail products and eye make-up products

Colour cosmetics set to bounce back as lifestyles and spending power return post-COVID-19

CATEGORY DATA

Table 41 Sales of Colour Cosmetics by Category: Value 2015-2020
Table 42 Sales of Colour Cosmetics by Category: % Value Growth 2015-2020
Table 43 NBO Company Shares of Colour Cosmetics: % Value 2016-2020
Table 44 LBN Brand Shares of Colour Cosmetics: % Value 2017-2020
Table 45 LBN Brand Shares of Eye Make-up: % Value 2017-2020
Table 46 LBN Brand Shares of Facial Make-up: % Value 2017-2020
Table 47 LBN Brand Shares of Lip Products: % Value 2017-2020
Table 48 LBN Brand Shares of Nail Products: % Value 2017-2020
Table 49 LBN Brand Shares of Premium Colour Cosmetics: % Value 2017-2020
Table 50 Forecast Sales of Colour Cosmetics by Category: Value 2020-2025
Table 51 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2020-2025

Deodorants in Egypt

KEY DATA FINDINGS

2020 IMPACT

Deodorants sees declines due to fewer social and sporting occasions as a result of COVID-19

E-commerce booms as players enhance their online services to meet heightened consumer demand

Unilever maintains lead with Rexona but faces competition from Nivea, as the brands launch targeted advertising campaigns

RECOVERY AND OPPORTUNITIES

Social media marketing campaigns set to lead the way

Declines seen due to high prices and import restrictions set to bounce back in 2021

Recovery in category linked to recovery of lifestyles, especially around social and sporting activities

CATEGORY DATA

Table 52 Sales of Deodorants by Category: Value 2015-2020
Table 53 Sales of Deodorants by Category: % Value Growth 2015-2020
Table 54 Sales of Deodorants by Premium vs Mass: % Value 2015-2020
Table 55 NBO Company Shares of Deodorants: % Value 2016-2020
Table 56 LBN Brand Shares of Deodorants: % Value 2017-2020
Table 57 Forecast Sales of Deodorants by Category: Value 2020-2025
Table 58 Forecast Sales of Deodorants by Category: % Value Growth 2020-2025
Table 59 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2020-2025

Depilatories in Egypt

KEY DATA FINDINGS

2020 IMPACT

Depilatories sees boost due to salon closures as a result of COVID-19

E-commerce booms as players enhance their online services to meet heightened consumer demand

Eva Cosmetic Laboratories maintains strong lead, thanks to attractive product range, social media campaigns and audience engagement

RECOVERY AND OPPORTUNITIES

Social media marketing campaigns set to lead the way

Globally iconic Gillette maintains dominant place in razors with no other player action expected

Initial drop in sales expected due to reopening of salons, but some growth will be maintained over forecast period

CATEGORY DATA

Table 60 Sales of Depilatories by Category: Value 2015-2020
Table 61 Sales of Depilatories by Category: % Value Growth 2015-2020
Table 62 Sales of Women's Razors and Blades by Type: % Value Breakdown 2016-2020
Table 63 NBO Company Shares of Depilatories: % Value 2016-2020
Table 64 LBN Brand Shares of Depilatories: % Value 2017-2020
Table 65 Forecast Sales of Depilatories by Category: Value 2020-2025
Table 66 Forecast Sales of Depilatories by Category: % Value Growth 2020-2025

Fragrances in Egypt

KEY DATA FINDINGS

2020 IMPACT

Fragrances sees significant declines due to myriad negative impacts from COVID-19

E-commerce booms as players enhance their online services to meet heightened consumer demand

MAC maintains company lead due to high prices of premium products, but its brands are beaten by CK in premium and Avon in mass fragrance terms

RECOVERY AND OPPORTUNITIES

Local brand 555 tipped as one to watch over the forecast period

Price set to remain an important factor in consumers’ purchasing decisions

Bounce back expected in 2021, with recovery linked to a return to more sociable lifestyles

CATEGORY DATA

Table 67 Sales of Fragrances by Category: Value 2015-2020
Table 68 Sales of Fragrances by Category: % Value Growth 2015-2020
Table 69 NBO Company Shares of Fragrances: % Value 2016-2020
Table 70 LBN Brand Shares of Fragrances: % Value 2017-2020
Table 71 LBN Brand Shares of Premium Men's Fragrances: % Value 2017-2020
Table 72 LBN Brand Shares of Premium Women's Fragrances: % Value 2017-2020
Table 73 Forecast Sales of Fragrances by Category: Value 2020-2025
Table 74 Forecast Sales of Fragrances by Category: % Value Growth 2020-2025

Hair Care in Egypt

KEY DATA FINDINGS

2020 IMPACT

Hair care sees a boost thanks to the closure of hair salons as a result of COVID-19

E-commerce booms as players enhance their online services to meet heightened consumer demand

Dabur takes company lead over Unilever, whilst Pantene remains unchallenged in brand terms overall

RECOVERY AND OPPORTUNITIES

Social media marketing and developments to meet hair care trends are key strategies for sales

Garnier leads strategies in colourants, as home hair care treatments set to continue as a trend

Ongoing growth supported by stable prices, wide availability and strong social media

CATEGORY DATA

Table 75 Sales of Hair Care by Category: Value 2015-2020
Table 76 Sales of Hair Care by Category: % Value Growth 2015-2020
Table 77 Sales of Hair Care by Premium vs Mass: % Value 2015-2020
Table 78 NBO Company Shares of Hair Care: % Value 2016-2020
Table 79 LBN Brand Shares of Hair Care: % Value 2017-2020
Table 80 LBN Brand Shares of Colourants: % Value 2017-2020
Table 81 LBN Brand Shares of Styling Agents: % Value 2017-2020
Table 82 LBN Brand Shares of Premium Hair Care: % Value 2017-2020
Table 83 Forecast Sales of Hair Care by Category: Value 2020-2025
Table 84 Forecast Sales of Hair Care by Category: % Value Growth 2020-2025
Table 85 Forecast Sales of Hair Care by Premium vs Mass: % Value 2020-2025

Men's Grooming in Egypt

KEY DATA FINDINGS

2020 IMPACT

All sub-categories see declines, due to myriad negative factors caused by COVID-19

E-commerce booms as players enhance their online services to meet heightened consumer demand

Lord brand maintains its top place, thanks to value for money offerings in shaving, razors and blades

RECOVERY AND OPPORTUNITIES

Unchallenged Nivea Men sets the pace and trends for ongoing sales strategies in men’s skin care

Imported products set to bounce back and stabilise in price, thus assisting recovery overall

bounce back expected in 2021, with recovery linked to a return to more sociable lifestyles

CATEGORY DATA

Table 86 Sales of Men’s Grooming by Category: Value 2015-2020
Table 87 Sales of Men’s Grooming by Category: % Value Growth 2015-2020
Table 88 Sales of Men's Razors and Blades by Type: % Value Breakdown 2016-2020
Table 89 Sales of Men's Skin Care by Type: % Value Breakdown 2017-2020
Table 90 NBO Company Shares of Men’s Grooming: % Value 2016-2020
Table 91 LBN Brand Shares of Men’s Grooming: % Value 2017-2020
Table 92 LBN Brand Shares of Men's Razors and Blades: % Value 2017-2020
Table 93 Forecast Sales of Men’s Grooming by Category: Value 2020-2025
Table 94 Forecast Sales of Men’s Grooming by Category: % Value Growth 2020-2025

Oral Care in Egypt

KEY DATA FINDINGS

2020 IMPACT

Slump in sales overall due to less frequent usage, while dental floss comes out a winner

E-commerce booms as players enhance their online services to meet heightened consumer demand

Oral-B maintains strong lead, while other players use social media to gain shares

RECOVERY AND OPPORTUNITIES

Social media marketing campaigns set to lead the way

Developments in whitening oral products expected over forecast period

Bounce back expected in 2021, with recovery linked to a return to more sociable lifestyles

CATEGORY DATA

Table 95 Sales of Oral Care by Category: Value 2015-2020
Table 96 Sales of Oral Care by Category: % Value Growth 2015-2020
Table 97 Sales of Toothbrushes by Category: Value 2015-2020
Table 98 Sales of Toothbrushes by Category: % Value Growth 2015-2020
Table 99 Sales of Toothpaste by Type: % Value Breakdown 2016-2020
Table 100 NBO Company Shares of Oral Care: % Value 2016-2020
Table 101 LBN Brand Shares of Oral Care: % Value 2017-2020
Table 102 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2017-2020
Table 103 LBN Brand Shares of Toothpaste: % Value 2017-2020
Table 104 Forecast Sales of Oral Care by Category: Value 2020-2025
Table 105 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025
Table 106 Forecast Sales of Toothbrushes by Category: Value 2020-2025
Table 107 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-2025

Skin Care in Egypt

KEY DATA FINDINGS

2020 IMPACT

Skin care sees boost from closure of beauty salons and home skin care trends

E-commerce booms as players enhance their online services to meet heightened consumer demand

Oriflame maintains overall lead, as competition heats up with new product launches and social media campaigns

RECOVERY AND OPPORTUNITIES

Social media marketing campaigns set to lead the way

Direct selling model set to grow over forecast period, boosted by switch to online channels

Skin care set to continue its healthy growth thanks to stable prices and activity from leading players

CATEGORY DATA

Table 108 Sales of Skin Care by Category: Value 2015-2020
Table 109 Sales of Skin Care by Category: % Value Growth 2015-2020
Table 110 NBO Company Shares of Skin Care: % Value 2016-2020
Table 111 LBN Brand Shares of Skin Care: % Value 2017-2020
Table 112 LBN Brand Shares of Basic Moisturisers: % Value 2017-2020
Table 113 LBN Brand Shares of Anti-agers: % Value 2017-2020
Table 114 LBN Brand Shares of General Purpose Body Care: % Value 2017-2020
Table 115 LBN Brand Shares of Premium Skin Care: % Value 2017-2020
Table 116 Forecast Sales of Skin Care by Category: Value 2020-2025
Table 117 Forecast Sales of Skin Care by Category: % Value Growth 2020-2025

Sun Care in Egypt

KEY DATA FINDINGS

2020 IMPACT

Sun care sees declines due to people spending less time outdoors as a result of COVID-19

E-commerce booms as players enhance their online services to meet heightened consumer demand

Nivea maintains strong lead, but competition heats up from local brand Luna

RECOVERY AND OPPORTUNITIES

Social media marketing campaigns set to lead the way

Pushed-down prices set to remain low, as consumers become used to value-for-money offers

Sun care set to rebound and settle in line with a return to pre-pandemic lifestyles

CATEGORY DATA

Table 118 Sales of Sun Care by Category: Value 2015-2020
Table 119 Sales of Sun Care by Category: % Value Growth 2015-2020
Table 120 NBO Company Shares of Sun Care: % Value 2016-2020
Table 121 LBN Brand Shares of Sun Care: % Value 2017-2020
Table 122 LBN Brand Shares of Premium Adult Sun Care: % Value 2017-2020
Table 123 Forecast Sales of Sun Care by Category: Value 2020-2025
Table 124 Forecast Sales of Sun Care by Category: % Value Growth 2020-2025

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