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

Consumer spending power informs players’ approach, local brands gain traction

E-commerce surges as consumers stay at home, bricks and mortar outlets suffer accordingly

Good opportunities for mass products, influence of COVID-19 to continue in colour cosmetics, e-commerce to see continued growth

Chart 1 Beauty and Personal Care Value Sales Growth Scenarios: 2017-2024
Chart 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2016-2024

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2014-2019
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2014-2019
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2015-2019
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2015-2019
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2016-2019
Table 6 Distribution of Beauty and Personal Care by Format: % Value 2014-2019
Table 7 Distribution of Beauty and Personal Care by Format and Category: % Value 2019
Table 8 Forecast Sales of Beauty and Personal Care by Category: Value 2019-2024
Table 9 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2019-2024

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Mass Beauty and Personal Care in Egypt

HEADLINES

PRE-COVID-19 PERFORMANCE

Mass products benefit from currency devaluation as premium offerings become very expensive

Oriflame performs well thanks to direct selling model, consumer trust, and competitive pricing

Mass products benefit from strong availability, boosted by new introductions in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within mass beauty and personal care

Recovery and opportunities

CATEGORY DATA

Table 10 Sales of Mass Beauty and Personal Care by Category: Value 2014-2019
Table 11 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Mass Beauty and Personal Care: % Value 2015-2019
Table 13 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2016-2019
Table 14 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2019-2024
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2019-2024

Premium Beauty and Personal Care in Egypt

HEADLINES

PRE-COVID-19 PERFORMANCE

Category benefits from relative price stability and increasing number of make-up artists, who prefer higher quality products

Social media influencers boost premium skin care performance in 2019

Premium brands sold through malls face competition from cheaper alternatives

2020 AND BEYOND

COVID-19 impact

Affected products within premium beauty and personal care

Recovery and opportunities

CATEGORY DATA

Table 16 Sales of Premium Beauty and Personal Care by Category: Value 2014-2019
Table 17 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2014-2019
Table 18 NBO Company Shares of Premium Beauty and Personal Care: % Value 2015-2019
Table 19 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2016-2019
Table 20 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2019-2024
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2019-2024

Baby and Child-Specific Products in Egypt

HEADLINES

PRE-COVID-19 PERFORMANCE

Category sees continued good performance as in 2019 as parents are reluctant to compromise on quality for their children

Johnson & Johnson invests in Egypt, wipes category sees introduction of new packaging designed to retain moisture content

Medical Union Pharmaceuticals offers appealing quality/price combination, benefits from greater preference for cream format products

2020 AND BEYOND

COVID-19 impact

Affected products within baby and child-specific products

Recovery and opportunities

CATEGORY DATA

Table 22 Sales of Baby and Child-specific Products by Category: Value 2014-2019
Table 23 Sales of Baby and Child-specific Products by Category: % Value Growth 2014-2019
Table 24 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2014-2019
Table 25 NBO Company Shares of Baby and Child-specific Products: % Value 2015-2019
Table 26 LBN Brand Shares of Baby and Child-specific Products: % Value 2016-2019
Table 27 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2016-2019
Table 28 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2016-2019
Table 29 Forecast Sales of Baby and Child-specific Products by Category: Value 2019-2024
Table 30 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2019-2024
Table 31 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2019-2024

Bath and Shower in Egypt

HEADLINES

PRE-COVID-19 PERFORMANCE

Relative price stability and competition keep products affordable to consumers, bath additives category remains limited

Unilever maintains lead, but sees value share slip as smaller players make gains

Promotional and social media strategies increasingly used to reach consumers

2020 AND BEYOND

COVID-19 impact

Affected products within bath and shower

Recovery and opportunities

CATEGORY DATA

Table 32 Sales of Bath and Shower by Category: Value 2014-2019
Table 33 Sales of Bath and Shower by Category: % Value Growth 2014-2019
Table 34 Sales of Bath and Shower by Premium vs Mass: % Value 2014-2019
Table 35 NBO Company Shares of Bath and Shower: % Value 2015-2019
Table 36 LBN Brand Shares of Bath and Shower: % Value 2016-2019
Table 37 LBN Brand Shares of Premium Bath and Shower: % Value 2016-2019
Table 38 Forecast Sales of Bath and Shower by Category: Value 2019-2024
Table 39 Forecast Sales of Bath and Shower by Category: % Value Growth 2019-2024
Table 40 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2019-2024

Colour Cosmetics in Egypt

HEADLINES

PRE-COVID-19 PERFORMANCE

Sets/kits appeal to value-conscious make-up artists, social media influencers gain strength

Rimmel brand leads but sees share slip across the board as consumers seek price competitive alternatives

Amanda Milano launches new nail products, YOLO and Runway make notable gains

2020 AND BEYOND

COVID-19 impact

Affected products within colour cosmetics

Recovery and opportunities

CATEGORY DATA

Table 41 Sales of Colour Cosmetics by Category: Value 2014-2019
Table 42 Sales of Colour Cosmetics by Category: % Value Growth 2014-2019
Table 43 NBO Company Shares of Colour Cosmetics: % Value 2015-2019
Table 44 LBN Brand Shares of Colour Cosmetics: % Value 2016-2019
Table 45 LBN Brand Shares of Eye Make-up: % Value 2016-2019
Table 46 LBN Brand Shares of Facial Make-up: % Value 2016-2019
Table 47 LBN Brand Shares of Lip Products: % Value 2016-2019
Table 48 LBN Brand Shares of Nail Products: % Value 2016-2019
Table 49 LBN Brand Shares of Premium Colour Cosmetics: % Value 2016-2019
Table 50 Forecast Sales of Colour Cosmetics by Category: Value 2019-2024
Table 51 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2019-2024

Deodorants in Egypt

HEADLINES

PRE-COVID-19 PERFORMANCE

Sprays’ variety and freshness makes this most popular format, sticks see growth, cream format remains limited

Unilever maintains lead but loses share as brands are withdrawn

Nivea makes gains in roll-ons thanks to new introduction

2020 AND BEYOND

COVID-19 impact

Affected products within deodorants

Recovery and opportunities

CATEGORY DATA

Table 52 Sales of Deodorants by Category: Value 2014-2019
Table 53 Sales of Deodorants by Category: % Value Growth 2014-2019
Table 54 Sales of Deodorants by Premium vs Mass: % Value 2014-2019
Table 55 NBO Company Shares of Deodorants: % Value 2015-2019
Table 56 LBN Brand Shares of Deodorants: % Value 2016-2019
Table 57 Forecast Sales of Deodorants by Category: Value 2019-2024
Table 58 Forecast Sales of Deodorants by Category: % Value Growth 2019-2024
Table 59 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2019-2024

Depilatories in Egypt

HEADLINES

PRE-COVID-19 PERFORMANCE

Women like the convenience of razors and blades, while sugar waxing remains popular among women not in formal employment

Eva maintains lead with good price/quality ratio, launches new facial hair bleach

Easy competes with range of wax products, Gillette dominates razors and blades, but is constrained by high prices

2020 AND BEYOND

COVID-19 impact

Affected products within depilatories

Recovery and opportunities

CATEGORY DATA

Table 60 Sales of Depilatories by Category: Value 2014-2019
Table 61 Sales of Depilatories by Category: % Value Growth 2014-2019
Table 62 Sales of Women's Razors and Blades by Type: % Value Breakdown 2015-2019
Table 63 NBO Company Shares of Depilatories: % Value 2015-2019
Table 64 LBN Brand Shares of Depilatories: % Value 2016-2019
Table 65 Forecast Sales of Depilatories by Category: Value 2019-2024
Table 66 Forecast Sales of Depilatories by Category: % Value Growth 2019-2024

Fragrances in Egypt

HEADLINES

PRE-COVID-19 PERFORMANCE

Mass women’s fragrances boosted by currency devaluation

Price is the greatest factor influencing purchasing decisions in fragrances

Avon and MAC remain strong, but smaller players erode their value shares

2020 AND BEYOND

COVID-19 impact

Affected products within fragrances

Recovery and opportunities

CATEGORY DATA

Table 67 Sales of Fragrances by Category: Value 2014-2019
Table 68 Sales of Fragrances by Category: % Value Growth 2014-2019
Table 69 NBO Company Shares of Fragrances: % Value 2015-2019
Table 70 LBN Brand Shares of Fragrances: % Value 2016-2019
Table 71 LBN Brand Shares of Premium Men's Fragrances: % Value 2016-2019
Table 72 LBN Brand Shares of Premium Women's Fragrances: % Value 2016-2019
Table 73 Forecast Sales of Fragrances by Category: Value 2019-2024
Table 74 Forecast Sales of Fragrances by Category: % Value Growth 2019-2024

Hair Care in Egypt

HEADLINES

PRE-COVID-19 PERFORMANCE

Growth maintained in 2019, although price-sensitive consumers show little brand loyalty

Pantene leads brands, but Dabur Egypt Ltd remained the leading player due to strength in styling agents, and conditioners and treatments

Marico increases dominance in styling agents, resizes Hair Code and revamps packaging

2020 AND BEYOND

COVID-19 impact

Affected products within hair care

Recovery and opportunities

CATEGORY DATA

Table 75 Sales of Hair Care by Category: Value 2014-2019
Table 76 Sales of Hair Care by Category: % Value Growth 2014-2019
Table 77 Sales of Hair Care by Premium vs Mass: % Value 2014-2019
Table 78 NBO Company Shares of Hair Care: % Value 2015-2019
Table 79 LBN Brand Shares of Hair Care: % Value 2016-2019
Table 80 LBN Brand Shares of Colourants: % Value 2016-2019
Table 81 LBN Brand Shares of Styling Agents: % Value 2016-2019
Table 82 LBN Brand Shares of Premium Hair Care: % Value 2016-2019
Table 83 Forecast Sales of Hair Care by Category: Value 2019-2024
Table 84 Forecast Sales of Hair Care by Category: % Value Growth 2019-2024
Table 85 Forecast Sales of Hair Care by Premium vs Mass: % Value 2019-2024

Men's Grooming in Egypt

HEADLINES

PRE-COVID-19 PERFORMANCE

Men’s grooming sees limited impact of currency devaluation, men’s skin care gains traction

Lord continues to lead razors and blades with competitive prices, but still loses out to cheaper competition in 2019

Middle East Chemical’s Ingram brand sees expansion, NIVEA MEN Deep offers new products in the category

2020 AND BEYOND

COVID-19 impact

Affected products within men’s grooming

Recovery and opportunities

CATEGORY DATA

Table 86 Sales of Men’s Grooming by Category: Value 2014-2019
Table 87 Sales of Men’s Grooming by Category: % Value Growth 2014-2019
Table 88 Sales of Men's Razors and Blades by Type: % Value Breakdown 2015-2019
Table 89 Sales of Men's Skin Care by Type: % Value Breakdown 2016-2019
Table 90 NBO Company Shares of Men’s Grooming: % Value 2015-2019
Table 91 LBN Brand Shares of Men’s Grooming: % Value 2016-2019
Table 92 LBN Brand Shares of Men's Razors and Blades: % Value 2016-2019
Table 93 Forecast Sales of Men’s Grooming by Category: Value 2019-2024
Table 94 Forecast Sales of Men’s Grooming by Category: % Value Growth 2019-2024

Oral Care in Egypt

HEADLINES

PRE-COVID-19 PERFORMANCE

Oral care benefits from value-for-money-based promotional activities in 2019

Oral-B dominates toothbrushes but sees growing competition, Unilever increases dominance of toothpaste with promotions and advertising investment

Electric toothbrushes and dental floss limited to more affluent consumers, and suffer limited availability

2020 AND BEYOND

COVID-19 impact

Affected products within oral care

Recovery and opportunities

CATEGORY DATA

Table 95 Sales of Oral Care by Category: Value 2014-2019
Table 96 Sales of Oral Care by Category: % Value Growth 2014-2019
Table 97 Sales of Toothbrushes by Category: Value 2014-2019
Table 98 Sales of Toothbrushes by Category: % Value Growth 2014-2019
Table 99 Sales of Toothpaste by Type: % Value Breakdown 2015-2019
Table 100 NBO Company Shares of Oral Care: % Value 2015-2019
Table 101 LBN Brand Shares of Oral Care: % Value 2016-2019
Table 102 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2016-2019
Table 103 LBN Brand Shares of Toothpaste: % Value 2016-2019
Table 104 Forecast Sales of Oral Care by Category: Value 2019-2024
Table 105 Forecast Sales of Oral Care by Category: % Value Growth 2019-2024
Table 106 Forecast Sales of Toothbrushes by Category: Value 2019-2024
Table 107 Forecast Sales of Toothbrushes by Category: % Value Growth 2019-2024

Skin Care in Egypt

HEADLINES

PRE-COVID-19 PERFORMANCE

Accessible pricing, wide variety and availability, coupled with social media support underpin good performance in 2019

Oriflame extends lead with expanding direct sales network and regular new product introductions

Eva’s new B-White faces uncertain future

2020 AND BEYOND

COVID-19 impact

Affected products within skin care

Recovery and opportunities

CATEGORY DATA

Table 108 Sales of Skin Care by Category: Value 2014-2019
Table 109 Sales of Skin Care by Category: % Value Growth 2014-2019
Table 110 Sales of Face Masks by Skin Whitening vs Non-Skin Whitening: % Value 2015-2019
Table 111 Sales of Facial Cleansers by Skin Whitening vs Non-Skin Whitening: % Value 2015-2019
Table 112 Sales of Anti-Agers by Skin Whitening vs Non-Skin Whitening: % Value 2015-2019
Table 113 Sales of Toners by Skin Whitening vs Non-Skin Whitening: % Value 2015-2019
Table 114 NBO Company Shares of Skin Care: % Value 2015-2019
Table 115 LBN Brand Shares of Skin Care: % Value 2016-2019
Table 116 LBN Brand Shares of Basic Moisturisers: % Value 2016-2019
Table 117 LBN Brand Shares of Anti-agers: % Value 2016-2019
Table 118 LBN Brand Shares of General Purpose Body Care: % Value 2016-2019
Table 119 LBN Brand Shares of Premium Skin Care: % Value 2016-2019
Table 120 Forecast Sales of Skin Care by Category: Value 2019-2024
Table 121 Forecast Sales of Skin Care by Category: % Value Growth 2019-2024

Sun Care in Egypt

HEADLINES

PRE-COVID-19 PERFORMANCE

Sun care growth continues, consumers advised to increase usage

Beiersdorf’s Nivea holds strong lead with consumer perceptions of quality, supported by advertising and promotion

Luna Cosmetics’ position weakened by competition from lower-priced offerings

2020 AND BEYOND

COVID-19 impact

Affected products within sun care

Recovery and opportunities

CATEGORY DATA

Table 122 Sales of Sun Care by Category: Value 2014-2019
Table 123 Sales of Sun Care by Category: % Value Growth 2014-2019
Table 124 NBO Company Shares of Sun Care: % Value 2015-2019
Table 125 LBN Brand Shares of Sun Care: % Value 2016-2019
Table 126 LBN Brand Shares of Premium Adult Sun Care: % Value 2016-2019
Table 127 Forecast Sales of Sun Care by Category: Value 2019-2024
Table 128 Forecast Sales of Sun Care by Category: % Value Growth 2019-2024

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