Beauty and Personal Care

The sun care category is notably seasonal. The demand for sunscreens is always at its peak during the summer, and this is when most sales occur. Indeed, it is very rare to find people buying sun protection products during the rest of the year.…

The Egyptian market is seeing a huge shift towards dermocosmetics brands. Consumers are opting for quality over quantity, and increasingly referring to dermatologists as a trusted source of information and choosing products that are recommended by…

A lot of internationally well-known brands are not available in the Egyptian market. As a result, a lot of Instagram/Facebook pages import these missing products from abroad. However, after the devaluation of the Egyptian currency, prices have…

Consumers these days are becoming increasingly perfectionist, with selected and edited images from social media increasingly encouraging them to aim for the perfect look. One key element of the perfect personal image is having shiny white teeth. In…

Following the devaluation of the Egyptian currency, everything has become extremely expensive for Egyptian consumers. The country has seen a very high rate of inflation and consumer purchasing power has been significantly diminished. In this…

The devaluation of the Egyptian currency has been strongly affecting the Egyptian population. The Egyptian pound has seen its value against the US dollar fall significantly, a situation that has continued in 2023, with the Egyptian pound being…

Consumers have shifted their purchasing behaviour within hair care in light of broader trends relating to health and wellness and the environment. They have been increasingly attracted to products containing natural, often vegan, ingredients such as…

Premium fragrances brands are often not available in the Egyptian market. People tend to always buy such products from abroad as they are either too expensive in Egypt or not available at all. Since the devaluation of the Egyptian currency, importing…

Demand for depilatories in Egypt witnessed continued decline in retail volume terms in 2022 as sales further dropped off from the notable peak in demand at the height of the COVID-19 crisis. The reopening of salons and spas triggered a downturn in…

Consumers with high incomes tend to remain loyal to certain brands even in the midst of a challenging economic environment, as they have become used to the product and they do not like to change it. However, in 2022, lower-income consumers who were…

Consumers tend to favour make-up with complementary skin care properties, with the most important products being those that clean, moisturise and hydrate. In this environment, hybrid formats that cross beauty and personal care categories, such as…

While consumers have returned to normal lifestyles in the aftermath of the COVID-19 crisis, the return of the Egyptian beauty and personal care market to a state similar to that seen before the pandemic was significantly impeded by the challenging…

Demand for bath and shower products has begun to normalise in the Egyptian market and consumers have stopped stockpiling as they were during the COVID-19 crisis. Moreover, while the pandemic has had a lasting effect on levels of consumer hygiene…

Major multinational player, Johnson & Johnson, has a well-established presence in the Egyptian market, which it has built over many years. The brand has gained high levels of consumer trust, which is particularly important in the area of baby and…