Bleach in Egypt

PROSPECTS

Value sales of bleach fall due to declining unit prices in 2018

Bleach was one of the home care categories that was most heavily affected by falling unit prices. With unit prices increasing dramatically in 2017 in response to the floating and subsequent devaluation of the Egyptian pound, bleach exhibited a significant price adjustment in 2018.

Egyptians increasingly use bleach for laundry and toilet/bathroom cleaning

Although Egyptians use bleach for a variety of cleaning purposes around the house, one notable trend over the review period was that the percentage of value sales of bleach used for laundry care dominated and was on the rise. The second most popular use of bleach is for floor cleaning, but the percentage of value sales of bleach used for floor cleaning remained the same in 2018 as in 2017.

Weak volume growth due to the abundance of unbranded and home-made products

Accompanying the rocketing unit prices of 2017 was a trend of unbranded and/or home-made bleach products slowly growing in abundance in the market. With lower-income households trying to avoid paying high unit prices for essential products such as bleach, these households were on the lookout for cheaper substitutes.

COMPETITIVE LANDSCAPE

Egyptian Household Cleaning Products Co continues to dominate bleach

Egyptian Household Cleaning Products Co was able to maintain its leading position in bleach in value terms in 2018. Despite contracting slightly, the company’s share is still dominant in the category.

Promotion is expected to strengthen to boost volume sales

Bleach has not traditionally been an intensely promoted category, since it is considered an essential product in the Egyptian market. However, decreasing unit prices, maturity and strong competition led the players in the category to direct their efforts towards promoting their products, especially in hypermarkets.

The fierce competition between Clorel and Clorita is expected to intensify

Alexandria Detergents & Chemicals Co’s brand Clorel, which was ranked second in terms of value share in 2018, has been fiercely competing with Egyptian Household Cleaning Products Co’s second brand, Clorita, which was ranked third. Both brands have been intensifying their presence in hypermarkets and supermarkets and competing for shelf space.

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