Bleach in Egypt

PROSPECTS

Bleach represents inexpensive and versatile option during periods of economic constraint, but looks set to decline in longer term

Bleach saw a continued weak performance in 2019, although it represented an improvement on the previous year. As a longer-term trend, consumers are seeking less aggressive cleaning products and more convenient application formats than offered by traditional bleach.

Older consumers value bleach, but younger people are drawn to more modern alternatives

Bleach continues to appeal to a number of particularly loyal consumers. Users of bleach are typically older, and vouch for its disinfecting power and whitening ability, as well as its low average price compared with more sophisticated alternatives.

Black market unbranded products represent a cheap but potentially dangerous alternative

The presence of unbranded and/or homemade bleach products is evident in the Egyptian market. With lower-income households trying to minimise expenditure on basic essentials such as bleach, there is demand for cheaper substitutes.

COMPETITIVE LANDSCAPE

Clorox gains share as consumers opt for branded quality, while benefitting from bleach’s low price

Egyptian Household Cleaning Products Co consolidated its dominant position in the bleach category in 2019, with a notable value share gain. Its top brand, Clorox, is extremely popular among Egyptian consumers, and has garnered significant customer interest recently.

Promotional investments boost second-placed Clorel brand

Alexandria Detergents & Chemicals Co SAE ranked second in the category in 2019 thanks to its brand Clorel. Clorel competes with Egyptian Household Cleaning Products Co’s Clorita brand, but gained share from the latter at the end of the review period thanks to investments in advertising and promotion.

Promotion of bleach set to increase as players add value and seek to maintain consumer interest

Bleach is traditionally not an intensely promoted category, being considered an everyday staple in Egypt. However, falling unit prices, the maturity of the category, and strong competition have all resulted in the category’s players planning to direct their efforts towards promoting their products, especially in hypermarkets.

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