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Learn moreFeb 2019
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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.
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.
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.
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.
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.
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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Overview
Discover the latest market trends and uncover sources of future market growth for the Bleach industry in Egypt with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Bleach industry in Egypt, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Home Care market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.