Cotton Wool/Buds/Pads in Egypt

TRENDS

Cotton wool/buds/pads in Egypt remains a tissue and hygiene category in which the majority of products target a limited number of mid/high-income and high-income consumers. Until 2014, consistently positive volume growth had been generated in the category since 2005, largely due to the proliferation of retail outlets in various different channels across the country. The opening of vast numbers of supermarkets and hypermarkets across the country meant that a wider range of consumers were exposed to cotton wool/buds/pads as well as facilitating price comparisons and showcasing a wider variety of brands in the category.

COMPETITIVE LANDSCAPE

Paul Hartmann maintained the leading position in cotton wool/buds/pads in 2014 with the Bell brand. The widespread availability of this brand and the prime shelf positioning that it enjoys in many of the modern grocery retailers outlets which have opened in Egypt in recent years have played a major role in terms of enabling Paul Hartmann to increase its value share in cotton wool/buds/pads by one percentage point over the course of 2014. This resulted in the company finishing the review period with a value share of 24%.

PROSPECTS

The 3% volume CAGR expected in cotton wool/buds/pads in Egypt over the forecast period is set to be a superior performance to the 2% volume CAGR recorded in the category over the review period, while the -5% value CAGR expected in the category in constant 2014 terms is expected to be an improvement on the -6% value CAGR recorded in the category in constant 2014 terms over the entire review period.

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