Deodorants in Egypt

PROSPECTS

Deodorants to see a positive performance in the forecast period

Deodorants continued to record a strong value performance in Egypt in 2017. Deodorant creams was partly responsible for the overall value growth, along with deodorant roll-ons and deodorant sticks, although the strongest influence was deodorant sprays.

Influence of unit price increase on consumers

The strong increases in unit price had a direct influence on consumers’ behaviour, resulting in them shifting to more affordable products allowing them to save. This has also led to greater demand for locally-manufactured products, which also provide similar results.

Locally manufactured versus international brands

Egyptian deodorants witnessed the disappearance of many international brands in 2017, due to the issues that were facing the country after the free fluctuation of the Egyptian pound, which resulted in the lack of foreign currency leading to a shortage in importing several international brands. However, the locally manufactured and Egyptian brands started to boom due to the wide availability and affordable prices in comparison with imported brands.

COMPETITIVE LANDSCAPE

Mixed fortunes for leading players in 2017

Unilever Mashreq led Egyptian deodorants in 2017, representing brands Rexona, Dove and Sure as it continued to strengthen its leadership, followed by Henkel PDC Egypt SAE, with its brand Fa which lost value share. Beiersdorf AG ranked third, also holding double-digit value share, with its well-known brand Nivea after gaining strong ground compared to 2016.

Brands compete closely in 2017

The leading brands of deodorants were tightly placed, led by Fa due to its affordable price in addition to wide availability across Egypt, as well as the enormous variety offered to meet the different tastes of consumers. Ranked second was Rexona in terms of value share due to the similarity of advantages with Fa but with a higher unit price.

Direct sellers are improving their positions

Avon successfully moved up one position from 2016 to rank fourth after regaining value share it had lost the previous year, while Oriflame also gained share to rank sixth in 2017.

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