Dishwashing in Egypt

PROSPECTS

Hand dishwashing cleans up in 2019, driven by range, versatility and price

The dishwashing products category saw a strong performance in 2019, driven by the dominant hand dishwashing products category. Hand dishwashing saw a stronger performance than automatic dishwashing in 2019, due to the economic benefits of these products, coupled with greater versatility of usage.

Further growth for automatic dishwashing products expected as economy recovers

Automatic dishwashing saw some improvement in its performance in 2019, but remained very much the poor cousin to hand dishwashing. Automatic products’ growth is expected to pick up as awareness amongst consumers increases, and the convenience of the format proves attractive as incomes rise.

Automatic products gain importance in supermarkets and hypermarkets, traditional grocery stores focus on hand dishwashing liquids

While traditional grocery stores still dominate sales of dishwashing, the importance of hypermarkets, supermarkets, and variety stores is gradually increasing. With the strong value growth of automatic detergent tablets, hypermarkets and supermarkets are gaining ground as important channels for dishwashing.

COMPETITIVE LANDSCAPE

Henkel extends lead over second-placed Procter & Gamble

Henkel PDC Egypt SAE consolidated its leading position in dishwashing in 2019. The company saw a value share gain thinks to its leading brand, Pril.

Alexandria Detergents’ strong performance in hand dishwashing results in overall category share gain

Alexandria Detergents & Chemicals Co SAE also saw a value share in dishwashing in 2019, achieved through its three major brands: Feba, Maxell, and Max1. These three brands appeal to lower- and middle-income households, with lower prices but similar quality to premium brands.

Finish benefits from promotional support, but Reckitt Benckiser’s focus on automatic products impacts its category share

Reckitt Benckiser Egypt Ltd’s Finish brand saw value share gains in automatic dishwashing liquids and tablets in 2019. However, the weaker performance of automatic dishwashing products compared with hand dishwashing alternatives resulted in the company’s overall category value share declining.

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