Despite sales having stagnated in volume terms in 2016, due to the economic situation in Egypt, automatic dishwashing tablets saw the fastest volume and value growth within dishwashing in 2018. Starting in 2018, volume and value growth in automatic dishwashing tablets are expected to pick up rapidly, owing to increased awareness amongst consumers and the convenience of such products.
Hand dishwashing continued to be by far the largest contributor to value sales in dishwashing in 2018. It also registered modest current value growth in 2018, which is expected to pick up over the forecast period.
Whilst traditional grocery retailers still strongly dominated the distribution of dishwashing products in 2018, the relative importance of hypermarkets, supermarkets and variety stores is growing slowly, but surely. With the strong value growth of automatic dishwashing tablets, hypermarkets and supermarkets are gaining ground as important channels for dishwashing, since traditional grocery retailers do not generally carry tablets.
Henkel PDC Egypt was able to maintain its leading position in dishwashing in value terms in 2018, with its leading brand Pril, and saw a slight increase in its share compared with 2017. Pril is the leader in hand dishwashing, and has been successful at engraving its brand into the minds of Egyptian consumers and keeping them interested by adding different variants and scents.
Alexandria Detergents & Chemicals Co steadily increased its value share in dishwashing over the review period, with its three major brands Feba, Maxell and Max1. These three brands appeal to lower- and middle-income households with their product offering of lower prices and similar quality compared with premium brands.
Reckitt Benckiser Egypt’s brand Finish expanded its value share in 2018 in the fastest growing category in dishwashing, automatic dishwashing tablets. The brand has been promoted heavily in hypermarkets and supermarkets, and is often bundled with other home care products by the same company to provide cost savings for consumers.
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This industry report originates from Passport, our Home Care market research database.