Executive Summary

Feb 2019
PROSPECTS
Automatic dishwashing tablets is set to register the highest growth

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 still reigns supreme as the largest category in dishwashing

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.

Hypermarkets, variety stores and supermarkets grow in significance

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.

COMPETITIVE LANDSCAPE
Henkel PDC Egypt continues to lead dishwashing

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 gains ground with its three brands

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 grows its share in automatic dishwashing tablets

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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Dishwashing in Egypt

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Overview

Discover the latest market trends and uncover sources of future market growth for the Dishwashing 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 Dishwashing industry in Egypt, our research will save you time and money while empowering you to make informed, profitable decisions.

The Dishwashing in Egypt market research report includes:

  • Analysis of key supply-side and demand trends  
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Dishwashing in Egypt?
  • What are the major brands in Egypt?
  • What is the dishwasher penetration rate in Egypt?
  • What are the key new product launches in the dishwashing products market?

Why buy this report?

  • 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

This industry report originates from Passport, our Home Care market research database.

Dishwashing in Egypt - Category analysis

HEADLINES

PROSPECTS

Automatic dishwashing tablets is set to register the highest growth
Hand dishwashing still reigns supreme as the largest category in dishwashing
Hypermarkets, variety stores and supermarkets grow in significance

COMPETITIVE LANDSCAPE

Henkel PDC Egypt continues to lead dishwashing
Alexandria Detergents & Chemicals Co gains ground with its three brands
Reckitt Benckiser Egypt grows its share in automatic dishwashing tablets

CATEGORY INDICATORS

Table 1 Household Possession of Dishwashers 2013-2018

CATEGORY DATA

Table 2 Sales of Dishwashing by Category: Value 2013-2018
Table 3 Sales of Dishwashing by Category: % Value Growth 2013-2018
Table 4 NBO Company Shares of Dishwashing: % Value 2014-2018
Table 5 LBN Brand Shares of Dishwashing: % Value 2015-2018
Table 6 Forecast Sales of Dishwashing by Category: Value 2018-2023
Table 7 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023

Home Care in Egypt - Industry Overview

EXECUTIVE SUMMARY

Home care registers modest current value growth in 2018
Decreasing unit prices add to volume growth in home care
International companies continue to dominate home care
Local brands are set to expand
Home care is expected to see strong growth during the forecast period

MARKET INDICATORS

Table 8 Households 2013-2018

MARKET DATA

Table 9 Sales of Home Care by Category: Value 2013-2018
Table 10 Sales of Home Care by Category: % Value Growth 2013-2018
Table 11 NBO Company Shares of Home Care: % Value 2014-2018
Table 12 LBN Brand Shares of Home Care: % Value 2015-2018
Table 13 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 14 Distribution of Home Care by Format: % Value 2013-2018
Table 15 Distribution of Home Care by Format and Category: % Value 2018
Table 16 Forecast Sales of Home Care by Category: Value 2018-2023
Table 17 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources