Home Care in Egypt

February 2022
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Overview:

Understand the latest market trends and future growth opportunities for the Home Care industry in Egypt with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Air Care
  • Bleach
  • Dishwashing
  • Home Insecticides
  • Laundry Care
  • Polishes
  • Surface Care
  • Toilet Care

If you're in the Home Care industry in Egypt, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Home Care in Egypt report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Home Care in Egypt?
  • Which are the leading brands in Home Care in Egypt?
  • How are products distributed in Home Care in Egypt?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
  • How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
  • Where is future growth expected to be most dynamic?
  • How important will sustainability and recycling be in generating future growth?

Home Care in Egypt

EXECUTIVE SUMMARY

Home care in 2021: The big picture after the pandemic
2021 key trends
Competitive landscape
Retailing developments
What next for home care?
Chart 1 Home Care Value Sales Growth Scenarios: 2019-2026 Chart 2 Home Care Impact of Drivers on Value Sales: 2019-2026

MARKET INDICATORS

Table 1 Households 2016-2021

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2016-2021 Table 3 Sales of Home Care by Category: % Value Growth 2016-2021 Table 4 NBO Company Shares of Home Care: % Value 2017-2021 Table 5 LBN Brand Shares of Home Care: % Value 2018-2021 Table 6 Penetration of Private Label in Home Care by Category: % Value 2016-2021 Table 7 Distribution of Home Care by Format: % Value 2016-2021 Table 8 Distribution of Home Care by Format and Category: % Value 2021 Table 9 Forecast Sales of Home Care by Category: Value 2021-2026 Table 10 Forecast Sales of Home Care by Category: % Value Growth 2021-2026

DISCLAIMER

SOURCES

Summary 1 Research Sources

Laundry Care in Egypt

KEY DATA FINDINGS

2021 DEVELOPMENTS

Lower value growth in 2021
Powder detergent continues to account for most value sales
Traditional grocery retailers dominate value sales

PROSPECTS AND OPPORTUNITIES

Rosey outlook over forecast period
Environmental factors to gain importance, but consumer education required
Convenience and cost to contribute to liquid detergents’ growth

CATEGORY INDICATORS

Table 11 Household Possession of Washing Machines 2016-2021

CATEGORY DATA

Table 12 Sales of Laundry Care by Category: Value 2016-2021 Table 13 Sales of Laundry Care by Category: % Value Growth 2016-2021 Table 14 Sales of Laundry Aids by Category: Value 2016-2021 Table 15 Sales of Laundry Aids by Category: % Value Growth 2016-2021 Table 16 Sales of Laundry Detergents by Category: Value 2016-2021 Table 17 Sales of Laundry Detergents by Category: % Value Growth 2016-2021 Table 18 NBO Company Shares of Laundry Care: % Value 2017-2021 Table 19 LBN Brand Shares of Laundry Care: % Value 2018-2021 Table 20 NBO Company Shares of Laundry Aids: % Value 2017-2021 Table 21 LBN Brand Shares of Laundry Aids: % Value 2018-2021 Table 22 NBO Company Shares of Laundry Detergents: % Value 2017-2021 Table 23 LBN Brand Shares of Laundry Detergents: % Value 2018-2021 Table 24 Forecast Sales of Laundry Care by Category: Value 2021-2026 Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2021-2026

Dishwashing in Egypt

KEY DATA FINDINGS

2021 DEVELOPMENTS

Lower value growth, as society opens up in 2021
Global brands hold onto to their large value share in hand dishwashing
Automatic dishwashing registers higher growth

PROSPECTS AND OPPORTUNITIES

E-commerce expected to gain value share in automatic dishwashing
Environmental concerns could benefit automatic dishwashing
Competition expected to intensify in hand dishwashing

CATEGORY INDICATORS

Table 26 Household Possession of Dishwashers 2015-2020

CATEGORY DATA

Table 27 Sales of Dishwashing by Category: Value 2016-2021 Table 28 Sales of Dishwashing by Category: % Value Growth 2016-2021 Table 29 NBO Company Shares of Dishwashing: % Value 2017-2021 Table 30 LBN Brand Shares of Dishwashing: % Value 2018-2021 Table 31 Forecast Sales of Dishwashing by Category: Value 2021-2026 Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2021-2026

Surface Care in Egypt

KEY DATA FINDINGS

2021 DEVELOPMENTS

Except multi-purpose cleaners and home care disinfectants, all other products register volume decline in 2021
Disinfecting properties benefits Dettol
Supermarkets and hypermarkets steal value share from traditional grocery retailers

PROSPECTS AND OPPORTUNITIES

Moderate growth over forecast period
Multi-purpose cleaners will continue to appeal to consumers
Eco-friendly products remain niche

CATEGORY DATA

Table 33 Sales of Surface Care by Category: Value 2016-2021 Table 34 Sales of Surface Care by Category: % Value Growth 2016-2021 Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2016-2021 Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2016-2021 Table 37 NBO Company Shares of Surface Care: % Value 2017-2021 Table 38 LBN Brand Shares of Surface Care: % Value 2018-2021 Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2021 Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2018-2021 Table 41 Forecast Sales of Surface Care by Category: Value 2021-2026 Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2021-2026

Bleach in Egypt

KEY DATA FINDINGS

2021 DEVELOPMENTS

Weakest performer in home care products in 2021
Local brands continue to dominate
Dramatic decline in growth of e-commerce

PROSPECTS AND OPPORTUNITIES

Bleak outlook for bleach over forecast period
Inflation will push up retail prices
Bleach challenged by less harmful alternatives

CATEGORY DATA

Table 43 Sales of Bleach: Value 2016-2021 Table 44 Sales of Bleach: % Value Growth 2016-2021 Table 45 NBO Company Shares of Bleach: % Value 2017-2021 Table 46 LBN Brand Shares of Bleach: % Value 2018-2021 Table 47 Forecast Sales of Bleach: Value 2021-2026 Table 48 Forecast Sales of Bleach: % Value Growth 2021-2026

Polishes in Egypt

KEY DATA FINDINGS

2021 DEVELOPMENTS

Shoe polishes registers highest growth, as people out and about again
Shoe polish largest product area in terms of value sales
Pledge dominates in furniture and floor polish

PROSPECTS AND OPPORTUNITIES

Healthy value growth over forecast period
Polishes face competition from alternative products
Popularity of tiled floors causes demand for floor polish to subside

CATEGORY DATA

Table 49 Sales of Polishes by Category: Value 2016-2021 Table 50 Sales of Polishes by Category: % Value Growth 2016-2021 Table 51 NBO Company Shares of Polishes: % Value 2017-2021 Table 52 LBN Brand Shares of Polishes: % Value 2018-2021 Table 53 Forecast Sales of Polishes by Category: Value 2021-2026 Table 54 Forecast Sales of Polishes by Category: % Value Growth 2021-2026

Home Insecticides in Egypt

KEY DATA FINDINGS

2021 DEVELOPMENTS

Fall in volume sales in 2021, as society opens up
Johnson’s Raid benefits from perceived high level of effectiveness
Insecticide coils register highest current value growth

PROSPECTS AND OPPORTUNITIES

Healthy value growth over forecast period
Spray/aerosol format will continue to be the most popular
Recovery of tourism contributes to healthy growth over forecast period

CATEGORY DATA

Table 55 Sales of Home Insecticides by Category: Value 2016-2021 Table 56 Sales of Home Insecticides by Category: % Value Growth 2016-2021 Table 57 Sales of Spray/Aerosol Insecticides by Type: % Value 2016-2021 Table 58 NBO Company Shares of Home Insecticides: % Value 2017-2021 Table 59 LBN Brand Shares of Home Insecticides: % Value 2018-2021 Table 60 Forecast Sales of Home Insecticides by Category: Value 2021-2026 Table 61 Forecast Sales of Home Insecticides by Category: % Value Growth 2021-2026

Air Care in Egypt

KEY DATA FINDINGS

2021 DEVELOPMENTS

Air care value sales recover in 2021
Glade continues to dominate, though competition is increasing
Electric and car air fresheners strong performers in 2021

PROSPECTS AND OPPORTUNITIES

Moderate outlook over forecast period
Spray/aerosol formats remain dominant, though consumers increasingly concerned about its negative reputation
Concentrated spray/aerosol format gains value share

CATEGORY DATA

Table 62 Sales of Air Care by Category: Value 2016-2021 Table 63 Sales of Air Care by Category: % Value Growth 2016-2021 Table 64 NBO Company Shares of Air Care: % Value 2017-2021 Table 65 LBN Brand Shares of Air Care: % Value 2018-2021 Table 66 Forecast Sales of Air Care by Category: Value 2021-2026 Table 67 Forecast Sales of Air Care by Category: % Value Growth 2021-2026

Toilet Care in Egypt

KEY DATA FINDINGS

2021 DEVELOPMENTS

Slightly lower value growth in 2021
Toilet liquids/foams continues to be the most popular product, due to affordability
Fragrance an increasingly important attribute

PROSPECTS AND OPPORTUNITIES

Moderate value growth over forecast period
Small consumers base keeps value sales at low level
The online space plays a role in supporting local brands

CATEGORY DATA

Table 68 Sales of Toilet Care by Category: Value 2016-2021 Table 69 Sales of Toilet Care by Category: % Value Growth 2016-2021 Table 70 NBO Company Shares of Toilet Care: % Value 2017-2021 Table 71 LBN Brand Shares of Toilet Care: % Value 2018-2021 Table 72 Forecast Sales of Toilet Care by Category: Value 2021-2026 Table 73 Forecast Sales of Toilet Care by Category: % Value Growth 2021-2026
The following categories and subcategories are included:

Home Care

    • Candle Air Fresheners
    • Car Air Fresheners
    • Electric Air Fresheners
    • Gel Air Fresheners
    • Liquid Air Fresheners
    • Spray/Aerosol Air Fresheners
      • Carpet Fresheners
      • Odour Neutralisers
      • Refrigerator Fresheners
      • Waste Bin Fresheners
      • Other Other Air Care
  • Bleach
      • Automatic Dishwashing Liquids
      • Automatic Dishwashing Powders
      • Automatic Dishwashing Tablets
      • Dishwashing Additives
    • Hand Dishwashing
    • Electric Insecticides
    • Insecticide Baits
    • Insecticide Coils
    • Spray/Aerosol Insecticides
      • Foggers/Bombs
      • In-Home Insect Repellents
      • Moth Proofers
      • Other Other Home Insecticides
    • Carpet Cleaners
      • Dryer Sheets
      • Liquid Fabric Softeners
      • Colour Safe Laundry Bleach
      • Fabric Fresheners
        • In-Wash Spot and Stain Removers
        • Pre-Wash Spot and Stain Removers
      • Starch/Ironing Aids
      • Water Softeners
        • Blues/Bluing
        • Colour Catchers
        • Colour Enhancers
        • Laundry Sanitiser
        • Scent Booster
        • Whiteners
        • Other Other Laundry Aids
          • Standard Powder Detergents
          • Concentrated Powder Detergents
          • Compact Powder Tablet Detergents
          • Liquid Tablet Detergents
          • Standard Liquid Detergents
          • Concentrated Liquid Detergents
        • Standard Powder Detergents
        • Standard Liquid Detergents
        • Concentrated Powder Detergents
        • Concentrated Liquid Detergents
        • Compact Powder Tablet Detergents
        • Liquid Tablet Detergents
        • Bar Detergents
        • Hand Wash Detergents
        • Fine Fabric Detergents
    • Floor Polish
    • Furniture Polish
    • Metal Polish
    • Shoe Polish
        • Starter Kits/Sweepers/Sticks (Dry Electro-Static)
        • Wipes and Refills (Dry Electro-Static)
          • Cleaning Solution
          • Refill Wipes/Pads
        • Starter Kits/Trigger Device
        • All Purpose Cleaning Wipes
        • Furniture Polish Wipes
        • Toilet Care Wipes
        • Window/Glass Wipes
        • Other Impregnated Wipes
      • Starter Kits/Sweepers/Sticks (Excluding Wipes)
      • Wipes (Excluding Starter Kits/Sweepers/Sticks)
    • Bathroom Cleaners
    • Descalers
    • Drain Openers
      • Standard Floor Cleaners
      • Wash and Wax Floor Cleaners
    • Home Care Disinfectants
    • Kitchen Cleaners
    • Multi-Purpose Cleaners
    • Oven Cleaners
    • Scouring Agents
    • Window/Glass Cleaners
    • In-Cistern Devices
      • Rim Blocks
      • Rim Liquids
    • Toilet Care Tablets/Powders
    • Toilet Cleaning Systems
    • Toilet Liquids/Foam

Home Care

This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.

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This report originates from Passport, our Home Care research and analysis database.

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