Executive Summary

Feb 2019
Home care registers modest current value growth in 2018

Home care performed well in 2018, with most categories registering modest current value growth. Value growth in 2018 was largely impacted by two factors in most categories: growing retail volumes and falling unit prices.

Decreasing unit prices add to volume growth in home care

As the economy continued to recover from the tremor that resulted from the floatation of the Egyptian pound in late 2016, all home care categories experienced heavy price adjustments in 2018. In 2017, current value growth was fuelled by an unprecedented surge in unit prices.

International companies continue to dominate home care

International home care companies clearly still reigned supreme in terms of value and volume share in 2018. For example, Procter & Gamble Egypt dominated laundry care, Henkel PDC Egypt led dishwashing, and Reckitt Benckiser Egypt continued to be the pioneer in surface care.

Local brands are set to expand

However, local brands continue to flourish and introduce new product developments, as the preference of low- and middle-income consumers has switched towards products that provide good quality at lower prices than international brands. This has given local brands that were often overlooked by consumers the chance to introduce new products and variants of existing products.

Home care is expected to see strong growth during the forecast period

The performance of home care over the forecast period is anticipated to be strong and impressive. Home care products are considered basic necessities for consumers and households across all income levels, regardless of geographic location, social status or lifestyle.

Want to find out more about this report?
Request more information
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.

Your Recently Viewed Reports

Home Care in Egypt

Samples (FAQs about samples):

Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

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

When you purchase this report, you also get the data and the content from these category reports in Egypt for free:

The Home Care 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 Home Care in Egypt?
  • What are the major brands in Egypt?
  • What is the importance of the trend towards environmentally friendly products in home care?
  • What are the main growth drivers of the home care market in Egypt?

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.

Home Care in Egypt

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 1 Households 2013-2018

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2013-2018
Table 3 Sales of Home Care by Category: % Value Growth 2013-2018
Table 4 NBO Company Shares of Home Care: % Value 2014-2018
Table 5 LBN Brand Shares of Home Care: % Value 2015-2018
Table 6 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 7 Distribution of Home Care by Format: % Value 2013-2018
Table 8 Distribution of Home Care by Format and Category: % Value 2018
Table 9 Forecast Sales of Home Care by Category: Value 2018-2023
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Air Care in Egypt

HEADLINES

PROSPECTS

Gel air fresheners is still the most popular category in air care in Egypt
The falling unit prices of electric air fresheners drive down value growth
Spray/aerosol air fresheners is expected to bounce back in the forecast period

COMPETITIVE LANDSCAPE

Johnson Wax (Egypt) Co leads air care
Local brands gain ground due to lower unit prices and easier accessibility
Innovation will be key to maintaining share over the forecast period

CATEGORY DATA

Table 11 Sales of Air Care by Category: Value 2013-2018
Table 12 Sales of Air Care by Category: % Value Growth 2013-2018
Table 13 Sales of Air Care by Fragrance: Value Ranking 2013-2018
Table 14 NBO Company Shares of Air Care: % Value 2014-2018
Table 15 LBN Brand Shares of Air Care: % Value 2015-2018
Table 16 Forecast Sales of Air Care by Category: Value 2018-2023
Table 17 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Bleach in Egypt

HEADLINES

PROSPECTS

Value sales of bleach fall due to declining unit prices in 2018
Egyptians increasingly use bleach for laundry and toilet/bathroom cleaning
Weak volume growth due to the abundance of unbranded and home-made products

COMPETITIVE LANDSCAPE

Egyptian Household Cleaning Products Co continues to dominate bleach
Promotion is expected to strengthen to boost volume sales
The fierce competition between Clorel and Clorita is expected to intensify

CATEGORY DATA

Table 18 Sales of Bleach: Value 2013-2018
Table 19 Sales of Bleach: % Value Growth 2013-2018
Table 20 NBO Company Shares of Bleach: % Value 2014-2018
Table 21 LBN Brand Shares of Bleach: % Value 2015-2018
Table 22 Forecast Sales of Bleach: Value 2018-2023
Table 23 Forecast Sales of Bleach: % Value Growth 2018-2023

Dishwashing in Egypt

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 24 Household Possession of Dishwashers 2013-2018

CATEGORY DATA

Table 25 Sales of Dishwashing by Category: Value 2013-2018
Table 26 Sales of Dishwashing by Category: % Value Growth 2013-2018
Table 27 NBO Company Shares of Dishwashing: % Value 2014-2018
Table 28 LBN Brand Shares of Dishwashing: % Value 2015-2018
Table 29 Forecast Sales of Dishwashing by Category: Value 2018-2023
Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023

Home Insecticides in Egypt

HEADLINES

PROSPECTS

Health concerns push down the value growth of insecticide coils
The growth of electric insecticides is expected to pick up over the forecast period
Spray/aerosol insecticides is set to remain the most important category

COMPETITIVE LANDSCAPE

Johnson Wax (Egypt) Co leads home insecticides in 2018
The higher popularity of local brands drives down unit prices in 2018
Unipro Egypt controls insecticide coils

CATEGORY DATA

Table 31 Sales of Home Insecticides by Category: Value 2013-2018
Table 32 Sales of Home Insecticides by Category: % Value Growth 2013-2018
Table 33 Sales of Spray/Aerosol Insecticides by Type: % Value 2013-2018
Table 34 NBO Company Shares of Home Insecticides: % Value 2014-2018
Table 35 LBN Brand Shares of Home Insecticides: % Value 2015-2018
Table 36 Forecast Sales of Home Insecticides by Category: Value 2018-2023
Table 37 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023

Laundry Care in Egypt

HEADLINES

PROSPECTS

Modest value growth in laundry care in 2018, due to static unit prices
Concentrated liquid detergents sees the highest growth in laundry care
Bar detergents continues to decline rapidly

COMPETITIVE LANDSCAPE

Procter & Gamble Egypt continues to lead laundry care
Local brands expand their presence with inexpensive products
The private label share stagnates despite the switch to more affordable brands

CATEGORY INDICATORS

Table 38 Household Possession of Washing Machines 2013-2018

CATEGORY DATA

Table 39 Sales of Laundry Care by Category: Value 2013-2018
Table 40 Sales of Laundry Care by Category: % Value Growth 2013-2018
Table 41 Sales of Laundry Aids by Category: Value 2013-2018
Table 42 Sales of Laundry Aids by Category: % Value Growth 2013-2018
Table 43 Sales of Laundry Detergents by Category: Value 2013-2018
Table 44 Sales of Laundry Detergents by Category: % Value Growth 2013-2018
Table 45 NBO Company Shares of Laundry Care: % Value 2014-2018
Table 46 LBN Brand Shares of Laundry Care: % Value 2015-2018
Table 47 NBO Company Shares of Laundry Aids: % Value 2014-2018
Table 48 LBN Brand Shares of Laundry Aids: % Value 2015-2018
Table 49 NBO Company Shares of Laundry Detergents: % Value 2014-2018
Table 50 LBN Brand Shares of Laundry Detergents: % Value 2015-2018
Table 51 Forecast Sales of Laundry Care by Category: Value 2018-2023
Table 52 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

Polishes in Egypt

HEADLINES

PROSPECTS

Furniture polish and shoe polish drive value growth
Metal polish is still not popular in Egyptian households
Polishes is expected to see healthy value growth over the forecast period

COMPETITIVE LANDSCAPE

Johnson Wax (Egypt) Co continues to lead polishes
Misr Detergents & Chemicals Co’s brands lead shoe polish
Gold International starts regaining share in polishes

CATEGORY DATA

Table 53 Sales of Polishes by Category: Value 2013-2018
Table 54 Sales of Polishes by Category: % Value Growth 2013-2018
Table 55 NBO Company Shares of Polishes: % Value 2014-2018
Table 56 LBN Brand Shares of Polishes: % Value 2015-2018
Table 57 Forecast Sales of Polishes by Category: Value 2018-2023
Table 58 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

Surface Care in Egypt

HEADLINES

PROSPECTS

Multipurpose cleaners and home care disinfectants are household essentials
Bathroom cleaners, drain openers and scouring agents achieve high value growth
Wash and wax floor cleaners and oven cleaners are still neglected by Egyptians

COMPETITIVE LANDSCAPE

Reckitt Benckiser Egypt continues to lead surface care
Surface care continues to be a highly fragmented category
Local brands gain ground with cheaper products in 2018

CATEGORY DATA

Table 59 Sales of Surface Care by Category: Value 2013-2018
Table 60 Sales of Surface Care by Category: % Value Growth 2013-2018
Table 61 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018
Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018
Table 63 NBO Company Shares of Surface Care: % Value 2014-2018
Table 64 LBN Brand Shares of Surface Care: % Value 2015-2018
Table 65 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2018
Table 66 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2018
Table 67 Forecast Sales of Surface Care by Category: Value 2018-2023
Table 68 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Toilet Care in Egypt

HEADLINES

PROSPECTS

The competition with other home care products leads value sales to decline
In-cistern devices remains small and has limited prospects for growth
Toilet liquids/foam remains the major driver of growth in toilet care in Egypt

COMPETITIVE LANDSCAPE

Unipro Egypt leads toilet care in 2018
Johnson Wax (Egypt) Co’s Mr Muscle takes the lead in toilet care
Johnson Wax (Egypt) Co takes the lead in toilet liquids/foam

CATEGORY DATA

Table 69 Sales of Toilet Care by Category: Value 2013-2018
Table 70 Sales of Toilet Care by Category: % Value Growth 2013-2018
Table 71 NBO Company Shares of Toilet Care: % Value 2014-2018
Table 72 LBN Brand Shares of Toilet Care: % Value 2015-2018
Table 73 Forecast Sales of Toilet Care by Category: Value 2018-2023
Table 74 Forecast Sales of Toilet Care by Category: % Value Growth 2018-2023