The Algerian economy was hit by a double whammy in 2020 – COVID-19 and plummeting oil prices. This has led to a devaluation of the dinar and a general increase in inflation, which has led to lower disposable incomes.
Henkel continued to lead laundry care in 2020, thanks to an extensive portfolio of products with broad appeal across all demographics. Henkel competes aggressively to ensure its lead position, regularly expanding its product range and developing distribution networks to improve accessibility to its goods.
Laundry care continues to dominate home care in Algerian in 2020, retaining more value share than all other product-types combined. Its stronghold it set to endure over the forecast period, with possession rates of automatic washing machines steadily rising.
Laundry care is expected to register slower value growth over the forecast period, compared with the review period as the product area matures and the economic fallout of COVID-19 makes consumers more price sensitive. This will benefit cheaper brands and consumers may also shift to bar detergents, which are significantly cheaper.
Laundry care will continue to be the dominant product area in overall home care over the forecast period and will also see the most dynamic sales growth. This is due to the important role that standard powder detergents play in a wide range of household tasks other than laundry, including cleaning floors, surfaces and even washing dishes.
COVID-19 has accelerated the trend towards elevated hygiene-consciousness and the implications are far reaching and companies will focus on cleaning efficacy and product performance over the forecast period. However, the health crisis also focused consumers’ attention on health, which is likely to translate into growing interest in products perceived as natural or green.
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This report originates from Passport, our Laundry Care research and analysis database.
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