Laundry care witnessed an improved performance in 2020 due to COVID-19, as most people are practised good hygiene and made efforts to keep their clothes clean. Since coronavirus can survive for hours on various surfaces, including fabrics, laundry care became a more important aspect of everyday hygiene.
The traditional grocery retailers channel consolidated its dominant position in distribution of laundry care products in 2020. These outlets are ubiquitous in Egypt, offering brands that are familiar to consumers at competitive prices.
Powder detergents for automatic washing machines continue to dominate the category, with discounts and promotion on larger quantities, such as 5kg bags. These products appeal to less affluent consumers due to their competitive pricing.
Egypt’s laundry care category is expected to see continued growth over the forecast period. As people return to its normal life in the post-pandemic environment, the number of wash loads is expected to increase compared with the periods of social isolation arising from COVID-19.
Environmental factors to become increasingly important. Manufactures of laundry detergents are focusing on the introduction of more eco-friendly products using biodegradable ingredients, and this will contribute to growth over the forecast period.
Liquid detergents are expected to continue to outperform powder products over the forecast period, albeit rising from a low base. Concentrated liquid detergents are expected to perform particularly well.
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Understand the latest market trends and future growth opportunities for the Laundry 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.
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This report originates from Passport, our Laundry Care research and analysis database.
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