The owners of local brands have already focused on e-commerce as an alternative channel to mitigate the gap between them and the owners of leading brands like Ariel and Persil, which dominate the strongest, more established distribution channels. Besides, price hikes supported demand through e-commerce, where more and more consumers like to compare prices and brands to find the best value for money.
The demand for the concentrated format is set to continue to grow significantly in the forecast period, albeit from a relatively low base. In general, concentrated detergents for automatic washing machines are expected to face habitual resistance from customers who are accustomed to the standard format, especially given the financial constraints that the average household in the country faces.
There remains potential for automatic washing machines given the rising population and household numbers as possession rates in the market have not reached saturation. Consumers, however, have become more price-conscious in a tough economic climate, characterised by high inflation and rising costs of living, and less expensive local brands are well placed to perform well in the short to medium term.
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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 is the aggregation of laundry detergents, fabric softeners, carpet cleaners and laundry aids.See All of Our Definitions
This report originates from Passport, our Laundry Care research and analysis database.
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