Mass beauty and personal care witnessed a modest increase in current value sales during 2021 as the category recovered from demand fluctuations in 2020. A high proportion of consumers on low-incomes seek out mass products, since almost one-third of Egyptians are under the poverty line.
The emphasis on value-for-money has accelerated in recent years amid economic difficulties exacerbated by the COVID-19 pandemic. Consumers sought out deals and switched to lower priced products, with most focusing on essentials such as hair care, oral care and bath and shower.
Unilever Mashreq SAE maintained its lead in company terms in 2021 with a variety of brands in the mass segment. This multinational has a vast supply chain and distribution network allowing it to reach consumers across Egypt.
Mass beauty and personal care is expected to slow down over the forecast period as value growth stabilises. Price increases are expected due to rising inflation and higher fuel costs forcing consumers to seek more value and lower prices.
As inflation rises and consumers become more price conscious, mass products will become more attractive to middle-income and high-income groups. Indeed, premium beauty and personal care is expected to witness a lower CAGR by value over the forecast period compared to the mass segment.
The Egyptian government is trying to boost local production by providing loans to smaller manufacturers. This could provide a path for smaller, localised beauty and personal care manufacturers to compete against international brands.
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Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal 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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Mass Beauty and Personal Care
This is the aggregation of mass colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.
See All of Our DefinitionsThis report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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