Men's Grooming in Egypt

PROSPECTS

Positive outlook generated by millennials

Men’s grooming in Egypt chiefly consists of men’s shaving, while men’s toiletries remained fairly small in 2017. This can be attributed to the fact that a significant proportion of the male demographic in Egypt does not make use of toiletries that specifically target them.

Men’s hair care to record strongest growth

Hairstyling enjoys great popularity amongst a large proportion of Egyptian men, and many perceive this as an indispensable part of their daily grooming routine. Hair gel is the most widely used product for hair styling, while hair wax remains small in Egypt.

Men’s skin care set to remain small

In contrast to men’s hair care, men’s skin care remains fairly unpopular in Egypt. A limited number of local brands that specifically target skin care towards a male demographic are available, and many Egyptian men either use a unisex product to moisturise or cleanse their skin or do not use skin care at all.

COMPETITIVE LANDSCAPE

Egyptian men’s shaving remains consolidated

Men’s shaving remained the largest category within men’s grooming in retail value terms and is characterised by a notable level of concentration. Lord Precision Industries SAE, Procter & Gamble Egypt SAE, and Middle East Chemical Co are the most salient companies and dominate Egypt’s men’s shaving.

Marico dominates men’s hair care

Egypt’s men’s hair care is controlled by Marico Egypt’s brands Hair Code and Fiancée. Both brands are affordable hair styling options for many Egyptian men and enjoy wide distribution.

Wider attention for domestic brands

Domestic brands are gaining wider attention from consumers due to the great increase in unit price throughout 2017. Accordingly, many consumers have shifted form international brands to domestic ones, especially low- and mid-income consumers.

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