Men's Grooming in Egypt

PROSPECTS

Men’s shaving continues to dominate men’s grooming

In men’s grooming in Egypt, men’s pre-shave was the main driver of growth in 2018, witnessing one of the highest growth rates due to the stabilisation of prices. Men’s pre-shave products are seeing growing sales due to their importance for daily use by a wide base of men.

Hypermarkets anticipated to grow

The most significant channel for men’s grooming is traditional grocery retailers where consumers can find many varieties of products in men’s pre-shave, post-shave, and razors and blades. Pharmacies also form one of the main channels due to having a hygienic products section.

Small categories are not as popular but are still growing

Other categories in men’s grooming represent a smaller portion of value sales. For example, men’s skin care, even though witnessing value growth, is not gaining significant popularity in Egypt.

COMPETITIVE LANDSCAPE

The Procter & Gamble Co maintains its position

The Procter & Gamble Co is a leading player in men’s grooming. Its Gillette brand has been well known in men’s shaving in Egypt for a long time.

Marico Egypt leads men’s hair care

Marico Egypt leads men’s hair care through its Hair Code and Fiancée brands. Hair Code has introduced a number of varieties which has encouraged people to buy more.

Men’s skin care products still need more time

New men’s skin care products were introduced in 2018 including some anti-ageing products as well as moisturising creams. Oriflame and Avon have been the leading players in Egypt in these product types.

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