Executive Summary

Feb 2019
PROSPECTS
Surface care is set to see healthy growth

Surface care is expected to continue to benefit from growth in Algeria's urban middle-income consumer base over the forecast period. As urbanisation rises and lifestyle patterns change, more consumers are expected to seek out the convenience, ease of cleaning and pleasant fragrances associated with surface care products.

Growth in surface care is predicted to slow over the forecast period

Overall surface care is expected to record slower volume growth and value growth at constant 2018 prices over the forecast period in comparison with the review period. This will be attributed to projected inflation and currency devaluation, which will further decrease purchasing power amongst consumers.

Multipurpose cleaners will continue to perform well

Multipurpose cleaners is expected to see one of the strongest current value growth rates in the forecast period, and will continue to dominate overall value sales in surface care. There will be ongoing demand for multipurpose cleaners, as they are easy to use and offered at a reasonable price.

COMPETITIVE LANDSCAPE
Henkel continues to lead surface care

Henkel was the clear leader in surface care throughout the review period. The company benefits from a strong reputation for quality, whilst its Bref brand offers affordable prices thanks to domestic production.

The Procter & Gamble Co sees a share decline due to stock-outs

Shifts in share were small in surface care in 2018. All the top five players maintained similar value shares in 2018, thanks to their strong brand loyalty, innovation and marketing support.

International brands dominate, although domestic brands are gaining share

Although the share of domestic players is growing due to the restrictions on imports, multinationals continue to dominate surface care in Algeria. Henkel Algérie, Colgate-Palmolive Co, Hayat DHC Algérie and The Procter & Gamble Co accounted for a significant combined value share, benefiting from many middle- to high-income urban consumers viewing foreign players as offering higher-quality products.

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Surface Care in Algeria

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Overview

Discover the latest market trends and uncover sources of future market growth for the Surface Care industry in Algeria with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Surface Care industry in Algeria, our research will save you time and money while empowering you to make informed, profitable decisions.

The Surface Care in Algeria market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Surface Care in Algeria?
  • What are the major brands in Algeria?
  • What are the fastest growth categories within surface care?
  • What are the key new product launches in the polishes market?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Home Care market research database.

Surface Care in Algeria - Category analysis

HEADLINES

PROSPECTS

Surface care is set to see healthy growth
Growth in surface care is predicted to slow over the forecast period
Multipurpose cleaners will continue to perform well

COMPETITIVE LANDSCAPE

Henkel continues to lead surface care
The Procter & Gamble Co sees a share decline due to stock-outs
International brands dominate, although domestic brands are gaining share

CATEGORY DATA

Table 1 Sales of Surface Care by Category: Value 2013-2018
Table 2 Sales of Surface Care by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Surface Care: % Value 2014-2018
Table 4 LBN Brand Shares of Surface Care: % Value 2015-2018
Table 5 Forecast Sales of Surface Care by Category: Value 2018-2023
Table 6 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Home Care in Algeria - Industry Overview

EXECUTIVE SUMMARY

Growing consumer awareness and urbanisation sustain growth in home care
Consumers seek value for money in home care
Foreign manufacturers lead, but domestic players gain ground
Independent small grocers dominates, but modern retailers show greater potential
Value growth is expected over the forecast period

MARKET INDICATORS

Table 7 Households 2013-2018

MARKET DATA

Table 8 Sales of Home Care by Category: Value 2013-2018
Table 9 Sales of Home Care by Category: % Value Growth 2013-2018
Table 10 NBO Company Shares of Home Care: % Value 2014-2018
Table 11 LBN Brand Shares of Home Care: % Value 2015-2018
Table 12 Distribution of Home Care by Format: % Value 2013-2018
Table 13 Distribution of Home Care by Format and Category: % Value 2018
Table 14 Forecast Sales of Home Care by Category: Value 2018-2023
Table 15 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources