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