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Country Report

Tissue and Hygiene in

Tissue and Hygiene in Egypt

Mar 2021

US$2,650

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Executive Summary

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COVID-19 impact on tissue and hygiene

The COVID-19 pandemic had a mixed effect on tissue and hygiene in Egypt in 2020, as a range of factors changed consumers’ purchasing behaviour. Due to government-imposed measures as well as consumers’ own fears of contracting/transmitting the virus, Egyptians spent a greater amount of time at home in 2020.

COVID-19 country impact

Lockdown in Egypt started on 25 March, with a nightly curfew, although this was pushed back from 2000hrs to 2100hrs from the start of Ramadan. All borders were closed, and flights suspended, from this date, although EgyptAir was set to reopen bookings for international and domestic flights from 16 May, subject to the government’s decision to resume air travel.

Company response

Category leaders showed a positive performance amid COVID-19 due to their well-established reputations and strong distribution networks. However, more affordable brands and private labels also managed to gain traction during the pandemic due to the diminished purchasing power of consumers, forcing them to turn to cheaper brands to decrease their spending.

Retailing shift

Distribution and supply were not drastically impacted during 2020 as logistics were largely unaffected by the government-imposed measures. Smaller grocery retailers and chemists/pharmacies were exempt from the closures that many other stores experienced in lockdown and could continue operating, albeit with some safety measures in place.

What next for tissue and hygiene?

The prospects for tissue and hygiene in Egypt during the forecast period are relatively optimistic as the category will continue to be important whilst health and hygiene awareness is heightened in the country. Although it is possible that a second wave of COVID-19 could be disruptive, leading players may utilise this as an opportunity to improve performance and, even if there are unforeseen difficulties, would still be more prepared for changes than they were during the first wave of the virus.

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Tissue and Hygiene Sample Report Tissue and Hygiene Sample Data

Overview

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.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Tissue and Hygiene industry in Egypt 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 Tissue and Hygiene industry in Egypt, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Egypt for free:

The Tissue and Hygiene in Egypt 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 Tissue and Hygiene in Egypt?
What are the major brands in Egypt?
What are the most dynamic tissue and hygiene categories?
What are the major markets for tissue products sales?
What are the major markets for hygiene products sales?

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 Tissue and Hygiene market research database.

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Tissue and Hygiene in Egypt

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Company response

Retailing shift

What next for tissue and hygiene?

Chart 1 Retail Tissue and Hygiene Value Sales Growth Scenarios: 2017-2024
Chart 2 Retail Tissue and Hygiene Impact of Drivers on Value Sales: 2016-2024

MARKET INDICATORS

Table 1 Birth Rates 2015-2020
Table 2 Infant Population 2015-2020
Table 3 Female Population by Age 2015-2020
Table 4 Total Population by Age 2015-2020
Table 5 Households 2015-2020
Table 6 Forecast Infant Population 2020-2025
Table 7 Forecast Female Population by Age 2020-2025
Table 8 Forecast Total Population by Age 2020-2025
Table 9 Forecast Households 2020-2025

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2015-2020
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2016-2020
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2017-2020
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2015-2020
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2015-2020
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2020
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2020-2025
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Sanitary Protection in Egypt

KEY DATA FINDINGS

2020 IMPACT

COVID-19 has limited impact on volume sales of sanitary protection

Increased time at home leads to consumer preference for standard pads

Procter & Gamble maintains dominant category lead

RECOVERY AND OPPORTUNITIES

Review trends to continue over the forecast period

Cultural factors deter consumers from using towel alternatives

Slim/thin/ultra-thin towels to regain momentum as consumers feel the need for discrete options

CATEGORY DATA

Table 19 Retail Sales of Sanitary Protection by Category: Value 2015-2020
Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2015-2020
Table 21 Retail Sales of Tampons by Application Format: % Value 2015-2020
Table 22 NBO Company Shares of Retail Sanitary Protection: % Value 2016-2020
Table 23 LBN Brand Shares of Retail Sanitary Protection: % Value 2017-2020
Table 24 Forecast Retail Sales of Sanitary Protection by Category: Value 2020-2025
Table 25 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2020-2025

Nappies/Diapers/Pants in Egypt

KEY DATA FINDINGS

2020 IMPACT

Short-term stockpiling as consumers fear supplies running low

Increased time at home has mixed impact on nappies/diapers

Procter & Gamble continues to lead stable competitive landscape, though other players benefit from new product launches

RECOVERY AND OPPORTUNITIES

Strong growth expected as consumers increasingly switch to disposable pants

Government expected to crack down on standards and illegal black-market products

Parents expected to demand more specific benefits for their children

CATEGORY DATA

Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2015-2020
Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2015-2020
Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2016-2020
Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2017-2020
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2020-2025
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2020-2025

Retail Adult Incontinence in Egypt

KEY DATA FINDINGS

2020 IMPACT

Pandemic has limited impact on sales as demand remains consistent

Little marketing is carried out apart from price promotions

Hygiene Products Industries UK will remain clear category leader

RECOVERY AND OPPORTUNITIES

Future sales to be driven by aging population rather than impact of COVID-19

Growth set to be hindered by lack of financial support

Awareness campaigns to reduce stigma and boost sales

CATEGORY DATA

Table 32 Sales of Retail Adult Incontinence by Category: Value 2015-2020
Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2015-2020
Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2016-2020
Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2017-2020
Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2020-2025
Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2020-2025

Wipes in Egypt

KEY DATA FINDINGS

2020 IMPACT

Mixed impact on wipes with hygiene and quality focused categories faring best

Current value growth damaged by shift towards economy brands

Easy Group For Health & Beauty remains top despite share losses

RECOVERY AND OPPORTUNITIES

Stronger sales expected whilst hygiene concerns remain, and COVID-19 restrictions are relaxed

Quality to remain important for brands within certain categories

Domestic companies to imitate distribution strategies of global players

CATEGORY DATA

Table 38 Retail Sales of Wipes by Category: Value 2015-2020
Table 39 Retail Sales of Wipes by Category: % Value Growth 2015-2020
Table 40 NBO Company Shares of Retail Wipes: % Value 2016-2020
Table 41 LBN Brand Shares of Retail Wipes: % Value 2017-2020
Table 42 Forecast Retail Sales of Wipes by Category: Value 2020-2025
Table 43 Forecast Retail Sales of Wipes by Category: % Value Growth 2020-2025

Retail Tissue in Egypt

KEY DATA FINDINGS

2020 IMPACT

Panic buying boosts volume at the start of lockdown whilst price promotions decrease overall unit price

Most categories perform well, with napkins the exception

Al Bardi Paper Mill Co Egypt will continue to strongly lead category

RECOVERY AND OPPORTUNITIES

Strong potential for category growth in post-COVID-19 landscape

Increased competition expected amongst both local and international players

Brand awareness and health standards to combat illegal unhygienic products

CATEGORY DATA

Table 44 Retail Sales of Tissue by Category: Value 2015-2020
Table 45 Retail Sales of Tissue by Category: % Value Growth 2015-2020
Table 46 NBO Company Shares of Retail Tissue: % Value 2016-2020
Table 47 LBN Brand Shares of Retail Tissue: % Value 2017-2020
Table 48 Forecast Retail Sales of Tissue by Category: Value 2020-2025
Table 49 Forecast Retail Sales of Tissue by Category: % Value Growth 2020-2025

Away-From-Home Tissue and Hygiene in Egypt

KEY DATA FINDINGS

2020 IMPACT

Diminished incomes in tourism and foodservice strong reduce category demand

Work from home measures affect demand for AFH products in offices

Reduction of elderly hospital patients reduces AFH hygiene sales in 2020

RECOVERY AND OPPORTUNITIES

Recovery set to be slow as COVID-19 as consumers remain cautious

Knock-on impact from tourism industry set to hinder category recovery

Customers unlikely to become brand loyal as they continue seeking the best prices

CATEGORY DATA

Table 50 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2015-2020
Table 51 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 52 Sales of Away-From-Home Paper Towels by Type: % Value 2015-2020
Table 53 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2015-2020
Table 54 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2015-2020
Table 55 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2015-2020
Table 56 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2015-2020
Table 57 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2019
Table 58 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2020-2025
Table 59 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2020-2025

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Megatrends

Country Report

Tissue and Hygiene in Egypt

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Company response

Retailing shift

What next for tissue and hygiene?

Samples

Overview

Why buy this report?

Samples: FAQs about samples

Want to find out more about this report?

Table of Contents

Tissue and Hygiene in Egypt

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Company response

Retailing shift

What next for tissue and hygiene?

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Sanitary Protection in Egypt

KEY DATA FINDINGS

2020 IMPACT

COVID-19 has limited impact on volume sales of sanitary protection

Increased time at home leads to consumer preference for standard pads

Procter & Gamble maintains dominant category lead

RECOVERY AND OPPORTUNITIES

Review trends to continue over the forecast period

Cultural factors deter consumers from using towel alternatives

Slim/thin/ultra-thin towels to regain momentum as consumers feel the need for discrete options

CATEGORY DATA

Nappies/Diapers/Pants in Egypt

KEY DATA FINDINGS

2020 IMPACT

Short-term stockpiling as consumers fear supplies running low

Increased time at home has mixed impact on nappies/diapers

Procter & Gamble continues to lead stable competitive landscape, though other players benefit from new product launches

RECOVERY AND OPPORTUNITIES

Strong growth expected as consumers increasingly switch to disposable pants

Government expected to crack down on standards and illegal black-market products

Parents expected to demand more specific benefits for their children

CATEGORY DATA

Retail Adult Incontinence in Egypt

KEY DATA FINDINGS

2020 IMPACT

Pandemic has limited impact on sales as demand remains consistent

Little marketing is carried out apart from price promotions

Hygiene Products Industries UK will remain clear category leader

RECOVERY AND OPPORTUNITIES

Future sales to be driven by aging population rather than impact of COVID-19

Growth set to be hindered by lack of financial support

Awareness campaigns to reduce stigma and boost sales

CATEGORY DATA

Wipes in Egypt

KEY DATA FINDINGS

2020 IMPACT

Mixed impact on wipes with hygiene and quality focused categories faring best

Current value growth damaged by shift towards economy brands

Easy Group For Health & Beauty remains top despite share losses

RECOVERY AND OPPORTUNITIES

Stronger sales expected whilst hygiene concerns remain, and COVID-19 restrictions are relaxed

Quality to remain important for brands within certain categories

Domestic companies to imitate distribution strategies of global players

CATEGORY DATA

Retail Tissue in Egypt

KEY DATA FINDINGS

2020 IMPACT

Panic buying boosts volume at the start of lockdown whilst price promotions decrease overall unit price

Most categories perform well, with napkins the exception

Al Bardi Paper Mill Co Egypt will continue to strongly lead category