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Country Report

Tissue and Hygiene in

Tissue and Hygiene in Egypt

Jun 2020

US$2,650

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Executive Summary

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COVID-19 impact on tissue and hygiene

The COVID-19 pandemic is having little impact on overall tissue and hygiene, with increasing demand in some categories and falling demand in others balancing each other out. Whilst some categories saw panic-buying early in 2020 due to concern about shortages and the possibility of needing to self-isolate, this has been temporary, with consumers using up excess stock and purchasing patterns normalising in most categories.

COVID-19 country impact

As of 13 May 2020, Egypt has seen 556 deaths due to COVID-19 and 10,431 cases. Lockdown started on 25 March, with a nightly curfew, although this was relaxed from 2000hrs to 2100hrs from the start of Ramadan.

Rising unit prices contribute to value growth, but volume growth remains stable

Tissue and hygiene saw strong double-digit current value growth in 2019, which was a significant increase compared with the previous year. However, this was not due to major growth in any particular category or changing trends, and was due mainly to price increases due to inflation.

Procter & Gamble leads but local companies see better growth rates

International player Procter & Gamble Egypt maintained its strong lead in retail tissue and hygiene in 2019, holding a similar value share to the previous year. Consumers appreciate its well-known brand names, including Always and Tampax in sanitary protection, and Pampers in nappies/diapers/pants and wipes.

Optimism for the performance of tissue and hygiene

Although COVID-19 is expected to have an impact on some tissue and hygiene categories in 2020, in most cases the effect is expected to be short-lived and limited only to this year. The exception is AFH tissue, which is expected to continue to see a lesser impact in 2021, before returning to more normal purchasing behaviour from 2022 onwards.

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Tissue and Hygiene Sample Report Tissue and Hygiene Sample Data

Overview

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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

Rising unit prices contribute to value growth, but volume growth remains stable

Procter & Gamble leads but local companies see better growth rates

Optimism for the performance of tissue and hygiene

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

MARKET INDICATORS

Table 1 Birth Rates 2014-2019
Table 2 Infant Population 2014-2019
Table 3 Female Population by Age 2014-2019
Table 4 Total Population by Age 2014-2019
Table 5 Households 2014-2019
Table 6 Forecast Infant Population 2019-2024
Table 7 Forecast Female Population by Age 2019-2024
Table 8 Forecast Total Population by Age 2019-2024
Table 9 Forecast Households 2019-2024

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2014-2019
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2015-2019
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2016-2019
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2014-2019
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2014-2019
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2019
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Sanitary Protection in Egypt

HEADLINES

PRE-COVID-19 PERFORMANCE

Rising consumer awareness and affordability maintains volume growth

Price movements vary significantly across sanitary protection

Procter & Gamble remains popular and increases its dominance

2020 AND BEYOND

COVID-19 impact

Affected products within sanitary protection

Recovery and opportunities

CATEGORY DATA

Table 19 Retail Sales of Sanitary Protection by Category: Value 2014-2019
Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2014-2019
Table 21 Retail Sales of Tampons by Application Format: % Value 2014-2019
Table 22 NBO Company Shares of Retail Sanitary Protection: % Value 2015-2019
Table 23 LBN Brand Shares of Retail Sanitary Protection: % Value 2016-2019
Table 24 Forecast Retail Sales of Sanitary Protection by Category: Value 2019-2024
Table 25 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2019-2024

Nappies/Diapers/Pants in Egypt

HEADLINES

PRE-COVID-19 PERFORMANCE

Strong price rises contribute to value sales, although illegal production hampers growth

Disposable pants performs well, although increases from a low base

Procter & Gamble dominates, but other players launch new products

2020 AND BEYOND

COVID-19 impact

Affected products within nappies/diapers/pants

Recovery and opportunities

CATEGORY DATA

Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2014-2019
Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2014-2019
Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2015-2019
Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2016-2019
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024

Retail Adult Incontinence in Egypt

HEADLINES

PRE-COVID-19 PERFORMANCE

Continued volume increase despite falling value sales due to price declines

The leading players extend their shares at the expense of unbranded products

Little marketing is carried out apart from price promotions

2020 AND BEYOND

COVID-19 impact

Affected products within retail adult incontinence

Recovery and opportunities

CATEGORY DATA

Table 32 Sales of Retail Adult Incontinence by Category: Value 2014-2019
Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2014-2019
Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2015-2019
Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2016-2019
Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2019-2024
Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024

Wipes in Egypt

HEADLINES

PRE-COVID-19 PERFORMANCE

High and rising prices hamper growth, but baby wipes continues to see a strong volume increase

Other personal wipes categories also continue to grow, from a low base

Local players benefit from offering lower prices

2020 AND BEYOND

COVID-19 impact

Affected products within wipes

Recovery and opportunities

CATEGORY DATA

Table 38 Retail Sales of Wipes by Category: Value 2014-2019
Table 39 Retail Sales of Wipes by Category: % Value Growth 2014-2019
Table 40 NBO Company Shares of Retail Wipes: % Value 2015-2019
Table 41 LBN Brand Shares of Retail Wipes: % Value 2016-2019
Table 42 Forecast Retail Sales of Wipes by Category: Value 2019-2024
Table 43 Forecast Retail Sales of Wipes by Category: % Value Growth 2019-2024

Retail Tissue in Egypt

HEADLINES

PRE-COVID-19 PERFORMANCE

Strong growth despite the threat from illegal products

Most categories perform well, with napkins the only exception

Innovation and hygiene contribute to the continued lead of Al Bardi Paper Mill

2020 AND BEYOND

COVID-19 impact

Affected products within retail tissue

Recovery and opportunities

CATEGORY DATA

Table 44 Retail Sales of Tissue by Category: Value 2014-2019
Table 45 Retail Sales of Tissue by Category: % Value Growth 2014-2019
Table 46 NBO Company Shares of Retail Tissue: % Value 2015-2019
Table 47 LBN Brand Shares of Retail Tissue: % Value 2016-2019
Table 48 Forecast Retail Sales of Tissue by Category: Value 2019-2024
Table 49 Forecast Retail Sales of Tissue by Category: % Value Growth 2019-2024

Away-From-Home Tissue and Hygiene in Egypt

HEADLINES

PRE-COVID-19 PERFORMANCE

AFH boxed facial tissues benefits from new hotels and foodservice outlets

Horeca dominates AFH tissue, hospitals dominates AFH hygiene

Customers are not brand-loyal in AFH tissue and hygiene and look for the best prices

2020 AND BEYOND

COVID-19 impact

Affected products within away-from-home tissue and hygiene

Recovery and opportunities

CATEGORY DATA

Table 50 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2014-2019
Table 51 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2014-2019
Table 52 Sales of Away-From-Home Paper Towels by Type: % Value 2015-2019
Table 53 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2014-2019
Table 54 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2014-2019
Table 55 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2014-2019
Table 56 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2014-2019
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 2019-2024
Table 59 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024

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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

Rising unit prices contribute to value growth, but volume growth remains stable

Procter & Gamble leads but local companies see better growth rates

Optimism for the performance of 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

Rising unit prices contribute to value growth, but volume growth remains stable

Procter & Gamble leads but local companies see better growth rates

Optimism for the performance of tissue and hygiene

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Sanitary Protection in Egypt

HEADLINES

PRE-COVID-19 PERFORMANCE

Rising consumer awareness and affordability maintains volume growth

Price movements vary significantly across sanitary protection

Procter & Gamble remains popular and increases its dominance

2020 AND BEYOND

COVID-19 impact

Affected products within sanitary protection

Recovery and opportunities

CATEGORY DATA

Nappies/Diapers/Pants in Egypt

HEADLINES

PRE-COVID-19 PERFORMANCE

Strong price rises contribute to value sales, although illegal production hampers growth

Disposable pants performs well, although increases from a low base

Procter & Gamble dominates, but other players launch new products

2020 AND BEYOND

COVID-19 impact

Affected products within nappies/diapers/pants

Recovery and opportunities

CATEGORY DATA

Retail Adult Incontinence in Egypt

HEADLINES

PRE-COVID-19 PERFORMANCE

Continued volume increase despite falling value sales due to price declines

The leading players extend their shares at the expense of unbranded products

Little marketing is carried out apart from price promotions

2020 AND BEYOND

COVID-19 impact

Affected products within retail adult incontinence

Recovery and opportunities

CATEGORY DATA

Wipes in Egypt

HEADLINES

PRE-COVID-19 PERFORMANCE

High and rising prices hamper growth, but baby wipes continues to see a strong volume increase

Other personal wipes categories also continue to grow, from a low base

Local players benefit from offering lower prices

2020 AND BEYOND

COVID-19 impact

Affected products within wipes

Recovery and opportunities

CATEGORY DATA

Retail Tissue in Egypt

HEADLINES

PRE-COVID-19 PERFORMANCE

Strong growth despite the threat from illegal products

Most categories perform well, with napkins the only exception

Innovation and hygiene contribute to the continued lead of Al Bardi Paper Mill