The tissue and hygiene performance was mixed in 2018, with some categories registering modest value growth rates, and others registering a slight decline in value growth. Growth in retail value terms in 2018 was largely impacted by two opposing forces in most categories: an increase in retail volume coupled with falling unit prices.
In 2018, prices of most products either stabilised or fell slightly, as would normally be expected in the aftermath of such a major and sudden upsurge in unit prices. This contrasts with the previous year, when value growth was fuelled by a major surge in unit prices.
Procter & Gamble Egypt SAE continues to be the number one player in tissue and hygiene, with a significant lead. The company is well known for its high-quality products that are available across most retail channels.
Modern retail channels have been expanding rapidly in Egypt, with many supermarket and hypermarket chains increasing their number of branches in different geographical regions of the country. A major contributory factor to this has been the convenience associated with hypermarkets and supermarkets, since they offer a wide range of products under one roof in an informative, well-organised way.
Tissue and hygiene is considered a basic and necessary category for consumers and households across all income levels, regardless of geographical location, social status or lifestyle. It is due to the essential nature of tissue and hygiene products that value growth was not significantly adversely impacted by adjusting unit prices in 2017.
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This industry report originates from Passport, our Tissue and Hygiene market research database.