Executive Summary

Mar 2019
Tissue and hygiene records weak value growth in 2018

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.

Decreasing unit prices contribute to slowdown in tissue and hygiene value growth

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 lead tissue and hygiene but Hayat Kimya is gaining ground

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 continue to dominate retail tissue and hygiene

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.

Performance of tissue and hygiene is expected to be strong in the forecast period

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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Tissue and Hygiene in Egypt

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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.

Tissue and Hygiene in Egypt

EXECUTIVE SUMMARY

Tissue and hygiene records weak value growth in 2018
Decreasing unit prices contribute to slowdown in tissue and hygiene value growth
Procter & Gamble Egypt SAE continues to lead tissue and hygiene but Hayat Kimya is gaining ground
Modern retail channels continue to dominate retail tissue and hygiene
Performance of tissue and hygiene is expected to be strong in the forecast period

MARKET INDICATORS

Table 1 Birth Rates 2013-2018
Table 2 Infant Population 2013-2018
Table 3 Female Population by Age 2013-2018
Table 4 Total Population by Age 2013-2018
Table 5 Households 2013-2018
Table 6 Forecast Infant Population 2018-2023
Table 7 Forecast Female Population by Age 2018-2023
Table 8 Forecast Total Population by Age 2018-2023
Table 9 Forecast Households 2018-2023

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Away-From-Home Tissue and Hygiene in Egypt

HEADLINES

PROSPECTS

AFH boxed facial tissues registers weak growth in 2018
AFH napkins growth expected to slow down over the forecast period
Horeca remains the leading distribution channel for AFH tissue

COMPETITIVE LANDSCAPE

Al Bardi Paper Mill leads the AFH channel

CATEGORY DATA

Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2013-2018
Table 20 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 21 Sales of Away-From-Home Paper Towels by Type: % Value 2014-2018
Table 22 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2013-2018
Table 23 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2013-2018
Table 24 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2013-2018
Table 25 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2013-2018
Table 26 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2018
Table 27 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
Table 28 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023

Nappies/Diapers/Pants in Egypt

HEADLINES

PROSPECTS

Disposable pants registers the strongest value growth in 2018
Junior nappies/diapers shrinks in value terms in 2018
Hypermarkets and supermarkets are expected to continue leading distribution

COMPETITIVE LANDSCAPE

Procter & Gamble Egypt SAE continues to dominate nappies/diapers/pants in 2018
Hayat Kimya is gaining ground as a significant competitor
Al Bardi Paper Mill Co SAE (Fine) Egypt is slowly regaining brand share

CATEGORY DATA

Table 29 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018
Table 30 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018
Table 31 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
Table 32 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
Table 33 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 34 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023

Retail Adult Incontinence in Egypt

HEADLINES

PROSPECTS

Respectable retail adult incontinence volume growth driven by inelasticity of demand
Lower unit prices cause retail adult incontinence value growth to stagnate
Retail adult incontinence expected to perform well over forecast period

COMPETITIVE LANDSCAPE

Hygiene Products Industries UK Ltd retains its leading position in retail adult incontinence
Al Bardi Paper Mill Co SAE (Fine) Egypt and Sanita Consumer Products LLC compete fiercely for share
Unbranded products still constitute a large percentage of retail adult incontinence sales

CATEGORY DATA

Table 35 Sales of Retail Adult Incontinence by Category: Value 2013-2018
Table 36 Sales of Retail Adult Incontinence by Category: % Value Growth 2013-2018
Table 37 NBO Company Shares of Retail Adult Incontinence: % Value 2014-2018
Table 38 LBN Brand Shares of Retail Adult Incontinence: % Value 2015-2018
Table 39 Forecast Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 40 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023

Retail Tissue in Egypt

HEADLINES

PROSPECTS

Boxed facial tissues registers strong growth in 2018
Napkins records significant drop in value and volume terms in 2018
Toilet paper records modest retail current value growth in 2018

COMPETITIVE LANDSCAPE

Boxed facial tissues continues to be a highly fragmented category
Al Bardi Paper Mill Co’s leading share in pocket handkerchiefs is growing
Competition intensifies in paper towels

CATEGORY DATA

Table 41 Retail Sales of Tissue by Category: Value 2013-2018
Table 42 Retail Sales of Tissue by Category: % Value Growth 2013-2018
Table 43 NBO Company Shares of Retail Tissue: % Value 2014-2018
Table 44 LBN Brand Shares of Retail Tissue: % Value 2015-2018
Table 45 Forecast Retail Sales of Tissue by Category: Value 2018-2023
Table 46 Forecast Retail Sales of Tissue by Category: % Value Growth 2018-2023

Sanitary Protection in Egypt

HEADLINES

PROSPECTS

Pantyliners stagnates in value terms in 2018
Tampons registers slightly negative value growth in 2018
Slim/thin/ultra-thin towels expected to outperform standard towels over forecast period

COMPETITIVE LANDSCAPE

Procter & Gamble Egypt SAE continues to dominate sanitary protection
Quality and brand awareness remain the major drivers of brand sales
Tampax remains the only brand offered in tampons

CATEGORY DATA

Table 47 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 48 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 49 Retail Sales of Tampons by Application Format: % Value 2013-2018
Table 50 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 51 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 52 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 53 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Wipes in Egypt

HEADLINES

PROSPECTS

Baby wipes remains the largest category in wipes in volume and value terms
General purpose wipes value sales hit by lower unit prices and a slowdown in volume growth
Facial cleansing wipes and moist toilet wipes to see strong growth over the forecast period

COMPETITIVE LANDSCAPE

Easy Group For Health & Beauty Care leads wipes in 2018
Reckitt Benckiser Egypt Ltd and Easy Group For Health & Beauty Care compete fiercely for leadership in general purpose wipes
Local brands are gaining ground thanks to lower prices

CATEGORY DATA

Table 54 Retail Sales of Wipes by Category: Value 2013-2018
Table 55 Retail Sales of Wipes by Category: % Value Growth 2013-2018
Table 56 NBO Company Shares of Retail Wipes: % Value 2014-2018
Table 57 LBN Brand Shares of Retail Wipes: % Value 2015-2018
Table 58 Forecast Retail Sales of Wipes by Category: Value 2018-2023
Table 59 Forecast Retail Sales of Wipes by Category: % Value Growth 2018-2023