Toilet Care in Algeria

PROSPECTS

High unit prices will continue to hinder sales

Growth in toilet care picked up slightly in 2019 in current value terms and is predicted to continue to increase over the forecast period. Toilet liquids/foam will continue to shape toilet care overall, representing the highest share thanks to the products’ similarity to bleach.

Limited consumer base for toilet care products

The forecast period will see an eventual slowdown in terms of volume sales and value sales at constant 2019 prices. The products will continue to be limited to mid- to high-income urban consumers.

Retail modernisation predicted to drive growth in toilet care products

Widening distribution throughout modern retailing outlets is expected to boost sales over the forecast period, with toilet care benefiting from increased shelf space in supermarkets and hypermarkets. The ongoing, nationwide expansion of such channels will give a broader consumer base access to toilet care products and may boost sales of products that currently have negligible presence in toilet care, such as rim blocks and in-cistern devices.

COMPETITIVE LANDSCAPE

Colgate-Palmolive Co maintains its lead in toilet care

Colgate-Palmolive Co continues its outright lead of toilet care in 2019, gaining share with its La Croix brand. The company invested in TV advertising during the review period, showcasing the La Croix range of products on French satellite TV channels aired in Algeria.

Procter & Gamble continues to lose share in 2019

While it competitors gained share of value sales, Procter & Gamble continued to lose share during 2019. During the review period the company’s products suffered from frequent stock-outs due to restrictions on imports introduced to address the trade deficit in Algeria.

Domestic production growing but multinationals still ahead

Multinationals remain a strong force in toilet care in Algeria in 2019, as higher-income consumers attracted by established global brand names opt for products from companies such as Colgate-Palmolive, Procter & Gamble and SC Johnson & Son. However, domestic player Laboratorios Hispalab SARL, the company in second place behind Colgate-Palmolive, continued to gain share with its Power WC Gel brand.

Files are delivered directly into your account within a few minutes of purchase.