Toilet Care in Algeria

PROSPECTS

High unit prices will continue to hamper growth

Growth in toilet care will continue to be hindered by the high prices of such products in the forecast period. Indeed, despite widening distribution for the affordable domestic brand Power WC Gel, toilet liquids will continue to carry unit prices around six times higher than bleach, its chief competitor for cleaning toilets.

The consumer base for toilet care products will remain limited

Sales of toilet care products are likely to continue to be limited to middle- to high-income urban consumers over the forecast period. As a result of this limited consumer base, sales will remain low.

Retail modernisation is expected to fuel growth in toilet care products

Toilet care products is expected to benefit from widening distribution via supermarkets and hypermarkets, as these channels continue to expand their outlets across the country. These channels will thus enable more consumers to access a wider range of toilet care products in the forecast period.

COMPETITIVE LANDSCAPE

Colgate-Palmolive Co maintains its lead in toilet care

Colgate-Palmolive was the clear leader in toilet care products throughout the review period. This player benefits from strong TV advertising for its La Croix range on French satellite TV channels that air in Algeria, with this brand enjoying a high-quality reputation and offering a 3-in-1 gel formula that cleans, disinfects and deodorises.

Procter & Gamble and SC Johnson are affected by restrictions on imports

The Procter & Gamble Co and SC Johnson & Son lost share over the review period, as their products witnessed stock-outs due to new restrictions on imports imposed by the government to address the heavy trade imbalance driven by the fall in oil prices. Moreover, local currency devaluation drove significant unit price increases for imported brands, making them much less affordable for most lower- and middle-income consumer groups, hence leading to a decline in the share of imported brands.

Multinationals dominate, although domestic production is growing

Sales of toilet care products are dominated by multinationals such as Colgate-Palmolive, Procter & Gamble and SC Johnson & Son, with the affluent consumers who typically buy toilet care products often being attracted by strong global brand names. However, domestic player Laboratorios Hispalab gained share over the review period, including in 2018, with its Power WC Gel brand, due to growing restrictions on imports and local currency devaluation, driving high rises in the prices of imported brands.

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