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Country Report

Toilet Care in

Toilet Care in Egypt

14 pages, Feb 2018

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Toilet liquids/foam boosts overall growth

Toilet care recorded strong value growth in 2017, largely driven by growth of toilet liquids/foam which is considered the most important category by many Egyptians. Many companies produce toilet liquids/foam products in Egypt, also running strong marketing and advertising campaigns to familiarise consumers with these products.

Little consumer differentiation between rim blocks and rim liquids

When it comes to ITBs, Egyptians consumers scarcely differentiate between rim blocks and rim liquids products, mainly because there is limited awareness about these toilet care products in Egypt, and these products also have relatively higher prices than other toilet care products. Moreover, there is a limited number of brands available for both rim blocks and rim liquids in the country.

Local players enter the category, leveraging price advantage

After the Egyptian Government devalued the Egyptian pound and imposed new taxes in 2016, all toilet care products witnessed a remarkable increase in prices. Other production and transportation costs increased as well after the government removed subsidies on gas and electricity.

COMPETITIVE LANDSCAPE

Unipro Egypt continues to lead sales in toilet care

Unipro Egypt continued to lead sales in toilet care in 2017; the company has a long history in the country and achieved a strong position within toilet care with its two leading brands – Pura and Vortex. All Unipro Egypt brands are locally manufactured and provide high-quality and easy-to-use products.

Mr Muscle is the leading brand in toilet care overall

Johnson Wax (Egypt) Co’s super brand Mr Muscle was a key brand in many toilet care categories in Egypt and led overall in 2017. Its products are available in almost all types of toilet care products in Egypt in different sizes and packs from all distribution channels ranging from small independent groceries to large supermarkets and hypermarkets.

Reckitt Benckiser (Harpic) leads sales in toilet liquids/foams

Reckitt Benckiser led toilet liquids/foam by far in Egypt with Harpic in 2017. Harpic is the super brand for Reckitt Benckiser Group Plc (RB), one of the leading companies in home care products in Egypt.

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Samples

Toilet Care Market Sample Report Toilet Care Market Sample Data

Overview

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.

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

Overview

Discover the latest market trends and uncover sources of future market growth for the Toilet Care 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 Toilet Care industry in Egypt, our research will save you time and money while empowering you to make informed, profitable decisions.

The Toilet Care 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 Toilet Care in Egypt?
What are the major brands in Egypt?
What are the future prospects for the toilet care products?
What are the key new product launches in the toilet care products?

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 Home Care market research database.

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Toilet Care in Egypt - Category analysis

HEADLINES

PROSPECTS

Toilet liquids/foam boosts overall growth

Little consumer differentiation between rim blocks and rim liquids

Local players enter the category, leveraging price advantage

COMPETITIVE LANDSCAPE

Unipro Egypt continues to lead sales in toilet care

Mr Muscle is the leading brand in toilet care overall

Reckitt Benckiser (Harpic) leads sales in toilet liquids/foams

CATEGORY DATA

Table 1 Sales of Toilet Care by Category: Value 2012-2017
Table 2 Sales of Toilet Care by Category: % Value Growth 2012-2017
Table 3 NBO Company Shares of Toilet Care: % Value 2013-2017
Table 4 LBN Brand Shares of Toilet Care: % Value 2014-2017
Table 5 Forecast Sales of Toilet Care by Category: Value 2017-2022
Table 6 Forecast Sales of Toilet Care by Category: % Value Growth 2017-2022

Home Care in Egypt - Industry Overview

EXECUTIVE SUMMARY

Home care in Egypt recovers after a remarkable shake-up

Consumers in Egypt switch to basic home care products

International players continue to dominate home care in Egypt

New product developments in home care are limited to local brands

Weak growth is expected for home care categories in the forecast period in Egypt

MARKET INDICATORS

Table 7 Households 2012-2017

MARKET DATA

Table 8 Sales of Home Care by Category: Value 2012-2017
Table 9 Sales of Home Care by Category: % Value Growth 2012-2017
Table 10 NBO Company Shares of Home Care: % Value 2013-2017
Table 11 LBN Brand Shares of Home Care: % Value 2014-2017
Table 12 Penetration of Private Label in Home Care by Category: % Value 2012-2017
Table 13 Distribution of Home Care by Format: % Value 2012-2017
Table 14 Distribution of Home Care by Format and Category: % Value 2017
Table 15 Forecast Sales of Home Care by Category: Value 2017-2022
Table 16 Forecast Sales of Home Care by Category: % Value Growth 2017-2022

Megatrends

Country Report

Toilet Care in Egypt

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Toilet liquids/foam boosts overall growth

Little consumer differentiation between rim blocks and rim liquids

Local players enter the category, leveraging price advantage

COMPETITIVE LANDSCAPE

Unipro Egypt continues to lead sales in toilet care

Mr Muscle is the leading brand in toilet care overall

Reckitt Benckiser (Harpic) leads sales in toilet liquids/foams

Samples

Overview

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Samples (FAQs about samples):

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Table of Contents

Toilet Care in Egypt - Category analysis

HEADLINES

PROSPECTS

Toilet liquids/foam boosts overall growth

Little consumer differentiation between rim blocks and rim liquids

Local players enter the category, leveraging price advantage

COMPETITIVE LANDSCAPE

Unipro Egypt continues to lead sales in toilet care

Mr Muscle is the leading brand in toilet care overall

Reckitt Benckiser (Harpic) leads sales in toilet liquids/foams

CATEGORY DATA

Home Care in Egypt - Industry Overview

EXECUTIVE SUMMARY

Home care in Egypt recovers after a remarkable shake-up

Consumers in Egypt switch to basic home care products

International players continue to dominate home care in Egypt

New product developments in home care are limited to local brands

Weak growth is expected for home care categories in the forecast period in Egypt

MARKET INDICATORS

MARKET DATA

SOURCES

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