Toilet Care in Egypt

PROSPECTS

Toilet care sees improved but still weak performance in 2019

In 2019 toilet care saw an improved performance compared with the previous year. During the period of adverse economic conditions, the relatively high unit prices of toilet care products resulted in a tendency for consumers to substitute these products with multipurpose cleaners, home care disinfectants and bleach.

Availability of in-cistern devices is limited, but potential for growth remains

In-cistern devices remains a small category in Egypt, but saw the category’s strongest performance in 2019 due to convenience. High unit costs and very low retail outlet penetration have contributed to the weak performance of in-cistern devices in Egypt in the past.

Toilet liquids/foam drives category performance, underpinned by rising availability, advertising and promotional support

Toilet liquids/foam saw continued growth within the toilet care category in Egypt in 2019, underpinning its overall performance due to the category’s high share of total toilet care sales. Growth is expected to continue into the forecast period on the back of increasing awareness and higher availability across all retail channels.

COMPETITIVE LANDSCAPE

Unipro maintains lead with widely available products offered at competitive prices

Unipro Egypt leads toilet care in Egypt. In 2019 the company’s value share remained unchanged on the previous year, but it saw a notable value share gain in the important in-cistern devices category.

Mr Muscle’s lead weakens as other brands see value share gains

Johnson Wax (Egypt) Co’s leading brand, Mr Muscle, led toilet care in 2019. Mr Muscle has products in rim blocks, rim liquids, and toilet liquids/foam.

Mr Muscle consolidates leading position in largest toilet care category: toilet liquids/foam

While Mr Muscle’s overall lead of the toilet care category was reduced in 2019, its position in toilet care’s largest category, toilet liquids/foam, strengthened considerably. This followed advertising and promotional support, and consumer interest in products offering greater convenience and effectiveness.

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