The current global COVID-19 pandemic has further increased demand for hygiene products as more people gain greater understanding of the importance of hygiene on a wider scale. At the same time, due to home seclusion, most people spent much more time at home than in the previous year.
Sales including toilet liquids, continued to receive a boost due to the growing awareness promoted by promotional campaigns such as the Harpic challenge. Toilet care is driven by the strong influence of leading international brands such as Reckitt Benckiser, SC Johnson and Unilever, in which consumers place a great amount of trust.
Fragrance has become a purchasing driver in home care, with consumers seeking experiential and sophisticated scents that enhance the indoor living space. This is also evident in toilet care.
The increase in health awareness and its importance is expected to drive the toilet care category over the forecast period. The emerging middle class, growing awareness among consumers in general, and increasing heath concerns are all expected to contribute to the continued growth of toilet care in Egypt in coming years.
Various product innovations such as fragrance, ease of use and reduced maintenance costs are some of the key features which will further help boost toilet care in coming years. Disinfection was a very important attribute for consumers buying toilet care products in 2020.
Retail outlet penetration continues to rise, with increased shelf space allocated to toilet liquids/foam products in supermarkets and hypermarkets. However, these channels remained static in terms of value share in 2020, as a variety stores, and e-commerce, saw some level of growth.
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Understand the latest market trends and future growth opportunities for the Toilet Care industry in Egypt with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Toilet Care research and analysis database.
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