Toilet Care in Egypt

PROSPECTS

The competition with other home care products leads value sales to decline

The relatively high unit prices of toilet care products have led to a tendency for consumers to use multipurpose cleaners, home care disinfectants and bleach in place of toilet care products. Rim blocks was significantly adversely impacted in volume terms in 2016 by the floatation of the Egyptian pound, and had yet to recover in 2018.

In-cistern devices remains small and has limited prospects for growth

In-cistern devices remained a small category in Egypt in 2018, and has limited prospects for growth in the future. High unit prices and very low retail outlet penetration have contributed to the weak performance of in-cistern devices in Egypt.

Toilet liquids/foam remains the major driver of growth in toilet care in Egypt

Toilet liquids/foam continues to fuel value sales in toilet care in Egypt. Modest current value and volume growth are expected in the forecast period, on the back of increasing awareness and higher availability across all retail channels, as well as the intense presence of advertising campaigns on local television.

COMPETITIVE LANDSCAPE

Unipro Egypt leads toilet care in 2018

Unipro Egypt remained the leading player in toilet care in value terms in 2018, despite the fact that its share declined throughout the review period. The company has two brands; Pura within in-cistern devices and rim blocks, and Vortex in rim blocks.

Johnson Wax (Egypt) Co’s Mr Muscle takes the lead in toilet care

Johnson Wax (Egypt) Co’s leading brand, Mr Muscle, took the lead from Pura in toilet care in value terms in 2018. Mr Muscle has products in rim blocks, rim liquids and toilet liquids/foam.

Johnson Wax (Egypt) Co takes the lead in toilet liquids/foam

The main category within toilet care, and one of the only ones which is seeing growth, toilet liquids/foam, was led by Johnson Wax (Egypt) Co’s brand Mr Muscle in 2018. Mr Muscle replaced Reckitt Benckiser Egypt’s popular brand Harpic as the leader of the category in this year.

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