Home Care in Egypt

Report
65 Pages
February 2024
Region: Egypt
Euromonitor International
ID: 2321805

The annual inflation rate in Egypt had accelerated to 38% by September 2023, negatively impacting the average

The Home Care in Egypt market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2028 illustrate how the market is set to change.

Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.

Data coverage: Market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

Get a detailed picture of the Home Care market;
Pinpoint growth sectors and identify factors driving change;
Understand the competitive environment, the market’s major players and leading brands;
Use five-year forecasts to assess how the market is predicted to develop.

HOME CARE IN EGYPT

EXECUTIVE SUMMARY

Home care in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
What next for home care?

MARKET INDICATORS

Table 1 Households 2018-2023

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2018-2023
Table 3 Sales of Home Care by Category: % Value Growth 2018-2023
Table 4 NBO Company Shares of Home Care: % Value 2019-2023
Table 5 LBN Brand Shares of Home Care: % Value 2020-2023
Table 6 Penetration of Private Label in Home Care by Category: % Value 2018-2023
Table 7 Distribution of Home Care by Format: % Value 2018-2023
Table 8 Distribution of Home Care by Format and Category: % Value 2023
Table 9 Forecast Sales of Home Care by Category: Value 2023-2028
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2023-2028

DISCLAIMER

SOURCES

Summary 1 Research Sources

LAUNDRY CARE IN EGYPTKEY DATA FINDINGS

2023 DEVELOPMENTS

Automatic detergents maintains demand, albeit with slower growth due to increasing prices
Sales volumes of powder detergents continue growing due to affordability
Sharp decline for fabric softeners due to impact of inflation on prices

PROSPECTS AND OPPORTUNITIES

Laundry care to continue growing over the forecast period
Concentrated format set to grow slowly due to lack of awareness and legislation
E-commerce’s contribution to sales of laundry care set to continue growing

CATEGORY INDICATORS

Table 11 Household Possession of Washing Machines 2018-2023

CATEGORY DATA

Table 12 Sales of Laundry Care by Category: Value 2018-2023
Table 13 Sales of Laundry Care by Category: % Value Growth 2018-2023
Table 14 Sales of Laundry Aids by Category: Value 2018-2023
Table 15 Sales of Laundry Aids by Category: % Value Growth 2018-2023
Table 16 Sales of Laundry Detergents by Category: Value 2018-2023
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2018-2023
Table 18 NBO Company Shares of Laundry Care: % Value 2019-2023
Table 19 LBN Brand Shares of Laundry Care: % Value 2020-2023
Table 20 NBO Company Shares of Laundry Aids: % Value 2019-2023
Table 21 LBN Brand Shares of Laundry Aids: % Value 2020-2023
Table 22 NBO Company Shares of Laundry Detergents: % Value 2019-2023
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2020-2023
Table 24 Forecast Sales of Laundry Care by Category: Value 2023-2028
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2023-2028

DISHWASHING IN EGYPTKEY DATA FINDINGS

2023 DEVELOPMENTS

Dominant hand dishwashing maintains growth momentum in 2023
Volume sales of automatic dishwashing plateau
E-commerce’s rising penetration of dishwashing, albeit from a low base

PROSPECTS AND OPPORTUNITIES

Competition is expected to intensify for hand dishwashing
Efficiency and environmental factors to play larger roles
E-commerce set to gain further share of dishwashing over the forecast period

CATEGORY INDICATORS

Table 26 Household Possession of Dishwashers 2017-2022

CATEGORY DATA

Table 27 Sales of Dishwashing by Category: Value 2018-2023
Table 28 Sales of Dishwashing by Category: % Value Growth 2018-2023
Table 29 NBO Company Shares of Dishwashing: % Value 2019-2023
Table 30 LBN Brand Shares of Dishwashing: % Value 2020-2023
Table 31 Forecast Sales of Dishwashing by Category: Value 2023-2028
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2023-2028

SURFACE CARE IN EGYPTKEY DATA FINDINGS

2023 DEVELOPMENTS

Surface care maintains demand despite rising prices due to hygiene awareness
Competition in multi-purpose cleaners is intensifying as consumers seek affordable options
Sales of surface care via e-commerce maintain positive momentum

PROSPECTS AND OPPORTUNITIES

Surface care set to maintain growth, driven by increasing hygiene awareness
Multi-purpose cleaners to benefit from practical, flexible, economy and affordability perceptions
Local brands set to focus on health and wellness claims with greater move towards natural alternatives

CATEGORY DATA

Table 33 Sales of Surface Care by Category: Value 2018-2023
Table 34 Sales of Surface Care by Category: % Value Growth 2018-2023
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2018-2023
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2018-2023
Table 37 NBO Company Shares of Surface Care: % Value 2019-2023
Table 38 LBN Brand Shares of Surface Care: % Value 2020-2023
Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2023
Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2023
Table 41 Forecast Sales of Surface Care by Category: Value 2023-2028
Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2023-2028

BLEACH IN EGYPTKEY DATA FINDINGS

2023 DEVELOPMENTS

Demand for bleach remains stable, supported by affordability and heightened hygiene awareness
Two brands dominate bleach, making it difficult for smaller players to enter
Bleach pouches start to lose popularity again

PROSPECTS AND OPPORTUNITIES

Further demand for bleach to be driven by conventional uses
E-commerce is expected to maintain limited contribution to bleach sales

CATEGORY DATA

Table 43 Sales of Bleach: Value 2018-2023
Table 44 Sales of Bleach: % Value Growth 2018-2023
Table 45 NBO Company Shares of Bleach: % Value 2019-2023
Table 46 LBN Brand Shares of Bleach: % Value 2020-2023
Table 47 Forecast Sales of Bleach: Value 2023-2028
Table 48 Forecast Sales of Bleach: % Value Growth 2023-2028

TOILET CARE IN EGYPTKEY DATA FINDINGS

2023 DEVELOPMENTS

Toilet care records sharp decline in demand due to price hikes and competition from alternative products
Toilet liquids/foam suffers fall as consumers shift to other home care products
E-commerce retains a limited presence in toilet care

PROSPECTS AND OPPORTUNITIES

Marginal retail volume growth to be driven by toilet liquids/foam
Manufacturers to invest in specific features and functions
E-commerce and social media to play more significant roles in toilet liquids/foam

CATEGORY DATA

Table 49 Sales of Toilet Care by Category: Value 2018-2023
Table 50 Sales of Toilet Care by Category: % Value Growth 2018-2023
Table 51 NBO Company Shares of Toilet Care: % Value 2019-2023
Table 52 LBN Brand Shares of Toilet Care: % Value 2020-2023
Table 53 Forecast Sales of Toilet Care by Category: Value 2023-2028
Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2023-2028

POLISHES IN EGYPTKEY DATA FINDINGS

2023 DEVELOPMENTS

High inflation negatively impacts overall demand for polishes, with shoe polish the exception
Local brand retains leadership of shoe polish
Furniture care trend ensures furniture polish is second most popular in category

PROSPECTS AND OPPORTUNITIES

Overall demand for polishes set to marginally improve
Popularity of tiled floors and shift to economical alternatives to dampen demand for floor polish
E-commerce is expected to make limited contribution as distribution channel

CATEGORY DATA

Table 55 Sales of Polishes by Category: Value 2018-2023
Table 56 Sales of Polishes by Category: % Value Growth 2018-2023
Table 57 NBO Company Shares of Polishes: % Value 2019-2023
Table 58 LBN Brand Shares of Polishes: % Value 2020-2023
Table 59 Forecast Sales of Polishes by Category: Value 2023-2028
Table 60 Forecast Sales of Polishes by Category: % Value Growth 2023-2028

AIR CARE IN EGYPTKEY DATA FINDINGS

2023 DEVELOPMENTS

Demand for air care sharply declines, driven by inflationary pressures
Local brands make gains despite overall falling demand for spray/aerosol format
Sales of local brands through e-commerce rise, despite overall drop in demand for air care

PROSPECTS AND OPPORTUNITIES

Affordability and variety of air care products will be growth drivers over forecast period
Emerging demand for natural toxin-free air care but low purchasing power will be a challenge
Stronger environmental focus could open the way for concentrated spray/aerosol air fresheners

CATEGORY DATA

Table 61 Sales of Air Care by Category: Value 2018-2023
Table 62 Sales of Air Care by Category: % Value Growth 2018-2023
Table 63 NBO Company Shares of Air Care: % Value 2019-2023
Table 64 LBN Brand Shares of Air Care: % Value 2020-2023
Table 65 Forecast Sales of Air Care by Category: Value 2023-2028
Table 66 Forecast Sales of Air Care by Category: % Value Growth 2023-2028

HOME INSECTICIDES IN EGYPTKEY DATA FINDINGS

2023 DEVELOPMENTS

Volume sales of home insecticides rise in tandem with population growth
Spray/aerosol format is most popular due to affordability and accessibility
Raid continues to dominate electric insecticides with limited competition

PROSPECTS AND OPPORTUNITIES

Urbanisation and growing insect population to stimulate sales of home insecticides
Insecticide coils offers strong growth potential despite rising safety concerns
Traditional stores and pharmacies expected to remain leading channels for home insecticides

CATEGORY DATA

Table 67 Sales of Home Insecticides by Category: Value 2018-2023
Table 68 Sales of Home Insecticides by Category: % Value Growth 2018-2023
Table 69 Sales of Spray/Aerosol Insecticides by Type: % Value 2018-2023
Table 70 NBO Company Shares of Home Insecticides: % Value 2019-2023
Table 71 LBN Brand Shares of Home Insecticides: % Value 2020-2023
Table 72 Forecast Sales of Home Insecticides by Category: Value 2023-2028
Table 73 Forecast Sales of Home Insecticides by Category: % Value Growth 2023-2028

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