Home Care in Egypt - Research and Markets

Home care witnessed strong double-digit retail current value growth across categories in 2022. Retail volume sales rebounded, albeit moderately in most cases, from a drop in 2021, which in turn was informed by the spike in demand in 2020 due to stay-at-home policies during the Coronavirus (COVID-19) pandemic.

The publisher's 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 2027 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 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for home care?

MARKET INDICATORS

Table 1 Households 2017-2022

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2017-2022
Table 3 Sales of Home Care by Category: % Value Growth 2017-2022
Table 4 NBO Company Shares of Home Care: % Value 2018-2022
Table 5 LBN Brand Shares of Home Care: % Value 2019-2022
Table 6 Penetration of Private Label in Home Care by Category: % Value 2017-2022
Table 7 Distribution of Home Care by Format: % Value 2017-2022
Table 8 Distribution of Home Care by Format and Category: % Value 2022
Table 9 Forecast Sales of Home Care by Category: Value 2022-2027
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2022-2027

DISCLAIMER

SOURCES

Summary 1 Research Sources

LAUNDRY CARE IN EGYPT

KEY DATA FINDINGS

2022 DEVELOPMENTS

Automatic detergents sees retail volume sales continue to grow at the expense of hand wash detergents
Liquid detergents continues to gain traction
Fabric softeners sees retail volume growth despite price increases

PROSPECTS AND OPPORTUNITIES

E-commerce’s contribution to sales of laundry products is set to rise
The use of concentrated detergents may be slowed by price and legislation
Automatic detergents to continue to make gains from hand wash detergents

CATEGORY INDICATORS

Table 11 Household Possession of Washing Machines 2017-2022

CATEGORY DATA

Table 12 Sales of Laundry Care by Category: Value 2017-2022
Table 13 Sales of Laundry Care by Category: % Value Growth 2017-2022
Table 14 Sales of Laundry Aids by Category: Value 2017-2022
Table 15 Sales of Laundry Aids by Category: % Value Growth 2017-2022
Table 16 Sales of Laundry Detergents by Category: Value 2017-2022
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2017-2022
Table 18 NBO Company Shares of Laundry Care: % Value 2018-2022
Table 19 LBN Brand Shares of Laundry Care: % Value 2019-2022
Table 20 NBO Company Shares of Laundry Aids: % Value 2018-2022
Table 21 LBN Brand Shares of Laundry Aids: % Value 2019-2022
Table 22 NBO Company Shares of Laundry Detergents: % Value 2018-2022
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2019-2022
Table 24 Forecast Sales of Laundry Care by Category: Value 2022-2027
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2022-2027

DISHWASHING IN EGYPT

KEY DATA FINDINGS

2022 DEVELOPMENTS

Demand for hand dishwashing regains momentum
Promotions help automatic dishwashing maintain positive retail volume sales trajectory
E-commerce emerges in hand dishwashing and automatic dishwasher detergents

PROSPECTS AND OPPORTUNITIES

Efficiency and environmental factors to play a larger role
The competition is expected to intensify in hand dishwashing
Automatic dishwashing to continue to gain traction via e-commerce

CATEGORY INDICATORS

Table 26 Household Possession of Dishwashers 2017-2022

CATEGORY DATA

Table 27 Sales of Dishwashing by Category: Value 2017-2022
Table 28 Sales of Dishwashing by Category: % Value Growth 2017-2022
Table 29 NBO Company Shares of Dishwashing: % Value 2018-2022
Table 30 LBN Brand Shares of Dishwashing: % Value 2019-2022
Table 31 Forecast Sales of Dishwashing by Category: Value 2022-2027
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2022-2027

SURFACE CARE IN EGYPT

KEY DATA FINDINGS

2022 DEVELOPMENTS

Surface care sees retail volume sales growth despite elevated prices
Kitchen cleaners benefits from multi-use potential, while other categories grow more organically
E-commerce gains momentum as an alternative channel for local brands and consumers

PROSPECTS AND OPPORTUNITIES

Upward retail sales trajectory anticipated
Multi-purpose cleaners to benefit from practical, flexible, economy and affordability perceptions
Heightened health and hygiene awareness to push a demand for more natural, less toxic options

CATEGORY DATA

Table 33 Sales of Surface Care by Category: Value 2017-2022
Table 34 Sales of Surface Care by Category: % Value Growth 2017-2022
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2017-2022
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2017-2022
Table 37 NBO Company Shares of Surface Care: % Value 2018-2022
Table 38 LBN Brand Shares of Surface Care: % Value 2019-2022
Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2018-2022
Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2022
Table 41 Forecast Sales of Surface Care by Category: Value 2022-2027
Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2022-2027

BLEACH IN EGYPT

KEY DATA FINDINGS

2022 DEVELOPMENTS

Bleach’s versatility ensures demand in 2022
Local brands dominate bleach
Pouch packaging revives

PROSPECTS AND OPPORTUNITIES

Conventional use and demographic trends to favour bleach
E-commerce suffers from a lack of competitive advantages
Inflation and raw material costs to exert upward pressure on prices

CATEGORY DATA

Table 43 Sales of Bleach: Value 2017-2022
Table 44 Sales of Bleach: % Value Growth 2017-2022
Table 45 NBO Company Shares of Bleach: % Value 2018-2022
Table 46 LBN Brand Shares of Bleach: % Value 2019-2022
Table 47 Forecast Sales of Bleach: Value 2022-2027
Table 48 Forecast Sales of Bleach: % Value Growth 2022-2027

TOILET CARE IN EGYPT

KEY DATA FINDINGS

2022 DEVELOPMENTS

Toilet care’s performance is restricted as consumers prioritise purchases in a tough economic climate
Toilet liquids/foam players leverage affordability and availability to grow retail volume sales
E-commerce remains a marginal channel in toilet care

PROSPECTS AND OPPORTUNITIES

Health awareness, affordability and population growth to be the main sales drivers of toilet care products
E-commerce and social media to play more significant roles in toilet liquids
Manufacturers to invest in added-value features and functions

CATEGORY DATA

Table 49 Sales of Toilet Care by Category: Value 2017-2022
Table 50 Sales of Toilet Care by Category: % Value Growth 2017-2022
Table 51 NBO Company Shares of Toilet Care: % Value 2018-2022
Table 52 LBN Brand Shares of Toilet Care: % Value 2019-2022
Table 53 Forecast Sales of Toilet Care by Category: Value 2022-2027
Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2022-2027
POLISHES IN EGYPT

KEY DATA FINDINGS

2022 DEVELOPMENTS

The category maintains positive retail volume sales growth due to the performances of shoe and furniture polishes
Furniture care trend ensures residual demand for furniture polish but high prices and import constraints hit metal polish
Popularity of tiled floors and shift to economical alternatives reduce potential demand for floor polish

PROSPECTS AND OPPORTUNITIES

Demographic trends and environmental and lifestyle factors to push sales of furniture polish and shoe polish
E-commerce to remain a weak channel for polishes
Polishes face competition from alternatives

CATEGORY DATA

Table 55 Sales of Polishes by Category: Value 2017-2022
Table 56 Sales of Polishes by Category: % Value Growth 2017-2022
Table 57 NBO Company Shares of Polishes: % Value 2018-2022
Table 58 LBN Brand Shares of Polishes: % Value 2019-2022
Table 59 Forecast Sales of Polishes by Category: Value 2022-2027
Table 60 Forecast Sales of Polishes by Category: % Value Growth 2022-2027

AIR CARE IN EGYPT

KEY DATA FINDINGS

2022 DEVELOPMENTS

Affordability underpins residual preference for the spray/aerosol format
Glade continues to dominate, although more affordable brands are on the rise
Spray/aerosol air fresheners and local brands penetrate e-commerce

PROSPECTS AND OPPORTUNITIES

Affordability to remain a key sales driver for air care as the variety of brands and products increases
Emerging demand for natural, toxin-free air fresheners, but consumer purchasing power remains under pressure
Stronger environmental focus could open the way for concentrated spray/aerosol air fresheners

CATEGORY DATA

Table 61 Sales of Air Care by Category: Value 2017-2022
Table 62 Sales of Air Care by Category: % Value Growth 2017-2022
Table 63 NBO Company Shares of Air Care: % Value 2018-2022
Table 64 LBN Brand Shares of Air Care: % Value 2019-2022
Table 65 Forecast Sales of Air Care by Category: Value 2022-2027
Table 66 Forecast Sales of Air Care by Category: % Value Growth 2022-2027

HOME INSECTICIDES IN EGYPT

KEY DATA FINDINGS

2022 DEVELOPMENTS

The demand for home insecticides stabilises while rising prices spur retail value growth
Raid dominates electric insecticides as the competition fades away
Insecticides coils continues to grow demand although safety concerns remain

PROSPECTS AND OPPORTUNITIES

Urbanisation and a growing insect population to stimulate sales of home insecticides
Spray/aerosol to dominate as consumers appreciate its effectiveness against a broad spectrum of insects
Proximity of store-based retailers and lack of price advantage hinder e-commerce

CATEGORY DATA

Table 67 Sales of Home Insecticides by Category: Value 2017-2022
Table 68 Sales of Home Insecticides by Category: % Value Growth 2017-2022
Table 69 Sales of Spray/Aerosol Insecticides by Type: % Value 2017-2022
Table 70 NBO Company Shares of Home Insecticides: % Value 2018-2022
Table 71 LBN Brand Shares of Home Insecticides: % Value 2019-2022
Table 72 Forecast Sales of Home Insecticides by Category: Value 2022-2027
Table 73 Forecast Sales of Home Insecticides by Category: % Value Growth 2022-2027