Table of Content

Home Care in Egypt
Euromonitor International
March 2022

List Of Contents And Tables

HOME CARE IN EGYPT
EXECUTIVE SUMMARY
Home care in 2021: The big picture after the pandemic
2021 key trends
Competitive landscape
Retailing developments
What next for home care?
CHART 1 Home Care Value Sales Growth Scenarios: 2019-2026
CHART 2 Home Care Impact of Drivers on Value Sales: 2019-2026
MARKET INDICATORS
Table 1 Households 2016-2021
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2016-2021
Table 3 Sales of Home Care by Category: % Value Growth 2016-2021
Table 4 NBO Company Shares of Home Care: % Value 2017-2021
Table 5 LBN Brand Shares of Home Care: % Value 2018-2021
Table 6 Penetration of Private Label in Home Care by Category: % Value 2016-2021
Table 7 Distribution of Home Care by Format: % Value 2016-2021
Table 8 Distribution of Home Care by Format and Category: % Value 2021
Table 9 Forecast Sales of Home Care by Category: Value 2021-2026
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN EGYPT
KEY DATA FINDINGS
2021 DEVELOPMENTS
Lower value growth in 2021
Powder detergent continues to account for most value sales
Traditional grocery retailers dominate value sales
PROSPECTS AND OPPORTUNITIES
Rosey outlook over forecast period
Environmental factors to gain importance, but consumer education required
Convenience and cost to contribute to liquid detergents’ growth
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2016-2021
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2016-2021
Table 13 Sales of Laundry Care by Category: % Value Growth 2016-2021
Table 14 Sales of Laundry Aids by Category: Value 2016-2021
Table 15 Sales of Laundry Aids by Category: % Value Growth 2016-2021
Table 16 Sales of Laundry Detergents by Category: Value 2016-2021
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2016-2021
Table 18 NBO Company Shares of Laundry Care: % Value 2017-2021
Table 19 LBN Brand Shares of Laundry Care: % Value 2018-2021
Table 20 NBO Company Shares of Laundry Aids: % Value 2017-2021
Table 21 LBN Brand Shares of Laundry Aids: % Value 2018-2021
Table 22 NBO Company Shares of Laundry Detergents: % Value 2017-2021
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2018-2021
Table 24 Forecast Sales of Laundry Care by Category: Value 2021-2026
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2021-2026
DISHWASHING IN EGYPT
KEY DATA FINDINGS
2021 DEVELOPMENTS
Lower value growth, as society opens up in 2021
Global brands hold onto to their large value share in hand dishwashing
Automatic dishwashing registers higher growth
PROSPECTS AND OPPORTUNITIES
E-commerce expected to gain value share in automatic dishwashing
Environmental concerns could benefit automatic dishwashing
Competition expected to intensify in hand dishwashing
CATEGORY INDICATORS
Table 26 Household Possession of Dishwashers 2015-2020
CATEGORY DATA
Table 27 Sales of Dishwashing by Category: Value 2016-2021
Table 28 Sales of Dishwashing by Category: % Value Growth 2016-2021
Table 29 NBO Company Shares of Dishwashing: % Value 2017-2021
Table 30 LBN Brand Shares of Dishwashing: % Value 2018-2021
Table 31 Forecast Sales of Dishwashing by Category: Value 2021-2026
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2021-2026
SURFACE CARE IN EGYPT
KEY DATA FINDINGS
2021 DEVELOPMENTS
Except multi-purpose cleaners and home care disinfectants, all other products register volume decline in 2021
Disinfecting properties benefits Dettol
Supermarkets and hypermarkets steal value share from traditional grocery retailers
PROSPECTS AND OPPORTUNITIES
Moderate growth over forecast period
Multi-purpose cleaners will continue to appeal to consumers
Eco-friendly products remain niche
CATEGORY DATA
Table 33 Sales of Surface Care by Category: Value 2016-2021
Table 34 Sales of Surface Care by Category: % Value Growth 2016-2021
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2016-2021
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2016-2021
Table 37 NBO Company Shares of Surface Care: % Value 2017-2021
Table 38 LBN Brand Shares of Surface Care: % Value 2018-2021
Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2021
Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2018-2021
Table 41 Forecast Sales of Surface Care by Category: Value 2021-2026
Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2021-2026
BLEACH IN EGYPT
KEY DATA FINDINGS
2021 DEVELOPMENTS
Weakest performer in home care products in 2021
Local brands continue to dominate
Dramatic decline in growth of e-commerce
PROSPECTS AND OPPORTUNITIES
Bleak outlook for bleach over forecast period
Inflation will push up retail prices
Bleach challenged by less harmful alternatives
CATEGORY DATA
Table 43 Sales of Bleach: Value 2016-2021
Table 44 Sales of Bleach: % Value Growth 2016-2021
Table 45 NBO Company Shares of Bleach: % Value 2017-2021
Table 46 LBN Brand Shares of Bleach: % Value 2018-2021
Table 47 Forecast Sales of Bleach: Value 2021-2026
Table 48 Forecast Sales of Bleach: % Value Growth 2021-2026
TOILET CARE IN EGYPT
KEY DATA FINDINGS
2021 DEVELOPMENTS
Slightly lower value growth in 2021
Toilet liquids/foams continues to be the most popular product, due to affordability
Fragrance an increasingly important attribute
PROSPECTS AND OPPORTUNITIES
Moderate value growth over forecast period
Small consumers base keeps value sales at low level
The online space plays a role in supporting local brands
CATEGORY DATA
Table 49 Sales of Toilet Care by Category: Value 2016-2021
Table 50 Sales of Toilet Care by Category: % Value Growth 2016-2021
Table 51 NBO Company Shares of Toilet Care: % Value 2017-2021
Table 52 LBN Brand Shares of Toilet Care: % Value 2018-2021
Table 53 Forecast Sales of Toilet Care by Category: Value 2021-2026
Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2021-2026
POLISHES IN EGYPT
KEY DATA FINDINGS
2021 DEVELOPMENTS
Shoe polishes registers highest growth, as people out and about again
Shoe polish largest product area in terms of value sales
Pledge dominates in furniture and floor polish
PROSPECTS AND OPPORTUNITIES
Healthy value growth over forecast period
Polishes face competition from alternative products
Popularity of tiled floors causes demand for floor polish to subside
CATEGORY DATA
Table 55 Sales of Polishes by Category: Value 2016-2021
Table 56 Sales of Polishes by Category: % Value Growth 2016-2021
Table 57 NBO Company Shares of Polishes: % Value 2017-2021
Table 58 LBN Brand Shares of Polishes: % Value 2018-2021
Table 59 Forecast Sales of Polishes by Category: Value 2021-2026
Table 60 Forecast Sales of Polishes by Category: % Value Growth 2021-2026
AIR CARE IN EGYPT
KEY DATA FINDINGS
2021 DEVELOPMENTS
Air care value sales recover in 2021
Glade continues to dominate, though competition is increasing
Electric and car air fresheners strong performers in 2021
PROSPECTS AND OPPORTUNITIES
Moderate outlook over forecast period
Spray/aerosol formats remain dominant, though consumers increasingly concerned about its negative reputation
Concentrated spray/aerosol format gains value share
CATEGORY DATA
Table 68 Sales of Air Care by Category: Value 2016-2021
Table 69 Sales of Air Care by Category: % Value Growth 2016-2021
Table 70 NBO Company Shares of Air Care: % Value 2017-2021
Table 71 LBN Brand Shares of Air Care: % Value 2018-2021
Table 72 Forecast Sales of Air Care by Category: Value 2021-2026
Table 73 Forecast Sales of Air Care by Category: % Value Growth 2021-2026
HOME INSECTICIDES IN EGYPT
KEY DATA FINDINGS
2021 DEVELOPMENTS
Fall in volume sales in 2021, as society opens up
Johnson’s Raid benefits from perceived high level of effectiveness
Insecticide coils register highest current value growth
PROSPECTS AND OPPORTUNITIES
Healthy value growth over forecast period
Spray/aerosol format will continue to be the most popular
Recovery of tourism contributes to healthy growth over forecast period
CATEGORY DATA
Table 61 Sales of Home Insecticides by Category: Value 2016-2021
Table 62 Sales of Home Insecticides by Category: % Value Growth 2016-2021
Table 63 Sales of Spray/Aerosol Insecticides by Type: % Value 2016-2021
Table 64 NBO Company Shares of Home Insecticides: % Value 2017-2021
Table 65 LBN Brand Shares of Home Insecticides: % Value 2018-2021
Table 66 Forecast Sales of Home Insecticides by Category: Value 2021-2026
Table 67 Forecast Sales of Home Insecticides by Category: % Value Growth 2021-2026