SURFACE CARE IN EGYPT

Euromonitor International

February 2019

LIST OF CONTENTS AND TABLES

Headlines

Prospects

Multipurpose Cleaners and Home Care Disinfectants Are Household Essentials

Bathroom Cleaners, Drain Openers and Scouring Agents Achieve High Value Growth

Wash and Wax Floor Cleaners and Oven Cleaners Are Still Neglected by Egyptians

Competitive Landscape

Reckitt Benckiser Egypt Continues To Lead Surface Care

Surface Care Continues To Be A Highly Fragmented Category

Local Brands Gain Ground With Cheaper Products in 2018

Category Data

Table 1 Sales of Surface Care by Category: Value 2013-2018

Table 2 Sales of Surface Care by Category: % Value Growth 2013-2018

Table 3 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018

Table 4 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018

Table 5 NBO Company Shares of Surface Care: % Value 2014-2018

Table 6 LBN Brand Shares of Surface Care: % Value 2015-2018

Table 7 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2018

Table 8 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2018

Table 9 Forecast Sales of Surface Care by Category: Value 2018-2023

Table 10 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Executive Summary

Home Care Registers Modest Current Value Growth in 2018

Decreasing Unit Prices Add To Volume Growth in Home Care

International Companies Continue To Dominate Home Care

Local Brands Are Set To Expand

Home Care Is Expected To See Strong Growth During the Forecast Period

Market Indicators

Table 11 Households 2013-2018

Market Data

Table 12 Sales of Home Care by Category: Value 2013-2018

Table 13 Sales of Home Care by Category: % Value Growth 2013-2018

Table 14 NBO Company Shares of Home Care: % Value 2014-2018

Table 15 LBN Brand Shares of Home Care: % Value 2015-2018

Table 16 Penetration of Private Label in Home Care by Category: % Value 2013-2018

Table 17 Distribution of Home Care by Format: % Value 2013-2018

Table 18 Distribution of Home Care by Format and Category: % Value 2018

Table 19 Forecast Sales of Home Care by Category: Value 2018-2023

Table 20 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

Sources

Summary 1 Research Sources

Multipurpose cleaners and home care disinfectants continue to be staples in the average Egyptian household, and held the highest value shares in surface care in 2018. Multipurpose cleaners is expected to continue to account for the majority of share in surface care in volume and value terms, seeing steady growth rates throughout the forecast period. Multipurpose cleaners are widely available across all retail channels, and demand has been increasing as consumers tend to prefer purchasing these r...

Euromonitor International's Surface 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 2023 illustrate how the market is set to change.

Product coverage: Bathroom Cleaners, Descalers, Drain Openers, Floor Cleaners, Home Care Disinfectants, Home Care Wipes and Floor Cleaning Systems, Kitchen Cleaners, Multi-Purpose Cleaners, Oven Cleaners, Scouring Agents, Window/Glass Cleaners.

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

Why buy this report?
* Get a detailed picture of the Surface 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.

Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.