LAUNDRY CARE IN EGYPT - ANALYSIS

Country Report | Feb 2021

KEY DATA FINDINGS Market Sizes

COVID-19 boosts demand for laundry care products in 2020 as consumers stay at Sales of Laundry Care
home and are increasingly aware of cleanliness and hygiene issues Retail Value RSP - EGP million - Current - 2006-2025
Category sees 16% value growth in 2020 to stand at EGP15.0 billion
Unit price sees growth of 10% in 2020
15,031 Forecast
35,000
Procter & Gamble Egypt SAE maintains lead in 2020 with value share gain to 48%
30,000
Category set to see 18% current value CAGR over forecast period (10% constant value
CAGR) 25,000

2020 IMPACT 20,000

Increased awareness of hygiene issues boosts demand 15,000

Laundry care witnessed an improved performance in 2020 due to COVID-19, as most 10,000
people are practised good hygiene and made efforts to keep their clothes clean. Since
coronavirus can survive for hours on various surfaces, including fabrics, laundry care
5,000
became a more important aspect of everyday hygiene. With consumers prioritising
their spending given the economic impact of the COVID-19 pandemic, standard powder
detergents and concentrated liquid detergents both saw strong performances in 2020. 0
2006 2020 2025
These products appeal to consumers in different income segments due to their pricing.

Dominant traditional grocery retailers channel sees further share gain

Sales Performance of Laundry Care
The traditional grocery retailers channel consolidated its dominant position in % Y-O-Y Retail Value RSP Growth 2006-2025
distribution of laundry care products in 2020. These outlets are ubiquitous in Egypt,
offering brands that are familiar to consumers at competitive prices. E-commerce saw a
slight value share gain in laundry care distribution in 2020, but nonetheless remained a
15.8% Forecast
100%
marginal channel.

Powder format products dominant, but liquids gain popularity 80%

Powder detergents for automatic washing machines continue to dominate the

category, with discounts and promotion on larger quantities, such as 5kg bags. These
60%
products appeal to less affluent consumers due to their competitive pricing.
Meanwhile, liquid detergents continued to gain popularity, and saw improved growth
in 2020. Some companies bundle liquid products with powder detergents, which serves
40%
to increase awareness. Liquid products are also becoming available in a variety of new
scents, which represented an increasingly important factor across the market in 2020.
20%
RECOVERY AND OPPORTUNITIES

Resumption of pre-COVID-19 lifestyles will contribute to growth 0%

2006 2020 2025
Egypt’s laundry care category is expected to see continued growth over the forecast
period. As people return to its normal life in the post-pandemic environment, the
number of wash loads is expected to increase compared with the periods of social
isolation arising from COVID-19. Not everyone may be washing their clothes every time Sales of Laundry Care by Category
they return home, but preventative health will represent as key driver of demand in Retail Value RSP - EGP million - Current - 2020 Growth Performance
coming years. Children returning to school will also serve to bolster demand.
Carpet Cleaners
18.1
Environmental factors to gain importance, but consumer education Fabric Softeners
required 67.6
Laundry Aids
Environmental factors to become increasingly important. Manufactures of laundry 66.2
detergents are focusing on the introduction of more eco-friendly products using
Laundry Detergents
biodegradable ingredients, and this will contribute to growth over the forecast period. 14,879.3
However, consumers only are likely to be willing to choose eco-friendly products if
0% 20% 35%
they are competitively priced. Concentrated detergents fulfil environmental care
attributes, but there is a cost penalty, as consumers do not know how to dose correctly. LAUNDRY CARE 15,031.1 CURRENT % CAGR % CAGR
As a result they use more detergent than is necessary. Standard detergents, which YEAR % 2015-2020 2020-2025
GROWTH
remain dominant, fulfil the performance requirement at a reasonable price, but the
packaging, whether plastic pouch or bottle, are much larger than for concentrated
versions. Manufacturers will need to invest in education consumers regarding the
correct use of such products if they are to encourage a switch to concentrated

© Euromonitor Interna onal 2021 Page 1 of 2

presentations, particularly among lower-income consumers. Competitive Landscape
Convenience and cost to contribute to liquid detergents’ growth Company Shares of Laundry Care
Liquid detergents are expected to continue to outperform powder products over the % Share (NBO) - Retail Value RSP - 2020
forecast period, albeit rising from a low base. Concentrated liquid detergents are
Procter & Gamble Egypt S... 48.3%
expected to perform particularly well. Among the main factors contributing to this
performance is the growing consumer preference for more efficient and convenient Henkel PDC Egypt SAE 38.3%
products. Furthermore, both players within the category and washing machine
Arma For Soap & Detergen... 6.5%
manufacturers are promoting the use of liquid versions, increasing overall awareness.
Washing machine manufacturers claim that liquid detergents are less harmful for both Port-Said Detergents SAE 1.9%
fabrics and washing machines, appealing to increasingly cost-conscious consumers Madar Group 1.4%
seeking to save money.
Unilever Mashreq - Foods... 0.5%
Industrial Investment Co 0.5%
Alexandria Detergents & ... 0.3%
Johnson Wax (Egypt) Co 0.3%
Spinneys Egypt Ltd 0.2%
Egyptian Salt & Soda Co,... 0.2%
Middle East Chemical Co 0.1%
Egyptian Household Clean... 0.0%
Others 1.5%

Brand Shares of Laundry Care

% Share (LBN) - Retail Value RSP - 2020

Persil 36.0%
Ariel 32.8%
Tide 13.4%
Oxi 6.5%
X-Tra 4.1%
Bonux 1.9%
Madar 1.4%
Foll 0.5%
Shout 0.3%
Sunlight 0.3%
Maxell 0.3%
Comfort 0.2%
Spinneys 0.2%
Abou El Hool 0.2%
Downy 0.1%
Velveta 0.1%
Biocleana 0.1%
Others 1.6%

5-Year Trend
Increasing share Decreasing share No change

© Euromonitor Interna onal 2021 Page 2 of 2