HOME CARE IN EGYPT Euromonitor International February 2018 LIST OF CONTENTS AND TABLES Executive Summary Home Care in Egypt Recovers After A Remarkable Shake-up Consumers in Egypt Switch To Basic Home Care Products International Players Continue To Dominate Home Care in Egypt New Product Developments in Home Care Are Limited To Local Brands Weak Growth Is Expected for Home Care Categories in the Forecast Period in Egypt Market Indicators Table 1 Households 2012-2017 Market Data Table 2 Sales of Home Care by Category: Value 2012-2017 Table 3 Sales of Home Care by Category: % Value Growth 2012-2017 Table 4 NBO Company Shares of Home Care: % Value 2013-2017 Table 5 LBN Brand Shares of Home Care: % Value 2014-2017 Table 6 Penetration of Private Label in Home Care by Category: % Value 2012-2017 Table 7 Distribution of Home Care by Format: % Value 2012-2017 Table 8 Distribution of Home Care by Format and Category: % Value 2017 Table 9 Forecast Sales of Home Care by Category: Value 2017-2022 Table 10 Forecast Sales of Home Care by Category: % Value Growth 2017-2022 Sources Summary 1 Research Sources Headlines Prospects Limited Presence of Electric Air Fresheners in Egypt Egyptian Consumers Prefer Lavender Fragrance in 2017 Local Players Invade Air Care in Egypt Competitive Landscape Johnson Wax (egypt) Co Leads Air Care International Players Fare Better Than Local Ones in 2017 Private Label Has Potential in Air Care Category Data Table 11 Sales of Air Care by Category: Value 2012-2017 Table 12 Sales of Air Care by Category: % Value Growth 2012-2017 Table 13 Sales of Electric Air Fresheners by Battery Operated vs Plug-in: % Value 2012-2017 Table 14 Sales of Air Care by Fragrance: Value Ranking 2012-2017 Table 15 NBO Company Shares of Air Care: % Value 2013-2017 Table 16 LBN Brand Shares of Air Care: % Value 2014-2017 Table 17 Forecast Sales of Air Care by Category: Value 2017-2022 Table 18 Forecast Sales of Air Care by Category: % Value Growth 2017-2022 Headlines Prospects Egyptians Still Perceive Bleach As the Perfect Cleaning Product Clorox: the Popular Brand Name That Is Synonymous With Bleach Unbranded Products Pose A Real Threat in Bleach Competitive Landscape Egyptian Household Cleaning Products Co Leads in Bleach Competition Expected Between Local Players' Brands Many Retailers Offer Private Label Bleach in Egypt Category Data Table 19 Sales of Bleach: Value 2012-2017 Table 20 Sales of Bleach: % Value Growth 2012-2017 Table 21 NBO Company Shares of Bleach: % Value 2013-2017 Table 22 LBN Brand Shares of Bleach: % Value 2014-2017 Table 23 Forecast Sales of Bleach: Value 2017-2022 Table 24 Forecast Sales of Bleach: % Value Growth 2017-2022 Headlines Prospects Egyptians Switch To Buying Hand Dishwashing for Price Reasons Stronger Performance for Automatic Dishwashing Tablets Than Powders and Liquids Cheaper Products Become Key Competitive Landscape Henkel Pdc Egypt Sae Is the Leading Player Alexandria Detergents & Chemicals Co Sae Gains Ground in Dishwashing More Retailers Compete and Offer Private Label Products Category Indicators Table 25 Household Possession of Dishwashers 2012-2017 Category Data Table 26 Sales of Dishwashing by Category: Value 2012-2017 Table 27 Sales of Dishwashing by Category: % Value Growth 2012-2017 Table 28 NBO Company Shares of Dishwashing: % Value 2013-2017 Table 29 LBN Brand Shares of Dishwashing: % Value 2014-2017 Table 30 Forecast Sales of Dishwashing by Category: Value 2017-2022 Table 31 Forecast Sales of Dishwashing by Category: % Value Growth 2017-2022 Headlines Prospects Spray/aerosol Insecticides Remains Most Convenient Slow Economic Recovery in Egypt Keeps Home Insecticides Unit Prices High Little Differentiation Between Crawling and Flying Types of Insecticides Competitive Landscape Johnson Wax (egypt) Co Leads Sales of Home Insecticides in 2017 Local Players Perform Well Modern Grocery Retailers Show Rapid Growth Category Data Table 32 Sales of Home Insecticides by Category: Value 2012-2017 Table 33 Sales of Home Insecticides by Category: % Value Growth 2012-2017 Table 34 Sales of Spray/Aerosol Insecticides by Type: % Value 2012-2017 Table 35 NBO Company Shares of Home Insecticides: % Value 2013-2017 Table 36 LBN Brand Shares of Home Insecticides: % Value 2014-2017 Table 37 Forecast Sales of Home Insecticides by Category: Value 2017-2022 Table 38 Forecast Sales of Home Insecticides by Category: % Value Growth 2017-2022 Headlines Prospects Laundry Detergents Remains the Key Category Other Detergents Witnesses A Notable Decline in Demand Long-term Decline Expected in Unit Prices Competitive Landscape Procter & Gamble Egypt Sae Dominates Laundry Care International Players' Brands Lead Sales Despite Increased Prices Hypermarkets Gains Ground As Distribution Channel Category Indicators Table 39 Household Possession of Washing Machines 2012-2017 Category Data Table 40 Sales of Laundry Care by Category: Value 2012-2017 Table 41 Sales of Laundry Care by Category: % Value Growth 2012-2017 Table 42 Sales of Laundry Aids by Category: Value 2012-2017 Table 43 Sales of Laundry Aids by Category: % Value Growth 2012-2017 Table 44 Sales of Laundry Detergents by Category: Value 2012-2017 Table 45 Sales of Laundry Detergents by Category: % Value Growth 2012-2017 Table 46 NBO Company Shares of Laundry Care: % Value 2013-2017 Table 47 LBN Brand Shares of Laundry Care: % Value 2014-2017 Table 48 NBO Company Shares of Laundry Aids: % Value 2013-2017 Table 49 LBN Brand Shares of Laundry Aids: % Value 2014-2017 Table 50 NBO Company Shares of Laundry Detergents: % Value 2013-2017 Table 51 LBN Brand Shares of Laundry Detergents: % Value 2014-2017 Table 52 Forecast Sales of Laundry Care by Category: Value 2017-2022 Table 53 Forecast Sales of Laundry Care by Category: % Value Growth 2017-2022 Headlines Prospects Furniture Polish Remains Among the Most Popular Products Metal Polish Grows, But From A Very Small Sales Base Harsh Economic Climate Causes A Shift To Cheaper Products Competitive Landscape Johnson Wax (egypt) Co Leads Sales of Polishes Misr Detergents & Chemicals Co Is the Clear Leader of Shoe Polish Reckitt Benckiser Egypt Ltd Remains the Leader in Metal Polish Category Data Table 54 Sales of Polishes by Category: Value 2012-2017 Table 55 Sales of Polishes by Category: % Value Growth 2012-2017 Table 56 NBO Company Shares of Polishes: % Value 2013-2017 Table 57 LBN Brand Shares of Polishes: % Value 2014-2017 Table 58 Forecast Sales of Polishes by Category: Value 2017-2022 Table 59 Forecast Sales of Polishes by Category: % Value Growth 2017-2022 Headlines Prospects Egyptians Mainly Purchase Multi-purpose Cleaners for All House Cleaning Tasks Consumers Seek Cheaper Prices Oven Cleaners and Wash and Wax Floor Cleaners Are Largely Ignored Competitive Landscape Reckitt Benckiser Egypt Ltd Continues To Lead Surface Care International Vs Local in Window/glass Cleaners Local Players Compete Fiercely in Different Surface Care Categories Category Data Table 60 Sales of Surface Care by Category: Value 2012-2017 Table 61 Sales of Surface Care by Category: % Value Growth 2012-2017 Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2012-2017 Table 63 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2012-2017 Table 64 NBO Company Shares of Surface Care: % Value 2013-2017 Table 65 LBN Brand Shares of Surface Care: % Value 2014-2017 Table 66 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2013-2017 Table 67 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2017 Table 68 Forecast Sales of Surface Care by Category: Value 2017-2022 Table 69 Forecast Sales of Surface Care by Category: % Value Growth 2017-2022 Headlines Prospects Toilet Liquids/foam Boosts Overall Growth Little Consumer Differentiation Between Rim Blocks and Rim Liquids Local Players Enter the Category, Leveraging Price Advantage Competitive Landscape Unipro Egypt Continues To Lead Sales in Toilet Care Mr Muscle Is the Leading Brand in Toilet Care Overall Reckitt Benckiser (harpic) Leads Sales in Toilet Liquids/foams Category Data Table 70 Sales of Toilet Care by Category: Value 2012-2017 Table 71 Sales of Toilet Care by Category: % Value Growth 2012-2017 Table 72 NBO Company Shares of Toilet Care: % Value 2013-2017 Table 73 LBN Brand Shares of Toilet Care: % Value 2014-2017 Table 74 Forecast Sales of Toilet Care by Category: Value 2017-2022 Table 75 Forecast Sales of Toilet Care by Category: % Value Growth 2017-2022