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Egypt is one of the few countries which benefited from positive growth rates (including positive GDP growth) during the time of COVID-19 in 2020. According to the International Monetary Fund (IMF), Egypt is the only country in the Middle East and North Africa which witnessed positive real GDP growth in 2020. It is believed this is due to the economic reform programme which Egypt adopted in November 2016, which enabled the country to improve its economic indicators before the event of COVID-19. A...
Euromonitor International's Beauty and Personal Care in Egypt report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2016-2020, allowing you to identify the sectors driving growth. Forecasts to 2025 illustrate how the market is set to change.
Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun 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 Beauty and Personal 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.TABLE OF CONTENTS
List Of Contents And Tables
EXECUTIVE SUMMARY
COVID-19 impact on beauty and personal care
COVID-19 country impact
Company response
Retailing shift
What next for beauty and personal care?
CHART 1 Beauty and Personal Care Value Sales Growth Scenarios: 2018-2025
CHART 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2017-2025
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2015-2020 Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2016-2020 Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2016-2020 Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2017-2020 Table 6 Distribution of Beauty and Personal Care by Format: % Value 2015-2020 Table 7 Distribution of Beauty and Personal Care by Format and Category: % Value 2020 Table 8 Forecast Sales of Beauty and Personal Care by Category: Value 2020-2025 Table 9 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2020-2025GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research SourcesDEODORANTS IN EGYPT
KEY DATA FINDINGS
2020 IMPACT
Deodorants sees declines due to fewer social and sporting occasions as a result of COVID-19
E-commerce booms as players enhance their online services to meet heightened consumer demand
Unilever maintains lead with Rexona but faces competition from Nivea, as the brands launch targeted advertising campaigns
RECOVERY AND OPPORTUNITIES
Social media marketing campaigns set to lead the way
Declines seen due to high prices and import restrictions set to bounce back in 2021
Recovery in category linked to recovery of lifestyles, especially around social and sporting activities
CATEGORY DATA
Table 52 Sales of Deodorants by Category: Value 2015-2020 Table 53 Sales of Deodorants by Category: % Value Growth 2015-2020 Table 54 Sales of Deodorants by Premium vs Mass: % Value 2015-2020 Table 55 NBO Company Shares of Deodorants: % Value 2016-2020 Table 56 LBN Brand Shares of Deodorants: % Value 2017-2020 Table 57 Forecast Sales of Deodorants by Category: Value 2020-2025 Table 58 Forecast Sales of Deodorants by Category: % Value Growth 2020-2025 Table 59 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2020-2025DEPILATORIES IN EGYPT
KEY DATA FINDINGS
2020 IMPACT
Depilatories sees boost due to salon closures as a result of COVID-19
E-commerce booms as players enhance their online services to meet heightened consumer demand
Eva Cosmetic Laboratories maintains strong lead, thanks to attractive product range, social media campaigns and audience engagement
RECOVERY AND OPPORTUNITIES
Social media marketing campaigns set to lead the way
Globally iconic Gillette maintains dominant place in razors with no other player action expected
Initial drop in sales expected due to reopening of salons, but some growth will be maintained over forecast period
CATEGORY DATA
Table 60 Sales of Depilatories by Category: Value 2015-2020 Table 61 Sales of Depilatories by Category: % Value Growth 2015-2020 Table 62 Sales of Women's Razors and Blades by Type: % Value Breakdown 2016-2020 Table 63 NBO Company Shares of Depilatories: % Value 2016-2020 Table 64 LBN Brand Shares of Depilatories: % Value 2017-2020 Table 65 Forecast Sales of Depilatories by Category: Value 2020-2025 Table 66 Forecast Sales of Depilatories by Category: % Value Growth 2020-2025FRAGRANCES IN EGYPT
KEY DATA FINDINGS
2020 IMPACT
Fragrances sees significant declines due to myriad negative impacts from COVID-19
E-commerce booms as players enhance their online services to meet heightened consumer demand
MAC maintains company lead due to high prices of premium products, but its brands are beaten by CK in premium and Avon in mass fragrance terms
RECOVERY AND OPPORTUNITIES
Local brand 555 tipped as one to watch over the forecast period
Price set to remain an important factor in consumers' purchasing decisions
Bounce back expected in 2021, with recovery linked to a return to more sociable lifestyles
CATEGORY DATA
Table 67 Sales of Fragrances by Category: Value 2015-2020 Table 68 Sales of Fragrances by Category: % Value Growth 2015-2020 Table 69 NBO Company Shares of Fragrances: % Value 2016-2020 Table 70 LBN Brand Shares of Fragrances: % Value 2017-2020 Table 71 LBN Brand Shares of Premium Men's Fragrances: % Value 2017-2020 Table 72 LBN Brand Shares of Premium Women's Fragrances: % Value 2017-2020 Table 73 Forecast Sales of Fragrances by Category: Value 2020-2025 Table 74 Forecast Sales of Fragrances by Category: % Value Growth 2020-2025HAIR CARE IN EGYPT
KEY DATA FINDINGS
2020 IMPACT
Hair care sees a boost thanks to the closure of hair salons as a result of COVID-19
E-commerce booms as players enhance their online services to meet heightened consumer demand
Dabur takes company lead over Unilever, whilst Pantene remains unchallenged in brand terms overall
RECOVERY AND OPPORTUNITIES
Social media marketing and developments to meet hair care trends are key strategies for sales
Garnier leads strategies in colourants, as home hair care treatments set to continue as a trend
Ongoing growth supported by stable prices, wide availability and strong social media
CATEGORY DATA
Table 75 Sales of Hair Care by Category: Value 2015-2020 Table 76 Sales of Hair Care by Category: % Value Growth 2015-2020 Table 77 Sales of Hair Care by Premium vs Mass: % Value 2015-2020 Table 78 NBO Company Shares of Hair Care: % Value 2016-2020 Table 79 LBN Brand Shares of Hair Care: % Value 2017-2020 Table 80 LBN Brand Shares of Colourants: % Value 2017-2020 Table 81 LBN Brand Shares of Styling Agents: % Value 2017-2020 Table 82 LBN Brand Shares of Premium Hair Care: % Value 2017-2020 Table 83 Forecast Sales of Hair Care by Category: Value 2020-2025 Table 84 Forecast Sales of Hair Care by Category: % Value Growth 2020-2025 Table 85 Forecast Sales of Hair Care by Premium vs Mass: % Value 2020-2025MEN'S GROOMING IN EGYPT
KEY DATA FINDINGS
2020 IMPACT
All sub-categories see declines, due to myriad negative factors caused by COVID-19
E-commerce booms as players enhance their online services to meet heightened consumer demand
Lord brand maintains its top place, thanks to value for money offerings in shaving, razors and blades
RECOVERY AND OPPORTUNITIES
Unchallenged Nivea Men sets the pace and trends for ongoing sales strategies in men's skin care
Imported products set to bounce back and stabilise in price, thus assisting recovery overall
bounce back expected in 2021, with recovery linked to a return to more sociable lifestyles
CATEGORY DATA
Table 86 Sales of Men's Grooming by Category: Value 2015-2020 Table 87 Sales of Men's Grooming by Category: % Value Growth 2015-2020 Table 88 Sales of Men's Razors and Blades by Type: % Value Breakdown 2016-2020 Table 89 Sales of Men's Skin Care by Type: % Value Breakdown 2017-2020 Table 90 NBO Company Shares of Men's Grooming: % Value 2016-2020 Table 91 LBN Brand Shares of Men's Grooming: % Value 2017-2020 Table 92 LBN Brand Shares of Men's Razors and Blades: % Value 2017-2020 Table 93 Forecast Sales of Men's Grooming by Category: Value 2020-2025 Table 94 Forecast Sales of Men's Grooming by Category: % Value Growth 2020-2025ORAL CARE IN EGYPT
KEY DATA FINDINGS
2020 IMPACT
Slump in sales overall due to less frequent usage, while dental floss comes out a winner
E-commerce booms as players enhance their online services to meet heightened consumer demand
Oral-B maintains strong lead, while other players use social media to gain shares
RECOVERY AND OPPORTUNITIES
Social media marketing campaigns set to lead the way
Developments in whitening oral products expected over forecast period
Bounce back expected in 2021, with recovery linked to a return to more sociable lifestyles
CATEGORY DATA
Table 95 Sales of Oral Care by Category: Value 2015-2020 Table 96 Sales of Oral Care by Category: % Value Growth 2015-2020 Table 97 Sales of Toothbrushes by Category: Value 2015-2020 Table 98 Sales of Toothbrushes by Category: % Value Growth 2015-2020 Table 99 Sales of Toothpaste by Type: % Value Breakdown 2016-2020 Table 100 NBO Company Shares of Oral Care: % Value 2016-2020 Table 101 LBN Brand Shares of Oral Care: % Value 2017-2020 Table 102 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2017-2020 Table 103 LBN Brand Shares of Toothpaste: % Value 2017-2020 Table 104 Forecast Sales of Oral Care by Category: Value 2020-2025 Table 105 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025 Table 106 Forecast Sales of Toothbrushes by Category: Value 2020-2025 Table 107 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-2025SKIN CARE IN EGYPT
KEY DATA FINDINGS
2020 IMPACT
Skin care sees boost from closure of beauty salons and home skin care trends
E-commerce booms as players enhance their online services to meet heightened consumer demand
Oriflame maintains overall lead, as competition heats up with new product launches and social media campaigns
RECOVERY AND OPPORTUNITIES
Social media marketing campaigns set to lead the way
Direct selling model set to grow over forecast period, boosted by switch to online channels
Skin care set to continue its healthy growth thanks to stable prices and activity from leading players
CATEGORY DATA
Table 108 Sales of Skin Care by Category: Value 2015-2020 Table 109 Sales of Skin Care by Category: % Value Growth 2015-2020 Table 110 NBO Company Shares of Skin Care: % Value 2016-2020 Table 111 LBN Brand Shares of Skin Care: % Value 2017-2020 Table 112 LBN Brand Shares of Basic Moisturisers: % Value 2017-2020 Table 113 LBN Brand Shares of Anti-agers: % Value 2017-2020 Table 114 LBN Brand Shares of General Purpose Body Care: % Value 2017-2020 Table 115 LBN Brand Shares of Premium Skin Care: % Value 2017-2020 Table 116 Forecast Sales of Skin Care by Category: Value 2020-2025 Table 117 Forecast Sales of Skin Care by Category: % Value Growth 2020-2025SUN CARE IN EGYPT
KEY DATA FINDINGS
2020 IMPACT
Sun care sees declines due to people spending less time outdoors as a result of COVID-19
E-commerce booms as players enhance their online services to meet heightened consumer demand
Nivea maintains strong lead, but competition heats up from local brand Luna
RECOVERY AND OPPORTUNITIES
Social media marketing campaigns set to lead the way
Pushed-down prices set to remain low, as consumers become used to value-for-money offers
Sun care set to rebound and settle in line with a return to pre-pandemic lifestyles
CATEGORY DATA
Table 118 Sales of Sun Care by Category: Value 2015-2020 Table 119 Sales of Sun Care by Category: % Value Growth 2015-2020 Table 120 NBO Company Shares of Sun Care: % Value 2016-2020 Table 121 LBN Brand Shares of Sun Care: % Value 2017-2020 Table 122 LBN Brand Shares of Premium Adult Sun Care: % Value 2017-2020 Table 123 Forecast Sales of Sun Care by Category: Value 2020-2025 Table 124 Forecast Sales of Sun Care by Category: % Value Growth 2020-2025COLOUR COSMETICS IN EGYPT
KEY DATA FINDINGS
2020 IMPACT
Colour cosmetics sees only negligible growth due to myriad negative impacts caused by COVID-19
E-commerce booms as players enhance their online services to meet heightened consumer demand
Coty Inc maintains company lead, with Rimmel holding the top brand spot and growing its brand shares
RECOVERY AND OPPORTUNITIES
Increasingly important for players to embrace online channels, from marketing and engagement through to sales
Players to focus on promoting key nail products and eye make-up products
Colour cosmetics set to bounce back as lifestyles and spending power return post-COVID-19
CATEGORY DATA
Table 41 Sales of Colour Cosmetics by Category: Value 2015-2020 Table 42 Sales of Colour Cosmetics by Category: % Value Growth 2015-2020 Table 43 NBO Company Shares of Colour Cosmetics: % Value 2016-2020 Table 44 LBN Brand Shares of Colour Cosmetics: % Value 2017-2020 Table 45 LBN Brand Shares of Eye Make-up: % Value 2017-2020 Table 46 LBN Brand Shares of Facial Make-up: % Value 2017-2020 Table 47 LBN Brand Shares of Lip Products: % Value 2017-2020 Table 48 LBN Brand Shares of Nail Products: % Value 2017-2020 Table 49 LBN Brand Shares of Premium Colour Cosmetics: % Value 2017-2020 Table 50 Forecast Sales of Colour Cosmetics by Category: Value 2020-2025 Table 51 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2020-2025BATH AND SHOWER IN EGYPT
KEY DATA FINDINGS
2020 IMPACT
Bath and shower sees healthy growth thanks to consumers' higher standards of personal hygiene due to COVID-19
Sales of hand sanitiser gel boom, showing competition to liquid soap
Unilever maintains its lead, thanks to ongoing innovation, social media marketing and support initiatives
RECOVERY AND OPPORTUNITIES
Corporate/social responsibility initiatives and social media marketing become keys to staying ahead of the game
Reckitt Benckiser Egypt tipped to be the one to watch, thanks to 2020 success of Dettol brand
Healthy growth set to continue, thanks to consumers' ongoing higher levels of personal hygiene
CATEGORY DATA
Table 32 Sales of Bath and Shower by Category: Value 2015-2020 Table 33 Sales of Bath and Shower by Category: % Value Growth 2015-2020 Table 34 Sales of Bath and Shower by Premium vs Mass: % Value 2015-2020 Table 35 NBO Company Shares of Bath and Shower: % Value 2016-2020 Table 36 LBN Brand Shares of Bath and Shower: % Value 2017-2020 Table 37 LBN Brand Shares of Premium Bath and Shower: % Value 2017-2020 Table 38 Forecast Sales of Bath and Shower by Category: Value 2020-2025 Table 39 Forecast Sales of Bath and Shower by Category: % Value Growth 2020-2025 Table 40 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2020-2025BABY AND CHILD-SPECIFIC PRODUCTS IN EGYPT
KEY DATA FINDINGS
2020 IMPACT
Small growth seen thanks to essential nature of products, as consumers seek cheaper variants and larger value-for-money packs
E-commerce booms as players enhance their online services to meet heightened consumer demand
Johnson & Johnson maintains significant lead thanks to high degree of brand trust and longstanding reputation
RECOVERY AND OPPORTUNITIES
Social media marketing becomes increasingly important, as newcomer Penduline rises up to win shares from Johnson's Baby
Nappy rash treatments and baby and child-specific hair care keep category afloat due to changing drivers due to COVID-19
Category set to rebound with sales stimulated by ongoing special offers and promotions
CATEGORY DATA
Table 22 Sales of Baby and Child-specific Products by Category: Value 2015-2020 Table 23 Sales of Baby and Child-specific Products by Category: % Value Growth 2015-2020 Table 24 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2015-2020 Table 25 NBO Company Shares of Baby and Child-specific Products: % Value 2016-2020 Table 26 LBN Brand Shares of Baby and Child-specific Products: % Value 2017-2020 Table 27 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2017-2020 Table 28 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2017-2020 Table 29 Forecast Sales of Baby and Child-specific Products by Category: Value 2020-2025 Table 30 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2020-2025 Table 31 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2020-2025PREMIUM BEAUTY AND PERSONAL CARE IN EGYPT
KEY DATA FINDINGS
2020 IMPACT
Premium beauty and personal care is negatively impacted by price sensitive consumers trading down, alongside import delays
E-commerce booms as players enhance their online services to meet heightened consumer demand
Calvin Klein continues to lead in brand terms, thanks to comparatively affordable prices and strong marketing campaigns
RECOVERY AND OPPORTUNITIES
Strong competition from mass perfume products forces premium fragrance players to offer greater discounts and special offers
Bath and shower products expected to remain popular thanks to high standards of consumer hygiene and ongoing discounts and offers
Strong rebound in 2021, with ongoing stabilised growth linked to strength of consumer spending power
CATEGORY DATA
Table 16 Sales of Premium Beauty and Personal Care by Category: Value 2015-2020 Table 17 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 18 NBO Company Shares of Premium Beauty and Personal Care: % Value 2016-2020 Table 19 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2017-2020 Table 20 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2020-2025 Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2020-2025MASS BEAUTY AND PERSONAL CARE IN EGYPT
KEY DATA FINDINGS
2020 IMPACT
Mass beauty and personal care sees healthy growth as price sensitive consumers trade down to cheaper products
E-commerce booms as players enhance their online services to meet heightened consumer demand
Unilever maintains its top company place, with Johnson's Baby topping the brand list thanks to gentle nature and cheap prices
RECOVERY AND OPPORTUNITIES
Johnson & Johnson expected to go from strength to strength over forecast period
Direct selling model set to go from strength to strength thanks to online options and work opportunities
Healthy growth expected across the forecast period, thanks to stronger consumer spending power coupled with a demand for value for money
CATEGORY DATA
Table 10 Sales of Mass Beauty and Personal Care by Category: Value 2015-2020 Table 11 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 12 NBO Company Shares of Mass Beauty and Personal Care: % Value 2016-2020 Table 13 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2017-2020 Table 14 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2020-2025 Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2020-2025