Select Country Report
Affordability and Multifunctionality Drive Sales of Home Care Products
Value sales of home care in Egypt reached EGP55,872 million in 2025, representing 17% growth in current value terms, driven by economic pressures that shifted demand towards locally produced, value-for-money products. Laundry care remained the largest category, while toilet care experienced rapid growth, driven by evolving product formats. Additionally, consumer demand for multifunctional, wellness-focused products drove growth in home care in Egypt. The market is expected to continue growing over the forecast period, with an anticipated current value CAGR of 12% to reach EGP98,480 million by 2030. To succeed, manufacturers should prioritise affordability through localisation strategies, while investing in e-commerce for increased visibility.
USD 2,750
Delivery:
Files are delivered directly into your account soon after payment is received and any tax certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Home Care industry in Egypt with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Air Care
- Bleach
- Dishwashing
- Home Insecticides
- Laundry Care
- Polishes
- Surface Care
- Toilet Care
If you're in the Home Care industry in Egypt, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Home Care in Egypt report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Home Care in Egypt?
- Which are the leading brands in Home Care in Egypt?
- How are products distributed in Home Care in Egypt?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Home Care in Egypt
Affordability and Multifunctionality Drive Sales of Home Care Products
Key Data Insights
Chart 1 Key Industry Trends for Home Care
Affordability and Multifunctionality Drive Sales of Home Care Products
Chart 2 Misr Pyramids Group Launches Motion All Fabrics and Surface Cleaner
Laundry Care Remains Largest, While Surface Care Experiences Dynamic Growth
Evolving Product Formats and Multifunctionality Shape Market
Chart 3 Value Sales 2020-2030
Chart 4 Volume Sales 2020-2030
Chart 5 Value Sales by Category 2025
Affordable Local Products Drive Sales Growth
Laundry Care Will Maintain Largest Share, While Home Insecticides Set to Experience Most Dynamic Growth
E-Commerce Expected to Shape Future Home Care Growth
Chart 6 Forecast Value Sales 2020-2030
Chart 7 Forecast Value Sales by Category 2025-2030
Procter & Gamble Egypt Sae Maintains Lead Despite Volume Leakage
Chart 8 Company Shares 2025
Chart 9 Brand Shares 2025
Small Local Grocers Dominates Home Care Sales
Retail E-Commerce Gains Traction with Urban Consumers
Chart 10 Analyst Insight for Home Care
Chart 11 Retail Channels 2020-2025
Chart 12 Economic Context for Home Care
Chart 13 Real GDP Growth 2020-2030
Chart 14 Inflation 2020-2030
Chart 15 Consumer Context for Home Care
Chart 16 Population 2020-2030
Chart 17 Consumer Expenditure 2020-2030
Chart 18 Population by Generation 2025
Air Care in Egypt
Key Data Insights
Sc Johnson Drives Premiumisation with New Glade Fragrances
Chart 19 Key Industry Trends for Air Care
Sc Johnson Drives Premiumisation with New Glade Fragrances
Chart 20 Rhone Tech Launched Flory Gold
Spray/Aerosol Air Fresheners Remain Largest, Driven by Mood-Boosting Ingredients
Chart 21 Sc Johnson Launched Six New Glade Spray Fragrances
Private Label Gains Traction Amid Economic Pressure
Chart 22 Value Sales 2020-2030
Chart 23 Volume Sales 2020-2030
Chart 24 Value Sales by Category 2025
Value-Driven Formats Expected to Drive Growth
Middle-Eastern Scents Anticipated to Drive Premiumisation
Natural, Essential Oil-Based Diffusers Set to Increase Premiumisation among Affluent Consumers
Chart 25 Forecast Value Sales 2020-2030
Chart 26 Forecast Value Sales by Category 2025-2030
Johnson Wax (Egypt)?Co Maintains Lead as Fridal Co Gains Ground
Chart 27 Analyst Insight for Air Care
Fridal Co Becomes a Notable Emerging Player
Chart 28 Company Shares 2025
Chart 29 Brand Shares 2025
Grocery Retailers Remains Dominant, Driven by Promotions and Discounts
Retail E-Commerce Drives Growth with Convenience and Variety
Chart 30 Retail Channels 2020-2025
Chart 31 Economic Context for Air Care
Chart 32 Real GDP Growth 2020-2030
Chart 33 Inflation 2020-2030
Chart 34 Consumer Context for Air Care
Chart 35 Population 2020-2030
Chart 36 Consumer Expenditure 2020-2030
Chart 37 Population by Generation 2025
Bleach in Egypt
Key Data Insights
Clorox Drives Sales with Innovative Packaging and Pricing
Chart 38 Key Industry Trends for Bleach
Clorox Drives Sales with Innovative Packaging and Pricing
Chart 39 Clorox Renovated Its Clorox 1 L Pouch
High Inflation Fuels Demand for Value and Bulk Bleach
Chart 40 Value Sales 2020-2030
Chart 41 Volume Sales 2020-2030
Consumers Expected to Prioritise Affordable and Safe Bleach Formats
Traditional Bleach Remains Dominant Despite Emerging Alternatives
Hygiene Awareness Set to Drive Future Bleach Sales
Chart 42 Forecast Value Sales 2020-2030
Egyptian Household Cleaning Products Co Maintains Lead through Innovation
Chart 43 Company Shares 2025
Chart 44 Brand Shares 2025
Small Local Grocers Remain Dominant Distribution Channel
E-Commerce Growth Hindered by Logistical Challenges
Chart 45 Retail Channels 2020-2025
Chart 46 Economic Context for Bleach
Chart 47 Real GDP Growth 2020-2030
Chart 48 Inflation 2020-2030
Chart 49 Consumer Context for Bleach
Chart 50 Population 2020-2030
Chart 51 Consumer Expenditure 2020-2030
Chart 52 Population by Generation 2025
Dishwashing in Egypt
Key Data Insights
Inflationary Pressures Drive Consumers Towards Private Label and Dtc?Offerings
Chart 53 Key Industry Trends for Dishwashing
Inflationary Pressures Drive Consumers Towards Private Label and Dtc?Offerings
Chart 54 Hyperone Launched Its "Top Value Concentrated Dishwashing Liquid"
Automatic Dishwashing Remains Best-Performing, Driven by Increasing Dishwasher Penetration and Evolving Product Formats
Consumer Demand for Wellness-Focused Products Rises
Chart 55 Value Sales 2020-2030
Chart 56 Volume Sales 2020-2030
Chart 57 Value Sales by Category 2025
Local Brands and Private Label Expected to Drive Affordable Dishwashing Solutions
Chart 58 Analyst Insight for Dishwashing
Hand Dishwashing Set to Continue Dominating, While E-Commerce Will Present Opportunities for Automatic Dishwashing
Sustainability and Localisatisation Anticipated to Shape the Future of Dishwashing
Chart 59 Forecast Value Sales 2020-2030
Chart 60 Forecast Value Sales by Category 2025-2030
Henkel and Arma Drive Market Share Shifts through Affordability
Local Company, Arma for Soap &?Detergents, Presents New Opportunities in Dishwashing
Chart 61 Company Shares 2025
Chart 62 Brand Shares 2025
Small Local Grocers Dominate Sales with Wide Reach
E-Commerce Emerges as Fastest-Growing Channel with Premium Focus
Chart 63 Retail Channels 2020-2025
Chart 64 Economic Context for Dishwashing
Chart 65 Real GDP Growth 2020-2030
Chart 66 Inflation 2020-2030
Chart 67 Consumer Context for Dishwashing
Chart 68 Population 2020-2030
Chart 69 Consumer Expenditure 2020-2030
Chart 70 Population by Generation 2025
Home Insecticides in Egypt
Key Data Insights
Urbanisation and Pest-Increasing Climate Conditions Fuel Value Growth
Chart 71 Key Industry Trends of Home Insecticides
Urbanisation and Pest-Increasing Climate Conditions Fuel Value Growth
Spray/Aerosol Insecticides Dominate Market Share, While Electric Insecticides Gain Traction through Wellness Trends
High Population Density and Pest-Related Disease Concerns Drive Demand for Urban Pest Control
Chart 72 Value Sales 2020-2030
Chart 73 Volume Sales 2020-2030
Chart 74 Value Sales by Category 2025
Rising Urban Density Expected to Drive Growth
Spray/Aerosol Insecticides Set to Remain Dominant Format
Safer and more convenient products anticipated to shape future
Chart 75 Forecast Value Sales 2020-2030
Chart 76 Forecast Value Sales by Category 2025-2030
Johnson Wax (Egypt)?Co Maintains Lead with Extensive Distribution and Diverse Portfolio
Chart 77 Company Shares 2025
Chart 78 Brand Shares 2025
Small Local Grocers Dominate Sales with Wide Reach
E-Commerce Gains Traction for Routine Replenishment
Chart 79 Retail Channels 2020-2025
Chart 80 Economic Context for Home Insecticides
Chart 81 Real GDP Growth 2020-2030
Chart 82 Inflation 2020-2030
Chart 83 Consumer Context for Home Insecticides
Chart 84 Population 2020-2030
Chart 85 Consumer Expenditure 2020-2030
Chart 86 Population by Generation 2025
Laundry Care in Egypt
Key Data Insights
High Inflation Fuels Value Growth in Laundry Care
Chart 87 Key Industry Trends for Laundry Care
High Inflation Fuels Value Growth in Laundry Care
Chart 88 Henkel Egypt Launches “Perwoll”
Laundry Detergents Dominate Market Share, Driven by Premiumisation
Chart 89 Brands Shift to Liquid Detergents
Increased Demand for Private Label Drives Market Dynamics
Chart 90 Value Sales 2020-2030
Chart 91 Volume Sales 2020-2030
Chart 92 Value Sales by Category 2025
Affordability Concerns Slowdown Liquid Detergent Adoption
Laundry Detergents Set to Remain Largest Category, While Local Brands Leverage Traditional Channels for Growth
Economic Efficiency Drives Sustainability in Laundry Care
Chart 93 Forecast Value Sales 2020-2030
Chart 94 Forecast Value Sales by Category 2025-2030
Top Companies Maintain Their Lead Due to Premium Positioning and Wide Distribution Networks
Local Company, Alexandria Detergents & Chemicals Co, Gains From Boycott and Economic Pressures
Chart 95 Analyst Insight for Laundry Care
Chart 96 Company Shares 2025
Chart 97 Brand Shares 2025
Small Local Grocers Lead Laundry Care Sales through Convenience and Credit
E-Commerce Gains Share with Price Comparisons and Cost-Saving Strategies
Chart 98 Retail Channels 2020-2025
Chart 99 Economic Context for Laundry Care
Chart 100 Real GDP Growth 2020-2030
Chart 101 Inflation 2020-2030
Chart 102 Consumer Context for Laundry Care
Chart 103 Population 2020-2030
Chart 104 Consumer Expenditure 2020-2030
Chart 105 Population by Generation 2025
Polishes in Egypt
Key Data Insights
Stabilising Currency and Multifunctionality Drive Polish Sales
Chart 106 Key Industry Trends for Polishes
Stabilising Currency and Multifunctionality Drive Polish Sales
Shoe Polish Remains Largest Category Despite Slow Growth
Chart 107 Value Sales 2020-2030
Chart 108 Volume Sales 2020-2030
Chart 109 Value Sales by Category 2025
Shoe Polish Set to Drive Future Growth
Floor Polish Expected to Face a Structural Decline
Product Innovation Prioritising Multifunctionality and Convenience Set to Become Increasingly Significant
Chart 110 Forecast Value Sales 2020-2030
Chart 111 Forecast Value Sales by Category 2025-2030
Johnson Wax (Egypt) Co Maintains Lead through Distribution and Quality
Chart 112 Company Shares 2025
Chart 113 Brand Shares 2025
Small Local Grocers Lead Polish Distribution in Egypt
Retail E-Commerce Emerges as Fastest Growing Channel
Chart 114 Retail Channels 2020-2025
Chart 115 Economic Context for Polishes
Chart 116 Real GDP Growth 2020-2030
Chart 117 Inflation 2020-2030
Chart 118 Consumer Context for Polishes
Chart 119 Population 2020-2030
Chart 120 Consumer Expenditure 2020-2030
Chart 121 Population by Generation 2025
Surface Care in Egypt
Key Data Insights
Evolving Product Formats Drive Growth in Surface Care
Chart 122 Key Industry Trends for Surface Care
Evolving Product Formats Drive Growth in Surface Care
Chart 123 Arma Introduces Brix Concentrated Refill Pouch Multi-Purpose Cleaner
Multi-Purpose Cleaners Remain Largest Category, Driven by Multifunctionality Trend
Chart 124 Misr Pyramids Group Launches Motion All Fabrics and Surface Cleaner
Health Concerns Drive Demand for Disinfectants
Chart 125 Value Sales 2020-2030
Chart 126 Volume Sales 2020-2030
Chart 127 Value Sales by Category 2025
Consumers Anticipated to Prioritise Hygiene and Convenience
E-Commerce Expected to Emerge as a Key Distribution Channel for Value-Driven Consumers
Chart 128 Analyst Insight for Surface Care
Multi-Purpose Cleaners Set to Gain Traction
Chart 129 Forecast Value Sales 2020-2030
Chart 130 Forecast Value Sales by Category 2025-2030
Leading Companies Maintain Dominance through Innovation and Affordability
Emerging Players Capitalise on Affordability and Local Distribution
Chart 131 Company Shares 2025
Chart 132 Brand Shares 2025
Small Local Grocers Dominates Surface Care Sales
Retail E-Commerce Gains Traction in Surface Care Distribution
Chart 133 Retail Channels 2020-2025
Chart 134 Economic Context for Surface Care
Chart 135 Real GDP Growth 2020-2030
Chart 136 Inflation 2020-2030
Chart 137 Consumer Context for Surface Care
Chart 138 Population 2020-2030
Chart 139 Consumer Expenditure 2020-2030
Chart 140 Population by Generation 2025
Toilet Care in Egypt
Key Data Insights
Generic Toilet Gel Stamps Gain Traction Amid Economic Challenges
Chart 141 Key Industry Trends for Toilet Care
Generic Toilet Gel Stamps Gain Traction Amid Economic Challenges
Chart 142 Generic Toilet Gel Stamps Started Penetrating the Market
Affordability and Fragrance Drive Consumer Choices
Chart 143 Value Sales 2020-2030
Chart 144 Volume Sales 2020-2030
Chart 145 Value Sales by Category 2025
Consumers Anticipated to Prioritise Sensory Appeal in Toilet Care
Local Brands and Private Label Products Expected to Gain Market Share through Competitive Pricing
E-Commerce Anticipated to Drive Visibility for Local Toilet Care Brands
Chart 146 Forecast Value Sales 2020-2030
Chart 147 Forecast Value Sales by Category 2025-2030
Reckitt Benckiser Egypt Ltd Maintains Lead through Brand Trust and Pricing Strategy
Chart 148 Company Shares 2025
Chart 149 Brand Shares 2025
Small Local Grocers Remains Dominant in Toilet Care Sales
Retail E-Commerce Grows Steadily Despite Marginal Share
Chart 150 Retail Channels 2020-2025
Chart 151 Economic Context for Toilet Care
Chart 152 Real GDP Growth 2020-2030
Chart 153 Inflation 2020-2030
Chart 154 Consumer Context for Toilet Care
Chart 155 Population 2020-2030
Chart 156 Consumer Expenditure 2020-2030
Chart 157 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Home Care
-
-
- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
-
- Carpet Fresheners
- Odour Neutralisers
- Refrigerator Fresheners
- Waste Bin Fresheners
- Other Other Air Care
-
- Bleach
-
-
-
- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
-
- Hand Dishwashing
-
-
- Electric Insecticides
- Insecticide Baits
- Insecticide Coils
- Spray/Aerosol Insecticides
-
- Foggers/Bombs
- In-Home Insect Repellents
- Moth Proofers
- Other Other Home Insecticides
-
- Carpet Cleaners
-
- Dryer Sheets
- Liquid Fabric Softeners
-
- Colour Safe Laundry Bleach
- Fabric Fresheners
-
- In-Wash Spot and Stain Removers
- Pre-Wash Spot and Stain Removers
- Starch/Ironing Aids
- Water Softeners
-
- Blues/Bluing
- Colour Catchers
- Colour Enhancers
- Laundry Sanitiser
- Scent Booster
- Whiteners
- Other Other Laundry Aids
-
-
-
- Standard Powder Detergents
- Concentrated Powder Detergents
-
- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
-
- Standard Liquid Detergents
- Concentrated Liquid Detergents
-
-
- Standard Powder Detergents
- Standard Liquid Detergents
-
- Concentrated Powder Detergents
- Concentrated Liquid Detergents
- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
-
- Bar Detergents
- Hand Wash Detergents
- Fine Fabric Detergents
-
-
- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
-
-
-
- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
-
-
- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
-
-
- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
-
- Bathroom Cleaners
- Descalers
- Drain Openers
-
- Standard Floor Cleaners
- Wash and Wax Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
-
-
- In-Cistern Devices
-
- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
Home Care
This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.
See all of our definitions
Share:
Why buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Home Care research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!