Competitive Landscape
Easy Group’S Decline Signals Market Shake-Up
Wipes in Egypt remained fairly concentrated in 2025, albeit with a declining concentration of value among the leading companies between 2020 and 2025. The largest player, Easy Group for Health & Beauty Care, held a 20% retail value share in 2025, down from 34% in 2020, while Reckitt Benckiser Egypt Ltd held 9%, down from 18% in 2020.
Easy Care Sustains Brand Lead as Local Pricing Strategy Erodes Rivals’ Shares
Despite losing share over the recent review period, the Easy Care brand has maintained its leadership by leveraging its status as the “Local Champion”, which is reflected in its ability to keep prices stable in a volatile economic context. Its “Made in Egypt” positioning resonates with budget-conscious consumers, enabling it to meet the affordability trend through extensive distribution of pocket packs and small-count wipes that meet mass-market price points.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is 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 Wipes 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.
If you're in the Wipes 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 Wipes 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 Wipes in Egypt?
- Which are the leading brands in Wipes in Egypt?
- How are products distributed in Wipes 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 Wipes products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Wipes in Egypt - Category analysis
Key Data Insights
E-Commerce Bundles Drive Value in a Price-Sensitive Environment
E-Commerce Bundles Drive Value in a Price-Sensitive Environment
Personal Wipes Maintains Lead as Multi-Purpose Solutions Replace Premium Options
Indevco Capitalises on Clean Wellness Trend with Water-Based Innovation
Talabat Mart and Noon Minutes Accelerate Impulse Purchases through Rapid Delivery
Sanita Happies and Medical-Grade Claims Build Trust and Drive Loyalty
Easy Group’S Decline Signals Market Shake-Up
Easy Care Sustains Brand Lead as Local Pricing Strategy Erodes Rivals’ Shares
Supermarkets and Hypermarkets Maintain Key Channel Places, as Offline Leaders Strengthen Their Value Positioning
Bulk Buying and Value Seeking Behaviours Drive E-Commerce Sales
Tissue and Hygiene in Egypt - Industry Overview
Hayat Kimya and Al Bardi Paper Mill Co Sae (Fine) Egypt Leverages Local Production to Overcome Import and Currency Volatility
Key Data Insights
Hayat Kimya and Al Bardi Paper Mill Co Sae (Fine) Egypt Leverages Local Production to Overcome Import and Currency Volatility
Bulk Nappy Packs and Mega-Tissue Bundles Win as Shoppers Trade Down
Subscription-Driven Value Offers Gain Traction Online
Hayat Kimya Elevates Menstrual Care with Dream Softness Innovation
Hayat Kimya and Al Bardi Paper Mill Co Sae (Fine) Egypt Accelerate Local Supply to Capture Value-Focused Shoppers
Menstrual Care Forecast to Show Strong Ongoing Growth Amid Growing Consumer Demand for Wellness Benefits
Demographic Growth Poised to Sustain Robust Sales of Nappies/Diapers/Pants
Digital Channels Poised to Reshape Consumer Expectations and Competition
Hayat Kimya Narrows the Gap as Procter & Gamble Egypt Sae’S Share Erodes
Procter & Gamble Maintains Lead through Portfolio Optimisation
Supermarkets and Hypermarkets Drive Bulk Sales through Promotions
Retail E-Commerce Expands Reach as Shoppers Seek Deals and Convenience
Country Reports Disclaimer
The following categories and subcategories are included:
Wipes
-
-
- 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
-
-
- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
-
- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
Wipes
This is the aggregation of personal wipes and household cleaning wipes
See all of our definitionsWhy 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 Wipes 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!