(MENAFNEditorial)
Laundry care benefited from rising disposable income levels towards the end of the review period with real disposable income per capita rising by almost 5% in 2014 over the previous year. This resulted in many mid-income consumers obtaining automatic washing machines for the first time during the review period with the household penetration of these devices rising from just 20% in 2009 to 28% in 2014. This greatly expanded the potential consumer base for standard powder detergents which remains the dominant product area in laundry care in value terms and accounted for a share of 70% in 2014.
Competitive Landscape
Henkel was the clear leader in laundry care throughout the review period and accounted for over 36% value share in 2014. The company offers a number of strong brands in this area benefiting from its acquisition of longstanding domestic brand Isis which has been present in Algerian laundry care since 1968. Isis enjoys strong customer awareness and brand loyalty further benefiting from Henkel's strong reputation for quality with this brand alone accounting for almost 23% value share in 2014 and leading overall laundry care. Henkel also offers global brand Le Chat which has a more upmarket positioning than Isis but offers affordable prices thanks to its domestic production.
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Industry Prospects
Laundry care will continue to be the dominant product area in overall home care in the forecast period and will also see the most dynamic sales growth. 8% value CAGR at constant 2014 prices will result in laundry care accounting for 73% of overall home care value in 2019. This will be due to the important role that standard powder detergents plays in a wide range of household tasks including cleaning floors surfaces and even washing dishes. Indeed standard powder detergents will continue to dominate sales of home care in the forecast period with a value share of 52% in 2019.
Report Overview
Discover the latest market trends and uncover sources of future market growth for the Laundry Care industry in Algeria with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available understand competitive threats with our detailed market analysis and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Laundry Care industry in Algeria our research will save you time and money while empowering you to make informed profitable decisions.
The Laundry Care in Algeria market research report includes:
* Analysis of key supply-side and demand trends
* Historic volumes and values company and brand market shares
* Five year forecasts of market trends and market growth
* Robust and transparent market research methodology conducted in-country
Our market research reports answer questions such as:
* What is the market size of Laundry Care in Algeria?
* What are the major brands in Algeria?
* What is the performance of concentrated liquid detergents?
* What are the main new products developments in the laundry aids area?
Reasons to Get 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
Report Table of Contents:
LAUNDRY CARE IN ALGERIA
Euromonitor International
March 2015
LIST OF CONTENTS AND TABLES
Headlines
Trends
Competitive Landscape
Prospects
Category Indicators
Table 1 Household Possession of Washing Machines 2009-2014
Category Data
Table 2 Sales of Laundry Care by Category: Value 2009-2014
Table 3 Sales of Laundry Care by Category: % Value Growth 2009-2014
Table 4 Sales of Laundry Detergents by Category: Value 2009-2014
Table 5 Sales of Laundry Detergents by Category: % Value Growth 2009-2014
Table 6 NBO Company Shares of Laundry Care: % Value 2010-2014
Table 7 LBN Brand Shares Laundry Care: % Value 2011-2014
Table 8 NBO Company Shares of Laundry Detergents: % Value 2010-2014
Table 9 LBN Brand Shares of Laundry Detergents: % Value 2011-2014
Table 10 Forecast Sales of Laundry Care by Category: Value 2014-2019
Table 11 Forecast Sales of Laundry Care by Category: % Value Growth 2014-2019
Henkel Algerie SpA in Home Care (algeria)
Strategic Direction
Key Facts
Summary 1 Henkel Algerie SPA: Key Facts
Company Background
Production
Competitive Positioning
Summary 2 Henkel Algerie SPA: Competitive Position 2014
Executive Summary
Strong Review Period Growth Linked To Rising Incomes and Urbanisation
Established Home Care Traditions Shape Sales
Henkel Benefits From Domestic Production
Modern Grocery Retailers Slowly Gaining Share
Forecast Period Set To See Ongoing Dynamism
Market Indicators
Table 12 Households 2009-2014
Market Data
Table 13 Sales of Home Care by Category: Value 2009-2014
Table 14 Sales of Home Care by Category: % Value Growth 2009-2014
Table 15 NBO Company Shares of Home Care: % Value 2010-2014
Table 16 LBN Brand Shares of Home Care: % Value 2011-2014
Table 17 Distribution of Home Care by Format: % Value 2009-2014
Table 18 Distribution of Home Care by Format and Category: % Value 2014
Table 19 Forecast Sales of Home Care by Category: Value 2014-2019
Table 20 Forecast Sales of Home Care by Category: % Value Growth 2014-2019
Sources
Summary 3 Research Sources
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