In 2018, home care in Algeria continued to post a positive performance in current value terms, as a result of the country’s expanding population and unit price increases fuelled by inflation. In addition, most categories registered positive performances in both volume terms and value terms at constant 2018 prices, thanks to increasing consumer awareness, the growing focus on hygiene and widening distribution through modern retail outlets.
Value growth remained stable within home care in 2018. Consumer sentiment remained weak amidst the rising cost of living in Algeria and economic uncertainty, which was mostly felt by the low- and middle-income segments.
Ongoing economic hardship and inflation drove sharp price rises for all products; in particular imported goods. Thus, although international brands, especially those manufactured locally, continued to dominate, the share of domestic brands continued to grow in many home care categories.
Independent small grocers continued to account for the largest share of value sales in home care in 2018, largely because these outlets are convenient for consumers, located close to residential areas. In addition, the channel enjoys a large number of outlets, wide geographic coverage and long opening hours, offering a large range of products.
Due to the uncertain economic outlook, home care is predicted to record moderate value growth at constant 2018 prices over the forecast period. Rising inflation, local currency devaluation and declining disposable incomes will push consumers to choose much cheaper products, which represents a real threat to forecast volume and value growth in home care, driving a relative slowdown at constant 2018 prices.
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