상품DB//이집트 물티슈 시장현황(2014.9)

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제목	이집트 물티슈 시장현황(2014.9)
게시일	2016-03-23	국가	이집트	작성자	김주선(카이로무역관)
품목	기타
품목코드	330790 그 외 1건
작성일자: 2014.9.11 작성자: 카이로 무역관 노정민(rho@kotra.or.kr), Pakinam Awad(pakinam.kotra@gmail.com) 1. Wet Tissue Import Trend □ Import Trend  ○ Reference to the Central Agency for Public Mobilization and Statistics (CAPMAS), which based on Presidential Decree 2915 for year 1964, it is the official source for provision of data, statistics and reports, the following table illustrates the Egyptian import trend of wet tissues:  ○ Based on the official statistics, the total value of imports of the product under the HS code (3307909010) was $56,137 USD in 2013 compared to the total import volume in 2012 which was $148,248 USD. Thus, there has been a noticeable decrease by approximately 62.13% in the total value of imports from 2012 to 2013. The main countries Egypt imported from in 2013 were Germany (45.49%), United Arab Emirates (15.31%), and Spain (11.26%).  ○ South Korea was not among the top ten countries which Egypt imported from in 2013 as it only exported to Egypt with a value of $954. Moreover, South Korea did not have any export records in year 2011 and year 2012. The South Korean wet tissues are not widely imported by Egyptian companies because the prices are not as competitive as the prices of well-known brands such as Dettol, Pampers, or even Johnson’s. Besides the prices, some skin care companies said that the South Korean brands are unknown for consumers in comparison with other famous brand such as ‘Dettol’ which is imported from United Arab Emirates or ‘Sanosan’ which is imported from Germany. □ Import Price  ○ According to Dr. Sara El-Shrief, El Shrief Co. ’s Business Partner, the import price of wet tissues may differ according to many variables such as the brand, country of origin, number of tissues per pack, and the packaging wrap used for the wet tissues.  ○ However, Dr. Sara El-Shrief said that the approximate import price of twenty wet tissues may range from 15 EGP to 40 EGP or even more depending on the country of origin and the other previously mentioned variables. □ Customs Tariff Rate  ○ Reference to the Egyptian ‘Customs Tariff Book’, the customs duty rate imposed on the given HS code 330790 is 30%. 2. Wet Tissue and Mask Pack Competition Trend □ Competitive Companies that Sell Mask Packs and Wet Tissues  ○ The most competitive company that sells mask packs is Eva Cosmetics as it continued to generate strong sales in 2013. It is a key player in the beauty and personal care market, Eva Cosmetics increased its value share to 16% in 2013. The company is able to keep production costs low and has access to a wide range of distribution channels. Additionally, Eva Cosmetics has first-hand experience with the wants and needs of the Egyptian customer base and can adapt products to changing consumer trends and preferences. Besides Eva Cosmetics, the following table will illustrate the competitive companies that are handling mask packs including their rankings, brands, and market shares in year 2013:        Source: Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources  ○ Concerning wet tissues, the most competitive company is Easy Health and Beauty Care (Easy Group) as it continued to lead with a retail value share of 39% in 2013 and it is expected that it will keep leading and acquire the biggest market share among other companies. The following table will illustrate the competitive companies that are handling wet tissues including their rankings, brands, and market shares in year 2013:         Source: Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources □ Competition Status of Wet Tissues Companies  ○ The wet tissues market is cluttered with several brands that leave consumers with a wide variety of choices. The market leaders in the field of wet tissues are Easy Health and Beauty Care (Easy Group) and Sun Bright Company. Although both the leading companies, Easy Beauty and Sun Bright, are domestic producers, international companies also held a share of the category. Reckitt Benckiser, with its flagship household wipes brand, Dettol, held a share of 12% in value terms in 2013, while Procter & Gamble held a share of 2% due to its Pampers brand within baby wipes.  ○ Although private label exists in the category with a 1% value share in 2013, it remains very niche and limited to certain outlets, such as Spinneys, and to a lesser extent, Carrefour, both of which have their wipes manufactured by Easy Beauty. Private label products in Egypt and the Middle East as a whole remain more expensive than branded varieties, thus limiting their demand to higher-income consumers and expatriates who are used to buying them at home. Their limited availability and the low number of Spinneys outlets across the country also contributed to the lack of their success.  ○ To conclude, the competition status of wet tissues companies will be illustrated through the following tables; however the majority of the companies were reluctant to reveal their sales volume, export value, or even quantity as they consider it to be confidential. The detailed figures of each manufacturer are considered to be confidential; manufacturers do not feel comfortable to share such figures because they are conservative and afraid from their competitors as well.   - Easy Health And Beauty Care   - Sun Bright Company   - Reckitt Benckiser   - Procter & Gamble   - Johnson & Johnson Egypt   - Mann & Schröder GmbH   - Al Bardi Paper Mill Co. 3. Wet Tissue Distribution Trend  ○ Concerning the locally produced wet tissues, the local wet tissue manufacturers usually have their own distribution networks. These networks are capable of delivering their wet tissues from the factories or warehouses to various distribution points and reaching several retailers, supermarkets, and hypermarkets. For example, Easy Health and Beauty Care (Easy Group) has the largest distribution fleet of any company in Egypt’s wet tissue sector, with many vehicles capable of transporting its wet tissue products, enabling Easy Health and Beauty Care (Easy Group) to get its products to clients nationwide efficiently and inexpensively. Easy Health and Beauty Care (Easy Group) has its own sales and distribution team to be able to penetrate the Egyptian market and for that reason ‘Easy Care’ has acquired 39% market share.  ○ Local manufactures, including Easy Health and Beauty Care (Easy Group), Sun Bright Co., and other manufacturers, are keen to deliver their products to retailers, supermarkets, and hypermarkets because offer streamlined consumer product assortments as they offer their consumers a wide variety of products.  ○ Concerning the imported wet tissues, the foreign manufacturing companies assign Egyptian authorized agents or importers who will be responsible for distributing their products in the market. For example, Reckitt Benckiser assigned the Egyptian company ‘Alam El Dyn Trading Co.’ to be the authorized importer and hence Alam El Dyn Trading Co. is responsible for distributing Reckitt Benckiser’s branded wet tissues ‘Dettol’ to all distribution points, retailers, supermarkets, and hypermarkets. Consequently, foreign manufacturing companies usually assign authorized local Egyptian importers or even agents which have strong distribution networks to be able to reach the mass market.  ○ After examining the overview of the wet tissues’ distribution trend in Egypt, one could say that retailers, supermarkets, and hypermarkets are predominately supplied directly by the manufacturers of wet tissues using the supplier’s own transport. In some cases, this results in several deliveries being made during the same day according to the wet tissues’ manufacturing companies. Ordering of goods is not centralized, with each shop outlet sending in separate orders to suppliers and this is explained by retailers, supermarkets, and hypermarkets as being due to the high variability of demand which makes individual ordering necessary to avoid holding excess stock or losses from unsold products.  ○ To conclude, wet tissues’ importers and manufacturers suggested that the common distribution trend is that wet tissues are usually distributed through the manufacturers to other suppliers in the distribution or supply chain. The foreign manufacturers supply their wet tissues directly to the agents or importers who act as authorized distributors. Subsequently, these agents or importers approach the retailers, supermarkets, and hypermarkets to supply them with their wet tissues. Finally, the retailers, supermarkets, and hypermarkets display these wet tissues for the consumers or what so called ‘end users’. Concerning the local manufacturers, the same supply chain applies except that local manufacturers approach the retailers, supermarkets, and hypermarkets directly to supply them with their wet tissues. 4. Wet Tissues’ Regulations & Quality Certification System  ○ According to the General Organization for Export and Import Control (GOEIC), an executive body affiliated to Ministry of Trade and Industry; and works as a service provider as it aims at customer protection and maintaining the good image of Egypt worldwide through inspecting the quality of imports and exports using the most recent techniques and methods, wet tissues do not have certain regulations.  ○ Also by revising the Egyptian Import and Export Law and checking the four main inspection criteria [goods suspended from importation, products allowed to be imported as used goods, goods imported as per special conditions, and goods subject to imports quality control and their inspection fees], it was found that there is no any regulation that hinders the importation of wet tissues.  ○ Reference to the Egyptian Organization for Standardization and Quality (EOS), the competent and official body responsible for standardization activities, quality and industrial metrology aiming at increasing the competitiveness of the Egyptian products in the international and regional markets along with consumer's and environment protection, the wet wipes standard is published under standard number 4160/2005. EOS mentioned that standard number 4160/2005 is not an obligatory standard and the reference for this standard is the European standards and European directives and namely the European public safety directives.  ○ The wet wipes standard/standard number 4160/2005 includes all the requirements that must be met in wet tissues used for the purposes of refreshing and cleansing and it may be fragranced. This standard is sold for 100 EGP and it can be bought and acquired from EOS’s premises.  ○ Besides the above mentioned insights about the regulations and quality certification systems from the Egyptian designated official bodies, one of the wet tissues’ manufacturers and namely Easy Group shared its methodology and tactics to abide by the regulations and quality certification system. For quality control, Easy Group is responsible for sampling, testing and providing documented evidence that all materials and products are in compliance with predetermined specifications and are suitable for their intended use.  ○ Moreover, it is keen to be equipped with the most modern analytical instruments complying with Good Laboratory Practices (GLP) which conduct the testing in accordance with the applicable pharmacopoeias monographs (British Pharmacopeia, US Pharmacopeia) in addition to Easy Group’s full compliance to Good Manufacturing Practice (GMP).  ○ Additionally, Easy Group places the consumer in its focal concern through the application of ISO Standards for Quality & Environmental Management Systems and namely the following:   - ISO 14001 (Environmental Management System)   - ISO 9001: 2008 (Quality Management System)   - ISO 18001: 2007 (Occupational Health and Safety Management System)