A flu scare boosts sales of commercial soap and detergent products and increases revenues, Eman Youssef reports The worldwide H1N1 flu and bird flu scare has led to strong demand for disinfectants. Recently, homes have become increasingly cluttered with task-specific cleansers, disinfecting wipes packages and soap bars. Soap products available in either bar, powder or liquid form and other detergents, as well as products such as disinfectants, can prevent spread of infection, and secure people's environment from the viruses. Amid flu warnings, sanitisers have become hot sellers and many stores have added store-within-store shops, selling hygienic paper goods, laundry and cleaning supplies. "Sales of liquid hand soap and detergents increased by 100 per cent in the past two months, and revenue from some disinfectant products increased 50 per cent," said Sayed Ahmed, a pharmacist. He also said that so far, prices are stable, but if it became expensive, consumers may not come back. "We saw really great initial sales, but we expect that to level off," Ahmed told Al-Ahram Weekly. Scientists tested the effects of common soap and detergent brands and found they can kill the virus at a minimum soap or detergent concentration of 0.1 per cent in five minutes, and almost immediately at higher concentrations. As swine flu facts and statistics have become increasingly alarming, sales of other germ-fighting products and masks are also seeing a dramatic increase. "Affected by demand for these products, overall company sales of basic goods rose by 40 per cent in April and May compared to last year," said Magdi Abbas, marketing manager for an international company importing detergents. Preferences have also begun to emerge. Housewife Rasha Samir emphasised that local cleaning wipes dry out quickly so she prefers to buy international brands. "Detergents filled a growing consumer demand for products that not only wash away germs, but eliminate those that can cause serious illness," said Ahmed, adding that convenient, disposable, time- saving and efficient products are on the rise. As lifestyle trends become increasingly hectic and fast-paced, the convenience factor is a key driver in the cleansers and detergents industry. Meanwhile, non-chemical, natural choices are emerging, such as a 100 per cent oil-based disinfectant. It is proven to kill more than 99.99 per cent of bacteria, according to Khaled Hamdi, owner of a natural herbs company. Hamdi also added that the sales of plants, which are believed to boost immune system, such as cinnamon, mint, and ginger have increased. Industry insiders agreed that despite the emphasis on wipes and detergents, household cleaning products companies are not pulling the plug on the sprays and liquid products, which continue to make up the bulk of the market. Antibacterial products have been prominent several years, but as bird flu heats up in Egypt and talk of swine flu continues to grow, consumers are more wary of germs than ever before. According to industry experts, consumers are more than willing to pay for convenience when it comes to cleaning, which explains the proliferation of wipes in the marketplace. "Egyptians should be prepared for the onslaught of swine flu," according to Ahmed. Whilst most reporting has focussed on the negative impact on the economy, there are in fact opportunities too as sales of detergents, cleansers and health supplements rose. Ashraf Ibrahim, general manager of Levant area at Unilever, the international manufacturer of cleaning products emphasised that soaps and detergents account for the largest portion of its revenues. His company will provide the market with two million tonnes of antibacterial soap. "We're struggling to keep up with demand," Abbas said, adding that everything related to eliminating bacteria is selling. "With Egypt's rising population, the domestic market for daily goods is in a difficult situation. However, the increase in health awareness could help support the market." Analysts say that disease is the greatest menace to an economy. However, they are confident that the market will eventually be able to overcome the crises.
