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INDUSTRY |
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Consumer goods |
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The consumer goods market is in development in a number of Mediterranean countries, especially thanks to the increase in the standard of living of the inhabitants. The aspirations of the consumers from the South are close to those of European consumers. This market is still young and relatively unstructured in the majority of these countries and it consequently has real development potential. |
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News of the sector |
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Consumer goods
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Presentation |
The populations of these countries are very young, with a strong percentage of less than 15-year-olds. By way of example, the latter are bigger consumers of beauty products than their elders. The large international brands of cosmetics enjoy a good reputation here.
The imported product is especially enhanced by Western television broadcasts picked up thanks to satellites. The different television channels promote the Western way of life. The advertising spots have a strong impact. Western brands benefit from a powerful image and the middle classes are ready to pay the necessary amount to buy them.
Local production does not compete with imports for it is for a part of the population which cannot offer itself branded or luxury goods. Egypt and Turkey, among others, have affirmed their determination to modernise this sector. There are numerous local manufacturers and distributors who would like to make partnerships with foreign firms. Franchising, which is developed irregularly, is one of the interesting modes to be explored.
The distribution networks need modernising. This is also the case for the furniture market. Local crafts still occupy a large place. Furniture in kit is more and more sought after. Turkey and Israel are the largest furniture producers in the Near and Middle East. The games and toys sector is growing, except in those countries where the GDP per inhabitant is very low. |
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« Country » focus |
Algerian women are large consumers of cosmetic products: perfume, shampoos, make-up… On the shelves of the stores local brands are found side by side with imported goods. And the offer remains lower than the demand. Foreign investors who would like to move into this sector should privilege quality and think about the strengths of a partnership with local firms.
In Egypt, the well-off class of the population is ready to pay the price to purchase quality furniture. Imported products have a good reputation, despite their rather high price, because of heavy customs duties. This sector is developing rapidly. Accessories, in particular, represent a buoyant market. In fact, a number of local manufacturers buy them to incorporate them into their own finished products. Their objective: improve the quality of their own furniture. Elsewhere, the Egyptian government would like to see the leather sector pass from a craft industry to an industrial phase, to confront the international competition. With this in mind it has called upon foreign businesses so that they bring their know-how. The Industry Minister is looking for a partner to create a Leather Technology Centre.
The Israeli floorboard market is currently going through a strong phase of development. This product is becoming more widely available and is no longer reserved for wealthy customers. It is a highly competitive market, and international investors wishing to move into the market will need to make an effort on price, quality and after sales service. The clock and watch-making as well as jewellery markets are also developing.
The Moroccan optical market does not stop growing. In this sector, the country depends on imports for 90 % of its requirements. The import tariff barriers will disappear gradually between now and 2012.
41 % of the Syrian population is less than 15 years of age. Hence the strong potential of the toys and games market. The importing of these games and toys has only been authorised since January 2002. This liberalisation should enable the return of foreign brands to the market. A growth sector thanks to an improvement in living standards.
The Turkish furniture industry has given itself a sizeable mission: to pass from the craft stage to industrial production. To reach this objective, local manufacturers would like to make partnerships with foreign companies so as to obtain capital and benefit from know-how. As for the footwear market, it has already started its modernisation phase. The disappearance of customs duties as well as the increase in purchasing power of the inhabitants offer a number of opportunities. |
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Percentage of the less than 15-year-olds in the national population |
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