Algiers – Algerian companies specializing in cleaning products, hygiene solutions, and personal care items have made remarkable progress in meeting local market demands. They have also succeeded in promoting domestically produced goods in international markets.
During the Algerian Production Exhibition held at the Algiers Exhibition Center from December 19 to 28, 2024, producers showcased the strength of local manufacturing, which has outperformed foreign competitors within Algeria.
Prominent local brands were displayed at the exhibition, with a dedicated retail section offering their products. Among these brands was Eagle, which offers a wide array of products.
According to Mr. Bouchenak, the marketing director at Eagle, the company, established in 2002 in the industrial zone of Rouiba, holds a 12% share of the domestic market. It exports surplus production to Africa and Europe. “Our products meet international standards, enabling us to export to several African and European markets,” Mr. Bouchenak explained. He added that regions like Northern Belgium and the Netherlands require product labels in Flemish and English. The company plans to transition from using foreign distributors to direct distribution to strengthen its market position.
Esquirol Production SARL, founded in 2016 in Hammadi (Boumerdes), also presented its diverse range of products. The company exports to countries like France, Tunisia, Spain, Mauritania, and Libya. “Our products are highly competitive compared to European offerings,” said Ms. Chahrazed Ferhat, marketing director, highlighting the combination of affordability and quality that appeals to international consumers.
ENAD, a subsidiary of the Algerian Chemical Specialties Holding (ACS), is another key player in the cleaning and hygiene sector. Its offerings include cleaning solutions for floors and windows, disinfectants, and medical-grade alcohol. Ms. Leila Aouli, a commercial representative, attributed ENAD’s growing market presence to the restriction on imports of locally produced goods, which encouraged Algerian consumers to rediscover domestic products.
Ms. Yasmin Toubal, communications director at ACS, said ENAD’s export strategy focuses on Africa, where it already has sales points in Senegal and Mauritania. ENAD’s broader operations span industries like glass, plastic, paper products, coatings, and rubber. The company aims to increase its revenue from 30 billion DZD to 40 billion DZD by 2027, supported by an ambitious development plan.
Venus Laboratories, boasting over 41 years of experience, specializes in personal hygiene products. Ms. Nawal Benbournan, a company representative, highlighted its 15 years of export activity. Venus serves Middle Eastern markets, including Jordan, Iraq, and Saudi Arabia, as well as African countries like Tunisia, Senegal, and Madagascar. Recently, the company expanded its reach to North America to cater to the growing Algerian diaspora in Canada.
This collective success demonstrates the competitiveness of Algerian companies in producing high-quality cleaning and hygiene products, meeting both local needs and international standards.
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Author: Nor-Eleslam
