Home Care in the United Arab Emirates

Report
58 Pages
February 2024
Region: United Arab Emirates
Euromonitor International
ID: 2258437

In 2023, home care in the United Arab Emirates experienced notable growth in both retail value and volume terms. This growth was primarily attributable to increasing retail prices and heightened consumer demand for essential home care products, as well as latent category products, shaping the direction of market expansion.

The Home Care in United Arab Emirates market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2028 illustrate how the market is set to change.

Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.

Data coverage: Market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

Get a detailed picture of the Home Care market;
Pinpoint growth sectors and identify factors driving change;
Understand the competitive environment, the market’s major players and leading brands;
Use five-year forecasts to assess how the market is predicted to develop.

HOME CARE IN THE UNITED ARAB EMIRATES

EXECUTIVE SUMMARY

Home care in 2023: The big picture
Shift in consumers’ purchasing behaviour boosts demand for multipurpose options
Competitive landscape
Retailing developments
Price wars among players are expected to intensify amid growing inflation

MARKET INDICATORS

Table 1 Households 2018-2023

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2018-2023
Table 3 Sales of Home Care by Category: % Value Growth 2018-2023
Table 4 NBO Company Shares of Home Care: % Value 2019-2023
Table 5 LBN Brand Shares of Home Care: % Value 2020-2023
Table 6 Penetration of Private Label in Home Care by Category: % Value 2018-2023
Table 7 Distribution of Home Care by Format: % Value 2018-2023
Table 8 Distribution of Home Care by Format and Category: % Value 2023
Table 9 Forecast Sales of Home Care by Category: Value 2023-2028
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2023-2028

DISCLAIMER

SOURCES

Summary 1 Research Sources

LAUNDRY CARE IN THE UNITED ARAB EMIRATESKEY DATA FINDINGS

2023 DEVELOPMENTS

Laundry care continues to expand as concentrated liquid detergents gain traction
Unilever’s Comfort brand launches new fabric softener range
E-commerce and promotions help boost category sales

PROSPECTS AND OPPORTUNITIES

Liquid detergents offer further potential for dynamic growth and development
Shift in consumer preferences towards eco-friendly options
Multinationals set to maintain leadership amid rising competition from private label

CATEGORY INDICATORS

Table 11 Household Possession of Washing Machines 2018-2023

CATEGORY DATA

Table 12 Sales of Laundry Care by Category: Value 2018-2023
Table 13 Sales of Laundry Care by Category: % Value Growth 2018-2023
Table 14 Sales of Laundry Aids by Category: Value 2018-2023
Table 15 Sales of Laundry Aids by Category: % Value Growth 2018-2023
Table 16 Sales of Laundry Detergents by Category: Value 2018-2023
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2018-2023
Table 18 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2018-2023
Table 19 NBO Company Shares of Laundry Care: % Value 2019-2023
Table 20 LBN Brand Shares of Laundry Care: % Value 2020-2023
Table 21 NBO Company Shares of Laundry Aids: % Value 2019-2023
Table 22 LBN Brand Shares of Laundry Aids: % Value 2020-2023
Table 23 NBO Company Shares of Laundry Detergents: % Value 2019-2023
Table 24 LBN Brand Shares of Laundry Detergents: % Value 2020-2023
Table 25 Forecast Sales of Laundry Care by Category: Value 2023-2028
Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2023-2028

DISHWASHING IN THE UNITED ARAB EMIRATESKEY DATA FINDINGS

2023 DEVELOPMENTS

Promotions and discounts push volume sales of dishwashing
Rise in dishwasher ownership drives up demand for automatic dishwashing
Increasing competition between multinationals and local private label options

PROSPECTS AND OPPORTUNITIES

Players to leverage discounts and bulk deals to drive sales growth
Dishwashing additives poised for marginal growth
Potential for e-commerce to further penetrate distribution of dishwashing

CATEGORY INDICATORS

Table 27 Household Possession of Dishwashers 2017-2022

CATEGORY DATA

Table 28 Sales of Dishwashing by Category: Value 2018-2023
Table 29 Sales of Dishwashing by Category: % Value Growth 2018-2023
Table 30 NBO Company Shares of Dishwashing: % Value 2019-2023
Table 31 LBN Brand Shares of Dishwashing: % Value 2020-2023
Table 32 Forecast Sales of Dishwashing by Category: Value 2023-2028
Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2023-2028

SURFACE CARE IN THE UNITED ARAB EMIRATESKEY DATA FINDINGS

2023 DEVELOPMENTS

Price-conscious consumers seek cost-effective surface care solutions
Demand for multipurpose products surges as specialised options stagnate
Growth of window/glass cleaners is more dynamic in 2023

PROSPECTS AND OPPORTUNITIES

Local brands to remain attractive to low-income consumers
Surface care brands adapt to evolving consumer needs in the post-pandemic era
Heightened competition likely as players look to expand in the premium segment

CATEGORY DATA

Table 34 Sales of Surface Care by Category: Value 2018-2023
Table 35 Sales of Surface Care by Category: % Value Growth 2018-2023
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2018-2023
Table 37 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2018-2023
Table 38 NBO Company Shares of Surface Care: % Value 2019-2023
Table 39 LBN Brand Shares of Surface Care: % Value 2020-2023
Table 40 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2023
Table 41 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2023
Table 42 Forecast Sales of Surface Care by Category: Value 2023-2028
Table 43 Forecast Sales of Surface Care by Category: % Value Growth 2023-2028

BLEACH IN THE UNITED ARAB EMIRATESKEY DATA FINDINGS

2023 DEVELOPMENTS

Growth of bleach stabilises following pandemic-induced surge
Competitive strategies and rising popularity of private label reshape bleach
Clorox maintains dominance amidst growing competition from private label

PROSPECTS AND OPPORTUNITIES

Product innovation remains key factor driving demand among players
Consumers’ shift in preference set to subdue potential for more dynamic growth
Growing popularity of bleach pods and capsules

CATEGORY DATA

Table 44 Sales of Bleach: Value 2018-2023
Table 45 Sales of Bleach: % Value Growth 2018-2023
Table 46 NBO Company Shares of Bleach: % Value 2019-2023
Table 47 LBN Brand Shares of Bleach: % Value 2020-2023
Table 48 Forecast Sales of Bleach: Value 2023-2028
Table 49 Forecast Sales of Bleach: % Value Growth 2023-2028

TOILET CARE IN THE UNITED ARAB EMIRATESKEY DATA FINDINGS

2023 DEVELOPMENTS

Promotions and price discounts remain a key focus for category players
Hybrid working remains a catalyst for elevated demand
Local consumers seek value for money and multifunctional toilet care

PROSPECTS AND OPPORTUNITIES

Shifting consumer preference for cost-effective toilet care options
Sustainability set to take centre stage over the forecast period
Further innovation expected to boost future sales

CATEGORY DATA

Table 50 Sales of Toilet Care by Category: Value 2018-2023
Table 51 Sales of Toilet Care by Category: % Value Growth 2018-2023
Table 52 NBO Company Shares of Toilet Care: % Value 2019-2023
Table 53 LBN Brand Shares of Toilet Care: % Value 2020-2023
Table 54 Forecast Sales of Toilet Care by Category: Value 2023-2028
Table 55 Forecast Sales of Toilet Care by Category: % Value Growth 2023-2028

POLISHES IN THE UNITED ARAB EMIRATESKEY DATA FINDINGS

2023 DEVELOPMENTS

Furniture polish continues to drive category growth
Slow performance amid inflation as polishes viewed as non-essential purchases
Low furniture replacement cycles positively impact sales of furniture polish

PROSPECTS AND OPPORTUNITIES

Inflation to potentially impact stronger demand over early forecast period
Competing products threaten traditional polishes
Furniture polish to remain a stronger performer over forecast period

CATEGORY DATA

Table 56 Sales of Polishes by Category: Value 2018-2023
Table 57 Sales of Polishes by Category: % Value Growth 2018-2023
Table 58 NBO Company Shares of Polishes: % Value 2019-2023
Table 59 LBN Brand Shares of Polishes: % Value 2020-2023
Table 60 Forecast Sales of Polishes by Category: Value 2023-2028
Table 61 Forecast Sales of Polishes by Category: % Value Growth 2023-2028

AIR CARE IN THE UNITED ARAB EMIRATESKEY DATA FINDINGS

2023 DEVELOPMENTS

Price sensitivity defines consumer preferences within air care
Improving demand for electric air fresheners, albeit from a low base
Rising demand for air care through e-commerce

PROSPECTS AND OPPORTUNITIES

Air care to face increasing competition from substitute products
Greater focus on sustainability in the coming years
New product development to define air care’s competitive landscape

CATEGORY DATA

Table 62 Sales of Air Care by Category: Value 2018-2023
Table 63 Sales of Air Care by Category: % Value Growth 2018-2023
Table 64 Sales of Air Care by Fragrance: Value Ranking 2021-2023
Table 65 NBO Company Shares of Air Care: % Value 2019-2023
Table 66 LBN Brand Shares of Air Care: % Value 2020-2023
Table 67 Forecast Sales of Air Care by Category: Value 2023-2028
Table 68 Forecast Sales of Air Care by Category: % Value Growth 2023-2028

HOME INSECTICIDES IN THE UNITED ARAB EMIRATESKEY DATA FINDINGS

2023 DEVELOPMENTS

Spray/aerosol insecticides maintains stable growth as insect baits decline
Consumers seek value and efficiency when choosing home insecticides
Gradual shift towards multifunctional products for convenience and cost savings

PROSPECTS AND OPPORTUNITIES

Product diversity and significant price reductions expected to stimulate demand
Proliferation of private label expected over the forecast period
Players to innovate to meet growing demand for eco-friendly and safe products

CATEGORY DATA

Table 69 Sales of Home Insecticides by Category: Value 2018-2023
Table 70 Sales of Home Insecticides by Category: % Value Growth 2018-2023
Table 71 Sales of Spray/Aerosol Insecticides by Type: % Value 2018-2023
Table 72 NBO Company Shares of Home Insecticides: % Value 2019-2023
Table 73 LBN Brand Shares of Home Insecticides: % Value 2020-2023
Table 74 Forecast Sales of Home Insecticides by Category: Value 2023-2028
Table 75 Forecast Sales of Home Insecticides by Category: % Value Growth 2023-2028

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