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Home Care in Saudi Arabia

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    Report

  • 65 Pages
  • February 2024
  • Region: Saudi Arabia
  • Euromonitor International
  • ID: 2622125
Following a period of normalisation over 2021-2022, when retail volume sales of home care in Saudi Arabia declined compared to the surge witnessed in 2020 as a result of pandemic-induced home seclusion, demand for many products increased in 2023. This performance was supported by a number of factors.

The Home Care in Saudi Arabia 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.

Table of Contents

HOME CARE IN SAUDI ARABIA
EXECUTIVE SUMMARY
  • Home care in 2023: The big picture
  • 2023 key trends
  • Competitive landscape
  • Retailing developments
  • What next for home care?
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 SAUDI ARABIAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Attractive price promotions and expanding workforce support laundry care’s strength in home care
  • Players’ various strategies to encourage trials of concentrated liquid detergents
  • National dress requires specialised laundry care to ensure correct maintenance
PROSPECTS AND OPPORTUNITIES
  • Concentrated liquid detergents set for further growth as consumers become increasingly aware of this format’s benefits
  • E-commerce set to further penetrate category as players invest in online presence
  • Further exploration of sustainable laundry care solutions
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 SAUDI ARABIAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Hand dishwashing continues to dominate demand in the category
  • Increasing possession rate of dishwashers supports rising demand for automatic dishwashing products
  • Multinationals lead, while e-commerce continues to flourish
PROSPECTS AND OPPORTUNITIES
  • Further potential for automatic dishwashing, driven by increasingly busy lifestyles and penetration of women in the workforce
  • Hand dishwashing offers opportunities to explore more sustainable options
  • Potential for local brands and private label to increase presence in automatic 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 SAUDI ARABIAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Heightened hygiene awareness continues to support solid demand for surface care, but value sales remain weak
  • Strong demand for multi-purpose cleaners driven by convenience and cost savings
  • Multinational brands continue to lead surface care in Saudi Arabia
PROSPECTS AND OPPORTUNITIES
  • Further focus on promotions to drive volumes
  • Stronger potential for local brands and private label in the future
  • Players to continue to address rising consumer awareness of hygiene in the home
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 SAUDI ARABIAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Competitive price, multifunctionality and heightened hygiene awareness sustain demand for bleach
  • Bleach retains loyal consumer base, driven by older generation
  • Clorox retains its dominance in bleach
PROSPECTS AND OPPORTUNITIES
  • Despite positive outlook, eco concerns and competition will remain relevant
  • Players could look to add value through scented and non-chlorine bleach
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 SAUDI ARABIAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Toilet liquids/foam remains most popular format, supported by convenience, ease of use and competitive pricing
  • Rim blocks continues to gain ground due to multiple benefits
  • Harpic is dominant brand, supported by wide product portfolio and attractive promotions
PROSPECTS AND OPPORTUNITIES
  • Rising demand likely to result in greater competition and innovation efforts
  • Local brands may have more of an opportunity than private label to penetrate category
  • Price promotions through retailers set to dampen value sales, while e-commerce offers further growth potential
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 SAUDI ARABIAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Improving demand for shoe polish, driven by mobility and expanding workforce
  • Increasing competition from more convenient and sophisticated floor cleaners
  • Price promotions remain relevant to drive up volumes
PROSPECTS AND OPPORTUNITIES
  • Full recovery for shoe polish, despite increasingly casual dress codes
  • Lack of innovation will challenge potential for stronger value growth
  • Floor polish will be one of the weaker performers due to ongoing competition
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 SAUDI ARABIAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Air care struggles to recover from pandemic slump due to non-essential nature
  • Spray/aerosol remains dominant format of air care, driven by accessible pricing
  • International brands continue to dominate as new product development remains key
PROSPECTS AND OPPORTUNITIES
  • Positive outlook for air care as players look to innovate to drive up interest and value
  • Consumers expected to shift towards products with more natural image
  • E-commerce can help smaller, local brands gain greater visibility
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 SAUDI ARABIAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Demand remains high due to proliferation of insects in Saudi Arabia
  • Odourless options and spray format remain most demanded
  • Raid and Pif Paf remain the clear leaders as players look to expand their offer
PROSPECTS AND OPPORTUNITIES
  • Positive outlook to be driven by affordable spray/aerosol format
  • Regulations will make it challenging for smaller brands or private label to strongly penetrate the category
  • Health concerns may encourage development of more natural formulations
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