Household Care in Saudi Arabia
Euromonitor International's Household 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, 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 illustrate how the market is set to change.
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Tables: 96 | Publication date: Oct 2008
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Air care; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products
Executive summary
Sales peak in 2007
Sales of household care products in Saudi Arabia continued to accelerate in 2007, registering its highest growth since 2002. Sales were largely driven by further recovery in the sales of the leading and most established sectors, namely laundry care and dishwashing products and strong advances seen in emerging sectors like toilet care and air care. Demographic factors, a booming economy, which led to healthy increase in per capita income, climatic conditions, new product launches, aggressive advertising and promotional campaigns and improved distribution, especially among modern outlets like hypermarkets, were the main contributors for this growth across all sectors of the market.
Unit prices showed little movement despite inflation
In contrast to the previous year or the early years of the review period, 2007 saw unit prices increase slightly across many product types; leading to higher growth in current value sales. Despite the hike in inflation during the late part of 2007, the growth in unit/retail prices was, however, largely curbed by growing demand and penetration for economy packs. Aggressive competition among leading companies as well as among leading retailers in this market also prevented any marked rise in retail prices.
Multinationals dominate sales and extend leadership in 2007
Saudi household care remained concentrated in the hands of multinationals, either with imported brands such as Reckitt Benckiser Arabia FZE, Brill Manitoba and SC Johnson & Son or with locally produced brands through joint-ventures or local manufacturing facilities such as Modern Products Co (joint venture with Procter & Gamble), Binzagr Lever Ltd (joint venture with Unilever Group), Abu Dawood Industrial Co (joint venture with Clorox Co) and Henkel Dac. The level of competition is very high among them, largely illustrated by the intensive activities made by all during 2007. Modern Products Co, which led sales of laundry care and dishwashing products, was the dominant and the best performing company in 2007. Other notable gainers in 2007 included also Reckitt Benckiser Arabia FZE and Henkel Dac.
Further modernisation in distribution benefits market overall
Saudi Arabia continued to witness further modernisation in distribution patterns, benefiting mainly from the strong rivalry between multinational retailers, such as Carrefour and Géant and the rapid expansion plans conducted by leading local supermarkets/hypermarkets, such as Azizia Panda and Al Othaim. This was favourable for household care in general, as these changes stimulated sales and increased the popularity of many niche products as well as mature ones. Supermarkets/hypermarkets was the dominant distribution channel in 2007, steadily increasing its retail value share throughout the review period.
Sales to improve over forecast period
Saudi household care is predicted to see a healthier CAGR in constant value terms over the forecast period than that seen over the review period. Unit prices will continue to increase gradually, yet demand will remain very dynamic in this wealthy community with rising per capita income and disposal. Over the forecast period, almost all of the Saudi population will be urbanised, and the growth in number of households will continue to outpace the population growth rate. The Saudi purchasing habits are changing year on year; therefore the retailing infrastructure is developing rapidly. These combined factors, accompanied by increased aggressive activities from multinationals, focusing mainly on products with added features, will prove highly beneficial to Saudi household care over the forecast period.
Table of contents
HOUSEHOLD CARE IN SAUDI ARABIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Sales peak in 2007
Unit prices showed little movement despite inflation
Multinationals dominate sales and extend leadership in 2007
Further modernisation in distribution benefits market overall
Sales to improve over forecast period
KEY TRENDS AND DEVELOPMENTS
Rising incomes support stronger growth
Price increases have major impact on growth
Consolidation seen amongst suppliers
Modernisation in distribution fuels the industry
MARKET INDICATORS
Table 1 Households 2002-2007
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2002-2007
Table 3 Sales of Household Care by Sector: % Value Growth 2002-2007
Table 4 Household Care Company Shares 2003-2007
Table 5 Household Care Brand Shares 2004-2007
Table 6 Penetration of Private Label by Sector 2003-2007
Table 7 Sales of Household Care by Distribution Format: % Analysis 2002-2007
Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2007
Table 9 Forecast Sales of Household Care by Sector: Value 2007-2012
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2007-2012
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - SAUDI ARABIA
ABU DAWOOD INDUSTRIAL CO - HOUSEHOLD CARE - SAUDI ARABIA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Abu Dawood Industrial Co: Key Facts
Summary 3 Abu Dawood Industrial Co: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 4 Abu Dawood Industrial Co: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 5 Abu Dawood Industrial Co: Competitive Position 2007
NATIONAL DETERGENT CO - HOUSEHOLD CARE - SAUDI ARABIA
STRATEGIC DIRECTION
KEY FACTS
Summary 6 National Detergent Co: Key Facts
Summary 7 National Detergent Co: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 8 National Detergent Co: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 9 National Detergent Co: Competitive Position 2007
NATIONAL FERTILIZER CO LTD - HOUSEHOLD CARE - SAUDI ARABIA
STRATEGIC DIRECTION
KEY FACTS
Summary 10 National Fertilizer Co Ltd: Key Facts
Summary 11 National Fertilizer Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 12 National Fertilizer Co Ltd: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 13 National Fertilizer Co Ltd: Competitive Position 2007
SAUDI INDUSTRIAL DETERGENTS CO (SIDCO) - HOUSEHOLD CARE - SAUDI ARABIA
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Saudi Industrial Detergents Co (Sidco): Key Facts
Summary 15 Saudi Industrial Detergents Co (Sidco): Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 16 Saudi Industrial Detergents Co (Sidco): Production Statistics 2007
COMPETITIVE POSITIONING
Summary 17 Saudi Industrial Detergents Co (Sidco): Competitive Position 2006
WAFIR FACTORY FOR INDUSTRIAL DETERGENTS - HOUSEHOLD CARE - SAUDI ARABIA
STRATEGIC DIRECTION
KEY FACTS
Summary 18 Wafir Factory For Industrial Detergents: Key Facts
Summary 19 Wafir Factory For Industrial Detergents: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 20 Wafir Factory For Industrial Detergents: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 21 Wafir Factory For Industrial Detergents: Competitive Position 2007
LAUNDRY CARE IN SAUDI ARABIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 11 Household Penetration of Washing Machines 2002-2007
SECTOR DATA
Table 12 Sales of Laundry Care by Subsector: Value 2002-2007
Table 13 Sales of Laundry Care by Subsector: % Value Growth 2002-2007
Table 14 Sales of Laundry Detergents by Type: Value 2002-2007
Table 15 Sales of Laundry Detergents by Type: % Value Growth 2002-2007
Table 16 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2007
Table 17 Sales of Laundry Aids by Type: Value 2002-2007
Table 18 Sales of Laundry Aids by Type: % Value Growth 2002-2007
Table 19 Laundry Care Company Shares 2003-2007
Table 20 Laundry Care Brand Shares 2004-2007
Table 21 Laundry Detergents Company Shares 2003-2007
Table 22 Laundry Detergents Brand Shares 2004-2007
Table 23 Laundry Aids Company Shares 2003-2007
Table 24 Laundry Aids Brand Shares 2004-2007
Table 25 Forecast Sales of Laundry Care by Subsector: Value 2007-2012
Table 26 Forecast Sales of Laundry Care by Subsector: % Value Growth 2007-2012
DISHWASHING PRODUCTS IN SAUDI ARABIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 27 Household Penetration of Dishwashers 2002-2007
SECTOR DATA
Table 28 Sales of Dishwashing Products by Subsector: Value 2002-2007
Table 29 Sales of Dishwashing Products by Subsector: % Value Growth 2002-2007
Table 30 Dishwashing Products Company Shares 2003-2007
Table 31 Dishwashing Products Brand Shares 2004-2007
Table 32 Forecast Sales of Dishwashing Products by Subsector: Value 2007-2012
Table 33 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2007-2012
SURFACE CARE IN SAUDI ARABIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 34 Sales of Surface Care by Subsector: Value 2002-2007
Table 35 Sales of Surface Care by Subsector: % Value Growth 2002-2007
Table 36 Sales of Wipes by Type: Value 2002-2007
Table 37 Sales of Wipes by Type: % Value Growth 2002-2007
Table 38 Surface Care Company Shares 2003-2007
Table 39 Surface Care Brand Shares 2004-2007
Table 40 Wipes Company Shares 2003-2007
Table 41 Wipes Brand Shares 2004-2007
Table 42 Forecast Sales of Surface Care by Subsector: Value 2007-2012
Table 43 Forecast Sales of Surface Care by Subsector: % Value Growth 2007-2012
CHLORINE BLEACH IN SAUDI ARABIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Sales of Chlorine Bleach: Value 2002-2007
Table 45 Sales of Chlorine Bleach: % Value Growth 2002-2007
Table 46 Chlorine Bleach Company Shares 2003-2007
Table 47 Chlorine Bleach Brand Shares 2004-2007
Table 48 Forecast Sales of Chlorine Bleach: Value 2007-2012
Table 49 Forecast Sales of Chlorine Bleach: % Value Growth 2007-2012
TOILET CARE PRODUCTS IN SAUDI ARABIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 50 Sales of Toilet Care Products by Subsector: Value 2002-2007
Table 51 Sales of Toilet Care Products by Subsector: % Value Growth 2002-2007
Table 52 Toilet Care Products Company Shares 2003-2007
Table 53 Toilet Care Products Brand Shares 2004-2007
Table 54 Forecast Sales of Toilet Care Products by Subsector: Value 2007-2012
Table 55 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2007-2012
POLISHES IN SAUDI ARABIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 56 Sales of Polishes by Subsector: Value 2002-2007
Table 57 Sales of Polishes by Subsector: % Value Growth 2002-2007
Table 58 Polishes Company Shares 2003-2007
Table 59 Polishes Brand Shares 2004-2007
Table 60 Forecast Sales of Polishes by Subsector: Value 2007-2012
Table 61 Forecast Sales of Polishes by Subsector: % Value Growth 2007-2012
AIR CARE IN SAUDI ARABIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 62 Sales of Air Care by Subsector: Value 2002-2007
Table 63 Sales of Air Care by Subsector: % Value Growth 2002-2007
Table 64 Air Care Fragrances Rankings by Value 2006-2007
Table 65 Air Care Company Shares 2003-2007
Table 66 Air Care Brand Shares 2004-2007
Table 67 Forecast Sales of Air Care by Subsector: Value 2007-2012
Table 68 Forecast Sales of Air Care by Subsector: % Value Growth 2007-2012
INSECTICIDES IN SAUDI ARABIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 69 Sales of Insecticides by Subsector: Value 2002-2007
Table 70 Sales of Insecticides by Subsector: % Value Growth 2002-2007
Table 71 Spray Insecticides by Type: %Value Breakdown 2006-2007
Table 72 Insecticides Company Shares 2003-2007
Table 73 Insecticides Brand Shares 2004-2007
Table 74 Forecast Sales of Insecticides by Subsector: Value 2007-2012
Table 75 Forecast Sales of Insecticides by Subsector: % Value Growth 2007-2012