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: 95 | Publication date: Jul 2007
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
Saudi Household Care Performs Best in 2006: Value Sales Up
Saudi household care showed its highest growth of the review period in 2006 when value sales peaked. The growth rate exceeded the average growth rate demonstrated over the review period, when sales showed frequent price wars in the largest sector of the market – laundry care. Saudi's booming economy was accompanied by a significant increase in per capita income and disposal, and there was stability in unit prices across the majority of the sectors. New product development appeared to be a very dynamic process during the year, with increased spending on advertising, particularly from multinationals. All of this combined with continual development in distribution patterns contributed to the very healthy performance in household care.
Insecticides Boom Due to Dengue Fever Outbreak: Toilet Care, Air Care and Surface Care Continue Their Healthy Growth Due to Innovations
Insecticides was the most dynamic household care sector in 2006. Sales peaked as a result of the widespread outbreak of dengue fever that is transmitted by mosquitoes. The government advised people to put protective meshes on windows and use insecticides to reduce the possibility of being bitten by an infected mosquito. This led to a sharp increase in demand for electric insecticides that mainly aim to kill mosquitoes. There was also demand for spray/aerosol insecticides.
Sales of toilet care, air care and surface care products continued growing very healthily in 2006. This was driven mainly by many new innovations introduced by multinational companies. Key launches included Harpic Power Plus in toilet care; Jif Spray, Pril Spray, Fairy Grease Cleaner Spray, Easy-Off Bam and Pledge in surface care; and Air Wick Freshmatic X-press, Dettol Neutri-Air, Glade Circul'air and Glade Wisp in air care.
Multinationals Extend Leadership and Continue to Gain Share Over Locals
The Saudi household care market remained relatively concentrated. This was characterised by very aggressive competition among the leading international companies with local manufacturing facilities such as Modern Products Co (The Procter & Gamble Co), Binzagr Lever Ltd (Unilever Arabia), Henkel Dac (Henkel KGaA) and Saudi Johnson Co Ltd (SC Johnson & Son Inc) or with importers, such as Reckitt Benckiser Plc. In 2006, Modern Products was able to extend its leading position in Saudi household care, as it was the most active company in terms of new product launches, advertising and promotions.
Booming Supermarkets/Hypermarkets' Channel Benefits Market Overall
There were dramatic changes within the Saudi retail environment in 2006, following the strong rival of multinational retailers, such as Carrefour and Géant. These were accompanied by rapid expansion plans among 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 2006, steadily increasing its retail value share throughout the review period.
Future Sales to Increase at Healthier Rate
Saudi household care is predicted to see a slightly healthier CAGR in constant value terms over the forecast period than the current over the review period. No further decline is predicted in unit prices of any product except chlorine bleach. Over the next five years, almost all of the Saudi population will be urbanised, and the high per capita income of most Saudis will increase. The Saudi population is very young; therefore the retailing infrastructure is developing rapidly. These combined factors, accompanied by increased aggressive activities from multinationals, will prove highly beneficial to Saudi household care over the forecast period.
Table of contents
HOUSEHOLD CARE IN SAUDI ARABIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Saudi Household Care Performs Best in 2006: Value Sales Up
Insecticides Boom Due to Dengue Fever Outbreak: Toilet Care, Air Care and Surface Care Continue Their Healthy Growth Due to Innovations
Multinationals Extend Leadership and Continue to Gain Share Over Locals
Booming Supermarkets/Hypermarkets' Channel Benefits Market Overall
Future Sales to Increase at Healthier Rate
KEY TRENDS AND DEVELOPMENTS
Stronger Economy and Further Increase in Per Capita Income Accelerates Growth Across Many Sectors, Despite Approaching Maturity
Unit Prices Almost Stabilise Across All Sectors Except Chlorine Bleach
Demographic Factors and Rapid Urbanisation Benefit Overall Household Care
Spending on New Product Development Boosts Sales Across Many Sectors
International Companies Extend Leadership
Private Label Continues to Progress
Booming Supermarkets/Hypermarkets Proves Favourite in Household Care
MARKET INDICATORS
Table 1 Households 2001-2006
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2001-2006
Table 3 Sales of Household Care by Sector: % Value Growth 2001-2006
Table 4 Household Care Company Shares 2002-2006
Table 5 Household Care Brand Shares 2003-2006
Table 6 Penetration of Private Label by Sector 2002-2006
Table 7 Sales of Household Care by Distribution Format: % Analysis 2001/2006
Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2006
Table 9 Forecast Sales of Household Care by Sector: Value 2006-2011
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2006-2011
DEFINITIONS
LOCAL COMPANY PROFILES - SAUDI ARABIA
ABU DAWOOD INDUSTRIAL CO - HOUSEHOLD CARE - SAUDI ARABIA
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Abu Dawood Industrial Co: Key Facts
Summary 2 Abu Dawood Industrial Co: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
Summary 3 Abu Dawood Industrial Co: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 4 Abu Dawood Industrial Co: Competitive Position 2006
NATIONAL DETERGENT CO - HOUSEHOLD CARE - SAUDI ARABIA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 National Detergent Co: Key Facts
Summary 6 National Detergent Co: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
Summary 7 National Detergent Co: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 8 National Detergent Co: Competitive Position 2006
NATIONAL FERTILIZER CO LTD - HOUSEHOLD CARE - SAUDI ARABIA
STRATEGIC DIRECTION
KEY FACTS
Summary 9 National Fertilizer Co Ltd: Key Facts
Summary 10 National Fertilizer Co Ltd: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
Summary 11 National Fertilizer Co Ltd: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 12 National Fertilizer Co Ltd: Competitive Position 2006
SAUDI INDUSTRIAL DETERGENTS CO (SIDCO) - HOUSEHOLD CARE - SAUDI ARABIA
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Saudi Industrial Detergents Co (Sidco): Key Facts
Summary 14 Saudi Industrial Detergents Co (Sidco): Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
Summary 15 Saudi Industrial Detergents Co (Sidco): Production Statistics 2006
COMPETITIVE POSITIONING
Summary 16 Saudi Industrial Detergents Co (Sidco): Competitive Position 2006
WAFIR FACTORY FOR INDUSTRIAL DETERGENTS - HOUSEHOLD CARE - SAUDI ARABIA
STRATEGIC DIRECTION
KEY FACTS
Summary 17 Wafir Factory For Industrial Detergents: Key Facts
Summary 18 Wafir Factory For Industrial Detergents: Operational Indicators 2004-2006
COMPANY BACKGROUND
PRODUCTION
Summary 19 Wafir Factory For Industrial Detergents: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 20 Wafir Factory For Industrial Detergents: Competitive Position 2006
LAUNDRY CARE IN SAUDI ARABIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 11 Household Penetration of Washing Machines 2001-2006
SECTOR DATA
Table 12 Sales of Laundry Care by Subsector: Value 2001-2006
Table 13 Sales of Laundry Care by Subsector: % Value Growth 2001-2006
Table 14 Sales of Laundry Detergents by Type: Value 2001-2006
Table 15 Sales of Laundry Detergents by Type: % Value Growth 2001-2006
Table 16 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2006
Table 17 Sales of Laundry Aids by Type: Value 2001-2006
Table 18 Sales of Laundry Aids by Type: % Value Growth 2001-2006
Table 19 Laundry Care Company Shares 2002-2006
Table 20 Laundry Care Brand Shares 2003-2006
Table 21 Laundry Detergents Company Shares 2002-2006
Table 22 Laundry Detergents Brand Shares 2003-2006
Table 23 Laundry Aids Company Shares 2002-2006
Table 24 Laundry Aids Brand Shares 2003-2006
Table 25 Forecast Sales of Laundry Care by Subsector: Value 2006-2011
Table 26 Forecast Sales of Laundry Care by Subsector: % Value Growth 2006-2011
DISHWASHING PRODUCTS IN SAUDI ARABIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 27 Household Penetration of Dishwashers 2001-2006
SECTOR DATA
Table 28 Sales of Dishwashing Products by Subsector: Value 2001-2006
Table 29 Sales of Dishwashing Products by Subsector: % Value Growth 2001-2006
Table 30 Dishwashing Products Company Shares 2002-2006
Table 31 Dishwashing Products Brand Shares 2003-2006
Table 32 Forecast Sales of Dishwashing Products by Subsector: Value 2006-2011
Table 33 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2006-2011
SURFACE CARE IN SAUDI ARABIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 34 Sales of Surface Care by Subsector: Value 2001-2006
Table 35 Sales of Surface Care by Subsector: % Value Growth 2001-2006
Table 36 Sales of Wipes by Type: Value 2001-2006
Table 37 Sales of Wipes by Type: % Value Growth 2001-2006
Table 38 Surface Care Company Shares 2002-2006
Table 39 Surface Care Brand Shares 2003-2006
Table 40 Wipes Company Shares 2002-2006
Table 41 Wipes Brand Shares 2003-2006
Table 42 Forecast Sales of Surface Care by Subsector: Value 2006-2011
Table 43 Forecast Sales of Surface Care by Subsector: % Value Growth 2006-2011
CHLORINE BLEACH IN SAUDI ARABIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Sales of Chlorine Bleach: Value 2001-2006
Table 45 Sales of Chlorine Bleach: % Value Growth 2001-2006
Table 46 Chlorine Bleach by Type: % Value Analysis 2005-2006
Table 47 Chlorine Bleach Company Shares 2002-2006
Table 48 Chlorine Bleach Brand Shares 2003-2006
Table 49 Forecast Sales of Chlorine Bleach: Value 2006-2011
Table 50 Forecast Sales of Chlorine Bleach: % Value Growth 2006-2011
TOILET CARE PRODUCTS IN SAUDI ARABIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 51 Sales of Toilet Care Products by Subsector: Value 2001-2006
Table 52 Sales of Toilet Care Products by Subsector: % Value Growth 2001-2006
Table 53 Toilet Care Products Company Shares 2002-2006
Table 54 Toilet Care Products Brand Shares 2003-2006
Table 55 Forecast Sales of Toilet Care Products by Subsector: Value 2006-2011
Table 56 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2006-2011
POLISHES IN SAUDI ARABIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 57 Sales of Polishes by Subsector: Value 2001-2006
Table 58 Sales of Polishes by Subsector: % Value Growth 2001-2006
Table 59 Polishes Company Shares 2002-2006
Table 60 Polishes Brand Shares 2003-2006
Table 61 Forecast Sales of Polishes by Subsector: Value 2006-2011
Table 62 Forecast Sales of Polishes by Subsector: % Value Growth 2006-2011
AIR CARE IN SAUDI ARABIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 63 Sales of Air Care by Subsector: Value 2001-2006
Table 64 Sales of Air Care by Subsector: % Value Growth 2001-2006
Table 65 Leading Fragrances for Air Care 2006
Table 66 Air Care Company Shares 2002-2006
Table 67 Air Care Brand Shares 2003-2006
Table 68 Forecast Sales of Air Care by Subsector: Value 2006-2011
Table 69 Forecast Sales of Air Care by Subsector: % Value Growth 2006-2011
INSECTICIDES IN SAUDI ARABIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 70 Sales of Insecticides by Subsector: Value 2001-2006
Table 71 Sales of Insecticides by Subsector: % Value Growth 2001-2006
Table 72 Insecticides Company Shares 2002-2006
Table 73 Insecticides Brand Shares 2003-2006
Table 74 Forecast Sales of Insecticides by Subsector: Value 2006-2011
Table 75 Forecast Sales of Insecticides by Subsector: % Value Growth 2006-2011