Household Care in the United Arab Emirates
Euromonitor International's Household Care in the 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, 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: 69 | Publication date: Nov 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
Rising unit prices leads to strong value growth
The household care market as a whole witnessed healthy growth in 2007 in value terms, thanks to rising unit prices across most categories. Increasing penetration of added value products, the introduction of more premium and sophisticated variants, as well as rising production costs, all of which were reflected in retail prices, resulted in an overall upward fluctuation in unit prices. Positive volume growth in most categories further enhanced the performance of the overall market. Nonetheless, many companies absorbed the bulk of the price increases, leaving only a small increase to be passed on to consumers.
Premiumisation and convenience drive sales
With increasing disposable incomes, premiumisation was the key trend in the UAE in 2007. More companies focused on launching added value variants in order to benefit from the fact that people were willing to spend more. Convenience was another area of focus. As people needed to spend more time at work, the amount of effort they were willing to put into household tasks was declining. As a result, the overall trend in 2007 was the launch of more convenient formats and premium brands to satisfy rising disposable incomes.
Multinationals dominate sales
Procter & Gamble Gulf FZE remained the market leader in 2007, with an increase in its overall market share of one percentage point. The company owes its leadership to the performance of its well established Ariel and Tide brands within laundry care, and Fairy in dishwashing products, which are the biggest categories within the household care market. The second position in the rankings was held by Henkel Dac, followed by Binzagr Lever Ltd (Unilever Arabia) and Reckitt Benckiser Plc. Multinationals in general dominated the market, with only a small number of local and regional players, namely Citra Ditra (Dubai), Abu Dawood Industrial Co and Gulf Centre for Soap & Chemical Industries LLC being the most prominent of these players.
Discounters remains the key distribution channel
Discounters was the key distribution channel for household care products in the UAE in 2007, followed by supermarkets/hypermarkets. Both channels slightly increased their penetration in 2007. Non-store retailing is still not available in the region, as people find it more convenient to do household shopping through grocery retailers, which are abundant across the country. Nevertheless, trends favour bigger retailers, given that independent small grocers and convenience stores lost ground for a further year, due to the ability of larger outlets to conduct strong in-store promotions.
Value growth to continue over the forecast period
Although at a slower rate compared with the review period, the market for household care products will continue to register positive constant value growth over the forecast period. This is mainly because prices will continue to see positive growth, and premiumisation will become more evident, given the overall expected rise in disposable incomes. However, as many categories will be reaching maturity, volume sales will slow down; hence in the forecast five years, average volume growth will not be as high as during the review period.
Table of contents
HOUSEHOLD CARE IN THE UNITED ARAB EMIRATES : MARKET INSIGHT
EXECUTIVE SUMMARY
Rising unit prices leads to strong value growth
Premiumisation and convenience drive sales
Multinationals dominate sales
Discounters remains the key distribution channel
Value growth to continue over the forecast period
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
Sources
Summary 1 Research Sources
LAUNDRY CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 11 Sales of Laundry Care by Subsector: Value 2002-2007
Table 12 Sales of Laundry Care by Subsector: % Value Growth 2002-2007
Table 13 Sales of Laundry Detergents by Type: Value 2002-2007
Table 14 Sales of Laundry Detergents by Type: % Value Growth 2002-2007
Table 15 Sales of Laundry Aids by Type: Value 2002-2007
Table 16 Sales of Laundry Aids by Type: % Value Growth 2002-2007
Table 17 Laundry Care Company Shares 2003-2007
Table 18 Laundry Care Brand Shares 2004-2007
Table 19 Laundry Detergents Company Shares 2003-2007
Table 20 Laundry Detergents Brand Shares 2004-2007
Table 21 Laundry Aids Company Shares 2003-2007
Table 22 Laundry Aids Brand Shares 2004-2007
Table 23 Forecast Sales of Laundry Care by Subsector: Value 2007-2012
Table 24 Forecast Sales of Laundry Care by Subsector: % Value Growth 2007-2012
DISHWASHING PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 25 Sales of Dishwashing Products by Subsector: Value 2002-2007
Table 26 Sales of Dishwashing Products by Subsector: % Value Growth 2002-2007
Table 27 Dishwashing Products Company Shares 2003-2007
Table 28 Dishwashing Products Brand Shares 2004-2007
Table 29 Forecast Sales of Dishwashing Products by Subsector: Value 2007-2012
Table 30 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2007-2012
SURFACE CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 31 Sales of Surface Care by Subsector: Value 2002-2007
Table 32 Sales of Surface Care by Subsector: % Value Growth 2002-2007
Table 33 Surface Care Company Shares 2003-2007
Table 34 Surface Care Brand Shares 2004-2007
Table 35 Forecast Sales of Surface Care by Subsector: Value 2007-2012
Table 36 Forecast Sales of Surface Care by Subsector: % Value Growth 2007-2012
CHLORINE BLEACH
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 37 Sales of Chlorine Bleach: Value 2002-2007
Table 38 Sales of Chlorine Bleach: % Value Growth 2002-2007
Table 39 Chlorine Bleach Company Shares 2003-2007
Table 40 Chlorine Bleach Brand Shares 2004-2007
Table 41 Forecast Sales of Chlorine Bleach: Value 2007-2012
Table 42 Forecast Sales of Chlorine Bleach: % Value Growth 2007-2012
TOILET CARE PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 43 Sales of Toilet Care Products by Subsector: Value 2002-2007
Table 44 Sales of Toilet Care Products by Subsector: % Value Growth 2002-2007
Table 45 Toilet Care Products Company Shares 2003-2007
Table 46 Toilet Care Products Brand Shares 2004-2007
Table 47 Forecast Sales of Toilet Care Products by Subsector: Value 2007-2012
Table 48 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2007-2012
POLISHES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 49 Sales of Polishes by Subsector: Value 2002-2007
Table 50 Sales of Polishes by Subsector: % Value Growth 2002-2007
Table 51 Polishes Company Shares 2003-2007
Table 52 Polishes Brand Shares 2004-2007
Table 53 Forecast Sales of Polishes by Subsector: Value 2007-2012
Table 54 Forecast Sales of Polishes by Subsector: % Value Growth 2007-2012
AIR CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 55 Sales of Air Care by Subsector: Value 2002-2007
Table 56 Sales of Air Care by Subsector: % Value Growth 2002-2007
Table 57 Air Care Company Shares 2003-2007
Table 58 Air Care Brand Shares 2004-2007
Table 59 Forecast Sales of Air Care by Subsector: Value 2007-2012
Table 60 Forecast Sales of Air Care by Subsector: % Value Growth 2007-2012
INSECTICIDES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 61 Sales of Insecticides by Subsector: Value 2002-2007
Table 62 Sales of Insecticides by Subsector: % Value Growth 2002-2007
Table 63 Insecticides Company Shares 2003-2007
Table 64 Insecticides Brand Shares 2004-2007
Table 65 Forecast Sales of Insecticides by Subsector: Value 2007-2012
Table 66 Forecast Sales of Insecticides by Subsector: % Value Growth 2007-2012
DITRA SITRA (DUBAI)
Strategic Direction
Key Facts
Summary 2 Ditra Sitra (Dubai): Key Facts
Company Background
Production
Competitive Positioning
Summary 3 Ditra Sitra (Dubai): Competitive Position 2007