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Country Report

United Arab Emirates Flag Home Care in the United Arab Emirates

| Pages: 69

Price: US$2,650

About this Report

EXECUTIVE SUMMARY

Steady growth over the review period

Current value growth remained stable within home care over the review period. Some categories reflected high growth rates like toilet care & surface care, while others, such as bleach, saw minimal growth and are expected to decline over the forecasting period. In general terms, the economy within the United Arab Emirates is on the rise and disposable income is growing, which is affording consumers the opportunity to buy niche products, and multinationals are taking advantage of this.

Consumers are shifting to more specialised products

2015 saw a shift in the purchasing behaviour of consumers. Consumers are slowly shifting away from multipurpose/all-purpose cleaning products towards more specialised ones. In general, home care is witnessing more dynamic current value growth in categories such as kitchen cleaners, bathroom cleaners, window/glass cleaners and toilet care, compared to multi-purpose cleaners, all purpose cleaning wipes and bleach. This shift is supported by stronger purchasing power, as well as more trust being placed on specialised products, which is being driven by the marketing and promotional efforts of multinationals.

Hypermarkets and supermarkets dominate distribution

With the number of hypermarkets and supermarkets outlets increasing across the country, these remain the dominant distribution channels for home care products. Most consumers still consider hypermarkets and supermarkets to be the two most convenient channels to do their home care shopping. The rising number of shopping malls has also contributed to this, as each mall or shopping centre usually has either a hypermarkets or a supermarkets store within its premises and the footfall of consumers in shopping malls is relatively high in the United Arab Emirates.

Multinationals continue to dominate the industry

Multinationals continued to hold the lion’s share of the home care industry in 2015. Procter & Gamble Gulf FZE, Reckitt Benckiser Arabia FZE, Binzagr Lever Ltd (Unilever Arabia) and Henkel Arabia for Home & Personal Care Co Ltd held a combined value share of 63% in 2015. While the share of leading player Procter & Gamble Gulf grew in 2014, due to strong investments in television and billboard advertising, it lost share in 2015 to Binzagr Lever Ltd which also invested heavily in promotional activities. However, Procter & Gamble Gulf is still the clear leader within home care in the United Arab Emirates.

Aggressive price-led competition over the review period

In 2015, the industry witnessed aggressive price-led competition between multinationals holding the largest shares within some of the major categories of home care, such as laundry care. The category grew at a slightly faster rate in volume terms than value in 2015, with the pricing of home care products likely to witness changes over the forecasting period.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Home Care industry in United Arab Emirates with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Home Care industry in United Arab Emirates, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in United Arab Emirates for free:

The Home Care in United Arab Emirates market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Home Care in United Arab Emirates?
  • What are the major brands in United Arab Emirates?
  • What is the importance of the trend towards environmentally friendly products in home care?
  • What are the main growth drivers of the home care market in United Arab Emirates?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Home Care market research database.

Table of Contents

Home Care in the United Arab Emirates - Industry Overview

EXECUTIVE SUMMARY

Steady growth over the review period

Consumers are shifting to more specialised products

Hypermarkets and supermarkets dominate distribution

Multinationals continue to dominate the industry

Aggressive price-led competition over the review period

KEY TRENDS AND DEVELOPMENTS

Population growth & economic growth positively influence sales in 2015

Consumers are shifting to more specialised home care products

Aggressive price-led competition dominating the industry

MARKET INDICATORS

  • Table 1 Households 2010-2015

MARKET DATA

  • Table 2 Sales of Home Care by Category: Value 2010-2015
  • Table 3 Sales of Home Care by Category: % Value Growth 2010-2015
  • Table 4 NBO Company Shares of Home Care: % Value 2011-2015
  • Table 5 LBN Brand Shares of Home Care: % Value 2012-2015
  • Table 6 Penetration of Private Label in Home Care by Category: % Value 2010-2015
  • Table 7 Distribution of Home Care by Format: % Value 2010-2015
  • Table 8 Distribution of Home Care by Format and Category: % Value 2015
  • Table 9 Forecast Sales of Home Care by Category: Value 2015-2020
  • Table 10 Forecast Sales of Home Care by Category: % Value Growth 2015-2020

SOURCES

  • Summary 1 Research Sources

Home Care in the United Arab Emirates - Company Profiles

Ditra Sitra (Dubai) in Home Care (United Arab Emirates)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 Ditra Sitra (Dubai) Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 3 Ditra Sitra (Dubai): Competitive Position 2015

Emke Group in Home Care (United Arab Emirates)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 4 Emke Group: Key Facts

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

  • Summary 5 Emke Group: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 6 EMKE Group: Competitive Position 2015

Procter & Gamble Gulf FZE in Home Care (United Arab Emirates)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 7 Procter & Gamble Gulf FZE: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 8 Procter & Gamble Gulf FZE: Competitive Position 2015

Reckitt Benckiser Arabia FZE in Home Care (United Arab Emirates)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 9 Reckitt Benckiser Arabia FZE: Key Facts

COMPANY BACKGROUND

COMPETITIVE POSITIONING

  • Summary 10 Reckitt Benckiser Arabia FZE: Competitive Position 2015

Transmed Overseas Inc SA in Home Care (United Arab Emirates)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 11 Transmed Overseas Inc SA: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 12 Transmed Overseas Inc: Competitive Position 2015

Air Care in the United Arab Emirates - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 11 Sales of Air Care by Category: Value 2010-2015
  • Table 12 Sales of Air Care by Category: % Value Growth 2010-2015
  • Table 13 Sales of Electric Air Fresheners by Battery Operated vs Plug-in: % Value 2010-2015
  • Table 14 Sales of Air Care by Fragrance: Value Ranking 2010-2015
  • Table 15 NBO Company Shares of Air Care: % Value 2011-2015
  • Table 16 LBN Brand Shares of Air Care: % Value 2012-2015
  • Table 17 Forecast Sales of Air Care by Category: Value 2015-2020
  • Table 18 Forecast Sales of Air Care by Category: % Value Growth 2015-2020

Bleach in the United Arab Emirates - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 19 Sales of Bleach: Value 2010-2015
  • Table 20 Sales of Bleach: % Value Growth 2010-2015
  • Table 21 NBO Company Shares of Bleach: % Value 2011-2015
  • Table 22 LBN Brand Shares of Bleach: % Value 2012-2015
  • Table 23 Forecast Sales of Bleach: Value 2015-2020
  • Table 24 Forecast Sales of Bleach: % Value Growth 2015-2020

Dishwashing in the United Arab Emirates - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 25 Household Possession of Dishwashers 2010-2015

CATEGORY DATA

  • Table 26 Sales of Dishwashing by Category: Value 2010-2015
  • Table 27 Sales of Dishwashing by Category: % Value Growth 2010-2015
  • Table 28 NBO Company Shares of Dishwashing: % Value 2011-2015
  • Table 29 LBN Brand Shares of Dishwashing: % Value 2012-2015
  • Table 30 Forecast Sales of Dishwashing by Category: Value 2015-2020
  • Table 31 Forecast Sales of Dishwashing by Category: % Value Growth 2015-2020

Home Insecticides in the United Arab Emirates - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 32 Sales of Home Insecticides by Category: Value 2010-2015
  • Table 33 Sales of Home Insecticides by Category: % Value Growth 2010-2015
  • Table 34 Sales of Spray/Aerosol Insecticides by Type: % Value 2010-2015
  • Table 35 NBO Company Shares of Home Insecticides: % Value 2011-2015
  • Table 36 LBN Brand Shares of Home Insecticides: % Value 2012-2015
  • Table 37 Forecast Sales of Home Insecticides by Category: Value 2015-2020
  • Table 38 Forecast Sales of Home Insecticides by Category: % Value Growth 2015-2020

Laundry Care in the United Arab Emirates - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 39 Household Possession of Washing Machines 2010-2015

CATEGORY DATA

  • Table 40 Sales of Laundry Care by Category: Value 2010-2015
  • Table 41 Sales of Laundry Care by Category: % Value Growth 2010-2015
  • Table 42 Sales of Laundry Aids by Category: Value 2010-2015
  • Table 43 Sales of Laundry Aids by Category: % Value Growth 2010-2015
  • Table 44 Sales of Laundry Detergents by Category: Value 2010-2015
  • Table 45 Sales of Laundry Detergents by Category: % Value Growth 2010-2015
  • Table 46 NBO Company Shares of Laundry Care: % Value 2011-2015
  • Table 47 LBN Brand Shares of Laundry Care: % Value 2012-2015
  • Table 48 NBO Company Shares of Laundry Aids: % Value 2011-2015
  • Table 49 LBN Brand Shares of Laundry Aids: % Value 2012-2015
  • Table 50 NBO Company Shares of Laundry Detergents: % Value 2011-2015
  • Table 51 LBN Brand Shares of Laundry Detergents: % Value 2012-2015
  • Table 52 Forecast Sales of Laundry Care by Category: Value 2015-2020
  • Table 53 Forecast Sales of Laundry Care by Category: % Value Growth 2015-2020

Polishes in the United Arab Emirates - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 54 Sales of Polishes by Category: Value 2010-2015
  • Table 55 Sales of Polishes by Category: % Value Growth 2010-2015
  • Table 56 NBO Company Shares of Polishes: % Value 2011-2015
  • Table 57 LBN Brand Shares of Polishes: % Value 2012-2015
  • Table 58 Forecast Sales of Polishes by Category: Value 2015-2020
  • Table 59 Forecast Sales of Polishes by Category: % Value Growth 2015-2020

Surface Care in the United Arab Emirates - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 60 Sales of Surface Care by Category: Value 2010-2015
  • Table 61 Sales of Surface Care by Category: % Value Growth 2010-2015
  • Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2010-2015
  • Table 63 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2010-2015
  • Table 64 NBO Company Shares of Surface Care: % Value 2011-2015
  • Table 65 LBN Brand Shares of Surface Care: % Value 2012-2015
  • Table 66 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2011-2015
  • Table 67 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2012-2015
  • Table 68 Forecast Sales of Surface Care by Category: Value 2015-2020
  • Table 69 Forecast Sales of Surface Care by Category: % Value Growth 2015-2020

Toilet Care in the United Arab Emirates - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 70 Sales of Toilet Care by Category: Value 2010-2015
  • Table 71 Sales of Toilet Care by Category: % Value Growth 2010-2015
  • Table 72 NBO Company Shares of Toilet Care: % Value 2011-2015
  • Table 73 LBN Brand Shares of Toilet Care: % Value 2012-2015
  • Table 74 Forecast Sales of Toilet Care by Category: Value 2015-2020
  • Table 75 Forecast Sales of Toilet Care by Category: % Value Growth 2015-2020

Segmentation

This market research report includes the following:

  • Home Care
    • Air Care
      • Candle Air Fresheners
      • Car Air Fresheners
      • Electric Air Fresheners
      • Gel Air Fresheners
      • Liquid Air Fresheners
      • Spray/Aerosol Air Fresheners
      • Other Air Care
    • Bleach
    • Dishwashing
      • Automatic Dishwashing
        • Automatic Dishwashing Liquids
        • Automatic Dishwashing Powders
        • Automatic Dishwashing Tablets
        • Dishwashing Additives
      • Hand Dishwashing
    • Home Insecticides
      • Electric Insecticides
      • Insecticide Baits
      • Insecticide Coils
      • Spray/Aerosol Insecticides
      • Other Home Insecticides
    • Laundry Care
      • Carpet Cleaners
      • Fabric Softeners
        • Dryer Sheets
        • Liquid Fabric Softeners
      • Laundry Aids
        • Colour Safe Laundry Bleach
        • Curtain Care
        • Fabric Fresheners
        • Home Dry Cleaning
        • Spot and Stain Removers
          • In-Wash Spot and Stain Removers
          • Pre-Wash Spot and Stain Removers
          • Starch/Ironing Aids
          • Water Softeners
          • Other Laundry Boosters
        • Laundry Detergents
          • Automatic Detergents
            • Powder Detergents
              • Standard Powder Detergents
              • Concentrated Powder Detergents
            • Detergent Tablets
              • Compact Powder Tablet Detergents
              • Liquid Tablet Detergents
            • Liquid Detergents
              • Standard Liquid Detergents
              • Concentrated Liquid Detergents
            • Standard Detergents
              • Standard Powder Detergents
              • Standard Liquid Detergents
            • Concentrated Detergents
              • Concentrated Powder Detergents
              • Concentrated Liquid Detergents
              • Compact Powder Tablet Detergents
              • Liquid Tablet Detergents
          • Other Detergents
            • Bar Detergents
            • Hand Wash Detergents
            • Fine Fabric Detergents
      • Polishes
        • Floor Polish
        • Furniture Polish
        • Metal Polish
        • Shoe Polish
      • Surface Care
        • Home Care Wipes and Floor Cleaning Systems
          • Dry Electro-Static Wipes
            • Starter Kits/Sweepers/Sticks (Dry Electro-Static)
            • Wipes and Refills (Dry Electro-Static)
          • Floor Cleaning Systems
            • Refills
              • Cleaning Solution
              • Refill Wipes/Pads
            • Starter Kits/Trigger Device
          • Impregnated Wet Wipes
            • All Purpose Cleaning Wipes
            • Furniture Polish Wipes
            • Toilet Care Wipes
            • Window/Glass Wipes
            • Other Impregnated Wipes
          • Starter Kits/Sweepers/Sticks (Excluding Wipes)
          • Wipes (Excluding Starter Kits/Sweepers/Sticks)
        • Bathroom Cleaners
        • Descalers
        • Drain Openers
        • Floor Cleaners
          • Standard Floor Cleaners
          • Wash and Wax Floor Cleaners
        • Home Care Disinfectants
        • Kitchen Cleaners
        • Multi-Purpose Cleaners
        • Oven Cleaners
        • Scouring Agents
        • Window/Glass Cleaners
      • Toilet Care
        • In-Cistern Devices
        • ITBs
          • Rim Blocks
          • Rim Liquids
        • Toilet Care Tablets/Powders
        • Toilet Cleaning Systems
        • Toilet Liquids

    Statistics Included

    For each category and subcategory you will receive the following data in Excel format:

    From Passport

    • Market Sizes
    • Company Shares
    • Brand Shares
    • Distribution
    • Analysis by Fragrance
    • Analysis by power source
    • Analysis by Type
    • Dishwasher Tablets by Type
    • Possession Rates
    • Pricing
    • Products by Ingredient

    Market size details:

    • Retail volume
    • Retail volume % growth
    • Retail volume per capita
    • Retail value retail selling price % growth
    • Retail value retail selling price local currency, USD, EUR, GBP, CHF, JPY
    • Retail value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
    • Retail value manufacturer selling price % growth
    • Retail value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
    • Retail value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
    • Retail volume alternative
    • Retail volume alternative % growth
    • Retail volume alternative per capita

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