Home care sales are boosted by the growing number of households due to high immigration
With economic recovery back on track in the United Arab Emirates, the home care market benefited from stronger consumer confidence and growing work opportunities, driving higher numbers of expatriates into the country. The political instability within other Middle Eastern as well as European countries also contributed to this growth. As a result, the real estate market saw a rising number of apartments and villas. Furthermore, developers recommenced construction, which was put on hold during the economic crisis in 2009.
Market leaders drive product innovation
With economic stabilisation and the growth in tourism lifting the real estate market, the leading manufacturers continued to introduce new products in home care, with growing demand for cleaning products containing scents, following the fragrances trend. One of the latest scents introduced in air care was oud, launched in electric air fresheners in the United Arab Emirates in 2013 by the leading player in this category, Reckitt Benckiser Arabia. Hence, changing consumption patterns as well as the culture of consumers being willing to try new fragrances benefited the home care market.
Procter & Gamble Gulf maintains its strong lead
Procter & Gamble Gulf managed to maintain its leading position in home care thanks to its global brands Ariel and Tide, which are well-known amongst expatriates from their home countries. The company’s strong research and development, as well as large marketing budget and wide distribution network amongst the leading grocery retail channels, maintained its strong presence, specifically in laundry care. Middle- to high-income white-collar workers are becoming more concerned about their appearance, and Ariel with Downy Concentrated targets this type of consumer. Continuous promotion also benefited the company.
Hypermarkets and supermarkets are the preferred distribution channels for home care
In the United Arab Emirates distribution continued to be dominated by hypermarkets and supermarkets in 2013, as the most popular channels to buy home care products. Most hypermarkets are in malls, and this is where consumers prefer to purchase their groceries due to the hot weather. Furthermore, with the growing number of supermarkets, due to consumers demanding more convenient forms of shopping due to their busier lifestyles, sales of home care products through these channels are expected to grow over the forecast period. Furthermore, with hypermarkets and supermarkets having wider ranges of products and more competitive prices, they are expected to gain share over the forecast period.
Continued growth expected over the forecast period
Domestic cleaners are affordable in the United Arab Emirates, and part of the cleaning culture; this is expected to benefit the home care market in the United Arab Emirates in categories such as surface care, with multipurpose cleaning products growing in popularity. In addition, rising disposable incomes and growth in immigration are expected to encourage consumers to spend more on added-value cleaning products over the forecast period.
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The Home Care in United Arab Emirates market research report includes:
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This industry report originates from Passport, our Home Care market research database.