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Country Report

Home Care in the United Arab Emirates

Price: US$2,400

About this Report

EXECUTIVE SUMMARY

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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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

Home care sales are boosted by the growing number of households due to high immigration

Market leaders drive product innovation

Procter & Gamble Gulf maintains its strong lead

Hypermarkets and supermarkets are the preferred distribution channels for home care

Continued growth expected over the forecast period

KEY TRENDS AND DEVELOPMENTS

The economic uplift leads to strong sales

Product innovation expands the home care market

Growing use of consumer appliances influences the consumption of home care products

MARKET INDICATORS

  • Table 1 Households 2008-2013

MARKET DATA

  • Table 2 Sales of Home Care by Category: Value 2008-2013
  • Table 3 Sales of Home Care by Category: % Value Growth 2008-2013
  • Table 4 NBO Company Shares of Home Care: % Value 2009-2013
  • Table 5 LBN Brand Shares of Home Care: % Value 2010-2013
  • Table 6 Penetration of Private Label in Home Care by Category: % Value 2008-2013
  • Table 7 Distribution of Home Care by Format: % Value 2008-2013
  • Table 8 Distribution of Home Care by Format and Category: % Value 2013
  • Table 9 Forecast Sales of Home Care by Category: Value 2013-2018
  • Table 10 Forecast Sales of Home Care by Category: % Value Growth 2013-2018

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 2013

Emirates Wet Wipes FZCO in Home Care (United Arab Emirates)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 4 Emirates Wet Wipes FZCO: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 5 Emirates Wet Wipes FZCO: Competitive Position 2013

Emke Group in Home Care (United Arab Emirates)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 6 Emke Group: Key Facts
  • Summary 7 Emke Group: Operational Indicators

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

  • Summary 8 Emke Group: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 9 Emke Group: Competitive Position 2013

Gulf Centre for Soap & Chemical Industries LLC in Home Care (United Arab Emirates)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 10 Gulf Centre For Soap & Chemical Industries LLC: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 11 Gulf Centre for Soap & Chemical Industries LLC: Competitive Position 2013

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

STRATEGIC DIRECTION

KEY FACTS

  • Summary 12 Transmed Overseas Incorporated SA: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 13 Transmed Overseas Incorporated SA: Competitive Position 2013

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 2008-2013
  • Table 12 Sales of Air Care by Category: % Value Growth 2008-2013
  • Table 13 Sales of Electric Air Fresheners by Battery Operated vs Plug-in: % Value Breakdown 2008-2013
  • Table 14 Sales of Air Care by Fragrance: Value Ranking 2008-2013
  • Table 15 NBO Company Shares of Air Care: % Value 2009-2013
  • Table 16 LBN Brand Shares of Air Care: % Value 2010-2013
  • Table 17 Forecast Sales of Air Care by Category: Value 2013-2018
  • Table 18 Forecast Sales of Air Care by Category: % Value Growth 2013-2018

Bleach in the United Arab Emirates - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 19 Bleach by type: % value analysis 2008-2013
  • Table 20 Sales of Bleach: Value 2008-2013
  • Table 21 Sales of Bleach: % Value Growth 2008-2013
  • Table 22 NBO Company Shares of Bleach: % Value 2009-2013
  • Table 23 LBN Brand Shares of Bleach: % Value 2010-2013
  • Table 24 Forecast Sales of Bleach: Value 2013-2018
  • Table 25 Forecast Sales of Bleach: % Value Growth 2013-2018

Dishwashing in the United Arab Emirates - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 26 Household Possession of Dishwashers 2008-2013

CATEGORY DATA

  • Table 27 Sales of Dishwashing by Category: Value 2008-2013
  • Table 28 Sales of Dishwashing by Category: % Value Growth 2008-2013
  • Table 29 NBO Company Shares of Dishwashing: % Value 2009-2013
  • Table 30 LBN Brand Shares of Dishwashing: % Value 2010-2013
  • Table 31 Forecast Sales of Dishwashing by Category: Value 2013-2018
  • Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2013-2018

Home Insecticides in the United Arab Emirates - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 33 Sales of Home Insecticides by Category: Value 2008-2013
  • Table 34 Sales of Home Insecticides by Category: % Value Growth 2008-2013
  • Table 35 Sales of Spray/Aerosol Insecticides by Type: % Value Breakdown 2008-2013
  • Table 36 NBO Company Shares of Home Insecticides: % Value 2009-2013
  • Table 37 LBN Brand Shares of Home Insecticides: % Value 2010-2013
  • Table 38 Forecast Sales of Home Insecticides by Category: Value 2013-2018
  • Table 39 Forecast Sales of Home Insecticides by Category: % Value Growth 2013-2018

Laundry Care in the United Arab Emirates - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 40 Household Possession of Washing Machines 2008-2013

CATEGORY DATA

  • Table 41 Sales of Laundry Care by Category: Value 2008-2013
  • Table 42 Sales of Laundry Care by Category: % Value Growth 2008-2013
  • Table 43 Sales of Laundry Aids by Category: Value 2008-2013
  • Table 44 Sales of Laundry Aids by Category: % Value Growth 2008-2013
  • Table 45 Sales of Laundry Detergents by Category: Value 2008-2013
  • Table 46 Sales of Laundry Detergents by Category: % Value Growth 2008-2013
  • Table 47 Sales of Fabric Softeners by Standard vs Concentrated: % Value 2008-2013
  • Table 48 NBO Company Shares of Laundry Care: % Value 2009-2013
  • Table 49 LBN Brand Shares Laundry Care: % Value 2010-2013
  • Table 50 NBO Company Shares of Laundry Aids: % Value 2009-2013
  • Table 51 LBN Brand Shares of Laundry Aids: % Value 2010-2013
  • Table 52 NBO Company Shares of Laundry Detergents: % Value 2009-2013
  • Table 53 LBN Brand Shares of Laundry Detergents: % Value 2010-2013
  • Table 54 Forecast Sales of Laundry Care by Category: Value 2013-2018
  • Table 55 Forecast Sales of Laundry Care by Category: % Value Growth 2013-2018

Polishes in the United Arab Emirates - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 56 Sales of Polishes by Category: Value 2008-2013
  • Table 57 Sales of Polishes by Category: % Value Growth 2008-2013
  • Table 58 NBO Company Shares of Polishes: % Value 2009-2013
  • Table 59 LBN Brand Shares of Polishes: % Value 2010-2013
  • Table 60 Forecast Sales of Polishes by Category: Value 2013-2018
  • Table 61 Forecast Sales of Polishes by Category: % Value Growth 2013-2018

Surface Care in the United Arab Emirates - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 62 Sales of Surface Care by Category: Value 2008-2013
  • Table 63 Sales of Surface Care by Category: % Value Growth 2008-2013
  • Table 64 Sales of Household Care Wipes and Floor Cleaning Systems by Category: Value 2008-2013
  • Table 65 Sales of Household Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2008-2013
  • Table 66 NBO Company Shares of Surface Care: % Value 2009-2013
  • Table 67 LBN Brand Shares of Surface Care: % Value 2010-2013
  • Table 68 NBO Company Shares of Household Care Wipes and Floor Cleaning Systems: % Value 2009-2013
  • Table 69 LBN Brand Shares of Household Care Wipes and Floor Cleaning Systems: % Value 2010-2013
  • Table 70 Forecast Sales of Surface Care by Category: Value 2013-2018
  • Table 71 Forecast Sales of Surface Care by Category: % Value Growth 2013-2018

Toilet Care in the United Arab Emirates - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 72 Sales of Toilet Care by Category: Value 2008-2013
  • Table 73 Sales of Toilet Care by Category: % Value Growth 2008-2013
  • Table 74 NBO Company Shares of Toilet Care: % Value 2009-2013
  • Table 75 LBN Brand Shares of Toilet Care: % Value 2010-2013
  • Table 76 Forecast Sales of Toilet Care by Category: Value 2013-2018
  • Table 77 Forecast Sales of Toilet Care by Category: % Value Growth 2013-2018

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
        • Concentrated Spray/Aerosol Air Fresheners
        • Standard 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
          • Household 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
              • Wet Floor Wipes
                • Starter Kits/Sweepers/Sticks (Wet)
                • Wipes and Refills (Wet)
              • 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
          • Household Antiseptics/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 Mousse/Foam
          • 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
      • Pricing
      • Analysis by Fragrance
      • Analysis by power source
      • Analysis by Type
      • Possession Rates
      • Standard/Concentrated Fabric Softeners

      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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