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Country Report

United Arab Emirates Flag Home Care in the United Arab Emirates

| Pages: 71

Price: US$2,650

About this Report

EXECUTIVE SUMMARY

Sales maintained strong growth over the last five years

Growth remained strong over the review period, boosted by a number of factors including the novelty factor that saw many niche categories record high growth rates such as car air fresheners, automatic dishwashing and polishes, among others. This was coupled with a recovering economy during the years after 2011 when disposable income rose significantly in the country, thus allowing consumers to buy niche, highly-priced products.

An influx of expatriates pushes growth in 2014

2014 saw a strong and continued influx of both Arab expatriates, fleeing political unrest in neighbouring countries and Western expatriates keen on taking advantage of the favourable economic conditions in the country. This, in turn, led to growing demand for home care products in general as well as for specialist products, including bathroom cleaners, kitchen cleaners and window/glass cleaners as expatriates tend to divert away from the common local custom of using bleach for all household cleaning practices.

Multinationals continue to dominate and private label loses share

Multinationals continued to hold the lion’s share of the market in 2014 with Procter & Gamble Gulf FZE, Reckitt Benckiser Arabia FZE, Binzagr Lever Ltd (Unilever Arabia) and Transmed Overseas Inc SA holding over 50% share. While the share of Procter & Gamble Gulf FZE, the leader, grew in 2014 due to high investments in TV and billboard advertising coupled with strong brand recognition that it enjoys, the share of private label manufacturers, including MAF Hypermarkets and Emke Group fell as higher disposable income prompted consumers to trade up to more premium branded products.

Hypermarkets and supermarkets dominate distribution

Hypermarkets and supermarkets continued to see their outlet numbers increase across the country in line with the rising number of shopping malls as each usually has either a hypermarket or a supermarket within its premises. The wide variety of products found in modern retailers compared to traditional ones in addition to the growing demand for value-added and sophisticated products only found in modern retailers, pushed demand through this channel in 2014.

Healthy growth expected over the forecast period

Growth is expected to remain positive over the forecast period in line with a growing population fuelled by an expected influx of Western and Arab expatriates to the country as the economy continues to boom prior to the Expo2020 and political unrest shows no slowing down in the region. Rising disposable income will also fuel growth of value-added and specialised products, both of which will be further strengthened by manufacturer launches of new value-added products, especially larger ones such as Procter & Gamble Gulf FZE.

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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

Sales maintained strong growth over the last five years

An influx of expatriates pushes growth in 2014

Multinationals continue to dominate and private label loses share

Hypermarkets and supermarkets dominate distribution

Healthy growth expected over the forecast period

KEY TRENDS AND DEVELOPMENTS

Strong economic performance positively influences sales in 2014

Rising demand for specialist products fuelled by growth in supply

An influx of expatriates moving to the country creates a larger pool of consumers

MARKET INDICATORS

  • Table 1 Households 2009-2014

MARKET DATA

  • Table 2 Sales of Home Care by Category: Value 2009-2014
  • Table 3 Sales of Home Care by Category: % Value Growth 2009-2014
  • Table 4 NBO Company Shares of Home Care: % Value 2010-2014
  • Table 5 LBN Brand Shares of Home Care: % Value 2011-2014
  • Table 6 Penetration of Private Label in Home Care by Category: % Value 2009-2014
  • Table 7 Distribution of Home Care by Format: % Value 2009-2014
  • Table 8 Distribution of Home Care by Format and Category: % Value 2014
  • Table 9 Forecast Sales of Home Care by Category: Value 2014-2019
  • Table 10 Forecast Sales of Home Care by Category: % Value Growth 2014-2019

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 2014

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 2014

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 2014

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

STRATEGIC DIRECTION

KEY FACTS

  • Summary 10 Procter & Gamble Gulf FZE: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 11 Procter & Gamble Gulf FZE: Competitive Position 2014

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

STRATEGIC DIRECTION

KEY FACTS

  • Summary 12 Transmed Overseas Inc SA: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 13 Transmed Overseas Inc: Competitive Position 2014

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 2009-2014
  • Table 12 Sales of Air Care by Category: % Value Growth 2009-2014
  • Table 13 Sales of Electric Air Fresheners by Battery Operated vs Plug-in: % Value Breakdown 2009-2014
  • Table 14 Sales of Air Care by Fragrance: Value Ranking 2009-2014
  • Table 15 NBO Company Shares of Air Care: % Value 2010-2014
  • Table 16 LBN Brand Shares of Air Care: % Value 2011-2014
  • Table 17 Forecast Sales of Air Care by Category: Value 2014-2019
  • Table 18 Forecast Sales of Air Care by Category: % Value Growth 2014-2019

Bleach in the United Arab Emirates - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Summary 14 Bleach by Type: % Value Analysis 2009-2014
  • Table 19 Sales of Bleach: Value 2009-2014
  • Table 20 Sales of Bleach: % Value Growth 2009-2014
  • Table 21 NBO Company Shares of Bleach: % Value 2010-2014
  • Table 22 LBN Brand Shares of Bleach: % Value 2011-2014
  • Table 23 Forecast Sales of Bleach: Value 2014-2019
  • Table 24 Forecast Sales of Bleach: % Value Growth 2014-2019

Dishwashing in the United Arab Emirates - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 25 Household Possession of Dishwashers 2009-2014

CATEGORY DATA

  • Table 26 Sales of Dishwashing by Category: Value 2009-2014
  • Table 27 Sales of Dishwashing by Category: % Value Growth 2009-2014
  • Table 28 NBO Company Shares of Dishwashing: % Value 2010-2014
  • Table 29 LBN Brand Shares of Dishwashing: % Value 2011-2014
  • Table 30 Forecast Sales of Dishwashing by Category: Value 2014-2019
  • Table 31 Forecast Sales of Dishwashing by Category: % Value Growth 2014-2019

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 2009-2014
  • Table 33 Sales of Home Insecticides by Category: % Value Growth 2009-2014
  • Table 34 Sales of Spray/Aerosol Insecticides by Type: % Value Breakdown 2009-2014
  • Table 35 NBO Company Shares of Home Insecticides: % Value 2010-2014
  • Table 36 LBN Brand Shares of Home Insecticides: % Value 2011-2014
  • Table 37 Forecast Sales of Home Insecticides by Category: Value 2014-2019
  • Table 38 Forecast Sales of Home Insecticides by Category: % Value Growth 2014-2019

Laundry Care in the United Arab Emirates - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 39 Household Possession of Washing Machines 2009-2014

CATEGORY DATA

  • Table 40 Sales of Laundry Care by Category: Value 2009-2014
  • Table 41 Sales of Laundry Care by Category: % Value Growth 2009-2014
  • Table 42 Sales of Laundry Aids by Category: Value 2009-2014
  • Table 43 Sales of Laundry Aids by Category: % Value Growth 2009-2014
  • Table 44 Sales of Laundry Detergents by Category: Value 2009-2014
  • Table 45 Sales of Laundry Detergents by Category: % Value Growth 2009-2014
  • Table 46 Sales of Fabric Softeners by Standard vs Concentrated: % Value 2009-2014
  • Table 47 NBO Company Shares of Laundry Care: % Value 2010-2014
  • Table 48 LBN Brand Shares Laundry Care: % Value 2011-2014
  • Table 49 NBO Company Shares of Laundry Aids: % Value 2010-2014
  • Table 50 LBN Brand Shares of Laundry Aids: % Value 2011-2014
  • Table 51 NBO Company Shares of Laundry Detergents: % Value 2010-2014
  • Table 52 LBN Brand Shares of Laundry Detergents: % Value 2011-2014
  • Table 53 Forecast Sales of Laundry Care by Category: Value 2014-2019
  • Table 54 Forecast Sales of Laundry Care by Category: % Value Growth 2014-2019

Polishes in the United Arab Emirates - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 55 Sales of Polishes by Category: Value 2009-2014
  • Table 56 Sales of Polishes by Category: % Value Growth 2009-2014
  • Table 57 NBO Company Shares of Polishes: % Value 2010-2014
  • Table 58 LBN Brand Shares of Polishes: % Value 2011-2014
  • Table 59 Forecast Sales of Polishes by Category: Value 2014-2019
  • Table 60 Forecast Sales of Polishes by Category: % Value Growth 2014-2019

Surface Care in the United Arab Emirates - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 61 Sales of Surface Care by Category: Value 2009-2014
  • Table 62 Sales of Surface Care by Category: % Value Growth 2009-2014
  • Table 63 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2009-2014
  • Table 64 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2009-2014
  • Table 65 NBO Company Shares of Surface Care: % Value 2010-2014
  • Table 66 LBN Brand Shares of Surface Care: % Value 2011-2014
  • Table 67 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2010-2014
  • Table 68 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2011-2014
  • Table 69 Forecast Sales of Surface Care by Category: Value 2014-2019
  • Table 70 Forecast Sales of Surface Care by Category: % Value Growth 2014-2019

Toilet Care in the United Arab Emirates - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 71 Sales of Toilet Care by Category: Value 2009-2014
  • Table 72 Sales of Toilet Care by Category: % Value Growth 2009-2014
  • Table 73 NBO Company Shares of Toilet Care: % Value 2010-2014
  • Table 74 LBN Brand Shares of Toilet Care: % Value 2011-2014
  • Table 75 Forecast Sales of Toilet Care by Category: Value 2014-2019
  • Table 76 Forecast Sales of Toilet Care by Category: % Value Growth 2014-2019

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
    • Pricing
    • Analysis by Fragrance
    • Analysis by power source
    • Analysis by Type
    • Possession Rates
    • Products by Ingredient
    • 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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