Air Care in the United Arab Emirates

PROSPECTS

Air care to continue recovering over the forecast period

In the United Arab Emirates, air care continued to register positive current value growth in 2019, following the decline or stagnation seen in 2016-2017. However, these products are largely viewed by many local consumers as luxury items and non-essential products.

Promotions continue to drive retail volume growth

In the United Arab Emirates, manufacturers are constantly running major promotions, most noticeably through free refill or buy-one-get-one-free offers. Volume growth was slower than the current value sales increase in 2019, with unit prices rising across most of air care.

Car air fresheners and other air care continue to decline

Car air fresheners and other air care continued to decline in volume terms in 2019. In addition to the fact that these products are considered by many consumers as surplus to their requirements, therefore making them non-essential items, there are fewer promotions for these products, which did not help to increase demand.

COMPETITIVE LANDSCAPE

Reckitt Benckiser maintains its lead in air care

Reckitt Benckiser not only continued to lead air care in 2019, but also again increased its value share. The company’s long-standing presence in the country has led to its well-known brand Air Wick becoming a household name in the United Arab Emirates.

Growing private label share

As a result of the economic conditions in the United Arab Emirates at the end of the review period, premium brands were facing challenges. Consumers were more inclined to purchase products seen as offering the best value for money.

Manufacturers continue to invest in consumer awareness

As manufacturers continued to focus on price promotions to attract consumers in the United Arab Emirates, other promotional strategies might have a more positive effect on brand equity and demand, such as ensuring consumers are educated about and aware of the way they should use products for them to last longer. This specifically applies to gel air fresheners and other air care.

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