Air Care in the United Arab Emirates

PROSPECTS

Air care recovers

In the United Arab Emirates, air care registered positive current value growth in 2018 compared to the decline from 2017. Given the weak economic situation, these products are largely viewed by local consumers as luxury items and non-essential.

Promotions will drive retail volume growth

In the United Arab Emirates, manufacturers constantly implement strong promotions, mostly noticeable through free refill offers and buy-one-get-one-free. Retail volume growth was stable in 2018, and unit prices witnessed growth across most of air care.

Car air fresheners and other air care continue to lose share

Car air fresheners and other air care continued to decline in 2018. In addition to the fact that these products are considered as additional to their needs, and therefore non-essential, promotions did not play such a strong role in the performance of these products, which did not help to increase demand.

COMPETITIVE LANDSCAPE

Reckitt Benckiser continues to lead air care

Reckitt Benckiser continued to lead air care in 2018, continuing to gain value share. The company’s long-standing presence within the country has led to its well-known brand Air Wick becoming a household name in the United Arab Emirates.

Private label gains ground

As a result of the market conditions in the United Arab Emirates at the end of the review period, premium brands faced a tough challenge. Brands such as Yankee Candle registered a minor decline in share in 2018 as consumers were inclined to purchase perceived value products.

Manufacturers 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 equity and demand, such as ensuring consumers are educated and aware of the way they should use products for them to last longer. This specifically applies to gel air fresheners and other types of air fresheners.

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