Bath and Shower in the United Arab Emirates

PROSPECTS

A move towards simpler and more natural products

A nascent trend in bath and shower is that simple and natural products are increasingly favoured, especially by young consumers, over products that are positioned as antibacterial. In other words, chemical-laden shower gels are being rejected for plant-based alternatives.

Less is more

An innovative and environmentally-friendly product in bath and shower is concentrated shower gel. Lush and other companies offer such products, which can last for up to 30 washes.

Daily showers fuel growth

In some countries around the world, having a shower a couple of times a week is seen as adequate. However, for the vast majority of people in Dubai and other Emirates, having a shower a couple of times a day is more likely.

COMPETITIVE LANDSCAPE

Unilever Gulf maintains its lead, followed by Reckitt Benckiser Arabia

Unilever Gulf maintained its lead in bath and shower in value terms in 2018, although it saw a slight decline in its share due to the poor performance of the leading brand Lux. Multinational Reckitt Benckiser Arabia was the only other player to hold a double-digit value share in bath and shower in 2018, although it too saw a slight decline in its share.

Shower gel sees higher growth, but some favour old-fashioned bar soap

Baths are not common in the United Arab Emirates, with quick showers being the norm; tending to favour sales of body wash/shower gel. These products are also favoured because many consumers use loofahs, which are convenient to pair with shower gel.

Mega sales mania

Consumers have been responding to the bleak economic conditions by looking out for sales. Retailers, for their part, have been offering mega deals on bath and shower products to encourage the subdued average consumer to buy products in bulk.

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