Executive Summary

Feb 2019
PROSPECTS
Bleach to remain stagnant

Over the review period, bleach recorded several years of decline in retail volume terms as awareness of specialist products was set to increase and the dependence on bleach for cleaning toilets and surfaces began to fade. However, the category recovered when players invested heavily in innovation to revive demand.

Innovation in packaging will drive consumer interest

There was an apparent shift in bleach consumption from larger packaging to smaller during the review period to more compact formats. As local consumers sought cheaper alternatives, they shifted towards smaller packaging which carries lower prices, as bleach is slowly re-branded.

Promotions drive growth

2018 witnessed continuous promotions across various retail channels. Promotions in the form of buy-one-get-one-free offers, or discounts, are important for bleach.

COMPETITIVE LANDSCAPE
Clorox remains dominant brand

Transmed Overseas Inc continued to lead bleach in 2018, gaining further value share. The company’s flagship Clorox brand has enjoyed a long-standing presence in bleach and enjoys widespread availability through supermarkets, hypermarkets, and independent small grocers for decades.

Private label remains significant

At the end of the review period, private label products such as Carrefour No 1, LuLu, and Union witnessed an increase in share and value sales due to the attractive pricing with the promotions they offered and 2018 was no different. As consumers continued to search for cheaper alternatives and reasonable quality, private label was a good option.

New products focus on formulations and technology

Transmed Overseas launched a new product formula represented by its Clorox thick bleach gel. The product gained positive feedback among consumers.

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Bleach in the United Arab Emirates

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Overview

Discover the latest market trends and uncover sources of future market growth for the Bleach 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 Bleach industry in United Arab Emirates, our research will save you time and money while empowering you to make informed, profitable decisions.

The Bleach 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 Bleach in United Arab Emirates?
  • What are the major brands in United Arab Emirates?
  • How did bleach sales perform during the economic downturn?
  • What are the major applications of bleach 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.

Bleach in the United Arab Emirates - Category analysis

HEADLINES

PROSPECTS

Bleach to remain stagnant
Innovation in packaging will drive consumer interest
Promotions drive growth

COMPETITIVE LANDSCAPE

Clorox remains dominant brand
Private label remains significant
New products focus on formulations and technology

CATEGORY DATA

Table 1 Sales of Bleach: Value 2013-2018
Table 2 Sales of Bleach: % Value Growth 2013-2018
Table 3 NBO Company Shares of Bleach: % Value 2014-2018
Table 4 LBN Brand Shares of Bleach: % Value 2015-2018
Table 5 Forecast Sales of Bleach: Value 2018-2023
Table 6 Forecast Sales of Bleach: % Value Growth 2018-2023

Home Care in the United Arab Emirates - Industry Overview

EXECUTIVE SUMMARY

Home care marginally recovers
Introduction of VAT and consumer behaviour
Private label preference grows
New product development relies on packaging
Innovation to shape home care

MARKET INDICATORS

Table 7 Households 2013-2018

MARKET DATA

Table 8 Sales of Home Care by Category: Value 2013-2018
Table 9 Sales of Home Care by Category: % Value Growth 2013-2018
Table 10 NBO Company Shares of Home Care: % Value 2014-2018
Table 11 LBN Brand Shares of Home Care: % Value 2015-2018
Table 12 Distribution of Home Care by Format: % Value 2013-2018
Table 13 Distribution of Home Care by Format and Category: % Value 2018
Table 14 Forecast Sales of Home Care by Category: Value 2018-2023
Table 15 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources