Cotton Wool/Buds/Pads in the United Arab Emirates

TRENDS

The category remained niche in 2014 with sales limited to less than AED7 million and 50 tonnes. Prices remained relatively high, thus deterring many middle and lower income consumers from purchasing these products. Despite the rising number of expatriates moving to the country during the year, especially those coming from Western countries where they are familiar with these products, sales witnessed a sharp decline in volume terms. This was mainly due to a hike in prices during the year which rendered these products even more expensive for the vast majority of the population.

COMPETITIVE LANDSCAPE

Johnson & Johnson Middle East FZE led in 2014 with a value share of 26%. The company’s longstanding presence in the region has led to it being widely trusted and its brands becoming household names. The company also has an extensive portfolio and thus managed to build brand loyalty due to its leadership in nappies/diapers/pants. Furthermore, expatriates are familiar with this brand from their home countries.

PROSPECTS

Growth is expected to remain moderate over the forecast period with a value CAGR of 4% at constant 2014 prices, and a volume CAGR of 3% expected. Growth will be in line with population growth and the influx of expatriates, especially Westerners, who are familiar with these products from their home country will push sales. Also, strong economic growth which is predicted to precede EXPO2020 is also likely to boost sales of such items perceived to be non-essential, including cotton pads.

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