Executive Summary

Feb 2019
PROSPECTS
Domination of hand dishwashing remains unchallenged

Hand dishwashing remained the dominant dishwashing category in Saudi Arabia in 2018. Despite having risen steadily in recent years, household penetration of automatic dishwashers is still relatively low, with ownership of these appliances largely confined to higher-income families living in villas or apartment compounds.

Demand for automatic dishwashing products set to continue rising

Despite the traditionally strong preference for washing dishes by hand in Saudi Arabia, demand for automatic dishwashing products looks set to continue rising steadily throughout the forecast period. Further improvements in the household penetration rate of dishwashers are expected thanks to socioeconomic trends such as increasingly busy lifestyles and growth in employment among Saudi women.

Tablets still the most popular choice in automatic dishwashing

Tablets remained the most popular format in automatic dishwashing in 2018, largely due to their convenience. Products like Finish All-in-1 Powerball Tabs allow consumers to complete pre-wash, wash and rinse cycles with a single tablet.

COMPETITIVE LANDSCAPE
Fairy remains the leading dishwashing brand in 2018

Fairy from Modern Industries Co remained the leading brand in dishwashing in value terms in 2018. Widely distributed and allocated highly visible shelf positions in key retailing channels, Fairy enjoys strong brand loyalty among Saudi consumers thanks to its longstanding reputation for offering good quality at competitive prices.

Increased price sensitivity boosts demand for local brands and private label

Local brands and private label products gained ground in dishwashing in 2018 as economic uncertainty made many consumers more price-sensitive. One of the strongest performers was Sidco’s Gento brand, which recorded an impressive increase in its overall value share.

Supermarkets and hypermarkets remain the top distribution channels

Supermarkets and hypermarkets remained the most important retail distribution channels for dishwashing in value terms in 2018. Many of these outlets are located in shopping malls, which are increasingly popular leisure time destinations for Saudi families.

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Dishwashing in Saudi Arabia

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Overview

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

The Dishwashing in Saudi Arabia 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 Dishwashing in Saudi Arabia?
  • What are the major brands in Saudi Arabia?
  • What is the dishwasher penetration rate in Saudi Arabia?
  • What are the key new product launches in the dishwashing products market?

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.

Dishwashing in Saudi Arabia - Category analysis

HEADLINES

PROSPECTS

Domination of hand dishwashing remains unchallenged
Demand for automatic dishwashing products set to continue rising
Tablets still the most popular choice in automatic dishwashing

COMPETITIVE LANDSCAPE

Fairy remains the leading dishwashing brand in 2018
Increased price sensitivity boosts demand for local brands and private label
Supermarkets and hypermarkets remain the top distribution channels

CATEGORY INDICATORS

Table 1 Household Possession of Dishwashers 2013-2018

CATEGORY DATA

Table 2 Sales of Dishwashing by Category: Value 2013-2018
Table 3 Sales of Dishwashing by Category: % Value Growth 2013-2018
Table 4 NBO Company Shares of Dishwashing: % Value 2014-2018
Table 5 LBN Brand Shares of Dishwashing: % Value 2015-2018
Table 6 Forecast Sales of Dishwashing by Category: Value 2018-2023
Table 7 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023

Home Care in Saudi Arabia - Industry Overview

EXECUTIVE SUMMARY

Economic reforms result in mixed performance for Saudi home care market
Increased focus on value for money spurs interest in more advanced products
Price-based promotions are a key driver of demand in 2018
Local brands and private label gain ground in home care
Forecast period outlook for home care is broadly favourable

MARKET INDICATORS

Table 8 Households 2013-2018

MARKET DATA

Table 9 Sales of Home Care by Category: Value 2013-2018
Table 10 Sales of Home Care by Category: % Value Growth 2013-2018
Table 11 NBO Company Shares of Home Care: % Value 2014-2018
Table 12 LBN Brand Shares of Home Care: % Value 2015-2018
Table 13 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 14 Distribution of Home Care by Format: % Value 2013-2018
Table 15 Distribution of Home Care by Format and Category: % Value 2018
Table 16 Forecast Sales of Home Care by Category: Value 2018-2023
Table 17 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources