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Learn moreFeb 2020
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In the United Arab Emirates, promotional trends continued to be seen, with consumers more likely to buy dishwashing brands with combination offers or at discounted prices. The demand for hand dishwashing continued to increase in 2019.
Automatic dishwashing struggled in 2019, with much lower sales than hand dishwashing. Although it recorded positive volume and current value growth in 2019, the low penetration rate of dishwashers within the United Arab Emirates continues to limit the potential sales of automatic dishwashing.
As the economy improves and consumer spending increases, demand for automatic dishwashing is expected to return to more stable growth, particularly with the upcoming Expo 2020. The increasing penetration of dishwashers is set to create a strong base of demand for automatic dishwashing products.
Procter & Gamble Gulf with its flagship brand Fairy continued to lead dishwashing in 2019, as it continued to hold a very strong lead in hand dishwashing. Fairy benefited from its long-standing presence in the country, coupled with its widespread distribution and strong television advertising and in-store promotions throughout the review period.
In the United Arab Emirates unit price generally has an impact on the majority of households and demand for dishwashing. A significant number of consumers preferred to shift to lower price ranges as they perceive all dishwashing liquids to have similar performances.
Dishwashing in the United Arab Emirates continued to witness a trend towards value packs in 2019, as consumers became increasingly inclined towards economy purchases to save money. Therefore, brands such as Fairy and Persil focused on introducing new fragrances for their 750ml packs and hypermarkets played a vital role in accommodating greater selling space.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Dishwashing 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.
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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.