Dishwashing in the United Arab Emirates

PROSPECTS

Hand dishwashing continues to drive dishwashing

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 continues to struggle

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.

With Expo 2020 on the horizon the future for automatic dishwashing appears positive

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.

COMPETITIVE LANDSCAPE

Procter & Gamble’s Fairy remains the leading brand in dishwashing

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.

Private label continues to grow

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.

Hypermarkets remains by far the biggest distribution channel

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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