In the United Arab Emirates, promotional trends continued to surface, with consumers more likely to buy dishwashing brands with combination offers or discounted prices. The demand for hand dishwashing continued to increase in 2018.
Automatic dishwashing struggled in 2018 with much lower sales than hand dishwashing. Although retail volume and current value growth were stronger compared to 2017, the low penetration rate of dishwashers within the United Arab Emirates did not inject any dynamism into the category.
As the economy improves and consumer spending increases, demand for automatic dishwashing is expected to return to more stable growth. 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 2018, which continued to hold a very strong lead in hand dishwashing. Fairy benefits 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 2018, VAT was introduced in the United Arab Emirates which negatively impacted consumers’ households and demand for dishwashing. A significant number of consumers preferred to shift to lower price ranges as they perceive all dishwashing liquids to perform at the same calibre.
Dishwashing in the United Arab Emirates continued to witness a trend towards value packs in 2018, 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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