Home Care in Saudi Arabia

February 2021
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Overview:

Understand the latest market trends and future growth opportunities for the Home Care industry in Saudi Arabia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Air Care
  • Bleach
  • Dishwashing
  • Home Insecticides
  • Laundry Care
  • Polishes
  • Surface Care
  • Toilet Care

If you're in the Home Care industry in Saudi Arabia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Home Care in Saudi Arabia report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Home Care in Saudi Arabia?
  • Which are the leading brands in Home Care in Saudi Arabia?
  • How are products distributed in Home Care in Saudi Arabia?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
  • How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
  • Where is future growth expected to be most dynamic?
  • How important will sustainability and recycling be in generating future growth?

Home Care in Saudi Arabia

EXECUTIVE SUMMARY

COVID-19 impact on home care
COVID-19 country impact
Company response
Retailing shift
What next for home care?
Chart 1 Home Care Value Sales Growth Scenarios: 2018-2025 Chart 2 Home Care Impact of Drivers on Value Sales: 2018-2025

MARKET INDICATORS

Table 1 Households 2015-2020

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2015-2020 Table 3 Sales of Home Care by Category: % Value Growth 2015-2020 Table 4 NBO Company Shares of Home Care: % Value 2016-2020 Table 5 LBN Brand Shares of Home Care: % Value 2017-2020 Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020 Table 7 Distribution of Home Care by Format: % Value 2015-2020 Table 8 Distribution of Home Care by Format and Category: % Value 2020 Table 9 Forecast Sales of Home Care by Category: Value 2020-2025 Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Laundry Care in Saudi Arabia

KEY DATA FINDINGS

2020 IMPACT

COVID-19 lockdown leads to a surge in demand for laundry care
Laundry care drives home care as players attract consumers with heavy promotional activity
New VAT leads to surge in product development and discount activity

RECOVERY AND OPPORTUNITIES

Companies set to expand their ranges to offer new purchasing options
Increase in household laundry washes driven by Saudization and growing women’s employment
Concentrated liquid detergents to reach its potential

CATEGORY DATA

Table 11 Sales of Laundry Care by Category: Value 2015-2020 Table 12 Sales of Laundry Care by Category: % Value Growth 2015-2020 Table 13 Sales of Laundry Aids by Category: Value 2015-2020 Table 14 Sales of Laundry Aids by Category: % Value Growth 2015-2020 Table 15 Sales of Laundry Detergents by Category: Value 2015-2020 Table 16 Sales of Laundry Detergents by Category: % Value Growth 2015-2020 Table 17 NBO Company Shares of Laundry Care: % Value 2016-2020 Table 18 LBN Brand Shares of Laundry Care: % Value 2017-2020 Table 19 NBO Company Shares of Laundry Aids: % Value 2016-2020 Table 20 LBN Brand Shares of Laundry Aids: % Value 2017-2020 Table 21 NBO Company Shares of Laundry Detergents: % Value 2016-2020 Table 22 LBN Brand Shares of Laundry Detergents: % Value 2017-2020 Table 23 Forecast Sales of Laundry Care by Category: Value 2020-2025 Table 24 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025

Dishwashing in Saudi Arabia

KEY DATA FINDINGS

2020 IMPACT

Home seclusion during COVID-19 lockdown drives surge in demand for products in dishwashing
Hand dishwashing continues to dominate dishwashing as the government supports manufacturing
15% VAT spurred expansion of product lines

RECOVERY AND OPPORTUNITIES

Companies respond to price sensitivity with further discounts
Automatic dishwashing hit by decline in expatriates in post-COVID-19 world
Local brands in dishwashing on the rise

CATEGORY DATA

Table 25 Sales of Dishwashing by Category: Value 2015-2020 Table 26 Sales of Dishwashing by Category: % Value Growth 2015-2020 Table 27 NBO Company Shares of Dishwashing: % Value 2016-2020 Table 28 LBN Brand Shares of Dishwashing: % Value 2017-2020 Table 29 Forecast Sales of Dishwashing by Category: Value 2020-2025 Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025

Surface Care in Saudi Arabia

KEY DATA FINDINGS

2020 IMPACT

Consumers prioritise hygiene and sanitisation during the COVID-19 pandemic
Sales in surface care driven by increased hygiene awareness as consumers seek wider range of products
Dettol and Clorox retain consumer loyalty as players diversify offerings in the face of recent tax hikes

RECOVERY AND OPPORTUNITIES

Players to focus on scientific innovation as consumers focus on hygiene and sanitisation
Companies will target price sensitive consumers with discounts and promotions
Local brands set to penetrate surface care

CATEGORY DATA

Table 31 Sales of Surface Care by Category: Value 2015-2020 Table 32 Sales of Surface Care by Category: % Value Growth 2015-2020 Table 33 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020 Table 34 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020 Table 35 NBO Company Shares of Surface Care: % Value 2016-2020 Table 36 LBN Brand Shares of Surface Care: % Value 2017-2020 Table 37 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2020 Table 38 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2020 Table 39 Forecast Sales of Surface Care by Category: Value 2020-2025 Table 40 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025

Bleach in Saudi Arabia

KEY DATA FINDINGS

2020 IMPACT

Prospects for bleach revived by the hygiene concerns of COVID-19
Older consumers remain loyal to products in bleach, with Clorox benefiting from strong brand loyalty
Prices plummet as players compensate for tax hikes

RECOVERY AND OPPORTUNITIES

Category to stabilise as the effects of COVID-19 subside
Cross category competition and sustainability questions to constrain bleach
Bleach suffers from the incorporation of bleach in other home care categories

CATEGORY DATA

Table 41 Sales of Bleach: Value 2015-2020 Table 42 Sales of Bleach: % Value Growth 2015-2020 Table 43 NBO Company Shares of Bleach: % Value 2016-2020 Table 44 LBN Brand Shares of Bleach: % Value 2017-2020 Table 45 Forecast Sales of Bleach: Value 2020-2025 Table 46 Forecast Sales of Bleach: % Value Growth 2020-2025

Toilet Care in Saudi Arabia

KEY DATA FINDINGS

2020 IMPACT

Toilet care boosted by the COVID-19 pandemic as consumers prioritise hygiene
Product innovation focuses on pack sizes and prices as consumers prioritise their spending
Consumers opt for convenient and easy to use toilet liquids/foam

RECOVERY AND OPPORTUNITIES

Players set to develop new innovative products in the forecast period
Players to intensify promotional offers as supermarkets face pressure from e-commerce
Local brands on the rise in toilet care

CATEGORY DATA

Table 47 Sales of Toilet Care by Category: Value 2015-2020 Table 48 Sales of Toilet Care by Category: % Value Growth 2015-2020 Table 49 NBO Company Shares of Toilet Care: % Value 2016-2020 Table 50 LBN Brand Shares of Toilet Care: % Value 2017-2020 Table 51 Forecast Sales of Toilet Care by Category: Value 2020-2025 Table 52 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025

Polishes in Saudi Arabia

KEY DATA FINDINGS

2020 IMPACT

Decline in polishes accelerated by the conditions of COVID-19
Companies focus on price promotions to offset VAT increases
Category lacks innovation but continues to attract house proud Saudis

RECOVERY AND OPPORTUNITIES

Work from home trend will constrain shoe polish as consumers swap shoes for slippers
Companies intensify promotional activity as price becomes important factor for consumers
Absence of innovation will deter consumers

CATEGORY DATA

Table 53 Sales of Polishes by Category: Value 2015-2020 Table 54 Sales of Polishes by Category: % Value Growth 2015-2020 Table 55 NBO Company Shares of Polishes: % Value 2016-2020 Table 56 LBN Brand Shares of Polishes: % Value 2017-2020 Table 57 Forecast Sales of Polishes by Category: Value 2020-2025 Table 58 Forecast Sales of Polishes by Category: % Value Growth 2020-2025

Air Care in Saudi Arabia

KEY DATA FINDINGS

2020 IMPACT

VAT increase reduces consumer interest in niche categories like air care
Players intensify promotions in hard times as private label grows
Spray/aerosol air fresheners leads the category as price sensitive consumers prefer cheaper products

RECOVERY AND OPPORTUNITIES

Companies to entice consumers with innovative scent combinations
Healthier alternatives and essential oils gain popularity
Candles and incense sticks gain traction as traditional products

CATEGORY DATA

Table 59 Sales of Air Care by Category: Value 2015-2020 Table 60 Sales of Air Care by Category: % Value Growth 2015-2020 Table 61 Sales of Air Care by Fragrance: Value Ranking 2018-2020 Table 62 NBO Company Shares of Air Care: % Value 2016-2020 Table 63 LBN Brand Shares of Air Care: % Value 2017-2020 Table 64 Forecast Sales of Air Care by Category: Value 2020-2025 Table 65 Forecast Sales of Air Care by Category: % Value Growth 2020-2025

Home Insecticides in Saudi Arabia

KEY DATA FINDINGS

2020 IMPACT

Hot temperatures and new insects drive demand for home insecticides
VAT hike drives wave of promotions as Raid retains leadership
Consumers prefer fragrance-free and multipurposed products

RECOVERY AND OPPORTUNITIES

Players continue to offer multipack promotions to support sales
Players focus on scientific innovation to incorporate disinfectant properties
Private label and local brands remain marginal

CATEGORY DATA

Table 66 Sales of Home Insecticides by Category: Value 2015-2020 Table 67 Sales of Home Insecticides by Category: % Value Growth 2015-2020 Table 68 Sales of Spray/Aerosol Insecticides by Type: % Value 2015-2020 Table 69 NBO Company Shares of Home Insecticides: % Value 2016-2020 Table 70 LBN Brand Shares of Home Insecticides: % Value 2017-2020 Table 71 Forecast Sales of Home Insecticides by Category: Value 2020-2025 Table 72 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025
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This report originates from Passport, our Home Care research and analysis database.

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