The COVID-19 pandemic hit the economy of the United Arab Emirates hard in 2020, and this had a considerable negative impact on consumer spending power for much of the year, with concerns rising throughout the country and consumers saving their money. As such, consumers focused primarily on essential purchases for much of the year, postponing or cutting back on non-essential costs such as larger home improvement projects.
The Do It or Me (DIFM) culture is prevalent in the United Arab Emirates, with not many people willing to carry out Do It Yourself (DIY). 2021 saw higher demand for DIFM services such as small jobs around the house, but this was often associated with a long waiting period as demand exceeded supply.
The leader in floor covering, and second-placed in bathroom and sanitaryware, Ras Al Khaimah Ceramics remained the leading player in home improvement during 2021. The company boasts the latest technology and an extensive distribution network.
Retail current value sales in home improvement are set to continue to rise during the forecast period. The threat posed by COVID-19 is set to diminish, post-pandemic economic recovery is expected, and consumers will increasingly demand DIFM home improvement services as they start to lead busier lives once again.
Until 2020, the internet was largely used for browsing products in home improvement. However, thanks to the pandemic, it was also increasingly utilised to make purchases, with the share of e-commerce increasing significantly in 2020, which also continued in 2021.
As residents in the United Arab Emirates faced financial constraints during the pandemic, they became more prudent in their spending. Consumers would only buy things that they prioritised, or pay a minimal amount for items that they thought they would rarely use.
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Home Improvement
Includes: products purchased by consumers through retail channels.Excludes: commercial sales to professional builders / tradesmen / contractors etc. Home improvement refers to bathroom and sanitaryware, decorating sundries, floor covering, hand tools, hardware, home paint, kitchen sinks, power tools, wall covering and other home improvement.
See All of Our DefinitionsThis report originates from Passport, our Home Improvement research and analysis database.
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