In 2020, Saudi Arabian consumers faced considerable national lockdown measures, including curfews, a period of complete lockdown, an increase in working from home, and social distancing measures that all left consumers spending more time at home. During the COVID-19 pandemic, consumers were more concerned about hygiene, which motivated many consumers to wash their clothes more frequently.
The COVID-19 crisis and the economic crisis that accompanied the global health scare, led to considerable upheaval in 2020. The COVID-19 pandemic not only changed consumer priorities as hygiene and cleanliness became a central concern for consumers around the world, but it also severely affected consumers’ spending power as a result of the considerable financial turmoil that the pandemic caused at a national and individual level.
The newly implemented 15% VAT had a notable impact on laundry care in 2020. As a response to this tax increase, companies in laundry care began to launch more pack sizes, formats and price points for consumers in Saudi Arabia.
In the forecast period, manufacturers in laundry are expected to expand their product ranges considerably in order to respond to the changing consumer landscape in 2020. Product development in the forecast period is expected to focus primarily on offering new pack sizes and formats, allowing consumers a greater variety of prices and sizes to choose from to suit their laundry and financial needs.
The process of Saudization, through which the government aim to increase employment amongst locals, especially young people, is working to increase Saudi consumers’ incomes and workforce participation. Also, women’s employment is on the rise in Saudi Arabia as modern Saudi women are increasingly entering the job market, changing the most traditional families’ routines.
Concentrated detergents will continue to gain popularity in the forecast period at the expense of standard alternatives in Saudi Arabia. This is partly because, in the aftermath of the COVID-19 health and economic crises, households are expected to face growing financial pressure, which will strengthen consumer appreciation for the fact that concentrated products last longer and are therefore more economical.
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This report originates from Passport, our Laundry Care research and analysis database.
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