Laundry care remained one of the major and best performing categories in home care in the United Arab Emirates in 2020 and contributed a great deal to the performance of home care in general. In order to continue to attract consumers during unprecedented social and economic upheaval in the country, companies in laundry care incorporated massive promotions on almost all ranges in laundry care in 2020.
Price is a key factor for many consumers in the UAE, and this became even more apparent in 2020 given the financial uncertainty and hardship that the COVID-19 pandemic introduced. As such, players in laundry care continued to innovate in their packaging and product varieties – introducing new fragrances and blends, for instance – in order to stand out from the cheaper products that tend to perform well in the country.
Procter & Gamble Gulf FZE retained its leadership of laundry care in 2020 with its leading brands Tide and Ariel, followed by Binzagr Lever Ltd (Unilever Arabia) which benefited from its popular brands Comfort and Omo. As the price and promotion war continued in laundry care, brand owners engaged in and incorporated product line enhancements as well as running a number of advertising campaigns.
In the forecast period, companies in laundry care are expected to expand their ranges further by introducing a wider range of pack sizes and price points in order to suit the needs of consumers across the board. This will introduce an element of flexibility in the way players target consumers, offering those who need it the opportunity to spend less money, whilst retaining more innovative or premium options for those who can afford them or are attracted to the added value of more innovative products.
The government of the United Arab Emirates hopes to speed the recovery of the country from the dire economic repercussions of the COVID-19 pandemic. The government took the decision, for example, to postpone Expo 2020 to October 2021, rather than continuing with the exhibition with reduced capacity, in order to provide the country with an opportunity to speed its recovery in the forecast period.
As in other developed countries, concentrated liquid detergents will begin to reach its full potential and exposure in the UAE over the course of the forecast period. Consumers in the UAE are increasingly aware of the benefits of products in concentrated liquid detergents especially after the COVID-19 pandemic which prompted many consumers to try and test different product formats.
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Understand the latest market trends and future growth opportunities for the Laundry Care industry in United Arab Emirates with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Laundry Care research and analysis database.
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