Laundry care is still by far the largest category within home care in the United Arab Emirates, but continued to see retail volume and current value growth in 2021. Apart from the COVID-19 pandemic, positive socioeconomic factors continued to drive sales in the category much further than expected.
Concentrated liquid detergents are growing in popularity. Many consumers who were not aware of the benefits that the concentrated liquid format provides are now in a situation to test different formats, as companies are placing a larger emphasis on them through noticeable marketing and exceptional promotions.
Retailers continue to offer promotions and bundles, which make their products cheaper for consumers. Private label discounts or bundles at a cheap price are common all year round to keep products price-competitive and retain share.
Concentrated liquid detergents is expected to continue to see growth in both retail volume and current value terms in the forecast period, seeing far higher growth than standard liquid detergents. It will reach its potential and peak exposure in the United Arab Emirates due to companies marketing this format via incredible promotions and prices, thus pushing consumers to try out such newer formats.
The leading brands in laundry care are expected to launch more user-friendly and pocket-friendly varieties of packaging, sizes and prices, so consumers have a range of products from which they can choose, in addition to the already existing options. Cocktail versions in other words mixed combinations of products, are expected to continue to support value evolution.
It is expected that the leading brands in laundry care will offer innovations which are more sustainable, or will introduce more green products in the market, as the laundry care category in the United Arab Emirates is mature, and is ready to see such innovations, due to its continued year-on-year rapid growth.
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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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Laundry Care
This report originates from Passport, our Laundry Care research and analysis database.
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