Laundry Care in the United Arab Emirates

PROSPECTS

Promotions within laundry care continue to drive growth

Consumers in the United Arab Emirates opt for more economical and value-for-money brands for their laundry care needs. Manufacturers of premium and international brands respond by offering discounts and promotions, which was helping to boost both current value and volume sales during the review period.

Concentrated liquid detergents to grow

With the increase in household penetration of automatic washing machines and ease of use, concentrated liquid detergents is set to record faster current value growth than concentrated powder detergents over the forecast period. Although promotions generally negatively affected value sales in laundry care, new products and packaging innovations will drive stronger positive momentum for current value and volume growth, which, in turn, will lead to growth for concentrated liquid detergents over the forecast period.

Laundry care faces risk of polarisation

Innovation in packaging, product variety and fragrances are vital to help offset the effect of price reductions. Consumers are either still more inclined towards price reductions, which benefits cheaper/economy brands and private label, or they seek innovation on the shelves.

COMPETITIVE LANDSCAPE

Procter & Gamble Gulf FZE continues to lead laundry care

Procter & Gamble Gulf FZE retained its leadership of laundry care, followed by Binzagr Lever Ltd (Unilever Arabia). 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.

Brand owners invest in packaging

Packaging innovations and the continuous introduction of new fragrances and varieties played a vital role in the development of laundry care in 2019. For example, Henkel’s Persil brands saw the introduction of new varieties of its Abaya laundry detergent, which proved successful among locals and Arab expatriates.

Green products gaining more shelf space

Greater shelf space continued to be allocated to environmentally-friendly and organic laundry care in 2019 as the health and wellness trend grows and consumers become increasingly aware of the benefits of using organic laundry care. However, this did not necessarily translate into a stronger performance for the sustainability trend.

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