Polishes registered stronger growth in both current value and volume in 2018 compared to 2017. Local consumers are more inclined to purchase polishes than other countries in the region, and prices play an important role in purchasing decisions as they wish to save money and manage their budgets.
Polishes are not commonly promoted, with few advertising campaigns or retail efforts which encourage consumers to purchase these products; they tend to be purchased upon requirement. However, as promotions become a major driver across much of home care within the United Arab Emirates towards the end of the review period, there was a major opportunity for effective retail marketing of polishes.
The affordability and wide availability of maids/domestic cleaners within the United Arab Emirates has led to the wide usage of polishes for cleaning furniture. Consumers are willing to spend more on products that will guarantee the highest cleaning standards for their furniture.
Zetra continued to lead polishes in 2018, gaining further value share. The company’s flagship brand Kiwi enjoys widespread popularity due to its long-standing presence in the United Arab Emirates, which has led to it being widely recognised and trusted among consumers.
SC Johnson Co ranked second in polishes in 2018. Its flagship brand Pledge enjoys widespread popularity in both floor polish and furniture polish within the country.
Private label products, such as Carrefour, continued to gain ground in terms of retail value share. As private label retailers offer lower-priced products, consumers are always inclined to shift to cheaper alternatives to manage their budgets and save money.
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This industry report originates from Passport, our Home Care market research database.