Executive Summary

Feb 2019
PROSPECTS
Polishes remains in demand

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.

Room for promotion within polishes

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.

Furniture polish to grow over the forecast period

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.

COMPETITIVE LANDSCAPE
Zetra retains leadership

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 Ltd remains highly regarded

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 gains ground

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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Polishes in the United Arab Emirates

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Overview

Discover the latest market trends and uncover sources of future market growth for the Polishes industry in United Arab Emirates with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Polishes industry in United Arab Emirates, our research will save you time and money while empowering you to make informed, profitable decisions.

The Polishes in United Arab Emirates market research report includes:

  • Analysis of key supply-side and demand trends  
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Polishes in United Arab Emirates?
  • What are the major brands in United Arab Emirates?
  • What are the future prospects for the polishes market?
  • What are the key new product launches in the polishes market?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Home Care market research database.

Polishes in the United Arab Emirates - Category analysis

HEADLINES

PROSPECTS

Polishes remains in demand
Room for promotion within polishes
Furniture polish to grow over the forecast period

COMPETITIVE LANDSCAPE

Zetra retains leadership
SC Johnson Co Ltd remains highly regarded
Private label gains ground

CATEGORY DATA

Table 1 Sales of Polishes by Category: Value 2013-2018
Table 2 Sales of Polishes by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Polishes: % Value 2014-2018
Table 4 LBN Brand Shares of Polishes: % Value 2015-2018
Table 5 Forecast Sales of Polishes by Category: Value 2018-2023
Table 6 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

Home Care in the United Arab Emirates - Industry Overview

EXECUTIVE SUMMARY

Home care marginally recovers
Introduction of VAT and consumer behaviour
Private label preference grows
New product development relies on packaging
Innovation to shape home care

MARKET INDICATORS

Table 7 Households 2013-2018

MARKET DATA

Table 8 Sales of Home Care by Category: Value 2013-2018
Table 9 Sales of Home Care by Category: % Value Growth 2013-2018
Table 10 NBO Company Shares of Home Care: % Value 2014-2018
Table 11 LBN Brand Shares of Home Care: % Value 2015-2018
Table 12 Distribution of Home Care by Format: % Value 2013-2018
Table 13 Distribution of Home Care by Format and Category: % Value 2018
Table 14 Forecast Sales of Home Care by Category: Value 2018-2023
Table 15 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources