Surface Care in the United Arab Emirates

PROSPECTS

Surface care recovers

Surface care held no surprises in 2018. Manufacturers and major players started launching surface care that would help to improve the health and hygiene of every household post VAT.

Multi-purpose cleaners gains preference

Multi-purpose cleaners continued to register strong growth, alongside bathroom cleaners, which also performed well during the review period. Consumers’ preference in the United Arab Emirates has always inclined towards multi-purpose products.

Promotions to continue driving strong volume growth

As the average unit price witnessed a minor increase across surface care in 2018 due to the introduction of VAT at the beginning of the year, to counter any negative impact, retailers relied heavily on promotional activities within retailers, especially hypermarkets. As an increasing number of discounts, product bundling, and buy-one-get-one-free offers are expected to appear, this led to strong retail volume and current value growth, and the trend is expected to continue over the forecast period.

COMPETITIVE LANDSCAPE

Private label to expand within surface care

In the United Arab Emirates, consumers are placing price among the leading factors within their purchasing decisions, and therefore private label is in a position to gain further share. Product lines and private label giants such as Carrefour and LuLu are focusing on promotions, placing their products in premium positions within their stores while offering two-for-one offers and significant discounts.

Reckitt Benckiser Arabia leads surface care

Reckitt Benckiser Arabia continued to lead surface care in 2018, due to the strong marketing efforts for its flagship Dettol brand. Dettol remains the most preferred consumer choice when it comes to surface care needs, with the brand having a long-standing presence in the country.

Hypermarkets continues to lead distribution

Hypermarkets remained the leading distribution channel for surface care in 2018, mainly due to promotions. Even though surface care is subject to some of the major trends in the country, such as health and wellness, specialisation and premiumisation, promotion remains one of the strongest factors to influence brand ranking and performance.

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