Surface Care in the United Arab Emirates

PROSPECTS

Surface care continues to grow

Surface care held no surprises in 2019. As consumer confidence returned slowly towards the end of the review period, consumer spending, and purchases of surface care, grew.

Multipurpose cleaners continue to perform strongly

Multipurpose cleaners continued to register strong growth in 2019. Consumers’ preference in the United Arab Emirates has always inclined towards multipurpose products.

Promotions continue to drive volume growth

As the average unit price recorded a modest increase in surface care in 2019 as pack sizes increased, retailers relied heavily on promotional activities within their stores, especially hypermarkets. As an increasing number of discounts, product bundling and buy-one-get-one-free offers are expected to appear, this will help drive strong volume and current value growth over the forecast period.

COMPETITIVE LANDSCAPE

Private label continues to expand in surface care

In the United Arab Emirates, consumers are placing price among the leading factors in their purchasing decisions, meaning that private label is therefore in a position to gain further share. Product lines and private label giants such as Carrefour (Majid Al Futtaim Hypermarkets) and LuLu (Emke Group) 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 continues to lead surface care

Reckitt Benckiser Arabia continued to lead surface care in 2019, due to the strong marketing efforts for its flagship Dettol brand. Dettol remains the most popular consumer choice when it comes to surface care needs, with the brand having a long-standing presence in the country.

Hypermarkets leads distribution

Hypermarkets remained the leading distribution channel for surface care in 2019, mainly due to promotions. Even though surface care is subject to many of the major trends in the country, such as health and wellness, specialisation and premiumisation, promotion remains one of the strongest factors influencing brand rankings and performances.

Files are delivered directly into your account within a few minutes of purchase.