Surface Care in the United Arab Emirates

PROSPECTS

Sophisticated products suffer

Surface care held no surprises in 2017. As consumer confidence and spending were negatively affected towards the end of the review period, consumers limited their impulse purchases.

Specialisation and multi-purpose products save the year for surface care

On the other hand, surface care witnessed a strong trend towards specialisation over the review period. Consumers demonstrated great interest in specialist products such as window/glass cleaners, which benefited from the trend, registering the strongest growth rates in surface care in 2017.

Promotions drive strong volume growth

Average unit prices witnessed a minor decline across most surface care products in 2017 due to heavy promotional activities within retailers, especially hypermarkets. As more discounts, product bundling, and buy-one-get-one-free offers appeared, average unit prices declined marginally.

COMPETITIVE LANDSCAPE

Private label gains ground in surface care

With consumers placing price among the top factors within their purchasing decision tree, private label is in a position to take a bigger slice of the cake. Product lines 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.

The leader continues its strong performance

On another note, Reckitt Benckiser Arabia continued to lead surface care in 2017. The company managed to increase its share due to the strong marketing efforts for its flagship Dettol brand.

Promotions have a very strong hand in the development of the competitive landscape

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. As simple as it seems, the stronger the promotions for any brand, the better its performance in retail stores.

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