Surface Care in the United Arab Emirates

2020 IMPACT

COVID-19 drives hygiene concern and thus demand for products in surface care

Following the outbreak of COVID-19 in the UAE, hygiene became a more central concern for many consumers as people, naturally, feared infection from the COVID-19 virus. With a global spotlight on health and hygiene, demand for surface care products increased considerably in 2020.

Consumers up their cleaning schedules during home seclusion as Dettol retains leadership

During the COVID-19 pandemic, consumers spent more time at home, thereby increasing the need for cleaning as well as the time that consumers had available to clean their homes. This was spurred by the hygiene awareness that the COVID-19 pandemic sparked as consumers sought to reduce the possibility of contracting COVID-19 wherever possible in 2020.

Multi-purpose cleaners continue to grow as consumers opt for convenience

Multi-purpose cleaners continued to register strong growth in 2020, alongside bathroom cleaners which also performed well during the COVID-19 pandemic. Consumers’ preference in the United Arab Emirates has always inclined towards multi-purpose products.

RECOVERY AND OPPORTUNITIES

Players focus on scientific innovation to attract consumers

Players in surface care are expected to focus on scientific innovation in order to improve the quality of their products in the forecast period. This will be an appealing prospect to consumers in the aftermath of the COVID-19 pandemic, as the health concerns of the global health crisis has increased consumers’ focus on the quality and effectiveness of products as well as the demand for added value which is important for price sensitive consumers.

Companies target price sensitive consumers with intense promotions

Companies in surface care are expected to intensify sales through discounts and promotions in the forecast period. This strategy is expected to focus primarily on multi-buy promotions whereby consumers have the opportunity to save money by purchasing double or triple packs of the products in the category.

Local brands set to penetrate surface care in the coming years as private label expands

Local brands are expected to penetrate surface care during the forecast period following the success of their entry into other categories such as dishwashing. When they enter the category, local players are expected to benefit from strong promotional presence and product marketing.