In the wake of the outbreak of COVID-19 pandemic in the Kingdom, consumers in Saudi Arabia were more concerned with health and hygiene. In 2020, therefore, consumers in Saudi Arabia invested in good and effective toilet care products.
Following the implementation of an increase in VAT, companies in toilet care in Saudi Arabia focused their product development efforts on the expansion of their product ranges in terms of pack sizes and promotional offers. This meant that players began to offer multipacks that incentivise consumers to purchase larger quantities for lower unit prices, as well as different pack sizes aimed at different price points.
In the review period, players in toilet care have released a large number of new and innovative products and product formats. Consumers in Saudi Arabia have favoured toilet liquids/foam in the review period and continued to do so in 2020.
In the forecast period, new product development is expected to focus predominantly on technological and scientific innovation. These new product developments are expected to drive steady retail current value growth.
Players in toilet care are expected to intensify their discount and promotional activity in the forecast period by launching mere multipack formats and deals. In doing so, companies are hoping to ensure that their products will appeal to consumers facing financial uncertainty and the increase in VAT.
Local brands are expected to enter toilet care in the forecast period, following their successful entry into other categories in home care such as dishwashing. These products will be supported by strong marketing strategies and wide availability and competitive pricing which is aided by the local positioning of manufacturers.
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Understand the latest market trends and future growth opportunities for the Toilet Care industry in Saudi Arabia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Toilet Care research and analysis database.
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