There are numerous formats of toilet care products available in the United Arab Emirates, although toilet liquids/foam accounted for the highest sales in 2021, due to the easy and practical application of these products. Consumers in the country are keen to purchase toilet care products because of their efficacy, as they support the demand for cleaning and hygiene, with this being particularly important in the wake of the COVID-19 pandemic.
In 2021, toilet care products maintained strong demand after a year of COVID-19. This was not only because of their effective cleaning ability and offer of good hygiene, but also because companies are continuously bringing out new scents and offering innovation in the category.
Toilet care was more dynamic in 2021 as companies carried out endless promotional activities. For instance, Henkel’s DAC liquid toilet cleaner was launched in a promotional special offer pack along with DAC toilet rim block, whilst Harpic launched a value pack of three rim blocks for the price of two.
Toilet care is expected to see solid growth in both retail volume and current value terms in the forecast period. Promotional activity is expected to remain high in the category moving forward, especially in rim blocks through offers on the number of blocks per pack.
International brands are expected to maintain their high shares in the forecast period, which will hamper growth in private label. Widespread dynamic marketing and promotion by international brands will make such products attractive to consumers, which will in turn hinder the growth of private label.
Constant product development is expected within toilet care in the forecast period in terms of unique fragrances, additional functions, new formats and different pack sizes, which is likely to contribute to the strong performance in the forecast period. Despite already being the largest category, toilet liquids/foam is expected to see the strongest performance, due to ease of use and constant innovation.
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Understand the latest market trends and future growth opportunities for the Toilet Care industry in United Arab Emirates 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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