Toilet Care in the United Arab Emirates

PROSPECTS

Toilet care continues to perform well

Toilet care was the strongest performer within the main categories of home care in current value terms in 2019. Benefitting from the specialisation trend that developed over the review period, consumers became less willing to compromise on toilet care in their attempts to save money and stretch their budgets, believing that the benefits of these products outweighed the costs.

Specialist products to benefit toilet care

In the United Arab Emirates, consumers are expected to continue to seek specialist products to clean their toilets with. Even though volume growth was slower in 2019 than in the early years of the review period, toilet care is expected to record a strong performance over the forecast period as consumers continue to demonstrate greater interest in these products.

Promotions play a significant role in toilet care growth

In addition to providing attractive pricing for consumers to continue purchasing the products and persuade them not to cut back on toilet care, promotions appeared to have a significant impact on consumers attracted to these products for the first time towards the end of the review period. Even though the country is experiencing some tough challenges in terms of impulse purchases, and consumers are not inclined to try new products, the attractive pricing along with the continuing increase in awareness of health and hygiene are becoming the drivers for some people to actually try toilet care and become new regular users.

COMPETITIVE LANDSCAPE

Reckitt Benckiser maintains its leadership

Reckitt Benckiser continued to lead toilet care in 2019. The company has a long-standing presence in the country with its flagship brand Harpic.

International brands lead in toilet care

International brands led toilet care in 2019, with Harpic alone accounting for almost half of total value sales, and no significant domestic brands being available. The long-standing presence of these international brands within the country, coupled with the fact that they are widely recognised and trusted by a large number of expatriates living in the country, contributed to their success.

Innovations in fragrances and packaging to drive competition

Brands that focused on packaging innovations were able to gain shelf space and attract consumers over the review period. For example, Brill Manitoba with its WC Net brand was able to gain share over the review period, ranking second after Harpic in 2019.

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