Toilet Care in the United Arab Emirates

PROSPECTS

Toilet care performs well

Toilet care was the strongest performer within home care in current value terms in 2018. Benefitting from the specialisation trend which developed over the review period, consumers were unwilling to compromise on toilet care in their attempt to save money and limit their budgets, believing that the benefits of these products outweighed the costs.

Specialisation to benefit toilet care

In the United Arab Emirates, consumers are expected to continue to seek specialist products with which to clean their toilets. Even though volume growth slowed in 2018 compared to previous years, toilet care is expected to witness a significant performance over the forecast period as consumers continue to demonstrate greater interest in these products.

Promotions play a significant role in shaping toilet care

In addition to providing attractive pricing for consumers to continue purchasing and persuade them not to compromise 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 is becoming the driver for some to actually try toilet care and become new adopters.

COMPETITIVE LANDSCAPE

Reckitt Benckiser retains leadership

Reckitt Benckiser continued to lead toilet care in 2018. The company has a long-standing presence in the country with its flagship brand Harpic.

Innovations in fragrances and packaging drive competition

Brands which focused on packaging innovations were able to gain shelf space and attract consumers over the review period. For example, Brill Manitoba SpA with its WC Net brand was able to gain share towards the end of the review period, ranking second after Harpic in 2018.

Multinationals brands favoured in toilet care

Multinationals brands led toilet care in 2018 with Harpic retaining its lead and no significant domestic brands 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.

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