Following the outbreak of COVID-19, consumers in the United Arab Emirates increased their focus on health and hygiene as the fear of COVID-19 infection entered their lives. At this point, many consumers in the UAE prioritised their spending, responding to the financial uncertainty and reduced income of the COVID-19 crisis.
In 2020, consumers faced more time at home as they remained subject to stay at home mandates and were also publicly encouraged to remain at home whenever possible even when lockdown restrictions were not in place. During this time, companies in toilet care increased their promotional activity to incentivise consumers to continue to purchase products in this category.
There was a widespread increase in new formats of toilet care products in 2020. Innovation and new product development therefore focused on the development of new packaging and formats in order to offer a wider variety of applications to consumers in the UAE.
Players in the toilet care are expected to focus predominantly on added technological or scientific innovation to their products in the forecast period. As such, new product development in the category will be focused on improving the quality of products in toilet care as players seek to retain loyal customers by stimulating interest through innovative features.
In addition to providing attractive pricing for consumers to continue purchasing the products and persuade them not to cut back on toilet care, promotions will continue to have a significant impact on consumers attracted to these products over the course of the forecast 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.
Whilst international brands such as Harpic continued to dominate toilet care in 2020 and the review period, it is expected that more local brands will enter the category in the forecast period. These local brands will aim to make the most of the greater focus on health and hygiene in the coming years and will also tap into the growing price sensitivity of consumers in the UAE, especially following the economic upheaval of the COVID-19 pandemic.
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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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