Home care in the united arab emirates

Home Care in the United Arab Emirates

Report Summary
Slower growth for home care as the effects of the recession persist
The fallout from the global financial crisis is still taking its toll on the home care industry in the United
Arab Emirates although the economy is on the verge of recovery. The post-crisis impact has been a
smaller population and weaker population growth, trading down to cheaper brands and lower
consumer confidence. Nevertheless, 2010 marked an improvement in the economic climate and in the
home care industry compared to the previous two years, thanks partly to the efforts made by
manufacturers and retailers in terms of product innovation and discounting and marketing activity in
an effort to improve consumer confidence.

Manufacturers concentrating on product innovation to stimulate sales
As the United Arab Emirates home care market has not fully recovered from the fallout of the
economic downturn, manufacturers have relied on product innovation to stimulate growth. Firstly,
manufacturers have started focusing on the convenience factor as evidenced by the expansion of
concentrated fabric softeners and growing demand for specialised products, thus moving away from
mixing bleach and other economy-type products. Secondly, growing environmental awareness has
spurred the emergence of green products, which has been witnessed in laundry care for example.
Thirdly, rising health awareness has come to benefit brands offering maximum protection from germs
and viruses.

Multinationals extend their offerings while private label products enter the mainstream
Multinational companies/brands continue to lead all home care categories, emphasising their well-
established presence in the United Arab Emirates, high quality, product innovation and reasonable
pricing for most products, while domestic products are finding it difficult to compete with these
brands. On the other hand, post-crisis price-consciousness has led to trading down to cheaper brands
and more importantly the rise of private label products into the mainstream. This rising competition
from private label products has not posed a threat to domestic manufacturers as they have
collaborated with the leading grocery retailers to produce their respective private label lines.

Supermarkets/hypermarkets lead distribution and influence home care sales
In the United Arab Emirates where traditional retailing has a minor presence,
supermarkets/hypermarkets continued to be leading distribution channel for home care products over
the review period and in 2010. In addition, these outlets influence purchasing decisions and market
growth in many ways, for example through discounting. Rising costs of production and construction
towards the end of the review period, along with product innovation and the launch of value-added
products, have all led to higher average unit prices. However, discounting activities, launched jointly
between manufacturers and retailers, partly offset these rising prices.

Lower growth forecast, albeit alongside rising sophistication and premiumisation
As the effects of the economic slowdown fade over the forecast period, home care is expected to
witness steady growth although this will be lower than that seen over the review period in light of the
smaller population and weaker population growth. Following a period of trading down to cheaper
economy brands and private label products, the market is expected to witness rising premiumisation
and sophistication over the forecast period, manifested by buoyant demand for green products for
example. Against the historical trend among low and some mid-income earners of mixing bleach with
other products for use around the house, rising awareness is likely to drive growing demand for task-
specific home care products.

TABLE OF CONTENTS
Home Care in the United Arab Emirates - Industry Overview
EXECUTIVE SUMMARY
Slower growth for home care as the effects of the recession persist
Manufacturers concentrating on product innovation to stimulate sales
Multinationals extend their offerings while private label products enter the mainstream
Supermarkets/hypermarkets lead distribution and influence home care sales
Lower growth forecast, albeit alongside rising sophistication and premiumisation
MARKET INDICATORS
Table 1 Households 2005-2010
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2005-2010
Table 3 Sales of Home Care by Category: % Value Growth 2005-2010
Table 4 Home Care Company Shares 2006-2010
Table 5 Home Care Brand Shares 2007-2010
Table 6 Penetration of Private Label by Category 2005-2010
Table 7 Sales of Home Care by Distribution Format: % Analysis 2005-2010
Table 8 Sales of Home Care by Category and Distribution Format: % Analysis 2010
Table 9 Forecast Sales of Home Care by Category: Value 2010-2015
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2010-2015
DEFINITIONS
Summary 1 Research Sources
Home Care in the United Arab Emirates - Company Profiles
Ditra Sitra (Dubai) in Home Care (United Arab Emirates)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Ditra Sitra (Dubai): Competitive Position 2010
Gulf Centre for Soap & Chemical Industries LLC in Home Care (United Arab Emirates)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION

COMPETITIVE POSITIONING
Summary 5 Gulf Centre for Soap & Chemical Industries LLC: Competitive Position 2010
Air Care in the United Arab Emirates - Category Analysis
HEADLINES
TRENDS
Despite the decelerating growth of spray/aerosol air fresheners, new product launches in electric air
fresheners drove the category forward in 2010. Spray/aerosol air fresheners have started to lose share
to slow-release variants such as electric air fresheners and gel air fresheners, which offer greater
convenience to increasingly busy consumers. This trend was quite common among high-income
earners, with some trial purchases also coming from mid-income households.
COMPETITIVE LANDSCAPE
Reckitt Benckiser led air care in 2010 with a 28% retail value share thanks to a strong portfolio
including both Air Wick and Dettol, which enjoy considerable brand loyalty. Both brands benefited
from product innovation and growing demand for electric air fresheners and gel air fresheners. Air
Wick benefited from its regular in-store promotions and new product developments, the latest of
which included Freshmatic with Freshmatic i-motion and Freshmatic Compact i-motion. The company’s
flagship brand benefited from its positioning across home care as one of the most efficient brands in
killing germs and viruses. Regular in-store promotions fuelled demand for both Dettol Neutra Air
Aerosols and Freshmatic.
PROSPECTS
Air care is expected to see stronger growth rates once the economy recovers. In line with this,
manufacturers are likely to step up their efforts in terms of new product launches, coupled with
intense marketing support in the form of advertising and promotions. Nevertheless, the category will
fail to experience growth rates similar to those of the review period as many consumers are becoming
more conscious of hygiene standards and prefer to eliminate the causes of odours, and therefore will
not need air fresheners as much as they did previously.
CATEGORY DATA
Table 11 Sales of Air Care by Category: Value 2005-2010
Table 12 Sales of Air Care by Category: % Value Growth 2005-2010
Table 13 Air Care Company Shares 2006-2010
Table 14 Air Care Brand Shares 2007-2010
Table 15 Forecast Sales of Air Care by Category: Value 2010-2015
Table 16 Forecast Sales of Air Care by Category: % Value Growth 2010-2015
Bleach in the United Arab Emirates - Category Analysis
HEADLINES
TRENDS
On the one hand, bleach continues to be viewed negatively by many consumers on account of its
adverse effect on clothing. On the other hand, bleach remains a mainstay category in home care, well
supported by its efficiency in killing germs and viruses and its low unit price. Firstly, bleach, and
especially a brand like Clorox, has been positioned as an efficient product in terms of killing germs and
viruses, which proved a strong selling point amid the outbreak of the H1N1 pandemic in 2009.
Secondly, tough economic conditions have sustained the usage of bleach along with other products
used in cleaning ‘cocktails’ which can compete directly with specialised products such as bathroom
cleaners etc.
Abu Dawood Industrial Co extended its lead in bleach in 2010 with a retail value share of 43%, up half a
percentage point on 2009. The company’s Clorox brand elicits strong customer loyalty in the United

Arab Emirates to the extent that most consumers refer to bleach as Clorox. In addition, the brand’s
share increased particularly in 2009 as consumers focused on purchasing products that promised the
greatest protection against germs and viruses, and Clorox – along with Dettol – is widely perceived as
one of the most efficient brands in this area. Oman’s National Detergent Co remained in second place
with a retail value share of 17% through its Javex brand, while Reckitt Benckiser ranked third with a
share of 10% via its Jik brand.
PROSPECTS
Although there is little awareness of the hazards associated with the use of bleach, it is widely
anticipated that the forecast period will witness strong company activity in terms of launching green
bleach products. The environmental credentials of home care products are still not as important in the
United Arab Emirates as they are in Europe or the US, and green products will accordingly be launched
in the United Arab Emirates as niche products not yet designed to appeal to the mass population.
Higher usage of green products is expected among high-income earners.
CATEGORY DATA
Table 17 Sales of Bleach: Value 2005-2010
Table 18 Sales of Bleach: % Value Growth 2005-2010
Table 19 Bleach Company Shares 2006-2010
Table 20 Bleach Brand Shares 2007-2010
Table 21 Forecast Sales of Bleach: Value 2010-2015
Table 22 Forecast Sales of Bleach: % Value Growth 2010-2015
Dishwashing in the United Arab Emirates - Category Analysis
HEADLINES
TRENDS
2010 saw green products and private label enter the mainstream, with the category’s dynamism driven
by new product developments in both areas. Green dishwashing products had been introduced in
2009 with the arrival of brands like Clorox Green Works and Ecover. However, the penetration of these
products was limited to the tune of 5% and to Western expatriates. Consumer awareness of
environmental issues still does not compare with Western standards, but growth prospects are there
and have reflected upon demand for green dishwashing products. On the other hand, the global
financial crisis resulted in rising cost-consciousness among many consumers, who started trading down
to cheaper dishwashing products to tackle the economic downturn. Such demand has been met by a
growing supply of dishwashing products, mostly hand dishwashing, from leading
supermarkets/hypermarkets.
Procter & Gamble Gulf FZE led dishwashing products in 2010 with a retail value share of 49%,
benefiting from strong consumer loyalty to the Fairy brand and the company’s longstanding presence
in the market. During 2010, Fairy maintained its regular promotional offers to stave off competition
from archrivals Lux, Pril and Dac. Promotional offers either took the form of 15% additional volume or
three packs for the price of two. The Fairy brand also continued to offer a diversified portfolio of
standard and premium variants. In addition to its flagship Fairy Original standard brand, premium
products include Fairy Antibacterial Action, Fairy Dishwasher Tablets and Fairy Clean & Care.
PROSPECTS
Automatic dishwashing is expected to flourish over the forecast period thanks to the rising household
penetration of dishwashers and increasingly busy lifestyles. The former reliance on domestic help will
continue to decline over the forecast period as consumers look to cut costs, a factor that will drive
demand for automatic dishwashing products. Manufacturers will in turn realise the potential of this
category as dishwasher penetration grows, introducing a wider variety of products to the market.

CATEGORY INDICATORS
Table 23 Household Penetration of Dishwashers 2005-2010
CATEGORY DATA
Table 24 Sales of Dishwashing by Category: Value 2005-2010
Table 25 Sales of Dishwashing by Category: % Value Growth 2005-2010
Table 26 Dishwashing Company Shares 2006-2010
Table 27 Dishwashing Brand Shares 2007-2010
Table 28 Forecast Sales of Dishwashing by Category: Value 2010-2015
Table 29 Forecast Sales of Dishwashing by Category: % Value Growth 2010-2015
Insecticides in the United Arab Emirates - Category Analysis
HEADLINES
TRENDS
Despite rising health and environmental awareness, spray/aerosol insecticides continued to account
for the majority of overall sales in 2010. However, this dominant category posted a weaker growth rate
than in 2009 as consumers either shifted to sophisticated and healthier alternatives or resorted to
periodic pest control. Other consumers not concerned about health issues remained fairly satisfied
with existing products.
SC Johnson & Son Inc continued to lead insecticides in 2010 with a retail value share of 42% thanks to
its Raid and Baygon brands which both enjoy strong consumer loyalty in the United Arab Emirates.
Nevertheless, neither Raid nor Baygon were the best-selling brand, with this position held by Pif Paf
from Reckitt Benckiser. In addition to the presence of both Raid and Baygon in the mainstay
spray/aerosol category, both have expanded into electric formats. In the spray/aerosol category, both
brands benefited from odourless launches, which are very much in demand amidst rising health
awareness. Reckitt Benckiser ranked second with a retail value share of 31% thanks to its Pif Paf brand.
PROSPECTS
The insecticides category is expected to be influenced by rising health consciousness over the forecast
period. As people become more and more concerned about protecting themselves and their families
from insects and insect-related health problems, demand for insecticides and pest control is expected
to increase. Manufacturers in turn are expected to tap into this health awareness with product
innovation revolving around natural ingredients and odourless functionality.
CATEGORY DATA
Table 30 Sales of Insecticides by Category: Value 2005-2010
Table 31 Sales of Insecticides by Category: % Value Growth 2005-2010
Table 32 Insecticides Company Shares 2006-2010
Table 33 Insecticides Brand Shares 2007-2010
Table 34 Forecast Sales of Insecticides by Category: Value 2010-2015
Table 35 Forecast Sales of Insecticides by Category: % Value Growth 2010-2015
Laundry Care in the United Arab Emirates - Category Analysis
HEADLINES
TRENDS
As the United Arab Emirates’ economy had not fully recovered from the effects of the global financial
crisis in 2010, manufacturers relied on product innovation to stimulate sales. On the one hand, the
post-crisis impact of trading down to cheaper brands prevailed in 2010 for the second year in a row
and private label gained from the country’s economic climate, but only at the expense of secondary
and tertiary brands. On the other hand, primary brands maintained their grip over laundry care and
relied heavily on product innovation to retain their lead. There was a remarkable push by leading

multinational manufacturers in the areas of concentrated liquid fabric softeners and fine fabric
detergents. Firstly, 2010 marked the strong arrival of concentrated liquid fabric softeners from
archrivals Comfort and Downy in a move to gradually drive consumers away from standard softeners
towards concentrated formats. Secondly, manufacturers capitalised on the earlier launch of fine fabric
detergents like Persil Abaya Shampoo, which was replicated by other manufacturers, and also
launched products specifically for other garments.
Procter & Gamble Gulf FZE retained its lead in laundry care in 2010 with a retail value share of 57%,
down slightly from the previous year. The company’s dominance can be attributed to its wide product
portfolio which enjoys strong customer loyalty. This portfolio mainly includes Ariel and Tide in laundry
detergents and Downy in fabric softeners. In addition to the good positioning of these brands, Procter
& Gamble Gulf FZE continued its advertising and promotional activities in 2010, notably running
several promotional offers on Ariel and Downy to meet the demands of cost-conscious consumers.
Although there was some trading down in 2010, this trend mostly took its toll on secondary and
tertiary brands rather than established brands like those from Procter &Gamble. Henkel Dac and
Binzagr Lever Ltd followed in second and third place with retail value shares of around 8% each thanks
to the popularity of their Persil and Omo brands, respectively.
PROSPECTS
The underlying forecast trend is that laundry care will experience some degree of premiumisation and
sophistication. In addition to the rise of green products, the category can expect some trial purchases
of detergent tablets and liquid detergents as economic conditions improve. All of these green
products, detergent tablets and liquid detergents were launched towards the end of the review period;
however, low consumer spending has deterred their penetration beyond Western expatriates. It is
anticipated that the general appreciation of green products and rising environmental awareness will
support their performance over the forecast period. Product innovation and continuous marketing
activities are likely to be key factors triggering demand for these premium and sophisticated products.
CATEGORY INDICATORS
Table 36 Household Penetration of Washing Machines 2005-2010
CATEGORY DATA
Table 37 Sales of Laundry Care by Category: Value 2005-2010
Table 38 Sales of Laundry Care by Category: % Value Growth 2005-2010
Table 39 Sales of Laundry Aids by Category: Value 2005-2010
Table 40 Sales of Laundry Aids by Category: % Value Growth 2005-2010
Table 41 Sales of Laundry Detergents by Category: Value 2005-2010
Table 42 Sales of Laundry Detergents by Category: % Value Growth 2005-2010
Table 43 Laundry Care Company Shares 2006-2010
Table 44 Laundry Care Brand Shares 2007-2010
Table 45 Laundry Aids Company Shares 2006-2010
Table 46 Laundry Aids Brand Shares 2007-2010
Table 47 Laundry Detergents Company Shares 2006-2010
Table 48 Laundry Detergents Brand Shares 2007-2010
Table 49 Forecast Sales of Laundry Care by Category: Value 2010-2015
Table 50 Forecast Sales of Laundry Care by Category: % Value Growth 2010-2015
Polishes in the United Arab Emirates - Category Analysis
HEADLINES
TRENDS
The economic recession and lower consumer spending following the financial crisis have led to lower

expenditure on polishes. Consumers have re-categorised their shopping needs following the crisis, with
many products like polishes regarded as unnecessary by certain consumers.
SC Johnson & Son Inc led polishes in 2010 with a 21% retail value share as its furniture polish enjoys
strong brand loyalty. In addition to the mainstay aerosol can, its Pledge brand has benefited from its
availability in other formats such as Pledge Multi Surface Cleaner and Wipes. Zetra BV ranked second
in 2010 with a retail value share of 19% thanks to the popularity of its Kiwi brand, the best-selling in
shoe polish.
PROSPECTS
Demand for polishes is expected to continue to rise over the forecast period. As the economy recovers,
consumer confidence will improve and consumers will be encouraged to start spending again on
polishes, a category they regarded as unnecessary towards the end of the review period. The
perception of polishes as unnecessary and premium products is not anticipated to change over the
forecast period. In addition to the current lack of advertising and product innovation, demand will be
hit by the currently low consumer confidence that is expected to be maintained into early 2011.
CATEGORY DATA
Table 51 Sales of Polishes by Category: Value 2005-2010
Table 52 Sales of Polishes by Category: % Value Growth 2005-2010
Table 53 Polishes Company Shares 2006-2010
Table 54 Polishes Brand Shares 2007-2010
Table 55 Forecast Sales of Polishes by Category: Value 2010-2015
Table 56 Forecast Sales of Polishes by Category: % Value Growth 2010-2015
Surface Care in the United Arab Emirates - Category Analysis
HEADLINES
TRENDS
Although the H1N1 virus outbreak reached its peak in 2009, household hygiene concerns continued to
increase in 2010. This accordingly drove up sales of surface care products and created a natural
marketing opportunity, although the category’s major players have not capitalised on such epidemics.
Since 2009, consumers have become more diligent about cleaning their homes. They have started
focusing on products offering the maximum protection from germs and viruses. The category’s positive
growth was also aided by the entrance of green and private label products into the mainstream. The
launch of Clorox Green Works in 2009 has been instrumental in the emergence of green products, and
other players followed suit in 2010. On the other hand, the fallout from the economic slowdown
helped private label to advance as consumers increasingly appreciated their balanced price/quality
ratio.
Reckitt Benckiser extended its lead in surface care in 2010 with a retail value share of 34%, chiefly
owing to its Dettol brand which enjoys strong consumer loyalty. Dettol is well positioned as the
undisputed leader in household antiseptics/disinfectants to the extent that some consumers use the
term Dettol to refer to households antiseptics/disinfectants. A perception has built up over the years
that brands like Dettol and Clorox are the most efficient at killing germs and viruses, and the outbreak
of the H1N1 virus in 2009 has solidified Dettol’s position. The latter has been aided by consumers
seeking maximum protection against germs and viruses rather than by consumer information
campaigns. Henkel Dac remained in second place in 2010 with a stagnant retail value share of 13%,
followed by Abu Dawood Industrial Co in third with a 10% share.
PROSPECTS
The rise of green and private label surface care products will progress over the forecast period. On the

one hand, the success of Clorox Green Works has set the pace for the entrance of green products into
the mainstream. As long as environmental awareness is growing, demand will remain buoyant for
these products. On the other hand, consumers have already gained confidence in private label
products, and the private label movement is set to expand over the forecast period to cater for low
and mid-income earners.
CATEGORY DATA
Table 57 Sales of Surface Care by Category: Value 2005-2010
Table 58 Sales of Surface Care by Category: % Value Growth 2005-2010
Table 59 Surface Care Company Shares 2006-2010
Table 60 Surface Care Brand Shares 2007-2010
Table 61 Forecast Sales of Surface Care by Category: Value 2010-2015
Table 62 Forecast Sales of Surface Care by Category: % Value Growth 2010-2015
Toilet Care in the United Arab Emirates - Category Analysis
HEADLINES
TRENDS
In light of rising health awareness and earlier pandemics, consumers – mostly middle and upper-
income households – have moved away from using bleach, which is the most economical cleaning
product, towards using specific toilet care products. In fact, toilet care products would have achieved
stronger penetration if the economy had already recovered. Although many middle-income earners
still categorise toilet care products as non-essentials, the penetration of these products gradually
improved in 2010 as opposed to earlier in the review period.
Reckitt Benckiser led toilet care products in 2010 with a 19% retail value share despite strong
competition from archrivals SC Johnson & Son Inc and Brill Manitoba SpA, which trailed with retail
value shares of 17% and 15%, respectively. Reckitt Benckiser’s leading position in toilet care products
can be attributed to the strength of its Harpic brand, particularly in the dynamic rim liquids category.
Harpic, along with SC Johnson & Son Inc’s Toilet Duck and Brill Manitoba SpA’s WC Net, are the best-
selling brands in toilet care products. They have somehow managed to gain share despite the growing
competition from private label.
PROSPECTS
It is expected that a number of factors will drive demand for toilet care products and collectively
position these products as home care essentials rather than niche products. These factors include
rising hygiene awareness, lower reliance on domestic help, better economic conditions over the
forecast period and increasingly busy lifestyles. These factors will collectively spur a shift away from
using bleach and other economy products towards specific toilet care products.
CATEGORY DATA
Table 63 Sales of Toilet Care by Category: Value 2005-2010
Table 64 Sales of Toilet Care by Category: % Value Growth 2005-2010
Table 65 Toilet Care Company Shares 2006-2010
Table 66 Toilet Care Brand Shares 2007-2010
Table 67 Forecast Sales of Toilet Care by Category: Value 2010-2015
Table 68 Forecast Sales of Toilet Care by Category: % Value Growth 2010-2015

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