New Report Available: Bath and Shower in the United Arab Emirates

Rapid population growth brought on by the influx of expatriates moving to the United Arab Emirates in the wake of strong economic growth and the abundance of highly-paid job opportunities this has presented boosted sales of bath and shower products generally towards the end of the review period. Essential bath and shower items recorded strong growth in 2013 as body wash/shower gel increased in current value by 7%, whilst niche categories such as intimate wipes also record strong positive growth. In addition, the trend towards trading up to the brands of multinational companies was also evident in bath and shower in 2013, which pushed demand for higher priced items and boosted value growth in the category overall.

Competitive Landscape

Unilever Gulf FZE continued to lead bath and shower in 2013. The company’s wide product portfolio and its presence within a number of bath and shower categories including the strongest categories of bar soap and body wash/shower gel were the main reasons for its success in bath and shower towards the end of the review period. Its brands including Lux, Dove, Lifebuoy, Vaseline and Pears all have a longstanding presence in the United Arab Emirates and thus enjoy strong brand loyalty among the rising number of Western expatriates in the country. This only serves to boost the popularity of these brands these Western consumers tend to be very familiar with these brands from their home countries. The company also conducts frequent television advertising campaigns for its most prominent brands including Lux, Dove and Lifebuoy. Unilever Gulf FZE also heavily promoted its Dove Men + Care line of body wash/shower gel and bar soap as well as its Vaseline and Vaseline Men 2in1 brands in bath and shower towards the end of the review period. Price promotions and bundle discounts in hypermarkets operated by chains such as Carrefour and Lulu were the most commonly used promotional strategies in bath and shower during 2013.

Full Report Details at
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Industry Prospects

Healthy growth is expected in bath and shower in the United Arab Emirates over the forecast period, with this growth driven by a number of factors, including the anticipated growth in the United Arab Emirates’ population as more expatriates move to the country in the wake of the economic boom which is currently underway and which is set to continue being driven by government efforts to promote the country as a luxurious and safe destination for ambitious individuals. In addition, rising disposable income levels are likely to drive the premiumisation and convenience trends in body wash/shower gel and intimate wipes. Bath additives is also likely to benefit from the rising premiumisation trend, which is being driven by rising disposable income levels.

Report Overview

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