New Study: Laundry Care in the United Arab Emirates

2015 witnessed aggressive price-led competition between the leading multinationals in laundry care. Companies began moving more towards concentrated products as consumers seemed more open to shifting to these higher-priced products. Standard powder detergents witnessed a decline of 9% in current value terms in 2015, while concentrated powder detergents saw current value growth of 12%. Powder detergents remains the dominant format, accounting for a 90% value share of laundry detergents in 2015.

Competitive Landscape

Procter & Gamble Gulf FZE continued to dominate laundry care in the United Arab Emirates with a value share of 52% in 2015. The company’s longstanding presence in the country coupled with the wide range of brands within its portfolio, including its flagship Tide brand, as well as its Downy, Bonux and Lenor brands, also contributed to its success. Meanwhile its Ariel brand has become a household name in the United Arab Emirates and the region due to its widespread distribution and strong advertising support across all local and regional satellite channels.

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Industry Prospects

Growth is expected to remain healthy over the forecast period, with laundry care expected to increase at a constant 2015 value CAGR of 4%. This will likely be fuelled by the rising number of expatriates moving to the country, both from Western countries and neighbouring Arab countries, due to their respective political and economic hardships. The immigrants that come to the country to work usually lead hectic lifestyles and are, thus, expected to increase demand for convenient and efficient products, including concentrated detergents. Growth in laundry care should also be supported by the United Arab Emirates’ healthy economy, which is expected to continue growing over the forecast period due to the country’s thriving tourism industry, healthy and expanding real estate industry and high foreign direct investment.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Laundry Care industry in United Arab Emirates with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Laundry Care industry in United Arab Emirates, our research will save you time and money while empowering you to make informed, profitable decisions.

The Laundry Care in United Arab Emirates market research report includes:

* Analysis of key supply-side and demand trends
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth

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