Home Care in Saudi Arabia

HOME CARE IN SAUDI ARABIA

Euromonitor International

February 2019

LIST OF CONTENTS AND TABLES

Executive Summary

Economic Reforms Result in Mixed Performance for Saudi Home Care Market

Increased Focus on Value for Money Spurs Interest in More Advanced Products

Price-based Promotions Are A Key Driver of Demand in 2018

Local Brands and Private Label Gain Ground in Home Care

Forecast Period Outlook for Home Care Is Broadly Favourable

Market Indicators

Table 1 Households 2013-2018

Market Data

Table 2 Sales of Home Care by Category: Value 2013-2018

Table 3 Sales of Home Care by Category: % Value Growth 2013-2018

Table 4 NBO Company Shares of Home Care: % Value 2014-2018

Table 5 LBN Brand Shares of Home Care: % Value 2015-2018

Table 6 Penetration of Private Label in Home Care by Category: % Value 2013-2018

Table 7 Distribution of Home Care by Format: % Value 2013-2018

Table 8 Distribution of Home Care by Format and Category: % Value 2018

Table 9 Forecast Sales of Home Care by Category: Value 2018-2023

Table 10 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

Definitions

Sources

Summary 1 Research Sources

Headlines

Prospects

Trading Down Trend Is Particularly Visible in Air Care in 2018

Spray/aerosol Air Fresheners Sees the Launch of More Exotic Fragrances

Car and Candle Air Fresheners Set To Perform Well Over the Forecast Period

Competitive Landscape

Air Wick Remains the Top Brand in Air Care

Glade Finishes A Close Second in 2018

Demand for Private Label Products and Local Brands Increases

Category Data

Table 11 Sales of Air Care by Category: Value 2013-2018

Table 12 Sales of Air Care by Category: % Value Growth 2013-2018

Table 13 Sales of Air Care by Fragrance: Value Ranking 2013-2018

Table 14 NBO Company Shares of Air Care: % Value 2014-2018

Table 15 LBN Brand Shares of Air Care: % Value 2015-2018

Table 16 Forecast Sales of Air Care by Category: Value 2018-2023

Table 17 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Headlines

Prospects

Bleach Remains A Popular Choice Due To Its Versatility and Affordable Price

Bleach Producers Use Promotions To Cushion Impact of Price Hikes

Lack of Innovation Will Continue To Hinder Competitiveness of Bleach

Competitive Landscape

Private Label Panda Continues To Gain Ground in 2018

Clorox Remains the Dominant Brand in Bleach

Local Brand Quneex Registers A Strong Performance in 2018

Category Data

Table 18 Sales of Bleach: Value 2013-2018

Table 19 Sales of Bleach: % Value Growth 2013-2018

Table 20 NBO Company Shares of Bleach: % Value 2014-2018

Table 21 LBN Brand Shares of Bleach: % Value 2015-2018

Table 22 Forecast Sales of Bleach: Value 2018-2023

Table 23 Forecast Sales of Bleach: % Value Growth 2018-2023

Headlines

Prospects

Domination of Hand Dishwashing Remains Unchallenged

Demand for Automatic Dishwashing Products Set To Continue Rising

Tablets Still the Most Popular Choice in Automatic Dishwashing

Competitive Landscape

Fairy Remains the Leading Dishwashing Brand in 2018

Increased Price Sensitivity Boosts Demand for Local Brands and Private Label

Supermarkets and Hypermarkets Remain the Top Distribution Channels

Category Indicators

Table 24 Household Possession of Dishwashers 2013-2018

Category Data

Table 25 Sales of Dishwashing by Category: Value 2013-2018

Table 26 Sales of Dishwashing by Category: % Value Growth 2013-2018

Table 27 NBO Company Shares of Dishwashing: % Value 2014-2018

Table 28 LBN Brand Shares of Dishwashing: % Value 2015-2018

Table 29 Forecast Sales of Dishwashing by Category: Value 2018-2023

Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023

Headlines

Prospects

Health Awareness Campaigns Boost Demand for Home Insecticides

Electric Insecticides Is the Most Dynamic Category in 2018

Climate Change and Public Health Measures May Restrict Demand Towards 2023

Competitive Landscape

Raid Continues To Lead Home Insecticides

International Brands Remain Dominant

Private Label B&d Leads Insecticide Baits

Category Data

Table 31 Sales of Home Insecticides by Category: Value 2013-2018

Table 32 Sales of Home Insecticides by Category: % Value Growth 2013-2018

Table 33 Sales of Spray/Aerosol Insecticides by Type: % Value 2013-2018

Table 34 NBO Company Shares of Home Insecticides: % Value 2014-2018

Table 35 LBN Brand Shares of Home Insecticides: % Value 2015-2018

Table 36 Forecast Sales of Home Insecticides by Category: Value 2018-2023

Table 37 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023

Headlines

Prospects

Promotions and New Employment Opportunities Boost Demand Within Laundry Care

Concentrated Products Increasingly Favoured in Laundry Detergents

Average Unit Prices Increase Across Laundry Care As Vat Is Applied

Competitive Landscape

Procter & Gamble Continues To Lead in 2018

Local Brands and Private Label Gain Ground in Laundry Care

Top International Brands Lead the Way in Terms of Innovation

Category Indicators

Table 38 Household Possession of Washing Machines 2013-2018

Category Data

Table 39 Sales of Laundry Care by Category: Value 2013-2018

Table 40 Sales of Laundry Care by Category: % Value Growth 2013-2018

Table 41 Sales of Laundry Aids by Category: Value 2013-2018

Table 42 Sales of Laundry Aids by Category: % Value Growth 2013-2018

Table 43 Sales of Laundry Detergents by Category: Value 2013-2018

Table 44 Sales of Laundry Detergents by Category: % Value Growth 2013-2018

Table 45 NBO Company Shares of Laundry Care: % Value 2014-2018

Table 46 LBN Brand Shares of Laundry Care: % Value 2015-2018

Table 47 NBO Company Shares of Laundry Aids: % Value 2014-2018

Table 48 LBN Brand Shares of Laundry Aids: % Value 2015-2018

Table 49 NBO Company Shares of Laundry Detergents: % Value 2014-2018

Table 50 LBN Brand Shares of Laundry Detergents: % Value 2015-2018

Table 51 Forecast Sales of Laundry Care by Category: Value 2018-2023

Table 52 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

Headlines

Prospects

Design Trends and Dust Pollution Boost Demand for Furniture and Floor Polish

Shoe Polish Benefits From High Personal Grooming Standards Among Saudis

Lack of Innovation Could Pose Challenges for Polishes

Competitive Landscape

Kiwi and Pledge Are the Overall Leaders in Polishes in 2018

Smac Continues To Lead Metal Polish

Private Label Panda Gains Ground Thanks To Its Competitive Price Positioning

Category Data

Table 53 Sales of Polishes by Category: Value 2013-2018

Table 54 Sales of Polishes by Category: % Value Growth 2013-2018

Table 55 NBO Company Shares of Polishes: % Value 2014-2018

Table 56 LBN Brand Shares of Polishes: % Value 2015-2018

Table 57 Forecast Sales of Polishes by Category: Value 2018-2023

Table 58 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

Headlines

Prospects

Public Health Awareness Campaigns Boost Demand in Surface Care

Multi-purpose Cleaners Gain Popularity As Households Seek To Save Money

Local Brands and Private Label Make Gains As Unit Prices Rise

Competitive Landscape

Arabian Trading Supplies Maintains Its Strong Lead in 2018

International Brands Dominate But Local Competitors Gain Ground

Supermarkets and Hypermarkets Remain the Leading Distribution Channels

Category Data

Table 59 Sales of Surface Care by Category: Value 2013-2018

Table 60 Sales of Surface Care by Category: % Value Growth 2013-2018

Table 61 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018

Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018

Table 63 NBO Company Shares of Surface Care: % Value 2014-2018

Table 64 LBN Brand Shares of Surface Care: % Value 2015-2018

Table 65 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2018

Table 66 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2018

Table 67 Forecast Sales of Surface Care by Category: Value 2018-2023

Table 68 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Headlines

Prospects

Toilet Liquids/foam Products Remain the Most Popular Type

Rising Hygiene Standards Will Continue To Boost Demand in Toilet Care

Vat Drives Up Unit Prices for Toilet Care Products

Competitive Landscape

Harpic Remains the Clear Leader in Toilet Care

Private Label Panda Registers Another Strong Performance

Supermarkets and Hypermarkets Continue To Lead Toilet Care Distribution

Category Data

Table 69 Sales of Toilet Care by Category: Value 2013-2018

Table 70 Sales of Toilet Care by Category: % Value Growth 2013-2018

Table 71 NBO Company Shares of Toilet Care: % Value 2014-2018

Table 72 LBN Brand Shares of Toilet Care: % Value 2015-2018

Table 73 Forecast Sales of Toilet Care by Category: Value 2018-2023

Table 74 Forecast Sales of Toilet Care by Category: % Value Growth 2018-2023