Table of Content

Home Care in Saudi Arabia
Euromonitor International
February 2022

List Of Contents And Tables

HOME CARE IN SAUDI ARABIA
EXECUTIVE SUMMARY
Home care in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for home care?
CHART 1 Home Care Value Sales Growth Scenarios: 2019-2026
CHART 2 Home Care Impact of Drivers on Value Sales: 2019-2026
MARKET INDICATORS
Table 1 Households 2016-2021
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2016-2021
Table 3 Sales of Home Care by Category: % Value Growth 2016-2021
Table 4 NBO Company Shares of Home Care: % Value 2017-2021
Table 5 LBN Brand Shares of Home Care: % Value 2018-2021
Table 6 Penetration of Private Label in Home Care by Category: % Value 2016-2021
Table 7 Distribution of Home Care by Format: % Value 2016-2021
Table 8 Distribution of Home Care by Format and Category: % Value 2021
Table 9 Forecast Sales of Home Care by Category: Value 2021-2026
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN SAUDI ARABIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Growth stabilises as COVID-19 measures ease but demand remains strong
Price rises and economic pressures impact sales in 2021
Importance of thobes and abayas in Saudi Arabia supporting demand for specialised laundry care products
PROSPECTS AND OPPORTUNITIES
Concentrated laundry detergents set for further gains
Greater product variety and availability through e-commerce key things to look out for in laundry care
Sustainability and Saudisation in focus for Saudi Arabia
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2016-2021
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2016-2021
Table 13 Sales of Laundry Care by Category: % Value Growth 2016-2021
Table 14 Sales of Laundry Aids by Category: Value 2016-2021
Table 15 Sales of Laundry Aids by Category: % Value Growth 2016-2021
Table 16 Sales of Laundry Detergents by Category: Value 2016-2021
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2016-2021
Table 18 NBO Company Shares of Laundry Care: % Value 2017-2021
Table 19 LBN Brand Shares of Laundry Care: % Value 2018-2021
Table 20 NBO Company Shares of Laundry Aids: % Value 2017-2021
Table 21 LBN Brand Shares of Laundry Aids: % Value 2018-2021
Table 22 NBO Company Shares of Laundry Detergents: % Value 2017-2021
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2018-2021
Table 24 Forecast Sales of Laundry Care by Category: Value 2021-2026
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2021-2026
DISHWASHING IN SAUDI ARABIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Hand dishwashing remains dominant with a keen focus on antibacterial products
Automatic dishwashing winning friends thanks to the promise of greater convenience and as a way to save water
Competitive landscape remains dominated by multinational brands
PROSPECTS AND OPPORTUNITIES
More homes expected to purchase dishwashers
The entry of private label and local players could help to make automatic dishwashing more affordable
Competition set to intensify as new players enter the market
CATEGORY INDICATORS
Table 26 Household Possession of Dishwashers 2015-2020
CATEGORY DATA
Table 27 Sales of Dishwashing by Category: Value 2016-2021
Table 28 Sales of Dishwashing by Category: % Value Growth 2016-2021
Table 29 NBO Company Shares of Dishwashing: % Value 2017-2021
Table 30 LBN Brand Shares of Dishwashing: % Value 2018-2021
Table 31 Forecast Sales of Dishwashing by Category: Value 2021-2026
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2021-2026
SURFACE CARE IN SAUDI ARABIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Consumers unwilling to compromise when it comes to surface care due to increased hygiene concerns
Multi-purpose cleaners rise to the top but task-specific products continue to build a wider audience
Dettol retains the lead as players add COVID-19 labels to boost demand
PROSPECTS AND OPPORTUNITIES
Investment in new product development and innovation on the cards
Increasing competition expected to put downward pressure on prices
Local brands could find favour with more competitive prices
CATEGORY DATA
Table 33 Sales of Surface Care by Category: Value 2016-2021
Table 34 Sales of Surface Care by Category: % Value Growth 2016-2021
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2016-2021
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2016-2021
Table 37 NBO Company Shares of Surface Care: % Value 2017-2021
Table 38 LBN Brand Shares of Surface Care: % Value 2018-2021
Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2021
Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2018-2021
Table 41 Forecast Sales of Surface Care by Category: Value 2021-2026
Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2021-2026
BLEACH IN SAUDI ARABIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Demand for bleach softens in 2021 as panic buying subsides
Clorox retains its dominant position with scented bleach adding value to an established and loyal consumer base
Prices stabilise after sharp decline in 2020
PROSPECTS AND OPPORTUNITIES
Bleach expected to suffer from unhealthy image
Bleach expected to suffer from the inclusion of bleach in other home care products
Little room for innovation with bleach facing a bleak outlook
CATEGORY DATA
Table 43 Sales of Bleach: Value 2016-2021
Table 44 Sales of Bleach: % Value Growth 2016-2021
Table 45 NBO Company Shares of Bleach: % Value 2017-2021
Table 46 LBN Brand Shares of Bleach: % Value 2018-2021
Table 47 Forecast Sales of Bleach: Value 2021-2026
Table 48 Forecast Sales of Bleach: % Value Growth 2021-2026
TOILET CARE IN SAUDI ARABIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
COVID-19 fears continue to fuel demand for toilet care in 2021
Toilet care benefits from healthy competition between the leading players and regular new product development
Harpic leads but competition intensifies thanks to active new product development and promotions
PROSPECTS AND OPPORTUNITIES
Promotional activity set to play a key role in driving demand for toilet care
Competition expected to heat up with local players eyeing new opportunities
Renewed demand set to encourage investment in new product development and innovation
CATEGORY DATA
Table 49 Sales of Toilet Care by Category: Value 2016-2021
Table 50 Sales of Toilet Care by Category: % Value Growth 2016-2021
Table 51 NBO Company Shares of Toilet Care: % Value 2017-2021
Table 52 LBN Brand Shares of Toilet Care: % Value 2018-2021
Table 53 Forecast Sales of Toilet Care by Category: Value 2021-2026
Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2021-2026
POLISHES IN SAUDI ARABIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Sales of polishes pick up in 2021 as life begins slow return to normality
Polishes hindered by shift in flooring preferences
Players use price discounting and promotions to put a shine on a difficult situation
PROSPECTS AND OPPORTUNITIES
Flexible work arrangements expected to hinder the recovery of shoe polish
Polishes in danger of stagnation as other home care products pose a growing threat
Floor polish facing growing threat from floor cleaners
CATEGORY DATA
Table 55 Sales of Polishes by Category: Value 2016-2021
Table 56 Sales of Polishes by Category: % Value Growth 2016-2021
Table 57 NBO Company Shares of Polishes: % Value 2017-2021
Table 58 LBN Brand Shares of Polishes: % Value 2018-2021
Table 59 Forecast Sales of Polishes by Category: Value 2021-2026
Table 60 Forecast Sales of Polishes by Category: % Value Growth 2021-2026
AIR CARE IN SAUDI ARABIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Air care on the path to recovery as Saudi Arabia?s economy picks up in 2021
Glade benefits from the launch of new 3-in-1 product with virucidal claims
Spray/aerosol air fresheners remains at the heart of air care
PROSPECTS AND OPPORTUNITIES
The future looks bright for air care with e-commerce offering room for expansion
New product development expected to focus on innovative fragrances and new hygiene claims
Incense sticks and candle air fresheners set to benefit from traditional image
CATEGORY DATA
Table 61 Sales of Air Care by Category: Value 2016-2021
Table 62 Sales of Air Care by Category: % Value Growth 2016-2021
Table 63 NBO Company Shares of Air Care: % Value 2017-2021
Table 64 LBN Brand Shares of Air Care: % Value 2018-2021
Table 65 Forecast Sales of Air Care by Category: Value 2021-2026
Table 66 Forecast Sales of Air Care by Category: % Value Growth 2021-2026
HOME INSECTICIDES IN SAUDI ARABIA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Home seclusion helps support growth in home insecticides
Raid leads the way as players use price discounting to drive sales
Odour-free and dual-purpose products most appealing
PROSPECTS AND OPPORTUNITIES
Spray/aerosol insecticides expected to benefit from strong marketing and promotions
Private label and local players face several obstacles in their efforts to win share
New product development and innovation could help to shake up the category
CATEGORY DATA
Table 67 Sales of Home Insecticides by Category: Value 2016-2021
Table 68 Sales of Home Insecticides by Category: % Value Growth 2016-2021
Table 69 Sales of Spray/Aerosol Insecticides by Type: % Value 2016-2021
Table 70 NBO Company Shares of Home Insecticides: % Value 2017-2021
Table 71 LBN Brand Shares of Home Insecticides: % Value 2018-2021
Table 72 Forecast Sales of Home Insecticides by Category: Value 2021-2026
Table 73 Forecast Sales of Home Insecticides by Category: % Value Growth 2021-2026