Home Care in Saudi Arabia
Home Care in Saudi Arabia
Abstract
According to the General Authority of Statistics, Saudi Arabia’s annual inflation rate rose to a 14-month high of 3% in August 2022. Food and beverages were the foremost drivers of inflation, due to their relatively high significance. There was also a small rise in household utilities, including gas and other fuels. Inflation in the Kingdom in 2022 was the result of the nonstop expansion in domestic private consumption and the evident upsurge in worldwide inflation rates, mainly in the prices of...
Euromonitor International's Home Care in Saudi Arabia market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2027 illustrate how the market is set to change.
Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
* Get a detailed picture of the Home Care market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop
Content
Home Care in Saudi Arabia
January 2023
List Of Contents And Tables
HOME CARE IN SAUDI ARABIA
EXECUTIVE SUMMARY
Home care in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2017-2022
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2017-2022
Table 3 Sales of Home Care by Category: % Value Growth 2017-2022
Table 4 NBO Company Shares of Home Care: % Value 2018-2022
Table 5 LBN Brand Shares of Home Care: % Value 2019-2022
Table 6 Penetration of Private Label in Home Care by Category: % Value 2017-2022
Table 7 Distribution of Home Care by Format: % Value 2017-2022
Table 8 Distribution of Home Care by Format and Category: % Value 2022
Table 9 Forecast Sales of Home Care by Category: Value 2022-2027
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN SAUDI ARABIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Standard powder detergents benefits from attractive pricing as demand for laundry care continues to stabilise in 2022
New packaging innovations stir up interest in concentrated liquid detergents
Specialist laundry care products retain their appeal among locals
PROSPECTS AND OPPORTUNITIES
Demand set to favour concentrated laundry detergents
Investment in new product development and e-commerce should pay dividends for laundry care players
Saudi Arabia looking towards a more sustainable future
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2017-2022
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2017-2022
Table 13 Sales of Laundry Care by Category: % Value Growth 2017-2022
Table 14 Sales of Laundry Aids by Category: Value 2017-2022
Table 15 Sales of Laundry Aids by Category: % Value Growth 2017-2022
Table 16 Sales of Laundry Detergents by Category: Value 2017-2022
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2017-2022
Table 18 NBO Company Shares of Laundry Care: % Value 2018-2022
Table 19 LBN Brand Shares of Laundry Care: % Value 2019-2022
Table 20 NBO Company Shares of Laundry Aids: % Value 2018-2022
Table 21 LBN Brand Shares of Laundry Aids: % Value 2019-2022
Table 22 NBO Company Shares of Laundry Detergents: % Value 2018-2022
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2019-2022
Table 24 Forecast Sales of Laundry Care by Category: Value 2022-2027
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2022-2027
DISHWASHING IN SAUDI ARABIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Hand dishwashing continues to benefit from significant investments in new product development
Consumers show a growing interest in the convenience of automatic dishwashing tablets
Fairy at the top of the tree while e-commerce continues to flourish
PROSPECTS AND OPPORTUNITIES
A bright future predicted for automatic dishwashing
New product development and innovation set to play a key role with local players eyeing opportunities
Automatic dishwashing likely to attract greater investment from local players
CATEGORY INDICATORS
Table 68 Household Possession of Dishwashers 2017-2022
CATEGORY DATA
Table 69 Sales of Dishwashing by Category: Value 2017-2022
Table 70 Sales of Dishwashing by Category: % Value Growth 2017-2022
Table 71 NBO Company Shares of Dishwashing: % Value 2018-2022
Table 72 LBN Brand Shares of Dishwashing: % Value 2019-2022
Table 73 Forecast Sales of Dishwashing by Category: Value 2022-2027
Table 74 Forecast Sales of Dishwashing by Category: % Value Growth 2022-2027
SURFACE CARE IN SAUDI ARABIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Lingering influence of COVID-19 continues to drive demand for surface care
Multi-purpose cleaners continues to benefit from the value and convenience offered by these products
Brands continue to make bold claims to win over consumers with Dettol leading the pack
PROSPECTS AND OPPORTUNITIES
Price competition should help fuel demand for surface care
Opportunities for local players and private label to gain a stronger foothold in surface care
Increased consumer awareness around thorough hygiene routines likely to help maintain strong demand for surface care
CATEGORY DATA
Table 26 Sales of Surface Care by Category: Value 2017-2022
Table 27 Sales of Surface Care by Category: % Value Growth 2017-2022
Table 28 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2017-2022
Table 29 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2017-2022
Table 30 NBO Company Shares of Surface Care: % Value 2018-2022
Table 31 LBN Brand Shares of Surface Care: % Value 2019-2022
Table 32 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2018-2022
Table 33 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2022
Table 34 Forecast Sales of Surface Care by Category: Value 2022-2027
Table 35 Forecast Sales of Surface Care by Category: % Value Growth 2022-2027
BLEACH IN SAUDI ARABIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Sales stabilise after the dynamism of 2020, but bleach remains a staple of many homes in 2022
Bleach retains a loyal consumer base thanks to its disinfectant properties and low price
Clorox remains the go-to name in bleach
PROSPECTS AND OPPORTUNITIES
Competition set to increase from other home care products, but low prices should help to sustain demand
Players could look to add value through scented and non-chlorine bleach
Bleach under the spotlight as consumers focus on health and the environment
CATEGORY DATA
Table 36 Sales of Bleach: Value 2017-2022
Table 37 Sales of Bleach: % Value Growth 2017-2022
Table 38 NBO Company Shares of Bleach: % Value 2018-2022
Table 39 LBN Brand Shares of Bleach: % Value 2019-2022
Table 40 Forecast Sales of Bleach: Value 2022-2027
Table 41 Forecast Sales of Bleach: % Value Growth 2022-2027
TOILET CARE IN SAUDI ARABIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Demand for toilet care remains stable in 2022 as consumers focus on good hygiene
Toilet care benefits from investment in new product development
Harpic cleaning up with wide range of effective toilet care products
PROSPECTS AND OPPORTUNITIES
Competition set to intensify with more local players expected to enter the market
Innovation and new product development could be key to standing out as demand for toilet care grows
Promotional deals could be key to expanding the audience for toilet care
CATEGORY DATA
Table 42 Sales of Toilet Care by Category: Value 2017-2022
Table 43 Sales of Toilet Care by Category: % Value Growth 2017-2022
Table 44 NBO Company Shares of Toilet Care: % Value 2018-2022
Table 45 LBN Brand Shares of Toilet Care: % Value 2019-2022
Table 46 Forecast Sales of Toilet Care by Category: Value 2022-2027
Table 47 Forecast Sales of Toilet Care by Category: % Value Growth 2022-2027
POLISHES IN SAUDI ARABIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Polishes continues to recover from the impact of COVID-19 on sales
Price promotions remain a key strategy in driving sales
Floor polish returns to growth but faces mounting competition from multi-purpose products
PROSPECTS AND OPPORTUNITIES
Flexible work arrangements taking the shine off shoe polish
Lack of innovation could put a dampener on sales
Floor polish under pressure as consumers shift to multipurpose floor cleaners
CATEGORY DATA
Table 48 Sales of Polishes by Category: Value 2017-2022
Table 49 Sales of Polishes by Category: % Value Growth 2017-2022
Table 50 NBO Company Shares of Polishes: % Value 2018-2022
Table 51 LBN Brand Shares of Polishes: % Value 2019-2022
Table 52 Forecast Sales of Polishes by Category: Value 2022-2027
Table 53 Forecast Sales of Polishes by Category: % Value Growth 2022-2027
AIR CARE IN SAUDI ARABIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Air care continues to see a slow recovery in 2022
International brands continue to dominate as new product development remains key
Affordability and availability the cornerstones of the popularity of spray/aerosol air fresheners
PROSPECTS AND OPPORTUNITIES
Air care seen to have a bright future with further investment expected
Consumers expected to shift towards products with a more natural image
International brands set to retain dominance, but local players could present growing competition
CATEGORY DATA
Table 54 Sales of Air Care by Category: Value 2017-2022
Table 55 Sales of Air Care by Category: % Value Growth 2017-2022
Table 56 Sales of Air Care by Fragrance: Value Ranking 2020-2022
Table 57 NBO Company Shares of Air Care: % Value 2018-2022
Table 58 LBN Brand Shares of Air Care: % Value 2019-2022
Table 59 Forecast Sales of Air Care by Category: Value 2022-2027
Table 60 Forecast Sales of Air Care by Category: % Value Growth 2022-2027
HOME INSECTICIDES IN SAUDI ARABIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Demand remains high as insect populations grow
Fast-acting, odour-free and affordable products remain the most popular
Raid and Pif Paf remain the clear leaders as players look to expand their offer
PROSPECTS AND OPPORTUNITIES
Strong market potential could encourage investment, but global players likely to retain their dominance
Innovation expected to focus on more natural and eco-friendly options
Consumers will continue to turn to spray/aerosol insecticides to see off unwanted visitors
CATEGORY DATA
Table 61 Sales of Home Insecticides by Category: Value 2017-2022
Table 62 Sales of Home Insecticides by Category: % Value Growth 2017-2022
Table 63 Sales of Spray/Aerosol Insecticides by Type: % Value 2017-2022
Table 64 NBO Company Shares of Home Insecticides: % Value 2018-2022
Table 65 LBN Brand Shares of Home Insecticides: % Value 2019-2022
Table 66 Forecast Sales of Home Insecticides by Category: Value 2022-2027
Table 67 Forecast Sales of Home Insecticides by Category: % Value Growth 2022-2027
Euromonitor International's Home Care in Saudi Arabia market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2027 illustrate how the market is set to change.
Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
* Get a detailed picture of the Home Care market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop
January 2023
List Of Contents And Tables
HOME CARE IN SAUDI ARABIA
EXECUTIVE SUMMARY
Home care in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2017-2022
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2017-2022
Table 3 Sales of Home Care by Category: % Value Growth 2017-2022
Table 4 NBO Company Shares of Home Care: % Value 2018-2022
Table 5 LBN Brand Shares of Home Care: % Value 2019-2022
Table 6 Penetration of Private Label in Home Care by Category: % Value 2017-2022
Table 7 Distribution of Home Care by Format: % Value 2017-2022
Table 8 Distribution of Home Care by Format and Category: % Value 2022
Table 9 Forecast Sales of Home Care by Category: Value 2022-2027
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN SAUDI ARABIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Standard powder detergents benefits from attractive pricing as demand for laundry care continues to stabilise in 2022
New packaging innovations stir up interest in concentrated liquid detergents
Specialist laundry care products retain their appeal among locals
PROSPECTS AND OPPORTUNITIES
Demand set to favour concentrated laundry detergents
Investment in new product development and e-commerce should pay dividends for laundry care players
Saudi Arabia looking towards a more sustainable future
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2017-2022
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2017-2022
Table 13 Sales of Laundry Care by Category: % Value Growth 2017-2022
Table 14 Sales of Laundry Aids by Category: Value 2017-2022
Table 15 Sales of Laundry Aids by Category: % Value Growth 2017-2022
Table 16 Sales of Laundry Detergents by Category: Value 2017-2022
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2017-2022
Table 18 NBO Company Shares of Laundry Care: % Value 2018-2022
Table 19 LBN Brand Shares of Laundry Care: % Value 2019-2022
Table 20 NBO Company Shares of Laundry Aids: % Value 2018-2022
Table 21 LBN Brand Shares of Laundry Aids: % Value 2019-2022
Table 22 NBO Company Shares of Laundry Detergents: % Value 2018-2022
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2019-2022
Table 24 Forecast Sales of Laundry Care by Category: Value 2022-2027
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2022-2027
DISHWASHING IN SAUDI ARABIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Hand dishwashing continues to benefit from significant investments in new product development
Consumers show a growing interest in the convenience of automatic dishwashing tablets
Fairy at the top of the tree while e-commerce continues to flourish
PROSPECTS AND OPPORTUNITIES
A bright future predicted for automatic dishwashing
New product development and innovation set to play a key role with local players eyeing opportunities
Automatic dishwashing likely to attract greater investment from local players
CATEGORY INDICATORS
Table 68 Household Possession of Dishwashers 2017-2022
CATEGORY DATA
Table 69 Sales of Dishwashing by Category: Value 2017-2022
Table 70 Sales of Dishwashing by Category: % Value Growth 2017-2022
Table 71 NBO Company Shares of Dishwashing: % Value 2018-2022
Table 72 LBN Brand Shares of Dishwashing: % Value 2019-2022
Table 73 Forecast Sales of Dishwashing by Category: Value 2022-2027
Table 74 Forecast Sales of Dishwashing by Category: % Value Growth 2022-2027
SURFACE CARE IN SAUDI ARABIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Lingering influence of COVID-19 continues to drive demand for surface care
Multi-purpose cleaners continues to benefit from the value and convenience offered by these products
Brands continue to make bold claims to win over consumers with Dettol leading the pack
PROSPECTS AND OPPORTUNITIES
Price competition should help fuel demand for surface care
Opportunities for local players and private label to gain a stronger foothold in surface care
Increased consumer awareness around thorough hygiene routines likely to help maintain strong demand for surface care
CATEGORY DATA
Table 26 Sales of Surface Care by Category: Value 2017-2022
Table 27 Sales of Surface Care by Category: % Value Growth 2017-2022
Table 28 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2017-2022
Table 29 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2017-2022
Table 30 NBO Company Shares of Surface Care: % Value 2018-2022
Table 31 LBN Brand Shares of Surface Care: % Value 2019-2022
Table 32 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2018-2022
Table 33 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2022
Table 34 Forecast Sales of Surface Care by Category: Value 2022-2027
Table 35 Forecast Sales of Surface Care by Category: % Value Growth 2022-2027
BLEACH IN SAUDI ARABIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Sales stabilise after the dynamism of 2020, but bleach remains a staple of many homes in 2022
Bleach retains a loyal consumer base thanks to its disinfectant properties and low price
Clorox remains the go-to name in bleach
PROSPECTS AND OPPORTUNITIES
Competition set to increase from other home care products, but low prices should help to sustain demand
Players could look to add value through scented and non-chlorine bleach
Bleach under the spotlight as consumers focus on health and the environment
CATEGORY DATA
Table 36 Sales of Bleach: Value 2017-2022
Table 37 Sales of Bleach: % Value Growth 2017-2022
Table 38 NBO Company Shares of Bleach: % Value 2018-2022
Table 39 LBN Brand Shares of Bleach: % Value 2019-2022
Table 40 Forecast Sales of Bleach: Value 2022-2027
Table 41 Forecast Sales of Bleach: % Value Growth 2022-2027
TOILET CARE IN SAUDI ARABIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Demand for toilet care remains stable in 2022 as consumers focus on good hygiene
Toilet care benefits from investment in new product development
Harpic cleaning up with wide range of effective toilet care products
PROSPECTS AND OPPORTUNITIES
Competition set to intensify with more local players expected to enter the market
Innovation and new product development could be key to standing out as demand for toilet care grows
Promotional deals could be key to expanding the audience for toilet care
CATEGORY DATA
Table 42 Sales of Toilet Care by Category: Value 2017-2022
Table 43 Sales of Toilet Care by Category: % Value Growth 2017-2022
Table 44 NBO Company Shares of Toilet Care: % Value 2018-2022
Table 45 LBN Brand Shares of Toilet Care: % Value 2019-2022
Table 46 Forecast Sales of Toilet Care by Category: Value 2022-2027
Table 47 Forecast Sales of Toilet Care by Category: % Value Growth 2022-2027
POLISHES IN SAUDI ARABIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Polishes continues to recover from the impact of COVID-19 on sales
Price promotions remain a key strategy in driving sales
Floor polish returns to growth but faces mounting competition from multi-purpose products
PROSPECTS AND OPPORTUNITIES
Flexible work arrangements taking the shine off shoe polish
Lack of innovation could put a dampener on sales
Floor polish under pressure as consumers shift to multipurpose floor cleaners
CATEGORY DATA
Table 48 Sales of Polishes by Category: Value 2017-2022
Table 49 Sales of Polishes by Category: % Value Growth 2017-2022
Table 50 NBO Company Shares of Polishes: % Value 2018-2022
Table 51 LBN Brand Shares of Polishes: % Value 2019-2022
Table 52 Forecast Sales of Polishes by Category: Value 2022-2027
Table 53 Forecast Sales of Polishes by Category: % Value Growth 2022-2027
AIR CARE IN SAUDI ARABIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Air care continues to see a slow recovery in 2022
International brands continue to dominate as new product development remains key
Affordability and availability the cornerstones of the popularity of spray/aerosol air fresheners
PROSPECTS AND OPPORTUNITIES
Air care seen to have a bright future with further investment expected
Consumers expected to shift towards products with a more natural image
International brands set to retain dominance, but local players could present growing competition
CATEGORY DATA
Table 54 Sales of Air Care by Category: Value 2017-2022
Table 55 Sales of Air Care by Category: % Value Growth 2017-2022
Table 56 Sales of Air Care by Fragrance: Value Ranking 2020-2022
Table 57 NBO Company Shares of Air Care: % Value 2018-2022
Table 58 LBN Brand Shares of Air Care: % Value 2019-2022
Table 59 Forecast Sales of Air Care by Category: Value 2022-2027
Table 60 Forecast Sales of Air Care by Category: % Value Growth 2022-2027
HOME INSECTICIDES IN SAUDI ARABIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Demand remains high as insect populations grow
Fast-acting, odour-free and affordable products remain the most popular
Raid and Pif Paf remain the clear leaders as players look to expand their offer
PROSPECTS AND OPPORTUNITIES
Strong market potential could encourage investment, but global players likely to retain their dominance
Innovation expected to focus on more natural and eco-friendly options
Consumers will continue to turn to spray/aerosol insecticides to see off unwanted visitors
CATEGORY DATA
Table 61 Sales of Home Insecticides by Category: Value 2017-2022
Table 62 Sales of Home Insecticides by Category: % Value Growth 2017-2022
Table 63 Sales of Spray/Aerosol Insecticides by Type: % Value 2017-2022
Table 64 NBO Company Shares of Home Insecticides: % Value 2018-2022
Table 65 LBN Brand Shares of Home Insecticides: % Value 2019-2022
Table 66 Forecast Sales of Home Insecticides by Category: Value 2022-2027
Table 67 Forecast Sales of Home Insecticides by Category: % Value Growth 2022-2027
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