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Home care in Saudi Arabia performed well in 2020 due to the impact of the COVID-19 pandemic. The COVID-19 crisis increased hygiene awareness amongst consumers in Saudi Arabia, and motivated consumers in the Kingdom to increase their home care activities in order to prevent COVID-19 infection in 2020. Other factors triggered by the outbreak of COVID-19 also contributed to the growth of most categories in home care in 2020, such as national lockdown, working from home, and social distancing measur...
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 2025 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.TABLE OF CONTENTS
List OF CONTENTS AND TABLES
EXECUTIVE SUMMARY
COVID-19 impact on home care
COVID-19 country impact
Company response
Retailing shift
What next for home care?
CHART 1 Home Care Value Sales Growth Scenarios: 2018-2025
CHART 2 Home Care Impact of Drivers on Value Sales: 2018-2025
MARKET INDICATORS
Table 1 Households 2015-2020MARKET DATA
Table 2 Sales of Home Care by Category: Value 2015-2020 Table 3 Sales of Home Care by Category: % Value Growth 2015-2020 Table 4 NBO Company Shares of Home Care: % Value 2016-2020 Table 5 LBN Brand Shares of Home Care: % Value 2017-2020 Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020 Table 7 Distribution of Home Care by Format: % Value 2015-2020 Table 8 Distribution of Home Care by Format and Category: % Value 2020 Table 9 Forecast Sales of Home Care by Category: Value 2020-2025 Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research SourcesKEY DATA FINDINGS
2020 IMPACT
COVID-19 lockdown leads to a surge in demand for laundry care
Laundry care drives home care as players attract consumers with heavy promotional activity
New VAT leads to surge in product development and discount activity
RECOVERY AND OPPORTUNITIES
Companies set to expand their ranges to offer new purchasing options
Increase in household laundry washes driven by Saudization and growing women's employment
Concentrated liquid detergents to reach its potential
CATEGORY DATA
Table 11 Sales of Laundry Care by Category: Value 2015-2020 Table 12 Sales of Laundry Care by Category: % Value Growth 2015-2020 Table 13 Sales of Laundry Aids by Category: Value 2015-2020 Table 14 Sales of Laundry Aids by Category: % Value Growth 2015-2020 Table 15 Sales of Laundry Detergents by Category: Value 2015-2020 Table 16 Sales of Laundry Detergents by Category: % Value Growth 2015-2020 Table 17 NBO Company Shares of Laundry Care: % Value 2016-2020 Table 18 LBN Brand Shares of Laundry Care: % Value 2017-2020 Table 19 NBO Company Shares of Laundry Aids: % Value 2016-2020 Table 20 LBN Brand Shares of Laundry Aids: % Value 2017-2020 Table 21 NBO Company Shares of Laundry Detergents: % Value 2016-2020 Table 22 LBN Brand Shares of Laundry Detergents: % Value 2017-2020 Table 23 Forecast Sales of Laundry Care by Category: Value 2020-2025 Table 24 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Home seclusion during COVID-19 lockdown drives surge in demand for products in dishwashing
Hand dishwashing continues to dominate dishwashing as the government supports manufacturing
15% VAT spurred expansion of product lines
RECOVERY AND OPPORTUNITIES
Companies respond to price sensitivity with further discounts
Automatic dishwashing hit by decline in expatriates in post-COVID-19 world
Local brands in dishwashing on the rise
CATEGORY DATA
Table 25 Sales of Dishwashing by Category: Value 2015-2020 Table 26 Sales of Dishwashing by Category: % Value Growth 2015-2020 Table 27 NBO Company Shares of Dishwashing: % Value 2016-2020 Table 28 LBN Brand Shares of Dishwashing: % Value 2017-2020 Table 29 Forecast Sales of Dishwashing by Category: Value 2020-2025 Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Consumers prioritise hygiene and sanitisation during the COVID-19 pandemic
Sales in surface care driven by increased hygiene awareness as consumers seek wider range of products
Dettol and Clorox retain consumer loyalty as players diversify offerings in the face of recent tax hikes
RECOVERY AND OPPORTUNITIES
Players to focus on scientific innovation as consumers focus on hygiene and sanitisation
Companies will target price sensitive consumers with discounts and promotions
Local brands set to penetrate surface care
CATEGORY DATA
Table 31 Sales of Surface Care by Category: Value 2015-2020 Table 32 Sales of Surface Care by Category: % Value Growth 2015-2020 Table 33 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020 Table 34 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020 Table 35 NBO Company Shares of Surface Care: % Value 2016-2020 Table 36 LBN Brand Shares of Surface Care: % Value 2017-2020 Table 37 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2020 Table 38 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2020 Table 39 Forecast Sales of Surface Care by Category: Value 2020-2025 Table 40 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Prospects for bleach revived by the hygiene concerns of COVID-19
Older consumers remain loyal to products in bleach, with Clorox benefiting from strong brand loyalty
Prices plummet as players compensate for tax hikes
RECOVERY AND OPPORTUNITIES
Category to stabilise as the effects of COVID-19 subside
Cross category competition and sustainability questions to constrain bleach
Bleach suffers from the incorporation of bleach in other home care categories
CATEGORY DATA
Table 41 Sales of Bleach: Value 2015-2020 Table 42 Sales of Bleach: % Value Growth 2015-2020 Table 43 NBO Company Shares of Bleach: % Value 2016-2020 Table 44 LBN Brand Shares of Bleach: % Value 2017-2020 Table 45 Forecast Sales of Bleach: Value 2020-2025 Table 46 Forecast Sales of Bleach: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Toilet care boosted by the COVID-19 pandemic as consumers prioritise hygiene
Product innovation focuses on pack sizes and prices as consumers prioritise their spending
Consumers opt for convenient and easy to use toilet liquids/foam
RECOVERY AND OPPORTUNITIES
Players set to develop new innovative products in the forecast period
Players to intensify promotional offers as supermarkets face pressure from e-commerce
Local brands on the rise in toilet care
CATEGORY DATA
Table 47 Sales of Toilet Care by Category: Value 2015-2020 Table 48 Sales of Toilet Care by Category: % Value Growth 2015-2020 Table 49 NBO Company Shares of Toilet Care: % Value 2016-2020 Table 50 LBN Brand Shares of Toilet Care: % Value 2017-2020 Table 51 Forecast Sales of Toilet Care by Category: Value 2020-2025 Table 52 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Decline in polishes accelerated by the conditions of COVID-19
Companies focus on price promotions to offset VAT increases
Category lacks innovation but continues to attract house proud Saudis
RECOVERY AND OPPORTUNITIES
Work from home trend will constrain shoe polish as consumers swap shoes for slippers
Companies intensify promotional activity as price becomes important factor for consumers
Absence of innovation will deter consumers
CATEGORY DATA
Table 53 Sales of Polishes by Category: Value 2015-2020 Table 54 Sales of Polishes by Category: % Value Growth 2015-2020 Table 55 NBO Company Shares of Polishes: % Value 2016-2020 Table 56 LBN Brand Shares of Polishes: % Value 2017-2020 Table 57 Forecast Sales of Polishes by Category: Value 2020-2025 Table 58 Forecast Sales of Polishes by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
VAT increase reduces consumer interest in niche categories like air care
Players intensify promotions in hard times as private label grows
Spray/aerosol air fresheners leads the category as price sensitive consumers prefer cheaper products
RECOVERY AND OPPORTUNITIES
Companies to entice consumers with innovative scent combinations
Healthier alternatives and essential oils gain popularity
Candles and incense sticks gain traction as traditional products
CATEGORY DATA
Table 59 Sales of Air Care by Category: Value 2015-2020 Table 60 Sales of Air Care by Category: % Value Growth 2015-2020 Table 61 Sales of Air Care by Fragrance: Value Ranking 2018-2020 Table 62 NBO Company Shares of Air Care: % Value 2016-2020 Table 63 LBN Brand Shares of Air Care: % Value 2017-2020 Table 64 Forecast Sales of Air Care by Category: Value 2020-2025 Table 65 Forecast Sales of Air Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Hot temperatures and new insects drive demand for home insecticides
VAT hike drives wave of promotions as Raid retains leadership
Consumers prefer fragrance-free and multipurposed products
RECOVERY AND OPPORTUNITIES
Players continue to offer multipack promotions to support sales
Players focus on scientific innovation to incorporate disinfectant properties
Private label and local brands remain marginal
CATEGORY DATA
Table 66 Sales of Home Insecticides by Category: Value 2015-2020 Table 67 Sales of Home Insecticides by Category: % Value Growth 2015-2020 Table 68 Sales of Spray/Aerosol Insecticides by Type: % Value 2015-2020 Table 69 NBO Company Shares of Home Insecticides: % Value 2016-2020 Table 70 LBN Brand Shares of Home Insecticides: % Value 2017-2020 Table 71 Forecast Sales of Home Insecticides by Category: Value 2020-2025 Table 72 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025