Air Care in the United Arab Emirates - New Study Released

The population growth seen in 2015, resulting from an increase in the number of Western expatriates entering the country, is driving the rapid current value growth seen in air care. Westerners are familiar with the air care products used in their home countries, which makes it easier for multinationals in the United Arab Emirates to market these products and to create consumer awareness. Also, the rise in disposable income is another primary factor that is fuelling the growth of air care, with consumers having greater purchasing power, making these products more affordable. The booming real estate industry in the United Arab Emirates is also having a positive effect on air care. More homes are being built in the country, which is leading to an increase in demand for air care products.

Competitive Landscape

Reckitt Benckiser Arabia FZE continued to lead air care in 2015 with a value share of 41%. The company’s longstanding presence within the country has led to its flagship brand Air Wick becoming a household name in the United Arab Emirates. Also, the fact that the company has a strong presence within the largest category, spray/aerosol air fresheners also contributed to its success. The Air Wick brand is heavily advertised on local and regional satellite channels leading to very high brand equity and strong consumer loyalty. The company also engages in promotional campaigns to keep consumers interested. These campaigns include offering free refills for its Air Wick battery-operated electric air fresheners, which attracts consumers as they tend to seek value for money when it comes to these products, as they are quite expensive; hence the offer of free refills helps encourage consumers to carry out repeat consumption.

Full Report Details at
- http://www.fastmr.com/prod/1126872_air_care_united_arab_emirates.aspx?afid=301

Industry Prospects

Healthy growth is expected over the forecast period with air care predicted to increase at a constant 2015 value CAGR of 4%. This growth will be fuelled by the country’s growing population, resulting from the increase in the number of Western and Arab expatriates attracted to the United Arab Emirates’ booming economy and job opportunities. The country’s real estate development is also a significant factor that should continue to positively affect constant 2015 value growth within air care over the forecasting period. The country’s healthy economy is likely to continue pushing disposable incomes higher, thus driving an increase in spending on products such as air care. Also, the higher level of home entertainment taking place within the country will push consumers to create an enjoyable ambience for their homes, which in turn will likely boost demand for air care.

Report Overview

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

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