"Deodorants in the United Arab Emirates" now available at Fast Market Research

The strong population growth recorded in the United Arab Emirates in 2013 due to the high numbers of expatriates moving to the country due to its economic boom and the rising number of highly-paid job vacancies contributed substantially to growth recorded in deodorants in the United Arab Emirates during 2013. Deodorants are generally considered to be essential beauty and personal care items. In addition, the widening availability of deodorants in supermarkets and hypermarkets also contributed to value growth in deodorants during 2013 and this included premium grocery retailers outlets frequented mainly by high-income consumers such as Waitrose and economy outlets such as the Union Cooperative in Dubai and Abu Dhabi, which are generally frequented by middle-income and low-income consumers. This was especially the case as numerous companies operating in deodorants are offering their products at promotional prices and through bundle offers. Deodorant sprays was the deodorants category which was the most common target for these price promotions, although deodorant sticks and deodorant roll-ons were also subject to reasonably frequent price promotions towards the end of the review period.

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Competitive Landscape

Unilever Gulf FZE maintained its leading position in deodorants in the United Arab Emirates in 2013 with a value share of 29%. The company’s flagship brands Axe and Dove enjoy widespread popularity and high levels of consumer recognition and are also subject to strong distribution through supermarkets and hypermarkets as well as health and beauty specialist retailers. The company also invests in extensive television advertising campaigns for both brands. In addition to highlighting the freshness and strength the brand, spots for Axe target young men by satirically suggesting that using the brand makes a man irresistible to women. Spots for Dove, meanwhile, focus on the gentleness of the brand. Unilever is also aggressively promoting its new Dove Men + Care range, which was launched in the United Arab Emirates in 2012. This is being done through price promotions and widespread outdoor advertising. The company’s Rexona brand also enjoys wide popularity for its ability to offer maximum deodorant protection.

Industry Prospects

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