Household Products in Middle East and Africa to 2013

TABLE OF CONTENTS
Chapter 1 Executive Summary 2
Summary market level: household products 2
Summary category level: toilet care 3
Summary category level: furniture polish 4
Summary category level: insecticides 5
Summary category level: textile washing products 6
Summary category level: scouring products 7
Summary category level: general purpose cleaners 8
Summary category level: air fresheners 9
Summary category level: bleach 10
Summary category level: dishwashing products 11
Chapter 2 Introduction 12
What is this report about? 12
How to use this report 12
Market definition 13
Chapter 3 Overview 32
Value Analysis 32
Volume Analysis 33
Chapter 4 Middle East and Africa Household Products: Market Overview 34
Value analysis (US Dollar), 2003?08 34
Value analysis (US Dollar), 2008?13 35
Volume analysis, 2003?08 37
Volume analysis, 2008?13 38
Company share analysis 40
Distribution analysis 43
Expenditure and consumption per capita 45
Chapter 5 Leading Company Profiles 49
Unilever 49
The Procter & Gamble Company 51
Chapter 6 Category Analysis: Toilet care 53
Value analysis (US Dollar), 2003?08 53
Value analysis (US Dollar), 2008?13 54
Volume analysis, 2003?08 56
Volume analysis, 2008?13 57
Company share analysis 59
Distribution analysis 62
Expenditure and consumption per capita 64
Chapter 7 Category Analysis: Furniture polish 66
Value analysis (US Dollar), 2003?08 66
Value analysis (US Dollar), 2008?13 67
Volume analysis, 2003?08 69
Volume analysis, 2008?13 70
Company share analysis 72
Distribution analysis 75
Expenditure and consumption per capita 77
Chapter 8 Category Analysis: Insecticides 79
Value analysis (US Dollar), 2003?08 79
Value analysis (US Dollar), 2008?13 80
Volume analysis, 2003?08 82
Volume analysis, 2008?13 83
Company share analysis 85
Distribution analysis 88
Expenditure and consumption per capita 90
Chapter 9 Category Analysis: Textile washing products 92
Value analysis (US Dollar), 2003?08 92
Value analysis (US Dollar), 2008?13 93
Volume analysis, 2003?08 95
Volume analysis, 2008?13 96
Company share analysis 98
Distribution analysis 101
Expenditure and consumption per capita 103
Chapter 10 Category Analysis: Scouring products 105
Value analysis (US Dollar), 2003?08 105
Value analysis (US Dollar), 2008?13 106
Volume analysis, 2003?08 108
Volume analysis, 2008?13 109
Company share analysis 111
Distribution analysis 114
Expenditure and consumption per capita 116
Chapter 11 Category Analysis: General purpose cleaners 118
Value analysis (US Dollar), 2003?08 118
Value analysis (US Dollar), 2008?13 119
Volume analysis, 2003?08 121
Volume analysis, 2008?13 122
Company share analysis 124
Distribution analysis 127
Expenditure and consumption per capita 129
Chapter 12 Category Analysis: Air fresheners 133
Value analysis (US Dollar), 2003?08 133
Value analysis (US Dollar), 2008?13 134
Volume analysis, 2003?08 136
Volume analysis, 2008?13 137
Company share analysis 139
Distribution analysis 142
Expenditure and consumption per capita 144
Chapter 13 Category Analysis: Bleach 146
Value analysis (US Dollar), 2003?08 146
Value analysis (US Dollar), 2008?13 147
Volume analysis, 2003?08 149
Volume analysis, 2008?13 150
Company share analysis 152
Distribution analysis 155
Expenditure and consumption per capita 157
Chapter 14 Category Analysis: Dishwashing products 159
Value analysis (US Dollar), 2003?08 159
Value analysis (US Dollar), 2008?13 160
Volume analysis, 2003?08 162
Volume analysis, 2008?13 163
Company share analysis 165
Distribution analysis 167
Expenditure and consumption per capita 169
Chapter 15 Research Methodology 171
Methodology overview 171
Secondary research 172
Market modeling 173
Creating an initial data model 173
Revising the initial data model 173
Creating a final estimate 174
Creating demographic value splits 174
Primary research 174
Data finalization 175
Ongoing research 175
Chapter 16 APPENDIX 176
Future readings 176
How to contact experts in your industry 176
Disclaimer 176

LIST OF FIGURES
Figure 1: Household products, Middle East and Africa, value by category ($m), 2003?13 36
Figure 2: Household products, Middle East and Africa, category growth comparison, by value, 2003?13 36
Figure 3: Household products, Middle East and Africa, volume by category (kg/liters/units, million), 2003?13 39
Figure 4: Household products, Middle East and Africa, category growth comparison, by volume, 2003?13 39
Figure 5: Household products, Middle East and Africa, company share (top five companies) by value (%), 2007?08 42
Figure 6: Household products, Middle East and Africa, distribution channels by value (%), 2007?08 44
Figure 7: Toilet care, Middle East and Africa, value by segment ($m), 2003?13 55
Figure 8: Toilet care, Middle East and Africa, category growth comparison, by value, 2003?13 55
Figure 9: Toilet care, Middle East and Africa, volume by segment (units, million), 2003?13 58
Figure 10: Toilet care, Middle East and Africa, category growth comparison, by volume, 2003?13 58
Figure 11: Toilet care, Middle East and Africa, company share (top five companies) by value (%), 2007?08 61
Figure 12: Toilet care, Middle East and Africa, distribution channels by value (%), 2007?08 63
Figure 13: Furniture polish, Middle East and Africa, value by segment ($m), 2003?13 68
Figure 14: Furniture polish, Middle East and Africa, category growth comparison, by value, 2003?13 68
Figure 15: Furniture polish, Middle East and Africa, volume by segment (units, million), 2003?13 71
Figure 16: Furniture polish, Middle East and Africa, category growth comparison, by volume, 2003?13 71
Figure 17: Furniture polish, Middle East and Africa, company share (top five companies) by value (%), 2007?08 74
Figure 18: Furniture polish, Middle East and Africa, distribution channels by value (%), 2007?08 76
Figure 19: Insecticides, Middle East and Africa, value by segment ($m), 2003?13 81
Figure 20: Insecticides, Middle East and Africa, category growth comparison, by value, 2003?13 81
Figure 21: Insecticides, Middle East and Africa, volume by segment (units/liters, million), 2003?13 84
Figure 22: Insecticides, Middle East and Africa, category growth comparison, by volume, 2003?13 84
Figure 23: Insecticides, Middle East and Africa, company share (top five companies) by value (%), 2007?08 87
Figure 24: Insecticides, Middle East and Africa, distribution channels by value (%), 2007?08 89
Figure 25: Textile washing products, Middle East and Africa, value by segment ($m), 2003?13 94
Figure 26: Textile washing products, Middle East and Africa, category growth comparison, by value, 2003?13 94
Figure 27: Textile washing products, Middle East and Africa, volume by segment (units/liters, million), 2003?13 97
Figure 28: Textile washing products, Middle East and Africa, category growth comparison, by volume, 2003?13 97
Figure 29: Textile washing products, Middle East and Africa, company share (top five companies) by value (%), 2007?08 100
Figure 30: Textile washing products, Middle East and Africa, distribution channels by value (%), 2007?08 102
Figure 31: Scouring products, Middle East and Africa, value by segment ($m), 2003?13 107
Figure 32: Scouring products, Middle East and Africa, category growth comparison, by value, 2003?13 107
Figure 33: Scouring products, Middle East and Africa, volume by segment (units, million), 2003?13 110
Figure 34: Scouring products, Middle East and Africa, category growth comparison, by volume, 2003?13 110
Figure 35: Scouring products, Middle East and Africa, company share (top five companies) by value (%), 2007?08 113
Figure 36: Scouring products, Middle East and Africa, distribution channels by value (%), 2007?08 115
Figure 37: General purpose cleaners, Middle East and Africa, value by segment ($m), 2003?13 120
Figure 38: General purpose cleaners, Middle East and Africa, category growth comparison, by value, 2003?13 120
Figure 39: General purpose cleaners, Middle East and Africa, volume by segment (liters, million), 2003?13 123
Figure 40: General purpose cleaners, Middle East and Africa, category growth comparison, by volume, 2003?13 123
Figure 41: General purpose cleaners, Middle East and Africa, company share (top five companies) by value (%), 2007?08 126
Figure 42: General purpose cleaners, Middle East and Africa, distribution channels by value (%), 2007?08 128
Figure 43: Air fresheners, Middle East and Africa, value by segment ($m), 2003?13 135
Figure 44: Air fresheners, Middle East and Africa, category growth comparison, by value, 2003?13 135
Figure 45: Air fresheners, Middle East and Africa, volume by segment (units, million), 2003?13 138
Figure 46: Air fresheners, Middle East and Africa, category growth comparison, by volume, 2003?13 138
Figure 47: Air fresheners, Middle East and Africa, company share (top five companies) by value (%), 2007?08 141
Figure 48: Air fresheners, Middle East and Africa, distribution channels by value (%), 2007?08 143
Figure 49: Bleach, Middle East and Africa, value by segment ($m), 2003?13 148
Figure 50: Bleach, Middle East and Africa, category growth comparison, by value, 2003?13 148
Figure 51: Bleach, Middle East and Africa, volume by segment (kg/liters, million), 2003?13 151
Figure 52: Bleach, Middle East and Africa, category growth comparison, by volume, 2003?13 151
Figure 53: Bleach, Middle East and Africa, company share (top five companies) by value (%), 2007?08 154
Figure 54: Bleach, Middle East and Africa, distribution channels by value (%), 2007?08 156
Figure 55: Dishwashing products, Middle East and Africa, value by segment ($m), 2003?13 161
Figure 56: Dishwashing products, Middle East and Africa, category growth comparison, by value, 2003?13 161
Figure 57: Dishwashing products, Middle East and Africa, volume by segment (units, million), 2003?13 164
Figure 58: Dishwashing products, Middle East and Africa, category growth comparison, by volume, 2003?13 164
Figure 59: Dishwashing products, Middle East and Africa, company share (top five companies) by value (%), 2007?08 166
Figure 60: Dishwashing products, Middle East and Africa, distribution channels by value (%), 2007?08 168
Figure 61: Annual data review process 172

LIST OF TABLES
Table 1: Household products category definitions 14
Table 2: Household products distribution channels 16
Table 3: Middle East and Africa household products value (country-wise), 2003?08 ($m) 32
Table 4: Middle East and Africa household products value (country-wise) forecast, 2008?13 ($m) 32
Table 5: Middle East and Africa household products volume (country-wise), 2003?08 (kg/liters/units, million) 33
Table 6: Middle East and Africa household products volume (country-wise) forecast, 2008?13 (kg/liters/units, million) 33
Table 7: Household products, Middle East and Africa, value by category ($m), 2003?08 34
Table 8: Household products, Middle East and Africa, value forecast by category ($m), 2008?13 35
Table 9: Household products, Middle East and Africa, volume by category (kg/liters/units, million), 2003?08 37
Table 10: Household products, Middle East and Africa, volume forecast by category (kg/liters/units, million), 2008?13 38
Table 11: Household products, Middle East and Africa, company share (top 20 companies) by value (%), 2007?08 40
Table 12: Household products, Middle East and Africa, value by company ($m), 2007?08 41
Table 13: Household products, Middle East and Africa, distribution channels by value (%), 2007?08 43
Table 14: Household products, Middle East and Africa, value by distribution channel ($m), 2007?08 43
Table 15: Household products, Middle East and Africa, expenditure per capita ($), 2003?08 45
Table 16: Household products, Middle East and Africa, forecast expenditure per capita ($), 2008?13 46
Table 17: Household products, Middle East and Africa, consumption per capita (kg/liters/units), 2003?08 47
Table 18: Household products, Middle East and Africa, forecast consumption per capita (kg/liters/units), 2008?13 48
Table 19: Unilever key facts 49
Table 20: The Procter & Gamble Company key facts 51
Table 21: Toilet care, Middle East and Africa, value by segment ($m), 2003?08 53
Table 22: Toilet care, Middle East and Africa, value forecast by segment ($m), 2008?13 54
Table 23: Toilet care, Middle East and Africa, volume by segment (units, million), 2003?08 56
Table 24: Toilet care, Middle East and Africa, volume forecast by segment (units, million), 2008?13 57
Table 25: Toilet care, Middle East and Africa, company share by value (%), 2007?08 59
Table 26: Toilet care, Middle East and Africa, value by company ($m), 2007?08 60
Table 27: Toilet care, Middle East and Africa, distribution channels by value (%), 2007?08 62
Table 28: Toilet care, Middle East and Africa, value by distribution channel ($m), 2007?08 62
Table 29: Toilet care, Middle East and Africa, expenditure per capita ($), 2003?08 64
Table 30: Toilet care, Middle East and Africa, forecast expenditure per capita ($), 2008?13 64
Table 31: Toilet care, Middle East and Africa, consumption per capita (units), 2003?08 65
Table 32: Toilet care, Middle East and Africa, forecast consumption per capita (units), 2008?13 65
Table 33: Furniture polish, Middle East and Africa, value by segment ($m), 2003?08 66
Table 34: Furniture polish, Middle East and Africa, value forecast by segment ($m), 2008?13 67
Table 35: Furniture polish, Middle East and Africa, volume by segment (units, million), 2003?08 69
Table 36: Furniture polish, Middle East and Africa, volume forecast by segment (units, million), 2008?13 70
Table 37: Furniture polish, Middle East and Africa, company share by value (%), 2007?08 72
Table 38: Furniture polish, Middle East and Africa, value by company ($m), 2007?08 73
Table 39: Furniture polish, Middle East and Africa, distribution channels by value (%), 2007?08 75
Table 40: Furniture polish, Middle East and Africa, value by distribution channel ($m), 2007?08 75
Table 41: Furniture polish, Middle East and Africa, expenditure per capita ($), 2003?08 77
Table 42: Furniture polish, Middle East and Africa, forecast expenditure per capita ($), 2008?13 77
Table 43: Furniture polish, Middle East and Africa, consumption per capita (units), 2003?08 78
Table 44: Furniture polish, Middle East and Africa, forecast consumption per capita (units), 2008?13 78
Table 45: Insecticides, Middle East and Africa, value by segment ($m), 2003?08 79
Table 46: Insecticides, Middle East and Africa, value forecast by segment ($m), 2008?13 80
Table 47: Insecticides, Middle East and Africa, volume by segment (units/liters, million), 2003?08 82
Table 48: Insecticides, Middle East and Africa, volume forecast by segment (units/liters, million), 2008?13 83
Table 49: Insecticides, Middle East and Africa, company share by value (%), 2007?08 85
Table 50: Insecticides, Middle East and Africa, value by company ($m), 2007?08 86
Table 51: Insecticides, Middle East and Africa, distribution channels by value (%), 2007?08 88
Table 52: Insecticides, Middle East and Africa, value by distribution channel ($m), 2007?08 88
Table 53: Insecticides, Middle East and Africa, expenditure per capita ($), 2003?08 90
Table 54: Insecticides, Middle East and Africa, forecast expenditure per capita ($), 2008?13 90
Table 55: Insecticides, Middle East and Africa, consumption per capita (units/liters), 2003?08 91
Table 56: Insecticides, Middle East and Africa, forecast consumption per capita (units/liters), 2008?13 91
Table 57: Textile washing products, Middle East and Africa, value by segment ($m), 2003?08 92
Table 58: Textile washing products, Middle East and Africa, value forecast by segment ($m), 2008?13 93
Table 59: Textile washing products, Middle East and Africa, volume by segment (units/liters, million), 2003?08 95
Table 60: Textile washing products, Middle East and Africa, volume forecast by segment (units/liters, million), 2008?13 96
Table 61: Textile washing products, Middle East and Africa, company share by value (%), 2007?08 98
Table 62: Textile washing products, Middle East and Africa, value by company ($m), 2007?08 99
Table 63: Textile washing products, Middle East and Africa, distribution channels by value (%), 2007?08 101
Table 64: Textile washing products, Middle East and Africa, value by distribution channel ($m), 2007?08 101
Table 65: Textile washing products, Middle East and Africa, expenditure per capita ($), 2003?08 103
Table 66: Textile washing products, Middle East and Africa, forecast expenditure per capita ($), 2008?13 103
Table 67: Textile washing products, Middle East and Africa, consumption per capita (units/liters), 2003?08 104
Table 68: Textile washing products, Middle East and Africa, forecast consumption per capita (units/liters), 2008?13 104
Table 69: Scouring products, Middle East and Africa, value by segment ($m), 2003?08 105
Table 70: Scouring products, Middle East and Africa, value forecast by segment ($m), 2008?13 106
Table 71: Scouring products, Middle East and Africa, volume by segment (units, million), 2003?08 108
Table 72: Scouring products, Middle East and Africa, volume forecast by segment (units, million), 2008?13 109
Table 73: Scouring products, Middle East and Africa, company share by value (%), 2007?08 111
Table 74: Scouring products, Middle East and Africa, value by company ($m), 2007?08 112
Table 75: Scouring products, Middle East and Africa, distribution channels by value (%), 2007?08 114
Table 76: Scouring products, Middle East and Africa, value by distribution channel ($m), 2007?08 114
Table 77: Scouring products, Middle East and Africa, expenditure per capita ($), 2003?08 116
Table 78: Scouring products, Middle East and Africa, forecast expenditure per capita ($), 2008?13 116
Table 79: Scouring products, Middle East and Africa, consumption per capita (units), 2003?08 117
Table 80: Scouring products, Middle East and Africa, forecast consumption per capita (units), 2008?13 117
Table 81: General purpose cleaners, Middle East and Africa, value by segment ($m), 2003?08 118
Table 82: General purpose cleaners, Middle East and Africa, value forecast by segment ($m), 2008?13 119
Table 83: General purpose cleaners, Middle East and Africa, volume by segment (liters, million), 2003?08 121
Table 84: General purpose cleaners, Middle East and Africa, volume forecast by segment (liters, million), 2008?13 122
Table 85: General purpose cleaners, Middle East and Africa, company share (top 20 companies) by value (%), 2007?08 124
Table 86: General purpose cleaners, Middle East and Africa, value by company ($m), 2007?08 125
Table 87: General purpose cleaners, Middle East and Africa, distribution channels by value (%), 2007?08 127
Table 88: General purpose cleaners, Middle East and Africa, value by distribution channel ($m), 2007?08 127
Table 89: General purpose cleaners, Middle East and Africa, expenditure per capita ($), 2003?08 129
Table 90: General purpose cleaners, Middle East and Africa, forecast expenditure per capita ($), 2008?13 130
Table 91: General purpose cleaners, Middle East and Africa, consumption per capita (liters), 2003?08 131
Table 92: General purpose cleaners, Middle East and Africa, forecast consumption per capita (liters), 2008?13 132
Table 93: Air fresheners, Middle East and Africa, value by segment ($m), 2003?08 133
Table 94: Air fresheners, Middle East and Africa, value forecast by segment ($m), 2008?13 134
Table 95: Air fresheners, Middle East and Africa, volume by segment (units, million), 2003?08 136
Table 96: Air fresheners, Middle East and Africa, volume forecast by segment (units, million), 2008?13 137
Table 97: Air fresheners, Middle East and Africa, company share by value (%), 2007?08 139
Table 98: Air fresheners, Middle East and Africa, value by company ($m), 2007?08 140
Table 99: Air fresheners, Middle East and Africa, distribution channels by value (%), 2007?08 142
Table 100: Air fresheners, Middle East and Africa, value by distribution channel ($m), 2007?08 142
Table 101: Air fresheners, Middle East and Africa, expenditure per capita ($), 2003?08 144
Table 102: Air fresheners, Middle East and Africa, forecast expenditure per capita ($), 2008?13 144
Table 103: Air fresheners, Middle East and Africa, consumption per capita (units), 2003?08 145
Table 104: Air fresheners, Middle East and Africa, forecast consumption per capita (units), 2008?13 145
Table 105: Bleach, Middle East and Africa, value by segment ($m), 2003?08 146
Table 106: Bleach, Middle East and Africa, value forecast by segment ($m), 2008?13 147
Table 107: Bleach, Middle East and Africa, volume by segment (kg/liters, million), 2003?08 149
Table 108: Bleach, Middle East and Africa, volume forecast by segment (kg/liters, million), 2008?13 150
Table 109: Bleach, Middle East and Africa, company share by value (%), 2007?08 152
Table 110: Bleach, Middle East and Africa, value by company ($m), 2007?08 153
Table 111: Bleach, Middle East and Africa, distribution channels by value (%), 2007?08 155
Table 112: Bleach, Middle East and Africa, value by distribution channel ($m), 2007?08 155
Table 113: Bleach, Middle East and Africa, expenditure per capita ($), 2003?08 157
Table 114: Bleach, Middle East and Africa, forecast expenditure per capita ($), 2008?13 157
Table 115: Bleach, Middle East and Africa, consumption per capita (kg/liters), 2003?08 158
Table 116: Bleach, Middle East and Africa, forecast consumption per capita (kg/liters), 2008?13 158
Table 117: Dishwashing products, Middle East and Africa, value by segment ($m), 2003?08 159
Table 118: Dishwashing products, Middle East and Africa, value forecast by segment ($m), 2008?13 160
Table 119: Dishwashing products, Middle East and Africa, volume by segment (units, million), 2003?08 162
Table 120: Dishwashing products, Middle East and Africa, volume forecast by segment (units, million), 2008?13 163
Table 121: Dishwashing products, Middle East and Africa, company share by value (%), 2007?08 165
Table 122: Dishwashing products, Middle East and Africa, value by company ($m), 2007?08 166
Table 123: Dishwashing products, Middle East and Africa, distribution channels by value (%), 2007?08 167
Table 124: Dishwashing products, Middle East and Africa, value by distribution channel ($m), 2007?08 167
Table 125: Dishwashing products, Middle East and Africa, expenditure per capita ($), 2003?08 169
Table 126: Dishwashing products, Middle East and Africa, forecast expenditure per capita ($), 2008?13 169
Table 127: Dishwashing products, Middle East and Africa, consumption per capita (units), 2003?08 170
Table 128: Dishwashing products, Middle East and Africa, forecast consumption per capita (units), 2008?13 170



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