Detergent Fragrances in Middle East and Africa: From Floral to Oriental

April 24th, 2013
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Anaïs_MirvalAnalyst Insight by Anaïs Mirval, Analyst – Ingredients, Euromonitor International

The introduction of oriental
scents as ingredients in the Middle East and Africa is emerging as a major
trend in home care fragrance
. According to Euromonitor International fragrance
in the Middle East and Africa will enjoy the strongest growth globally with
volume sales increasing 30% between 2011 and 2016, albeit from a lower base.

Hands do all
the work in the Middle East and Africa

Because the Middle East and Africa has one of
the lowest levels of ownership of consumer appliances in the world, hand
dishwashing and hand wash detergents are the main categories of interest for
fragrance manufacturers operating in home care. Indeed, the importance of these
two categories is the key difference between the Middle East and Africa
fragrance market in home care and the global one. 

Key Facts Shaping the Middle East and Africa Fragrance Market in Home Care


Possesion of household durables

Source: Euromonitor International

Euromonitor International
forecasts the Middle East and Africa fragrances market in hand dishwashing and
hand wash detergents is set to reach 6,500 and 4,900 tonnes, respectively, by
2016. Middle East and Africa is then expected to be the second largest market
for fragrances in these categories after Asia Pacific. Click to Tweet! Both categories are
predicted to enjoy the strongest volume CAGRs around 4.5% for fragrances over
the 2011-2016 period globally. The Middle East and Africa is forecast to
represent 60% of the global growth of fragrances in hand wash detergent between
2011 and 2016. Click to Tweet!

Fresh and
floral scents dominate hand wash

In the Middle East and Africa,
the predominance of traditional scents reflects consumer expectations. Hand
dishwashing fragrances are currently dominated by fresh scents which will
continue to perform well. Click to Tweet! Floral scents are more important in hand wash
detergent fragrances. However, a new trend is emerging which is expected to
have a long term impact.

trend for traditional oriental scents

Recently, Henkel launched an
Oud fragranced version of its Persil Liquid Detergent for White Thobes in the
six countries that make up the Gulf Cooperation Council. The new product launch
was preceded by a consumer survey, when Henkel tested 16 different Oud-based
fragrances on consumers. The winning fragrance was preferred by 90% of those
surveyed. Although this is just one product launch, according to industry
sources, it is very likely to be a success and is expected to inspire more new
product launches with oriental scents.

Traditional oriental scents
are enjoying growing popularity in laundry detergents in the Middle East and
. They are an important part of the Middle Eastern and African culture,
in particular Oud, sandalwood and incense as these are associated with many
religious rituals. Oriental fragrances are also associated with homely scents
as they are traditionally used as welcoming aromas and women use them to
perfume their clothes.

Wheel of the Middle East and Africa Hand Wash Market

Fragrance Wheel of the Middle East and Africa Hand Wash Market

Source: Euromonitor International

Given the likely success of
Henkel's new Persil Liquid Detergent, oriental scents are expected to cross
over into hand wash detergents. Growing demand for more sophisticated scents
among Middle Eastern and African consumers is creating new opportunities for
complex, traditional, oriental scents. In order to gain market share,
manufacturers should introduce new products featuring these fragrances.
Consequently, if fragrance manufacturers want to increase their penetration of
the Middle East and Africa, they could focus on developing their portfolios of
oriental scents for manufacturers in laundry care.

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