UAE’s home and laundry care market is the latest to hop on the sustainability bandwagon, triggering companies to increasingly switch over to environment-friendly products.
While YallaHub, a UAE-based quick-commerce-as-a-service (QaaS) platform, has struck a deal with Russia-based Synergetic to launch latter’s innovative and sustainable home and laundry solutions, several other companies are currently in various stages of introducing more and more ‘sustainable’ products in the market, industry insiders said.
The rush to launch environmentally friendly products is leading to a surge in the market growth in this segment, which is projected to clock a turnover of close to $500 million over the next five years.
“While the UAE is just starting to embrace environmental awareness and sustainability [in this segment], mirroring global trends, our research suggests a significant online demand for home and laundry care goods, presenting a potential entry point for sustainable offerings in this growing market,” Leo Dovbenko, Chief Executive Officer of YallaHub, told Arabian Business.
Laundry care products to lead sustainability drive
Latest data suggests laundry care products emerging as the largest group in the ‘sustainability’ segment of the market, expected to account for a market volume of $253 million by 2029.
Market research also anticipates as much as 14.6 percent of the total projected $76 million revenue in UAE’s home and laundry market this year to stem from online sales.
Research also suggests a steady surge in both market penetration and user base for environment-friendly products in the UAE over the next four-year period, presenting great potential for companies like Synergetic to capitalise on the market growth.
Mayus, the distributor for Synergetic in the UAE and the Middle East market, said it is already seeing a surge in demand for the company products, and is also planning expanding to Saudi Arabia, with launching the products on various e-commerce platforms in the initial stage.
Sustainable products to invigorate home and laundry market in Middle East
Industry experts said with growing demand for environment-friendly home-care and self-care products, companies are increasingly innovating on new products exclusively composed of natural surfactants, ensuring they are hypoallergenic, besides environmentally friendly.
“Consumers are increasingly looking for safe and effective cleaning products for the whole family, opening up a potentially big market for companies to cash in on,” an industry analyst said.
The analyst also said the growing awareness about sustainability is also spreading fast in the larger Middle East region, leading to market players drawing up aggressive launch plans for their new products in several markets in the region.
Echoing the view, Michael Mariyakhin, a senior executive with Mayus, Synergetic’s distributor in the Middle East, said: “Partnering with YallaHub will help the company to unlock the vast potential of the MENA home and laundry care market, enabling it to reach a wider audience and contribute to a more sustainable future.”
The ‘sustainable product’ market growth in the home and personal care segment is expected to be accelerated further with e-commerce and quick-commerce platforms helping brands to easily cross borders, reducing time for market entry.
The platforms also provide brands with technologies and infrastructure to scale fast within the GCC region.
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