Competitive Landscape
Leading Brands Maintain the Top Spots through Trust and Innovation
The surface care market in Saudi Arabia is highly concentrated, with the leading player, Arabian Trading Supplies, holding a 28% share in 2025, slightly up from 2024. The company’s flagship brand, Dettol, spans multiple subcategories, including home care wipes and floor cleaning systems, bathroom cleaners, kitchen cleaners, home care disinfectants, and multi-purpose cleaners.
Private Label Gains Traction with Innovative Products and Competitive Pricing
Private label ranges, including those from Lulu, Carrefour, and Othaim, are gaining traction in Saudi Arabia’s surface care market by offering innovative, high-quality products at competitive prices. Their success is largely attributed to the combination of affordability, strong presence in modern retail channels, including supermarkets, hypermarkets, and retail e-commerce platforms, and responsiveness to evolving consumer needs.
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Overview:
Understand the latest market trends and future growth opportunities for the Surface Care industry in Saudi Arabia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Surface Care industry in Saudi Arabia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Surface Care in Saudi Arabia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Surface Care in Saudi Arabia?
- Which are the leading brands in Surface Care in Saudi Arabia?
- How are products distributed in Surface Care in Saudi Arabia?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Surface Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Surface Care in Saudi Arabia - Category analysis
Key Data Insights
Multi-Purpose Cleaners Drive Sales with Convenience and Efficiency
Multi-Purpose Cleaners Drive Sales with Convenience and Efficiency
Bathroom Cleaners Drive Value Growth as Consumers Demand Anti-Fungal and Anti-Mould Properties
Innovation in Evolving Product Formats Is Driven by Demand for Efficiency and Controlled Usage
Multi-Purpose Cleaners Is Set to Support Value Sales through the Ongoing Demand for Convenience
Home Care Disinfectants Is Expected to Drive Growth, Offering Protection against Germs and Viruses
Innovation Is Set to Focus on Multifunctionality as Consumers Seek Simple and Cost-Effective Solutions
Leading Brands Maintain the Top Spots through Trust and Innovation
Private Label Gains Traction with Innovative Products and Competitive Pricing
Supermarkets and Hypermarkets Lead Surface Care Sales through Strong Presence and Convenience
Retail E-Commerce Gains Traction with Convenience and Promotions
Home Care in Saudi Arabia - Industry Overview
Growth Is Driven by Rising Urbanisation and Changing Consumer Needs
Key Data Insights
Growth Is Driven by Rising Urbanisation and Changing Consumer Needs
Laundry Care Leads Value Sales through Convenience and Premium Appeal
Multifunctionality and Evolving Product Formats Influence Home Care
Laundry Care Is Set to Lead Sales through Premium and Multifunctional Appeal
Changing Consumer Preferences and Localisation Are Set to Influence Innovation
Mood-Boosting Ingredients Are Set to Drive Demand in Home Care
Procter & Gamble Co and Modern Industries Co Lead with a Strong Focus on Essential Home Care Products
Competitors Gain Ground through Multifunctional Innovation
Grocery Retailers Dominate Sales through Convenience, Accessibility and Competitive Pricing
Retail E-Commerce Gains Traction through Rising Internet Penetration and the Growing Demand for Convenience
Country Reports Disclaimer
The following categories and subcategories are included:
Surface Care
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- Bathroom Cleaners
- Descalers
- Drain Openers
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- Standard Floor Cleaners
- Wash and Wax Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
Surface Care
This is the aggregation of multi-purpose, bathroom, oven , kitchen, window/glass, and floor cleaners, descalers, drain openers, scouring agents, household antiseptics and wipes.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Surface Care research and analysis database.
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