Soaps and Detergents - EN PDF

Manufacture of
Soaps, Detergents and

Fr agr ances
1
[Manufacture of Soaps, Detergents and Fragrances]
2
Manufacture of
Soaps, Detergents and Fr agr ances
3
Abdulaziz Al Khalifa
CEO
Between 2006 and 2017, the demand

volume for detergents, toilet soaps and
fragrances increased at a CAGR of 12%,
14.8% and 7.2%, respectively.

4
CEO’s Message
“
According to the analysis
of the data published by
the Planning and Statistics
As part of Qatar’s initiative to promote private sectors’ entrepreneurship,
particularly the small and medium-sized enterprises (SMEs), which are vital
tributaries to the country’s aspired diversified and sustainable economy, Qatar
Development Bank (QDB) plays a vital role in this domain wherein it puts a great
deal of time and effort into promoting local entrepreneurship and facilitating
Authority, the market size the formation of new ventures on a sound and viable business basis.
of detergents, toilet soaps QDB’s role is not limited to financing enterprises as it provides SMEs and
entrepreneurs with non-financial support services throughout all the phases of
and fragrances in 2018 their businesses, in a bid to achieve its vision “to develop and empower Qatari
was approximately 75,600, entrepreneurs and innovators to contribute in the diversification of the Qatari
economy.”
36,600 and 9,000 metric
In line with its objectives to establish reliable data and analysis as pre-requisite
tons, respectively. for new business ventures, and in order to extend meaningful support to
Qatari entrepreneurs, QDB is publishing a series of reports on potential SME
opportunities currently available across various sectors in the local market.
These reports aim at providing entrepreneurs potential opportunities to enter
particular sectors with relevant information and perspectives pertaining to
these sectors, including competitive landscape and data pertaining to existing
companies operating in such sectors.
This report focuses on ’Manufacture of Soaps, Detergents and Fragrances’,
sector. This sector is further categorized into three broad segments, a)
Detergents which include laundry detergents, dishwashing products and other
household cleaning products b) Toilet soaps which include soap bars, bath gels,
shampoos, shaving gels, hand wash, hand sanitizers, etc. and c) Fragrances
which include perfumes, deodorants & antiperspirants and air fresheners.
Qatar used to rely on imports of products under this sector. However, there
is increased participation from the local SMEs especially in the detergent
and fragrance segments. This helped in import substitution particularly since
the commencement of diplomatic situation in Qatar. Currently, there are five
companies manufacturing detergents in Qatar and is expected to add more
company/capacity in 2019. With the additional capacities, the detergent
companies will be able to cater to the demand of detergents in Qatar. Two of
the detergent companies also produce hand wash in limited amounts, which
is the only product under toilet soap manufactured in Qatar. There are two
companies manufacturing perfumes in Qatar, which will cater to a small portion
of the fragrance segment.
I invite readers to go through the report and learn more about the sector
prospects.
Abdulaziz bin Nasser al-Khalifa

Chief Executive Officer
[CEO’s Message] 5
Table of contents
CEO’s Message .............................................................................................................................................................4
List of Charts .................................................................................................................................................................8

List of Tables ...............................................................................................................................................................10
List of Figures..............................................................................................................................................................11
Acronyms and Abbreviations ......................................................................................................................................13

Executive Summary.....................................................................................................................................................14
1. Introduction ...........................................................................................................................................................16
1.1 Detergents ....................................................................................................................................................................................... 16
1.2 Toilet Soap ....................................................................................................................................................................................... 17
1.3 Perfumes .......................................................................................................................................................................................... 20
2. Detergents .............................................................................................................................................................22
2.1 Sub-Sector Overview....................................................................................................................................................................... 22
2.2 Global Market Overview ................................................................................................................................................................. 26
2.3 GCC Market Overview .................................................................................................................................................................... 28
2.4 Qatar Market Overview ................................................................................................................................................................... 32
3. Toilet Soaps............................................................................................................................................................44

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Table of contents
4. Fragrances .............................................................................................................................................................62
5. Setting Up A Soap, Detergent or Fragrance Manufacturing Facility In Qatar .....................................................92
5.1 Critical Success Factors ................................................................................................................................................................... 92
5.2 Manufacturing Process .................................................................................................................................................................... 94
5.3 Raw Material Requirement ........................................................................................................................................................... 104
5.4 Regulatory Requirements ............................................................................................................................................................. 110
6. References ...........................................................................................................................................................112
[Table of contents]
7
List of Charts
Chart 1. Global Imports of Detergents, 2017-----------------------------------------------------------------------------------------------------------26
Chart 2. Global Exports of Detergents, 2017-----------------------------------------------------------------------------------------------------------27
Chart 3. GCC Import of Detergents, 2008 - 2017------------------------------------------------------------------------------------------------------28
Chart 4. GCC Exports of Detergents, 2008 - 2017-----------------------------------------------------------------------------------------------------29
Chart 5. Historical and Current Demand for Detergents in Qatar, 2006-2017------------------------------------------------------------------32
Chart 6. Qatar’s Market Segmentation of Detergents, 2017----------------------------------------------------------------------------------------33
Chart 7. Qatar Import of Detergents, 2006 - 2017-----------------------------------------------------------------------------------------------------33
Chart 8. Qatar Key Sources for Imports by Volume, 2011 – 2017----------------------------------------------------------------------------------34
Chart 9. Qatar Export of Detergents, 2006 - 2015-----------------------------------------------------------------------------------------------------35
Chart 10. Qatar Share of Imports in Domestic Consumption of Detergents, 2006 - 2017-----------------------------------------------------35
Chart 11. Qatar Demand and Supply Analysis for Detergents, 2018 - 2026----------------------------------------------------------------------36
Chart 12 Average Import Prices for Detergents (QAR Per Kg), 2016 And 2017----------------------------------------------------------------38
Chart 13. Qatar Customer Segmentation for Detergents, 2017-------------------------------------------------------------------------------------39
Chart 14. Global Imports of Toilet Soaps, 2017----------------------------------------------------------------------------------------------------------46
Chart 15. Global Exports of Toilet Soaps, 2017----------------------------------------------------------------------------------------------------------46
Chart 16. GCC Import of Toilet Soaps, 2008 - 2017-----------------------------------------------------------------------------------------------------48
Chart 17. GCC Exports of Toilet Soaps, 2008 - 2017----------------------------------------------------------------------------------------------------49
Chart 18. Qatar’s Historical and Current Demand for Toilet Soaps, 2006 - 2017-----------------------------------------------------------------52
Chart 19. Split of Market Segment, 2017------------------------------------------------------------------------------------------------------------------53
Chart 20. Qatar Imports of Toilet Soaps, 2006 - 2017---------------------------------------------------------------------------------------------------54
Chart 21. Qatar Key Sources of Imports by Volume, 2011 - 2017------------------------------------------------------------------------------------54
Chart 22. Share of Imports in Domestic Consumption for Toilet Soaps, 2008 - 2017-----------------------------------------------------------55
Chart 23. Qatar Demand and Supply Analysis for Toilet Soaps, 2018 - 2026---------------------------------------------------------------------56
Chart 24. Average Import Prices for Toilet Soaps (QAR Per Kg), 2016 - 2017--------------------------------------------------------------------58
Chart 25. Global Import of Perfumes, 2017---------------------------------------------------------------------------------------------------------------66

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List of Charts
Chart 26. Global Import of Deodorants, 2017------------------------------------------------------------------------------------------------------------66
Chart 27. Global Import of Air Fresheners, 2017--------------------------------------------------------------------------------------------------------66
Chart 28. Global Export of Perfumes, 2017---------------------------------------------------------------------------------------------------------------67
Chart 29. Global Export of Deodorants, 2017------------------------------------------------------------------------------------------------------------67
Chart 30. Global Export of Air Fresheners, 2017---------------------------------------------------------------------------------------------------------68
Chart 31. Market Share of Leading Global Brands of Perfumes, 2016-----------------------------------------------------------------------------68
Chart 32. GCC Imports of Perfumes, 2008 - 2017-------------------------------------------------------------------------------------------------------71
Chart 33. GCC Imports of Deodorants, 2008 - 2017----------------------------------------------------------------------------------------------------71
Chart 34. GCC Imports of Air Fresheners, 2008 -2 017-------------------------------------------------------------------------------------------------72
Chart 35. GCC Perfume Exports, 2008 - 2017------------------------------------------------------------------------------------------------------------73
Chart 36. GCC Deodorant Exports, 2008 - 2017---------------------------------------------------------------------------------------------------------74
Chart 37. GCC Air Freshener Exports, 2008 - 2017------------------------------------------------------------------------------------------------------75
Chart 38. Qatar Historical and Current Demand for Fragrances, 2006 - 2017--------------------------------------------------------------------78
Chart 39 Qatar Imports of Fragrances, 2006 - 2017----------------------------------------------------------------------------------------------------79
Chart 40. Qatar Imports of Perfumes, 2006 - 2017------------------------------------------------------------------------------------------------------79
Chart 41. Qatar Imports of Deodorants, 2006 - 2017---------------------------------------------------------------------------------------------------80
Chart 42. Qatar Imports of Air-Fresheners, 2011-2017-------------------------------------------------------------------------------------------------80
Chart 43. Qatar Key Sources of Imports of Fragrances by Value, 2006 - 2017-------------------------------------------------------------------81
Chart 44. Qatar Key Sources of Imports of Deodorants by Value, 2011 - 2017-------------------------------------------------------------------82
Chart 45. Qatar Key Sources of Imports of Perfumes by Value, 2011 - 2017----------------------------------------------------------------------82
Chart 46. Qatar Key Sources of Imports of Air Fresheners by Value, 2011 - 2017---------------------------------------------------------------83
Chart 47. Share of Imports in Domestic Consumption for Perfumes, 2006 - 2017---------------------------------------------------------------84
Chart 48. Qatar Demand and Supply Analysis for Perfumes, Antiperspirants and Air Fresheners, 2018 – 2026-------------------------85
Chart 49. Average Import Prices for Perfumes (QAR Per Kg), 2016 And 2017--------------------------------------------------------------------87
[List of Charts] 9
List of Tables
HS Codes for Detergents ------------------------------------------------------------------------------------------------------------------------17
HS Codes for Toilet Soap ------------------------------------------------------------------------------------------------------------------------18
HS Codes for Perfumes --------------------------------------------------------------------------------------------------------------------------21
Key Manufacturers of Detergents in the GCC Region------------------------------------------------------------------------------------30
Key Manufacturers of Toilet Soaps in the GCC Region ----------------------------------------------------------------------------------50
Key Manufacturers of Perfumes in the GCC Region --------------------------------------------------------------------------------------76
Key Ingredients Used to Manufacture Detergents -------------------------------------------------------------------------------------- 105
Key Ingredients Used to Manufacture Toilet Soap -------------------------------------------------------------------------------------- 108

10
List of Figures
Figure 1. Pricing Analysis for Detergents, 2017----------------------------------------------------------------------------------------------------------37
Figure 2. List of Leading Brands in Qatar and their Market Share, 2017--------------------------------------------------------------------------40
Figure 3. SWOT Analysis – Detergents--------------------------------------------------------------------------------------------------------------------41
Figure 4. Michael Porter’s Five Forces Analysis - Detergents----------------------------------------------------------------------------------------42
Figure 5. Pricing Analysis for Toilet Soaps, 2017---------------------------------------------------------------------------------------------------------57
Figure 6. SWOT Analysis – Toilet Soaps-------------------------------------------------------------------------------------------------------------------59
Figure 7. Michael Porter’s Five Forces Model – Toilet Soaps-----------------------------------------------------------------------------------------60
Figure 8. Key Note Manufacturers in The World--------------------------------------------------------------------------------------------------------69
Figure 9. Market Price for Air Fresheners-----------------------------------------------------------------------------------------------------------------86
Figure 10. Market Price for Antiperspirants and Deodorants------------------------------------------------------------------------------------------87
Figure 11. SWOT Analysis - Fragrances---------------------------------------------------------------------------------------------------------------------89
Figure 12. Michael Porter’s Five Forces Model – Fragrances------------------------------------------------------------------------------------------90
Figure 13. Powdered Detergents – Manufacturing Process.-------------------------------------------------------------------------------------------94
Figure 14. Liquid Detergents – Manufacturing Process-------------------------------------------------------------------------------------------------96
Figure 15. Toilet Soaps – Manufacturing Process Kettle process-------------------------------------------------------------------------------------97
Figure 16. Toilet Soaps – Manufacturing Process Continuous process------------------------------------------------------------------------------98
Figure 17. Perfumes – Manufacturing Process ------------------------------------------------------------------------------------------------------------99
Figure 18. Deodorant Spray – Manufacturing Process.----------------------------------------------------------------------------------------------- 101
Figure 19. Deodorant Stick – Manufacturing Process.------------------------------------------------------------------------------------------------- 102
Figure 20. Air Freshener – Manufacturing Process----------------------------------------------------------------------------------------------------- 103
[List of Figures] 11
12
Acronyms and Abbreviations
AED Arab Emirates dirham
APEJ Asia Pacific, excluding Japan
CAGR Compounded annual growth rate
EUR Euros
FDA Food and Drug Administration
GCC Gulf Cooperation Council
HS Harmonized System
KOH Potassium hydroxide
KSA Saudi Arabia
MEA Middle East and Africa
NaOH Sodium hydroxide
NDC National Detergents and Cosmetics Company
OTC Over the counter
P&G Procter & Gamble
QDB Qatar Development Bank
QDC Qatari Detergents Company
UAE United Arab Emirates
UK United Kingdom
US United States of America
US$ United States Dollar
[List of Acronyms and Abbreviations] 13

Executive Summary
This sector comprises of three broad segments i.e. detergents, toilet soaps and
fragrances. Increasing awareness of personal hygiene and the increase in population
will drive the demand for products under this sector. Qatar has traditionally been reliant
upon imports to meet its demands. However, post the embargo in Qatar, there has
been an added impetus to increase capacities or start new companies to be able to
cater to the local demand in Qatar.
Overview of Detergents Segment

The ‘Detergents’ segment includes laundry detergents, dishwashing products and other
household cleaning products. Qatar, for a long time, had two detergent manufacturers,
Qatar Detergents Company (QDC) and National Detergents and Cosmetics Company
(NDC). However, new companies have been established in the last 2 to 3 years such
as Advance Chemical Manufacturing Company, Global Detergent Factory and FITCO
Detergents.
The demand for detergents in Qatar has grown at a CAGR of 12 percent from 21,200
tons in 2006 to 74,000 tons in 2017. Domestic production accounted for approximately
42% of the total market demand in 2017. Local companies focus on the B2B segment
such as laundries, facility management companies, etc. and have a very low offtake
in the retail segment due to the marketing effort required and the need to create a
strong brand to reach out to end consumers. Overall, the market demand is projected
to grow at a CAGR of 1.65 percent from approximately 75,600 tons in 2018 to 86,100
tons in 2026. Saudi Arabia was the single largest source of imports from 2011 to 2016,
with an average share of 57 percent during this period. However, post the start of the
diplomatic situation in mid-2017, Oman has emerged as the largest supplier to Qatar
with a share of 31 percent, an increase from 5 percent in 2016.
The local players currently have enough capacity to cater to most of the demand in
Qatar. This capacity will be further enhanced by upcoming facilities and will exceed the
total demand for detergents in Qatar. Detergent, being a consumer product, the local
manufacturers will have to invest substantially in creating brand awareness amongst the
resident population in order to target the retail trade.

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Overview of Toilet Soaps Segment Overview of Fragrances Segment
The ‘Toilet soaps’ segment includes soap bars, bath gels, The ‘Fragrances’ segment includes perfumes, deodorants &
shampoos, shaving gels, hand wash, hand sanitizers, etc. QDC antiperspirants and air fresheners. Qatar currently has only
and NDC are the two detergent manufacturing companies two manufacturing facilities for perfumes i.e. S.ishira founded
who also produce liquid hand wash in Qatar. There are no in 2014 but became operational only in 2018 and The Perfume
manufacturers for bar soaps, shampoos and hand sanitizers in Factory, which also commenced operations in 2018. There are
Qatar and the majority of the demand is met through imports. no manufacturers of deodorants and air fresheners in Qatar.
The demand for toilet soaps in Qatar grew at a CAGR of 14.8 Dove, Nivea, Rexona, Gillette and Axe are among the most
percent from 7,900 tons in 2006 to 35,800 tons in 2017. Saudi popular brands of deodorants and antiperspirants present in
Arabia was the single largest source of imports from 2011 to the market. Reckitt Benckiser in the UAE manufactures air Wick
2016, with an average share of 56 percent during this period, and is the most popular air freshener currently being used in the
followed by UAE at 23 percent. However, post the start of the market. Demand for perfumes and deodorants over the years
diplomatic situation in mid-2017, the import share of Saudi has increased due to a growing awareness of personal grooming
Arabia and UAE has declined from 51 percent and 24 percent in for both men and women and increasing exposure to luxury
2016 to 28 percent and 18 percent respectively in 2017. Imports brands supported by a higher disposable income. Perfumes are
from Oman has seen a substantial increase from 1 percent in no longer seen as frivolous but rather essential to an individual’s
2016 to 12 percent in 2017. Demand for toilet soaps is projected pride and confidence. The consumption of perfumes by GCC
to grow at a CAGR of 1.65 percent from 36,500 tons in 2018 to nationals is much higher than the world average.
41,600 tons in 2026. The demand for fragrances in Qatar grew at a CAGR of 7.2
Large international companies such as Reckitt Benckiser Group, percent from 3,200 tons in 2006 to 6,900 tons in 2017 after
Unilever, Procter & Gamble, Colgate-Palmolive, etc. have created reaching a peak of 9,000 tons in the year 2016. Imports for
strong brands over the years making it difficult for a new local fragrances grew at CAGR of 10.6 percent from 2,873 tons in
player to compete in the market. These international players 2006 to 7,890 tons in 2016. However, in 2017, imports witnessed
have their manufacturing facilities in Saudi Arabia or the UAE a decrease of 24.3 percent with an import volume of 6,062 tons.
for the region, however, they also have multiple manufacturing The key sources of imports of fragrances in Qatar were France,
units across the globe and source products from different units UAE, US, UK and Italy. Based on the import value in 2017, Saudi
post the start of diplomatic situation in June 2017. Any new Arabia recorded a decline of 49 percent in their imports to
venture is also expected to face significant competition from Qatar while UAE witnessed a decline of 48 percent. There was a
both premium brands as well as supermarkets selling their own significant increase in the imports of fragrances from Oman and
products (white labeling). Given the current diplomatic situation Turkey in 2017.
and limited local soap manufacturing, an entrepreneur can Opportunity is very limited in deodorants, air fresheners as these
leverage the opportunity to introduce a ‘Made in Qatar’ product, are mass products, and branding plays a vital role to gain product
which focuses on the niche segment such as handmade soaps. acceptance. Local entrepreneurs also need to be mindful of the
fact that there is a sizable investment required for research and
development before a product is launched.
[Executive Summary]
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1. Introduction
1.1 Detergents
Detergents are soap-like compounds
that are used for cleaning purposes.
They are cleaning agents that help in
removing dirt and grease from porous
and non-porous surfaces. Chemically,
they are sodium salts of long-chain
alkyl benzene sulphonic sulphates.
Detergents are used in making a
number of cleaning products used
in day-to-day life such as laundry
detergents and laundry aids,
dishwashing products and household
cleaning products.
The Harmonized System (HS) codes
of products that come under the
detergents segments are as follows:

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Table 1. HS Codes for Detergents
Segment HS code Description
Organic surface-active agents (other than soap); surface-active preparations, washing

preparations (including auxiliary washing preparations) and cleaning preparations, whether
34022021
or not containing soap, other than those of heading 34.01.: preparations put up for retail
sale: Washing preparations: Dry powdered (like tide etc.)

34022029
sale: Washing preparations: Other

34029000
sale: Other
Detergents
34022010
sale: organic surface active agents, like Clorox . . .etc.)

34022022
sale: Washing preparations: Fluid
Polishes and creams, for footwear, furniture, floors, coachwork, glass or metal, scouring
pastes and powders and similar preparations (whether or not in the form of paper, wadding,
34059010
felt, nonwovens, cellular plastics or cellular rubber, impregnated, coated: Other: Polishes
preparations for glass and mirrors
1.2 Toilet Soap

Toilet soaps are essential toiletries that ensure personal hygiene.
They are manufactured using an alkaline solution to induce fats
or oils, to form salts of fatty acids. Soaps are mostly used for
their cleansing properties and are effective as mild antiseptics.
Toilet soaps could be in the form of a bar or liquid.
The HS codes of products that come under the toilet soap
segments are as follows:
[Introduction]
17
Table 2. HS Codes for Toilet Soap
33051000 Preparations for use on the hair: Shampoos
Pre-shave, shaving or after-shave preparations, personal deodorants, bath preparations,

depilatories and other perfumery, cosmetic or toilet preparations, not elsewhere specified or
33073000
included; prepared room deodorizers, whether or not perfumed: Perfumed bath salts and
other bath preparations
Soap; organic surface-active products and preparations for use as soap, in the form of bars,
cakes, molded pieces or shapes, whether or not containing soap; organic surface-active
products and preparations for washing the skin, in the form of liquid or c: Soap and organic
34011130
surface active products and preparations, in the form of bars cakes, molded pieces or shapes,
and paper, wadding, felt and nonwovens, impregnated, coated or covered with soap or
detergent: for toilet use (including medicated products ): Shaving soap
Toilet soap 34011140
detergent: for toilet use (including medicated products ): Medicated soap
34011150
detergent: for toilet use (including medicated products ): Disinfectant soap
Soap; organic surface-active products and preparations for use as soap, in the form of
bars, cakes, molded pieces or shapes, whether or not containing soap; organic surface-
active products and preparations for washing the skin, in the form of liquid or c: Soap and
34011170 organic surface active products and preparations, in the form of bars cakes, molded pieces
or shapes, and paper, wadding, felt and nonwovens, impregnated, coated or covered with
soap or detergent: for toilet use (including medicated products ): Paper, wadding, felt and
nonwovens, impregnated or covered with soap or detergent, whether or not perfumed

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34011180
detergent: for toilet use (including medicated products ): toilet soap
34011190
detergent: Other
34011920
detergent: Other: Rosin, tall oil or napththenate soaps
Toilet soap
34011930
detergent: Other: Artificial soap prepared for special use
34011940
detergent: Other: Coated or covered with soap or detergent, whether or not Perfumed
34011990
detergent: Other: Other
34012010
products and preparations for washing the skin, in the form of liquid or c: Soap in other
forms: Other: In the form of powder
[Introduction]
19
34012020
products and preparations for washing the skin, in the form of liquid or c: Soap in other forms:
Other: In the form of paste
34012030
products and preparations for washing the skin, in the form of liquid or c: Soap in other forms:
Other: In the form of aqueous soap
Toilet soap
34012090
products and preparations for washing the skin, in the form of liquid or c: Soap in other
forms: Other: Other
34013000 products and preparations for washing the skin, in the form of liquid or c: Organic surface
active products and preparations for washing the skin, in the form of liquid or cream and
put for retail sale, whether or not containing soap
1.3 Perfumes
Perfumes are concentrated scents
that are worn on the body or
clothing. They are manufactured
using essential oils, fixatives and
solvents (e.g. alcohol and water).
They are available in a variety of
fragrances and cater to diverse
tastes and budgets. There are
many different types of liquid
perfumes available in the market
which differ based on their oil
concentration. Perfumes can
also be found in solid state, in
the form of stick, and are applied
directly to the body.

20
The HS codes of products that come under the perfumes segment are as follows:
Table 3. HS Codes for Perfumes
33030010 Perfumes and toilet waters: Perfumes, Liquid or solid
33030020 Perfumes and toilet waters: Eaux de cologne
33030090 Perfumes and toilet waters: Other

33072000
included; prepared room deodorizers, whether or not perfumed: Personal deodorants and
antiperspirants

Perfumes 33074910 included; prepared room deodorizers, whether or not perfumed or having di: Preparations
for perfuming or deodorizing rooms, including odoriferous preparations used during religious
rites: Other: In spraying containers

33074990 included; prepared room deodorizers, whether or not perfumed or having di: Preparations
for perfuming or deodorizing rooms, including odoriferous preparations used during
religious rites: Other: Other

33079090
included; prepared room deodorizers, whether or not perfumed or having di: Other: Other:
Other
[Introduction]
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2. Detergents
2.1 Sub-Sector Overview

Detergents are cleaning agents, which are made using several ingredients such as
surfactants (surface-acting agent or soap), builders (surfactant performance enhancers)
and alkalis (soluble salts effective in removing stains without excessive rubbing).
They also contain ingredients such as anti-redepositing agents that help prevent soil
from settling back on washed clothes. Commercial agents also include enzymes and
perfumes. Enzymes facilitate the process of stain removal by breaking them down,
making them easier to remove. Fragrances are used to conceal the odor from dirt, as
well as chemicals used in the detergents.
2.1.1 Product Description

A. Laundry Detergents
a) General purpose detergents: These are suitable for all washable fabrics. Liquid
detergents are most useful to remove oily soils and pretreating soils and
stains. Powdered detergents are particularly useful for removing
clay and ground-in dirt.
b) Light duty detergents: These detergents are predominantly used for hand or
machine-washing of lightly stained items and delicate fabrics.

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B. Laundry Aids
a) Bleaches: Bleach aids in removing stains and are used to brighten fabrics.
They help convert the soils into colorless and soluble particles, which can then be removed by the detergents.
Liquid chlorine bleaches are good disinfectants and deodorizer.
Oxygen bleaches work on almost all washable fabrics and are more gentle and safe in nature.
b) Bluings: These products are a blue dye, used to whiten and brighten textiles especially white fabrics. They absorb the yellow
color of the light spectrum, counteracting the yellowing process of many fabrics.
c) Boosters: These are often used during the washing process in addition to detergents. They predominantly enhance the stain
removal, brightening and water-softening qualities of the detergents.
d) Enzyme presoaks: These products are used to soak fabrics prior to washing in order to loosen difficult stains and soils. They can
also be added to wash water to increase the cleaning power.
e) Fabric softeners: Fabric softeners are usually added during the final rinsing phase of a wash cycle. They help to decrease static
and wrinkling, making fabrics softer, decreasing drying time and they also act as deodorizers.
f) Prewash soil and stain removers: These help to pretreat difficult stains and soils on synthetic fabrics.
g) Starches, fabric finishes and sizing: These are used during the final rinse or after drying to make the fabrics more crisp and soil
resistant.
h) Water softeners: As detergents are more effective in soft water, water softeners are added during the wash to inactivate the hard
water minerals.
[Detergents]
23
C. Dishwashing Products
a) Hand dishwashing detergents: These help to remove food soils and provide lasting suds that indicate how much cleaning
power is left in the wash water.
b) Automatic dishwashing detergents: These help to remove
food soils emulsify grease and oil, suppress foam caused by
protein soil and tie-up hardness of minerals. They produce
very little or no suds in order to curb the interference with the
washing action of the machine.
c) Rinse agents: These assist in draining the water from the dishes and
utensils by lowering the surface tension. This helps in minimizing spotting,
filming and drying.
d) Film removers: These help by removing the hard water film and reducing the cloudiness inside the dishwasher and from
utensils.
e) Lime and rust removers: These are used to remove lime deposits and rust from the interiors of the dishwasher.

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D. Household Cleaners
a) All-purpose cleaners: These are used to loosen the soil and stop it from redepositing on the clean surface.
b) Abrasive cleaners: These are used to loosen the heavy accumulation of soil in smaller areas.
c) Glass cleaners: These are used to loosen oily deposits on the glass surface, and aid in the drying of glass surfaces without
streaks.
d) Glass and multi-surface cleaners: These help remove stains from any smooth surface, leaving it shiny and free from streaks.
e) Tub, tile and sink cleaners: These aid in removing stains, mildew and molds from bathroom surfaces. Some are also used as
disinfectants.
f) Metal cleaners: These assist with the removal of tarnish, soil deposits from the surface of the metal, and also help in providing a
polished finish.
g) Oven cleaners: These products are used to remove the burned-on grease and other food deposits from the walls of the oven.
They are thick in consistency in order to cling to the vertical walls of the oven.
h) Rug shampoos and upholstery cleaners: These products are used to remove oily and greasy soils from upholstery and aids in
their suspension to avoid the dirt from redepositing.
i) Toilet bowl cleaners: They are used to remove/prevent the hard water stains depositing in the toilet bowl. Some also act as
deodorizers and disinfectants.
j) Drain openers: These products are used to unclog kitchen and bathroom drainages. They produce heat that melts deposited
fats, which can then be rinsed away by water. Some products contain bacteria that helps to prevent the drain from clogging.
[Detergents]
25
2.2 Global Market Overview
The home care market is growing considerably, with increasing awareness of personal hygiene and healthy living. The home care
products include categories of products such as toilet care, laundry care, dishwashing, surface care and air fresheners. In 2017,
home care products registered a global revenue of approximately US$146 billion, with US$85 billion belonging to the laundry care
category1.
2.2.1 Market Trends 2.2.2 Trade Analysis

Continued focus on health and wellbeing has translated into The global imports of detergents totaled US$21 billion in 2017.
hygiene-focused product development and targeted advertising Germany was the largest importer with an 8 percent share of
and marketing. Consumers now have a wide variety of surface the total imports, followed by France, China and Canada, each
cleaning products, but are interested in products that go beyond accounting for a 5 percent share
cleaning. Words such as ‘sanitizing’ and ‘disinfecting’, which
were previously restricted to the professional environment, are Chart 1. Global Imports of Detergents, 2017
now being widely used. Fragrance has become a purchasing
driver across a wide range of home care products and consumers
are seeking experimental and sophisticated scents that enhance 8% Germany
the indoor living areas. 59% Others
With an increasing number of connected consumers around the
globe, a large number of online grocery businesses are gaining 5% France
traction. Although the home care internet retailing share remains
low compared to other fast-moving consumer goods industries, 5% China
Global Imports of
online sales grew by an estimated 142 percent over the 2012-
Detergents, 2017
2016 period to reach US$4 billion in 2016, about 3 percent of 5% Canada
the total market2. As consumers grow increasingly aware of the
impact their choices have on the world around them, the need 4% United Kingdom
for products to be meaningful becomes imperative. Growing 4% Belgium
concerns related to environmental sustainability is compelling
companies around the world to adopt environmentally
4% USA
friendly manufacturing techniques. Eco-friendly organic liquid 3% Italy 3% Netherlands
detergents are gaining popularity among consumers, with Persil
Bio Liquid Detergent, Omo Green and Gain Flings just some of Source: Team Analysis based on data from TradeMap
the organic laundry detergents that are currently available on
the market.
1
Lucintel - Market research, 2Euromonitor

26
Exports, globally, totaled US$21 billion in 2017. USA and Chart 2. Global Exports of Detergents, 2017
Germany were the largest exporters with an 11 percent
share each of total exports, followed by Belgium, France
and China. 11% USA
The Asia Pacific (APAC) region is leading the industry 40% Others
growth due to increasing population, new demand for
household care products and changing lifestyle. Future 11% Germany
growth in this region is expected to come mainly from
developing markets, such as India and China, due to
increased consumer spend. Global Exports of 8% Belgium
Detergents, 2017
6% France
5% China
4% Italy
5% United Kingdom
4% Poland 4% Netherlands
Source: Team Analysis based on data from TradeMap
Household care products are dominated by top brands such as Procter & Gamble (P&G), Unilever and Henkel etc. P&G registered
net sales of US$ 20.89 billion in 2016 for fabric and home care products, with their biggest market being the US3. Tide and Ariel
are their most famous products. P&G introduced Tide Pureclean as the first bio-based detergent to address the growing consumer
needs for natural detergents. Unilever registered a turnover of EUR10 billion in 2016 for their home care segment, accounting for
19 percent of their total turnover4. Surf, as well as other household products such as Comfort, Sunlight, Domestos and Cif etc.,
are some of its most well-known products. Henkel’s laundry and home care products, such as Persil, Purex, Pril etc., generated an
estimated net sales of EUR5.7 billion, accounting for 31 percent of Henkel’s total net sales in 2016.
P&G Annual Report 2016, 4Unilever Annual Report 2016

3
[Detergents]
27
2.3 GCC Market Overview
2.3.1 Market Trends

Consumers are placing higher importance on convenience in order to save time. Emerging markets such as the Gulf Cooperation
Council (GCC) region are welcoming products such as detergent tablets and liquid detergents. This market has also seen an
increase in the popularity of abaya wash products (catering specifically to women in the GCC region). Multinational brands, such as
OMO, Tide and Clorox, have introduced abaya wash to their product range.
2.3.2 Trade Analysis

A) Imports: The analysis of historical import data reveals that imports of detergents increased from US$386 million in 2008 to ~
US$1.1 billion in 2017 at a compound annual growth rate (CAGR) of 12.3 percent.
Chart 3. GCC Import of Detergents, 2008-2017
1,063 1,098
1,077
1,000 1,022 1,000
900 900
800 800
%
R 12.3 785
700 CAG 700
672
USD million
USD million
600 600
500 500
400 386 400

289 303
300 300
250
200 200
100 100
0 0
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Saudi Arabia UAE Oman Kuwait Bahrain Qatar

28
B) Exports: The analysis of historical export data indicates that exports of detergents increased from US$223 million in 2008 to
US$573 million in 2017 at a CAGR of 11.1 percent.
Chart 4. GCC Exports of Detergents, 2008-2017
600 573 600
500 500
450
423
11.1% 417
CAGR
400 400
USD million
USD million
328
285
300 262 300
223 227 232
200 200
100 100
0 0
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
2.3.3 Key Market Players

The detergents market is extremely competitive in the GCC region given the presence of major multinational brands and a large
number of regional players. Table 4 shows some of the major producers of detergents in the GCC region. Most of the companies
are privately owned and have launched their own brands in the market. The few exceptions to the above are companies such as
Modern Industries (P&G), Unilever and Reckitt Benckiser.
[Detergents]
29
Table 4. Key Manufacturers of Detergents in the GCC Region
Company Country Year of Installed Units Types of Products
Establishment Capacity
Saudi • Laundry care

Sidco 1982 NA NA
Arabia • Home care products
Marfa Chemical Saudi

NA NA NA • Home care products
Industries Arabia
Al Mina Detergent Saudi

1988 NA NA • Laundry care and home care products
Factory Company Arabia
Knooz Al-Ardh
Saudi
Detergents NA NA NA • Laundry care and home care products
Arabia
Factory
Fouh Detergent Saudi

2001 NA NA • Laundry care products
Factory Arabia
Modern Industries Saudi

1978 NA NA • Home care products and liquid soaps
Company (P&G) Arabia
Reckitt Benckiser UAE 1996 NA NA • Laundry care and home care products
Wafir Company
Saudi
for Industrial 2002 50,000 MT • Laundry care and home care products
Arabia
Detergent
Modern Arabian
Saudi
Crystal Industries 2001 NA NA • Home care products
Arabia
Company Ltd.
Fayfa Chemicals UAE 1991 77,000 liters • Laundry care and home care products
Scitra UAE 1993 NA NA • Laundry care and home care products
Al Basma
UAE NA NA NA • Laundry care and home care products
Detergents
Sun clean group of

UAE 1998 NA NA • Laundry care and home care products
companies
Falcon Detergents
UAE NA NA NA • Laundry care and home care products
Ltd.
Whiteline UAE NA NA NA • Laundry care and home care products
Nazih Group UAE 1975 NA NA • Laundry care and home care products
Ditra UAE 1977 NA NA • Laundry care and home care products
La Famille
UAE 2007 NA NA • Laundry care and home care products
Industries

30
Table 4. Key Manufacturers of Detergents in the GCC Region
Company Country Year of Installed Units Types of Products
The National
Oman 1981 NA NA • Laundry care and home care products
Detergents Co.
Sallan Industrial
Oman 2015 NA NA • Laundry care and home care products
Investment LLC
Al Sanea Chemical
Kuwait 1977 NA NA • Laundry care and home care products
Products
Al Sharan Idustries Kuwait 1968 NA NA • Laundry care and home care products
Al-Tadamon Intl Kuwait 1992 NA NA • Laundry care and home care products
Middle East
Chemical Kuwait 1983 NA NA • Home care products
Manufacturing Co.
Al-Bahar Industries
Kuwait 1985 NA NA • Laundry care and home care products
WLL
Unilever5 UAE 2016 100,000 MT • Laundry care and home care products
• Laundry care products

FITCO Detergent
Qatar NA 13.5* mn liters • Toilet care products
Factory
• Surface care products
Global Detergent
Qatar NA 390,000* cartons • Laundry care and surface care products
Factory
Qatar Detergent • Laundry care powder

Qatar 1978 36,000 MT
Company • Laundry care liquid
• Dishwashing liquid
Gulf Detergents
Qatar NA 12,000* MT • Surface cleaners
Factory
• Disinfectants
• Kitchen care
Advance Chemical
Qatar 2016 12,000 MT • Laundry care and home care
Manufacturing Co.
• Disinfectants
National • Laundry care powder

6,000
Detergents and Qatar 1999 MT
+9,600* • Laundry care liquid
Cosmetics WLL
*upcoming capacities
Source: GOIC database
5
Sustainable brands
[Detergents]
31
2.4 Qatar Overview
2.4.1 Historical Demand and Current Market Size

Qatar, for a long time had two detergent manufacturers, Qatar accounted for approximately 42% of the total market demand
Detergents Company (QDC) and National Detergents and in 2017. Local companies focus on the B2B segment such as
Cosmetics Company (NDC). Their annual production data laundries, facility management companies, etc. and have a very
coupled with imports and exports, have been factored in to low offtake in the retail segment due to the marketing effort
estimate the demand for detergents in Qatar. required and the need to create a strong brand to reach out to
Demand for detergents is driven by the population growth and end consumers.
increasing awareness of personal hygiene and wellbeing. The The market demand 2018 onwards is estimated based on the
historical demand is calculated based on the local production historical per capita consumption (based on local production
and net imports to Qatar. and net imports) and population recorded for the year.
This market has grown at a CAGR of 12 percent from 21,200
tons in 2006 to 74,000 tons in 2017. Domestic production,
Chart 5. Historical and Current Demand for Detergents in Qatar, 2006-2017
80 80
74.0
70 66.7 70
59.6
60 60
%
R 12
CAG 52.5
50 47.3 50
Market Size ('000 tons)

39.8
40 40
34.3 33.0
29.4 28.8
30 30
22.9
21.2
20 20
10 10
0 0
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Source: Team Analysis based on data from Planning and Statistics Authority
This increase in demand was significantly driven by an increase of the population in Qatar, which grew at a CAGR of 9.1 percent.
An increase in the number of hypermarkets/supermarkets in Qatar also supported the reach of international brands in the region.
Demand for detergents reached 74,000 tons in 2017.

32
2.4.2 Overview of Market Segments Chart 6. Qatar’s Market Segmentation of Detergents, 2017
Laundry Care dominates the detergents
3% Bleaches
55% Laundry Care
market with a 55% share of the total market6.
Laundry care includes products such as 18% Dishwashing
powder detergents, liquid detergent and

fabric care. Surface care accounts for a 24
percent share of the market. Floor cleaning Qatar’s Market
products, bathroom cleaning products, Segmentation of
strain removers, antiseptics and disinfectants Detergents, 2017
are some of the products included in
this segment. Dishwashing commands
an 18 percent market share and includes
dishwashing liquid and tablets. Lastly, a 3 24% Surface Care
percent share belongs to bleaches, which
are whitening agents that help in removing
stains. Source: Team Analysis based on data from AISE

A) Imports: Imports for detergents grew at a CAGR of 11 percent from 13,600 tons in 2006 to 42,737 tons in 2017. This increase in
imports is in-line with an increase in the population of Qatar. An increase in the number of white-collar jobs led to many expats
relocating to Qatar, which in turn increased the demand for international brands.
Chart 7. Qatar Import of Detergents, 2006 - 2017

44 85
40 84.9 75
36
71.4 65
68.0
32
59.6 55
28
52.8 54.4
Import (USD million)
45
Import ('000 tons)
24
39.8 38.4
20 35
33.9
16 29.1
25
17.0
12
18.4 15
8
5
13.6
12.9
17.3
17.3
16.6
19.4
19.2
24.4
27.0
30.6
36.6
42.7
0 -5
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Imports ('000 tons) Imports (USD millions)
6
AISE, Primary research
[Detergents]
33
In value terms, the import has increased from US$17million in as Unilever, Procter & Gamble and Henkel, have their regional
2006 to reach US$84.9million in 2017, growing at a CAGR of manufacturing plants there.
15.8 percent. However, post the start of diplomatic situation in mid-2017,
Saudi Arabia was the single largest source of imports from Oman has emerged as the largest supplier to Qatar with a share
2011 to 2016, with an average share of 57 percent during this of 31 percent, an increase from 5 percent in 2016.
period, followed by UAE (18 percent), Oman (5 percent), China Import share of Saudi Arabia and UAE has decreased
(4 percent), and the US (2 percent each). substantially from 55 percent and 14 percent in 2016 to 22
Qatar used to source most of their detergents from Saudi percent and 9 percent, respectively in 2017.
Arabia (KSA), as all the three major international brands, such
Chart 8. Qatar Key Sources for Imports by Volume, 2011 - 2017
100% 100%
Rest of the world
90% 90%
80% China 80%

USA
70% UAE 70%
60% 60%
Switzerland
50% 50%
Saudi Arabia
40% 40%
30% 30%
20% 20%
10% Oman 10%
0% 0%
2011 2012 2013 2014 2015 2016 2017
B Exports: QDC accounts for majority of the detergent exports in Qatar. National Detergent and Cosmetics Company have
marginal revenues from exports. Based on primary research, QDC is trying to establish a network outside of Qatar in order to
export 50 percent of their total production. As per the Chart 9, only 1,100 tons of detergents were exported from Qatar in 2015.
However, due to the recent changes in the political situation, QDC is finding it difficult to export detergents due to longer
transit time for the goods to reach their destination. Increase in sales in local market compensates for the reduction in exports.
Local sales increased due to lower competition from other brands and the sentiment of encouraging procurement from a local
company after the blockade.

34
Chart 9. Qatar Export of Detergents, 2006 - 2015
4.0 4.0
3.5 3.5
3.0 3.0
2.5 2.5
Exports ('000 tons)
Exports ('000 tons)

2.0 2.0
1.5 1.5
1.0 1.0
0.5 0.5
2.1
0.9
1.2
2.7
2.9
1.1
0 0
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
C) Share of Imports in Domestic Consumption: Imports account for approximately 58 percent of the total consumption in Qatar
in 2017. Historically, the percentage share of imports during 2006 and 2017 has been fluctuating within the range of 51 percent
to 64 percent, primarily owing to the presence of two domestic manufacturing facilities, namely Qatar Detergent Company and
National Detergent and Cosmetics Company. The share of imports is expected to decrease in the near future especially in the
B2B segment as existing companies plan to increase their capacity as well as new companies are being set up.
Chart 10. Qatar Share of Imports in Domestic Consumption of Detergents, 2006 - 2017
100 50%
59% 58% 58%
64% 57% 57% 57% 58%
90 56% 45%
61%
74.01
80 40%
31.3
51%
70 35%
59.61
52.48
29.0
60 30%
% Import
47.33
Weight, 000 MT
22.6
50 25%
20.4
39.84
40 34.33 33.02 20%
15.4
29.41 28.79
14.9
13.9
30 22.89 15%
12.1
12.2
21.24
7.7
12.9 10.0
20 10%
5%
17.3
16.6
19.4
19.2
24.4
27.0
29.9
36.6
42.7
10
13.6
0 0%
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Import sales Domestic sales % of market served by imports
[Detergents]
35
2.4.4 Demand Forecast
Assessment of historical demand for detergents indicates a strong correlation with the population growth in Qatar. The per capita
consumption of detergents and forecasted population growth have been taken as the basis to forecast the demand for the future.
Overall, the market demand is projected to grow at a CAGR of 1.65 percent from approximately 75,600 tons in 2018 to 86,100
tons in 2026. New facilities have commenced production in the recent past and with additional capacity coming online, the local
production capacity will exceed the demand for detergents in Qatar by 2020. Currently, the local facilities are not operating at full
capacity.
Chart 11. Qatar Demand and Supply Analysis for Detergents, 2018 - 2026
100 100
90 90
86.1
84.9
83.7
83.6
83.6
83.6
83.6
83.6
83.6
83.6
82.4
81.0
79.6
80 80
77.0
78.3
75.6
74.0
70 70
65.0
60 60
50 50
40 40
30 30
20 20
10.6
2.5
3.0
10 10
(5.3)
(2.6)
(1.2)
1.3
(4.0)
0.1
0 0
2018E 2019F 2020F 2021F 2022F 2023F 2024F 2025F 2026F
-10 -10
-20 Demand (’000 tons) Capacity (’000 tons) Demand - Supply gap (’000 tons) -20

36
2.4.5 Pricing Analysis
Powdered detergents are usually priced at retail stores in the of QAR11.3 to QAR19.8 per liter. Multi-purpose cleaners from
range of QAR4.5 to QAR12.2 per kilogram. Ariel Platinum is Pearl are the cheapest at QAR4.8 per liter. Lulu private label is
an outlier as it is priced extremely high at QAR27 per kilogram. the most expensive at QAR12.3 per liter. QDC has two labels
Pearl, a product of Qatari origin from QDC, is the cheapest at under the dishwashing category, Pearl dishwashing liquid is
QAR4.5 per kilogram. They have two other labels for powdered
priced at QAR8 per liter and Jawharah dishwashing liquid is
detergents, Jawharah and Tiger. Tiger high foam detergent
priced at QAR7.75 per liter. Floor cleaners are generally priced
is priced at QAR4.75 per kilogram. Liquid detergents seem
in the range of QAR3.5 to QAR16.3 per liter, with Dettol being
to be gaining traction in the market, possibly due to the less
harmful chemicals being used as compared to powdered an outlier at QAR32 per liter. Pearl antiseptic liquid from QDC is
detergents and better results. However, liquid detergents are priced at QAR15.5 per liter. Fabric softener from the Lulu private
more expensive and are priced in the range of QAR17.9 to label are the cheapest at QAR5.9 per liter. Pearl fabric softener
QAR20.3 per liter. Abaya Wash, in Qatar, is priced in the range is priced at QAR6 per liter.
Figure 1. Pricing Analysis for Detergents, 2017
Fabric Softeners (liter)

Powdered Detergents (kg)
Min Price (QAR) Max Price (QAR)
5.9 14.5
4.5 27.0
Floor Cleaner (liter)

3.5 32.0
Pricing Analysis for

Detergents, 2017 Liquid Detergents (liter)
Dish Washing Liquid (liter) Min Price (QAR) Max Price (QAR)
17.9 20.3
6.0 14.5
Toilet Cleaner (liter)

15.0 22.2
Abaya Wash (liter)

11.3 19.8
Multipurpose Cleaner (liter)

4.8 12.3
Source: Team Analysis based on data from Primary Research
[Detergents]
37
Oman was the leading importer of detergents to Qatar in 2017 and prices increased from QAR3.6 per Kg in 2016 to QAR7.6 per
Kg in 2017, an increase of 108.5 percent. Prices from Kuwait also increased threefold during 2016 and 2017, reaching QAR7.9 per
Kg from QAR2.5 per Kg.
However, the imports from UK, USA, Turkey, Germany and France saw a decrease in the import prices in 2017 as compared to 2016.
Turkey recorded the maximum decrease of 39 percent while Germany and USA witnessed a decline of 16 percent and 12 percent
in the import prices. France and UK saw a marginal decline of 1.7percent and 0.5 percent in 2017.
Chart 12. Average Import Prices for Detergents (QAR per Kg), 2016 - 2017
25 25
21.6
20 20
18.1
15 15
14.1
QAR/Kg
12.4
10.8
10.7
10 10
8.6
7.9
7.6
6.7
6.5
5.5
5 5
5.3
5.2
3.6
2.5
2.5
2.5
0 0
Oman Saudi Arabia UAE UK USA Kuwait Turkey Germany France
2016 2017
Source: Team Analysis, Planning and Statistics Authority
2.4.6 Competitive Landscape

They manufacture a wide range of products for laundry care,
Qatar, for a long time had only two manufacturers for2.5
detergents, surface cleaning, dishwashing and bleaching. QDC has setup a
Qatar Detergents Company (QDC) and National Detergents new facility in the new industrial area. They source some of their
and Cosmetics Co (NDC). QDC was established in 1978 and has raw materials for manufacturing detergents from BASF Group.
three labels for detergents - Pearl, Jawharah and Reem. They
The split of products manufactured at their facility is 70 percent
have manufacturing capacity of ~30,000 tons for detergent
detergents, 14 percent dishwashing liquid, 7 percent antiseptics,
powders and a liquid filling capacity of ~6,000 tons annually.
6 percent disinfectants and 3 percent hand wash liquid Of the
The overall utilization is approximately in the range of 70% to
total revenues generated in the Qatar market, ~65 percent is
75%.
generated via modern trade, 17 percent through traditional

38
trade, 7 percent through large retail and industrial laundries routed through the above-mentioned countries.
and 6 percent through wholesale. Their sales is equally divided Two market players who have recently joined the Qatar
between domestic market (50 percent) and exports (50 percent). market are Global detergent factory and Fitco detergents with
However, the recent blockade has affected their exports and an installed capacity of 390,000 cartons and 13.5 mn liters
they have found it difficult to export as the transit time to ship respectively. There are at least two more factories expected to
the products has increased. It has also led to increased freight commence operations by the end of first quarter of 2019.
charges, which makes exporting the products less profitable.
According to primary research, local manufacturers sell 65
The company is also exploring alternative markets to export
percent of detergents via modern trade. Modern trade
their product, as well as planning to increase their presence in
includes hypermarkets and supermarkets, such as Al Meera,
the domestic market.
Lulu, Carrefour and Megamart, etc. Traditional trade, i.e.
NDC started operations in 1999. They market their products neighborhood grocery stores make up for 17 to 18 percent
through multiple labels which include Lord Care, Falcon Care, of revenue. The remaining 17 to 18 percent includes sales to
Sun Care, Lady and Orient. They have a manufacturing capacity laundries, wholesale traders and others, which includes direct
of 6,000 tons per year for liquid detergents and antiseptics. corporate sales.
They currently do not manufacture powdered detergents, but
import it from there affiliate in Oman and package them at their
facility, selling them under their label. A new facility is expected Chart 13. Qatar Customer Segmentation for
to commence operations in early 2019 which will increase the Detergents, 2017
total capacity for liquid filling to 12,000 tons and powdered
detergents to 3,600 tons. They source their raw material from
China, UAE and Russia. They source additives and chemicals
6% Wholesale Traders 5% Others
from the UK, France and India.
NDC sells their products through the wholesale market. Their key
customers are army, catering services and facility management 7% Laundry
companies, who buy their products in bulk. They also generate
revenues by selling their products as white label. Their annual
revenue was ~ QAR 23 million in 2016 and is estimated to Qatar Customer
increase to QAR 30 million by 2018. The recent blockade has Segmentation for
impacted them positively, as they have increased sales in the Detergents, 2017
domestic market due to the shortage of imported products.
17% Traditional Trade
However, both companies face issues with modern trade, as
those retailers demand a higher shelf rate. They also provide
smaller shelf space to domestic products as compared to
international brands. NDC and QDC both source plastic bottles
from a local company called Orient Plastics. Currently, there is
65% Modern Trade
a shortage of supply, which forces them to source from outside
Source: Team analysis based on Primary Research
Qatar, which in turn increases their cost.
Advance Chemical Manufacturing Company was established in
the year 2016. They manufacture products such as kitchen care,
laundry care, home care and disinfectants with a total capacity of The key categories of detergents manufactured in Qatar
12,000 metric tons per year. They used to source raw materials include disinfectants, liquid detergents, powdered detergents,
from UAE/Saudi Arabia but post blockade the raw materials are dishwashing and glass cleaners. Industry detergents or specific
sourced from countries such as India, Malaysia, Turkey, China, purpose detergents such as Abaya wash are not produced in
and Oman. The order is placed with European companies but is Qatar and the sales is dependent on imports.
[Detergents]
39
Figure 2. List of Leading Brands in Qatar and their Market Share, 2017
Mr. Muscle 33% Dettol 60%

Glass cleaner Disinfectants
Lulu 33% DAC 16%
DAC 10% 08 01 Cholorox 4%
Harpic 33% Toilet block Abaya wash Persil 72%
02
Mr. Muscle 18% 07 Oemino 12%
DAC 13% Ariel & Tide 7%
P&G various 40% Persil gel 44%
Lux 30% 03 Tide 22%

06
Liquid
Pril 7% Dish washing detergents Ariel 17%
Ariel & Tide 62% 05 04 Ariel & Tide 77%
Pearl 15% Pearl 9%

Powder Powder
Jawharah 5% detergents detergents Omo 4%
(Top load) (Front load)
Figure 2 represents the market share of leading brands prior to the diplomatic situation. Our research indicated that the market
share has made gradual shift towards local brands especially in the B2B segment.
Source: Team Analysis based on Primary Research

40
2.4.7 SWOT Analysis and Michael Porter’s Five Force Analysis
Figure 3. SWOT Analysis – Detergents
STRENGTHS WEAKNESS
• Domestic manufacturers have been able to establish a • As a mass product, the detergents market is dominated
successful brand, e.g. Pearl. by strong international brands.
• Domestic manufacturers have a presence in all product • The focus has been less on detergents manufacturing
segments, as well as price segments (premium, in Qatar due to the market being small and numerous
economy, export). products readily available.
• Key ingredients for manufacturing detergents are
available locally.
OPPORTUNITIES THREATS
• Most of the international brands serve the Qatar market • Multiple low cost detergent brands from the UAE
from manufacturing facilities based in the KSA or the and Oman have entered the Qatar market and are
UAE. The diplomatic situation has increased the time challenging the domestic manufacturers on price.
and cost to reach customers. (However, UAE brands will not pose a threat while the
• Qatari products especially laundry detergent, dish soap diplomatic situation continues).
and disinfectants have gradually increased in popularity • The diplomatic situation has restricted the export
post blockade due to customers preferring to support opportunity of local manufacturers.
local products. • If the embargo is lifted, the captive local market will be
• The corporate segment offers a good opportunity for open to competition from regional companies.
domestic manufacturers to increase their market share. • Local production can compete at international standards
as proven by QDC. However, a long-term incumbent
such as QDC would prove to be a significant competitor
as it claims it can meet 100% of the country’s need in
the laundry detergent segment.
Note: SWOT analysis relates to new companies planning to enter the detergents market in Qatar
[Detergents]
41
Figure 4. Michael Porter’s Five Forces Analysis - Detergents
THREAT OF
NEW ENTRY
High
• Reasonably high investment
required to set up powdered
detergent manufacturing.
• Although the investment required
for liquid detergent segments
is relatively lower, it is essential
to establish a brand in order to
compete with strong international
brands.
• oThe time taken to obtain
certifications in environmental
requirements and safety standards
could act as a hindrance.
COMPETITIVE
RIVALRY
BARGAINING BARGAINING
High
POWER – SUPPLIERS POWER – CONSUMERS
• Stiff competition from
Low international brands in the High
• Although raw material is premium segment and • Expat population accounts
available in Qatar, the Qatari from regional players in the for nearly 90% and has been
manufacturing facilities rely on economy segment. exposed to international brands.
imports for their raw material • Existing local manufacturers These brands have a presence
requirements. have emerged as strong in market for a long time and
players over the years. hence is the preferred choice for
• As such, the bargaining power of
consumers.
suppliers is low.
THREAT OF
SUBSTITUTION
Low
• There are innovative products,
such as liquid detergents, gel,
organic detergents, combination
detergents etc., that have
recently been introduced.
However, these are variants of
detergents and not an actual
substitute for detergents and
can be produced by the existing
players.

42
2.4.8 Key Takeaways
• The detergents market is growing because of the increase in very low offtake in the retail segment due to the marketing
population and increase in awareness of personal hygiene. effort required and the need to create a strong brand to
Overall, the market demand is projected to grow at a CAGR reach out to end consumers.
of 1.65 percent from approximately 75,600 tons in 2018 to
• A limited opportunity exists for local players for specific
86,100 tons in 2026.
purpose detergents such as Abaya wash which are not
• Consumers are placing higher importance on convenience produced in Qatar yet and whose sales are dependent only
in order to save time. Emerging markets such as the Gulf
on imports.
Cooperation Council (GCC) region are welcoming products
such as detergent tablets and liquid detergents. • Local manufacturers have been able to increase their share,
especially in the B2B segment post the blockade.
• A new trend in home care products is to have more
sophisticated smells for the place where they are used (for • The local players currently have enough capacity to cater to
e.g. different scents for the bathroom, kitchen, bedroom or most of the demand in Qatar. This capacity will be further
living area). enhanced by upcoming facilities and will exceed the total
• Detergents that are made in an environmentally friendly way demand for detergents in Qatar.
and with organic ingredients is expected to attract more • Detergent, being a consumer product, the local
customers in the niche segment. manufacturers will have to invest substantially in creating
• Local companies focus on the B2B segment such as brand awareness amongst the resident population in order
laundries, facility management companies, etc. and have a to target the retail trade.
[Detergents]
43
3. Toilet Soaps
3.1 Sub-Sector Overview

Soaps are made by combining animal fat or plant oil with caustic soda. The
combination of these products when dissolved in water helps break dirt away from
surfaces. Two major raw materials used for manufacturing soaps are fat and alkali.
Sodium hydroxide and potassium hydroxide are the most common alkalis used to
manufacture soaps. Potassium-based soaps are far more soluble in water than sodium-
based soaps and are commonly used to produce shaving products. Vegetable oil,
olive oils, palm kernel oil and coconut oil are some examples of vegetable fats that
are commonly used to manufacture soaps. Additives, perfumes and fragrances are
added to the soap to improve their texture and scent. The texture of soaps are
enhanced using abrasives, such as talc, silica and pumice stone (volcanic ash). Most
soaps are either dull grey or brown in color; soap makers use dye to achieve their
desired color in order to make them commercially appealing.

44
Personal cleaning products: Personal cleaning products include Liquid soaps: These products are typically used for cleaning
bar soaps, gels, liquid soaps and hand cleaners. A combination hands. Apart from acting as a cleaning agent they also act as
of soaps and surfactants give these products their cleaning a skin conditioner. Some liquid soaps contain antimicrobial
power. A product’s lathering characteristics, rinsability and feel agents that kill/restrict the growth of disease causing bacteria.
on the skin is determined by the choice of cleaning agent7. Heavy duty hand cleaners: They are specifically used to remove
Bar soaps or gels: These products are typically used for cleaning stubborn/greasy dirt, some may also contain an abrasive. They
hands, face and body. Depending on the mix of ingredients, are available in the form of bars, liquids, pastes and powders.
they may also moisturize the skin and restrict the growth of odor
causing bacteria. Transparent/translucent soaps, medicated
soaps and luxury soaps are some of the specialty bars.
Bar soaps
Heavy
Liquid soaps duty hand
cleaners
7
Healthy Cleaning 101
[Toilet Soaps]
45
3.2.1 Market Trends
Convenience and cleanliness are two factors contributing to milder and natural alternatives on their skin. As per a survey,
shifting trends in this market. In recent times, the usage of bar up to 50 percent of the US and European consumers look for
soaps has been substituted by an increase in consumption natural ingredients, such as organic or natural essential oils and
of liquid soap. This change in preference is attributed to the fruit extracts and packaging with a natural claim8.
younger population perceiving liquid soap to be more hygienic
and antibacterial. Furthermore, bar soaps have a tendency to The global toilet soap industry is dominated by few multinational
leave residue in showers, they require a dish for storage and are companies. These companies face fierce competition from the
not as long lasting as liquid soaps. supermarket chains in the mature markets who are introducing
in-house products while in the developing economies,
Consumers are also making more informed and conscious competition arises from small and medium sized local companies
purchasing decisions pertaining to leading a healthy lifestyle. and artisanal soap manufacturers.
Ingredients derived from superfoods, probiotics and vitamins
will be driving new product development with bath and shower The multinational companies invest more in branding, research
products. Ingredients made with natural products are growing in and development to target the end consumer while the local
popularity, with consumers becoming more conscious of using players and SMEs focus on institutional segments or B2B
network for the sale of their products.
The global imports of toilet soap totaled US$17 billion in 2017, Global exports of toilet soap totaled US$17 billion in 2017, with
with the US leading the imports with a 7 percent share of the Germany being the largest exporter with a 10 percent share
total imports. The UK and Germany accounted for 5 percent of total exports. US is the second largest exporter with an 8
each, followed by Canada, France and China with a 4 percent percent share, followed by China, Italy, the UK and France with
share each of total imports. a 5 percent share each.
Chart 14. Global Imports of Toilet Soaps, 2017 Chart 15. Global Exports of Toilet Soaps, 2017
54% Others
66% Other 7% USA 10% Germany
5% UK
8% USA
5% Germany
4% Canada 5% China
4% France Global Exports of 5% Italy

Global Imports of
Toilet Soaps, 2017
Toilet Soaps, 2017 4% China 5% UK
3% Japan 5% France
3% 4% Poland
United Arab Emirates
4% Indonesia
Source: Team Analysis based on data from TradeMap Source: Team Analysis based on data from TradeMap
8
Stephenson personal care

46
47
3.3.1 Market Trends

GCC market trends for toilet soaps are in line with global trends wherein, due to higher disposable income, people from the region
prefer to spend on products of convenience such as liquid soaps over bar soaps. Most of the facility management companies in
the Middle East prefer liquid soaps as they are deemed more hygienic compared to bar soaps. Face wash is becoming increasingly
popular and is quickly replacing bar soaps as they tend to have a drying effect on the skin after use. A similar trend is being observed
with body washes. People prefer liquid body wash due to their moisturizing, ease of use and long lasting qualities9.

A) Imports: The analysis of historical import data reveals that imports for toilet soap in the GCC increased from US$ 480 million
in 2008 to US$1.06 billion in 2017 at a CAGR of 9.2 percent. There was a decline in imports from US$1.12 billion in 2014 to
US$1.06 billion in 2017.
Chart 16. GCC Import of Toilet Soaps, 2008 - 2017
1,125
1,200 1,200
1,082 1,061
1,100 1,100
9.2% 1,000 968
1,000 CAGR 1,000
902
900 900
800 800
USD million
USD million
700 700
600 600
480
500 446 500
383
400 400
320
300 300
200 200
100 100
0 0
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017

Note: The data is irregular for a few countries
9
Transparency Market Research

48
B) Exports: The analysis of historical export data indicates that exports of soaps increased from US$355 million in 2008 to US$702
million in 2017 at a CAGR of 10.2 percent. Exports in the GCC have declined in recent years from US$891 million in 2013 to
US$702 million in 2017.
Chart 17. GCC Exports of Toilet Soaps, 2008 - 2017

1,000 1,000
869 891
900 900
755
800 702 800
700 700
627
7.9% 539
USD million
USD million
600 600
CAGR
500 500
415
400 355 363 400
299
300 300
200 200
100 100
0 0
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
[Toilet Soaps]
49
The toilet soap market in the GCC is dominated by international brands such as Colgate-Palmolive, P&G and Unilever etc. These
international brands have their manufacturing units in GCC such as P&G in Saudi Arabia, Unilever in UAE and Reckitt Benckiser in
UAE. A few local toilet soap manufacturers are also present in this market. Most of the largest local companies, such as Sidco (KSA),
Wafir (KSA), Scitra (UAE), NDCO (Oman), Al Sharan (Kuwait) and QDC (Qatar), are predominantly detergent manufacturers that also
produce liquid/bar soaps.
Table 5. Key Manufacturers of Toilet Soaps in the GCC Region
Year of Installed
Company Country Units Types of Products
Saudi
Sidco 1982 NA NA • Liquid soap
Arabia
Saudi
Al Mina Group 1976 NA NA • Liquid soap
Arabia
Koonz Al-Ardh
Saudi
Detergents NA NA NA • Liquid soap
Arabia
Factory
Fouh Detergent Saudi

2009 NA NA • Liquid soap
Factory Arabia
Saudi
Crystal Arabia 2001 NA NA • Liquid soap
Arabia
Wafir Company
Saudi
for Industrial 2002 NA NA • Liquid soap
Arabia
Detergent
Fayfa Chemicals UAE 1991 NA NA • Liquid soap
Scitra UAE 1993 NA NA • Bar and liquid soap
Al Basma
UAE NA NA NA • Liquid soap and hand sanitizers
Detergents
Sun clean group of

UAE 1998 NA NA • Liquid soap
companies
Falcon Detergents
UAE NA NA NA • Liquid soap
Ltd.
Nazih Group UAE 1975 NA NA • Liquid soap
La Famille
UAE 2007 NA NA • Liquid soap and hand sanitizers
Industries
The National
Oman 1981 NA NA • Bar and liquid soap and shampoos
Detergents Co.
Sallan Industrial
Oman 2015 24,000 MT • Bar and liquid soap and hand sanitizers
Investment LLC

50
Year of Installed
Al Sanea Chemical
Kuwait 1977 NA NA • Liquid soap and hand sanitizers
Products
Unilever10 UAE 2016 100,000 MT • Laundry care and home care products
Al Sharan
Kuwait 1968 NA NA • Bar and liquid soap and hand sanitizers
Industries
Al-Tadamon
Kuwait 1992 NA NA • Liquid soap, hand sanitizer and shampoos
International
Middle East
Chemical Kuwait 1983 NA NA • Liquid soap
Manufacturing Co.
Reckitt Benckiser UAE 1996 NA NA • Home care products and liquid soaps
Al-Bahar Industries
Kuwait 1985 NA NA • Liquid soap and hand sanitizers
W.L.L
FITCO Detergent
Qatar NA NA NA • Hand wash
Factory
Qatar Detergent
Qatar 1978 NA NA • Liquid soap
Company
Source: GOIC database
Sustainable brands
10
[Toilet Soaps]
51
3.4 Qatar Market Overview

QDC and NDC are the two companies in Qatar currently manufacturing liquid soap. There are no manufacturers for bar soaps,
shampoos and hand sanitizers in Qatar. Their annual production data for the last 10 years, coupled with imports and exports, have
been factored in to estimate the demand for toilet soaps in Qatar.
Chart 18. Qatar’s Historical and Current Demand for Toilet Soaps, 2006 - 2017
50 50
45 45
40 40
8% 35.8
R 14. 36.3 34.9
35 CAG 35
31.8
30 28.0 28.6 30
25.0
25 25
22.0
20 20
15.9
15 15
12.6
10 7.9 8.6 10
5 5
0 0
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Chart 18: Qatar’s Historical and Current Demand for Toilet Soaps, 2006-2017
Awareness for hand, body and hair hygiene has increased in the present world. Demand for toilet soaps is driven by the growth in
population and an increasing awareness of the importance to ensure personal well-being. Population in Qatar grew at a CAGR of
9.1 percent from 2006 to 2017. In line with the increase in the population, demand for toilet soaps in Qatar grew at a CAGR of 14.8
percent from 7,900 tons in 2006 to 35,800 tons in 2017.

52
3.4.2 Overview of Market Segment
The current demand for toilet soaps in Qatar is dominated by liquid soaps with 60.1 percent of the total market share in 2017. Bar
soaps formed 39.9 percent of the total market share.
Chart 19. Split of Market Segment, 2017
60.1% Liquid soap
Split of Market
39.9%
Segment Bar soap
2017
Source: Team Analysis based on data Planning and Statistics Authority
[Toilet Soaps]
53
Imports for toilet soap grew at CAGR of 16.9 percent from 8,000 tons in 2006 to 30,800 tons in 2015. However, post 2015, imports
have witnessed a decrease of 14.7 percent and registered volume of 22,400 tons in 2017. The drop in imports during the year 2017
could be due to the diplomatic situation leading the local distributors to rely on their inventory till identifying new or alternative
sources of imports.
Chart 20. Qatar Imports of Toilet Soaps, 2006 - 2017
40 100
99.5
92.6 92.4
35 90
85.9
82.9
80
30
67.3 70
25
Imports (USD millions)

61.0
60
Imports ('000 tons)
53.5
20 50
30.8
42.1
35.9
28.4
40
27.4
15
27.8
32.8
23.9
30
22.4
15.6
21.1
10 21.2 22.0
20
11.9
5
7.6
8.6
10
0 0
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
In terms of value, imports increased from US$21 million in 2006 to US$ 99.5 million in 2015. In line with the decrease in trade
volume, value has also registered a decrease and was US$92.4 million in 2017.
Chart 21. Qatar Key Sources of Imports by Volume, 2011-2017
100% 100%
Rest of the world
90% 90%
80% Turkey 80%

China
UAE
70% 70%
60% 60%
50% 50%
40% Saudi Arabia 40%
30% 30%
20% 20%
10% 10%
Oman
0% 0%
2011 2012 2013 2014 2015 2016 2017

54
Saudi Arabia was the single largest source of imports from 2011 to 2016, with an average share of 56 percent during this period,
followed by UAE (23 percent), China (2 percent), and Rest of the world (17 percent). The imports from Saudi Arabia can largely be
attributed to the presence of manufacturing units for international brands from where it is exported to the countries in the MENA
region.
However, post the start of diplomatic situation in mid-2017, import share of Saudi Arabia and UAE has declined from 51 percent
and 24 percent in 2016 to 28 percent and 18 percent respectively in 2017. Imports from Oman has seen a substantial increase from
1 percent in 2016 to 12 percent in 2017 while the imports from Rest of the world has also seen an increase from 21 percent to 35
percent.
Share of imports in domestic consumption
During 2008 to 2017, the requirement of toilet soaps in Qatar was serviced primarily by imports. Imports accounted for approximately
94 percent of the total consumption in 2017. The low share of domestic sales is due to the small production capacity of the two
domestic manufacturers. Primary interviews indicate that the domestic players (QDC and NDC) produce only liquid hand wash
soaps and have no production of other products such as bar soaps, shampoos and hand sanitizers.
Chart 22. Share of Imports in Domestic Consumption for Toilet Soaps, 2008 - 2017
90 100%
100% 97%
99% 96%
99% 95%
80 94%
96% 95%
95% 96%
70
60 90%
50
Weight, 000 MT
85%
40 36.26
0.3 31.85
28.59 29.92
30 27.97 1.1 80%
0.1 24.98 1.2 1.5 23.89
21.97 1.1 1.5
20 15.87 0.8
12.62 0.2 75%
10 0.7
15.6
21.1
35.9
27.8
23.9
27.4
30.8
28.4
22.4
11.9
0 70%
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017

Toilet soap is a fast moving consumer good and is closely tied to the size of the population. As such, per capita consumption of
toilet soap has been taken as the basis to forecast the demand. Demand for toilet soap is projected to grow at a CAGR of 1.65
percent from 36,500 tons in 2018 to 41,600 tons in 2026.
Branding and awareness are critical success factors for sale of toilet soaps. This, coupled with the dominance of large international
brands, make it difficult for local manufacturers to compete.
[Toilet Soaps]
55
Chart 23. Qatar Demand and Supply Analysis for Toilet Soaps, 2018-2026
45 45
40 40
41.7
41.1
40.5
39.8
39.2
38.5
37.9
37.2
35 35
36.6
30 30
31.7
31.1
30.5
29.8
29.6
29.2
28.5
27.9
27.2
25 25
’000 tons
20 20
15 15
10 10
5 5
10.0
10.0
10.0
10.0
10.0
10.0
10.0
10.0
7.0
0 0
2018E 2019F 2020F 2021F 2022F 2023F 2024F 2025F 2026F
Demand (’000 tons) Capacity (’000 tons) Demand - Supply gap (’000 tons)

56
Prices for toilet soaps vary depending on the type of product, brand, properties, fragrance and quantity. For bar soaps the price
ranges between QAR14 to QAR170 per kg and the variety available is vast. The price for liquid soaps ranges between QAR17 to
QAR46 per liter. Dettol liquid soaps are usually priced higher due to their anitseptic and antibacterial properties. Pearl liquid hand
wash is priced the lowest, at QAR 5 per liter.
Hand sanitizer is a product of convenience that helps kill harmful disease-causing germs. They are usually priced in the range of
QAR25 to QAR170 per liter.
Figure 5. Pricing Analysis for Toilet Soaps, 2017
Bar soap (Kg) Hand sanitizer (liter)

Liquid soap (liter) Shampoo (liter)
Minimum price (QAR) Minimum price (QAR) Minimum price (QAR) Minimum price (QAR)
14.3 5.4 24.6 23.6
Maximum price (QAR) Maximum price (QAR) Maximum price (QAR) Maximum price (QAR)
63.0 46.3 170.0 45.6
Source: Team analysis, Planning and Statistics Authority
Dettol hand sanitizers are the most expensive at QAR170 per liter. A vast variety of shampoos are available in the market and
usually priced in the range of QAR24 to QAR46 per liter. Premium brands for toilet soaps such as The Body Shop, Lush, L’Occitane,
Yves Rocher etc. have their own range of products and are increasing their customer base due to their use of environment-friendly
and natural ingredients. They are priced higher and have their own outlets as opposed to regular toilets soaps that are sold via
supermarkets and neighborhood stores.
[Toilet Soaps]
57
Saudi Arabia was the leading exporter of toilet soaps to Qatar in 2017. Most of the imports to Qatar from Saudi Arabia and UAE
were done before the start of the diplomatic situation. Based on the data available, the import prices of toilet soaps from Saudi
Arabia and UAE increased by 8 percent and 30 percent, respectively in 2017. Imports from Oman increased 13 times during 2017
(2,779 tons in 2017 from 208 tons in 2016). The data reflects an increase of price per Kg from QAR 4.5 to QAR 22.3, however, there
is no valid justification for the same. Products being re-routed from UAE and Saudi Arabia via Oman could result in a marginal
increase in price. However, it does not justify a five-fold increase in import prices.
The imports from Turkey, UK, Germany, India and USA saw a decrease in the import prices in 2017 as compared to 2016. Turkey
recorded the maximum decrease of 50 percent while UK and Germany witnessed a decline of 30 percent and 23 percent in the
import prices. India and USA saw a decline of 9percent and 8.5 percent in 2017.
Chart 24. Average Import Prices for Toilet Soaps (QAR per Kg), 2016 - 2017
70 70
57.7
55.3
60 60
50 50
37.4
40 40
QAR/Kg
QAR/Kg
34.2
32.2
29.7
30 30
24.7
22.3
20.7
20 20
18.4
12.5
12.6
11.5
10 10
2.5
14.3
9.6
9.0
9.0
8.3
0 0
Oman Saudi Arabia UAE UK USA India Turkey Germany France
2016 2017
3.4.6 Competitive Analysis

The market for toilet soap is very competitive. There are many choices available in the market with varied prices suited to different
socio-economic groups. Large international companies such as Reckitt Benckiser group (UAE), Unilever (UAE), Procter & Gamble
(KSA), Colgate-Palmolive (KSA) etc. have created strong brands over the years making it difficult for a new local player to compete
in the market. These companies have multiple manufacturing units across the globe and are sourcing products from different units
post the start of diplomatic situation in June 2017. Premium cosmetic and toiletry brands, such as The Body Shop, Lush, Yves
Rocher, and Bath & Body Works etc., have a presence in the Qatar market making it more difficult for the local players to compete.
Local companies, such as QDC and NDC, produce only liquid hand wash soap. Only Pearl liquid hand wash, a QDC brand, is
available for retail sale in Qatar. NDC works on a B2B model and has low presence in the retail market.

58
Figure 6. SWOT Analysis – Toilet Soaps
STRENGTHS WEAKNESS
• Toilet soap is a mass product and a daily need for the • The market for toilet soaps is dominated by strong
entire population. As such, the demand for this product international brands and a new player will find it difficult
is significant. to capture the market especially in the higher segments.
• The soap making industry does not require highly- • Any new company in the market will have a gestation
skilled labour. period while going through the consumer adoption
• Key ingredients for manufacturing soaps are available process, i.e. product awareness, product interest,
locally. product evaluation, product trial and product adoption.
• The current political situation and the customer • As toilet soaps are used for personal hygiene, people
sentiment encourages the use of local products. are reluctant to try something, which they are not aware
• There is only limited local production i.e. two players of. Brand loyalty and the trust established plays a major
producing liquid soap i.e. only hand wash. role in product adoption.
• Except hand wash, no other forms of soap are currently
being produced locally largely due to the marketing
and branding effort required to reach the end consumer
Note: SWOT analysis relates to new companies planning to enter the soaps market in Qatar
[Toilet Soaps]
59
Figure 7. Michael Porter’s Five Forces Model – Toilet Soapst
THREAT OF
NEW ENTRY
High
• Although the investment required
for manufacturing toilet soaps
is not high, entrepreneurs find
it difficult to enter the market
due to the long gestation period
for creating brand awareness
and adoption of the product by
consumers.
COMPETITIVE
RIVALRY
High
• Presence of stiff competition
Low from international brands in High
• Local manufacturers can easily all product segments. • International brands have a
access raw materials from the presence in the Qatar market
cheapest source. for a long time, both in the mass
and premium segments A local
• As such, the bargaining power of
manufacturer will have to create
suppliers is low.
a strong brand and awareness in
order to find acceptance with the
consumers.
THREAT OF
SUBSTITUTION
Low
• There are many products such
as liquid soaps, body wash and
many variants of each product.
However, these are product
variants and not an actual
substitute for soaps.

60
3.4.8 Key Takeaways
• The toilet soap industry in Qatar is dominated by the presence of international brands. Limited opportunities exist for local
entrepreneurs in the niche product segment such as handmade soaps.
• A new entrepreneur needs to be mindful of the fact that more time needs to be spent on branding and educating the customer
rather than manufacturing soap.
• A new venture will face significant competition from both premium brands as well as supermarkets selling their own products
(white labeling). Supermarkets are a threat especially since they offer products at very low prices while premium brands serve
those who want natural/organic products and are willing to spend.
• Customers are switching from bar to liquid soaps due to ease of use, moisturizing qualities and the perception that liquid soaps
retain fewer bacteria than bar soaps and hence can be used easily by different individuals.
• Healthy/conscious lifestyle choices of customers drive new products, which uses natural/vegan ingredients as well as the
inclusion of probiotics and vitamins.
• Limited local competition for soaps as there are only two other players in the market mainly producing hand wash.
• Given the current diplomatic situation and limited local soap manufacturing, an entrepreneur can leverage the opportunity to
introduce a ‘Made in Qatar’ product, which focuses on the niche segment such as handmade soaps.
[Toilet Soaps]
61
4. Fr agr ances
4.1 Sub-sector Overview

Fragrances have been used for various purposes such as used on the
skin and clothing, put in cleaners and cosmetics and have been used
as air freshener. They are made using natural or synthetic materials
and can be broadly classified under three categories – perfumes,
deodorants and air fresheners. Fragrances in ancient times were
prepared by extracting oils from plants through pressing or steaming,
after which the oil was burnt to release fragrance in the air.

Perfumes:
Perfumes are defined as an extract or essence that contain a percentage

of oil distilled in alcohol and water. Perfumes can be categorized
based on origin as Western or Arabic perfumes. Arabic perfumes are
usually oil based and having a base of Jasmine, Amber, Musk Oudh,
etc. Bukhoor is a blend of diverse fragrances usually in round shape
that is burnt to release fragrance. Due to the importance of Oudh and
other Arabic fragrances to the local customers, many western brands
have also started Arabic fragrances such as oudh, rose, etc. Western
perfumes can be categorized based on concentration of the essential
oil. Eau Fraiche has only 1 to 3 percent of perfume oil and is the most
diluted version of perfumes. Colognes contain up to 2 to 4 percent of
perfume oil and are popular with younger customers. Eau de toilette
consists of 5 to 15 percent of perfume oil dissolved in alcohol, and
when applied, they last for around 3 hours. Eau de Parfum consists
of around 15 to 30 percent of perfume essence dissolved in alcohol.
Depending on the concentration of perfume essence, when applied,
they can last for between 5 to 24 hours.

62
Antiperspirants/deodorants: Air fresheners:
These can come in three different forms: 1) Solid: Antiperspirants

are in a solid state and they melt easily when applied on the Air fresheners also come in three forms: 1) Sprays: The most
skin. 2) Roll-on: These deodorants are in the form of liquid with common type of air fresheners used today are in the form of
a ball tip on the top of the container. They are user-friendly as, sprays. They are simply used to cover up/neutralize odors and
compared to solid deodorants in colder regions, they do not to sanitize the room. 2) Plug-ins: These were first introduced by
harden at low temperatures. 3) Sprays: Deodorants that come Glade and then replicated by many other companies. They work
in a spraying can are in the form of a mist. These particles are by sending out a constant wave of fragrant scents when plugged
dispersed using a propellant attached to the spraying can. into an electrical socket. 3) Gels: These are jelly-like substances
and when a particle hits the gel, fragrance is released into the
environment.
[Fragrances]
63
4.2.1 Market Trends

Perfumes are no longer seen as non-essentials and frivolous; reduce moisture content in the body and thus prevent sweating.
they have emerged as essentials, due to the increasing trend Deodorants and antiperspirant are used in different forms
of appearance and personal care contributing to an individual’s around the globe. For instance, in the United States, solid and
pride, confidence and self-reliance. They have evolved as a gel are preferred. European countries generally prefer sprays
mainstream business in the personal care and cosmetics industry. and roll-ons. The global deodorants market is forecasted to
The global perfume industry was valued at around US$36 reach US$17.3 billion by 2020, driven by the steadily rising per
billion in 201611. The industry has been forecasted to reach a capita spending on personal care products. Europe represents
value of approximately US$51.3 billion by 202212. It is expected the largest market worldwide. Asia-Pacific ranks as the fastest
to benefit from growing trends of consumer urbanization, high growing market with a projected CAGR of 7.5% until 202015.
spending propensity and increasing importance on personal In 2018, the global antiperspirant and deodorant market is
appearance and grooming. Growing demand for exotic, floral estimated to be about US$72.7 billion16. Major players in the
and celebrity perfumes will set the pace for a rapid market deodorant and antiperspirant market are Avon Products Inc.,
expansion. Beiersdorf AG, CavinKare Pvt. Ltd., Church & Dwight Co. Inc.,
The perfume market is segmented on the basis of demographics Colgate-Palmolive Company, Elder Health Care Ltd., Henkel
into men, women and unisex fragrance. According to market AG & Co., KGaA, HYPERMARCAS S.A, Lion Corporation,
trends, the industry has been dominated by women’s fragrance, Mandom Corporation, Marico Limited, McNROE Consumer
with a maximum number of product launches and innovations Products Pvt. Ltd., Oriflame Cosmetics S.A., Procter & Gamble
year-on-year. Unisex perfumes are growing in popularity with Company, Garnier, Revlon Inc., Tom’s of Maine Inc, Unilever N.V,
changing gender norms, where consumers are focusing on how Verdan Sarl. The market is expected to grow extensively with
fragrance represents an individual’s personality. Consumers the growing population, increased disposable income, rising
today, prefer to have a ‘fragrance wardrobe’ instead of only a standards of living, and the increased awareness of personal
few scents. As a result, companies are introducing smaller sizes, hygiene and the adoption of an active lifestyle.
such as a 30 ml bottle, to appeal the value conscious consumers. Air fresheners are used for the purpose of emitting fragrances
The global perfumes industry is segmented into seven major to neutralize unpleasant odor in the surrounding. Global Air
regions, i.e. North America, Latin America, Western Europe, Freshener Market was valued at US$10 billion in 2016, and is
Eastern Europe, Asia Pacific, excluding Japan (APEJ), Japan expected to reach US$12 billion by 2023, registering a CAGR
and Middle East & Africa (MEA). North America accounts for a of 3.2% from 2017 to 202317. Air fresheners contain different
29 percent share of the perfume market; and Europe for another ingredients such as aerosol propellants, fragrances, and solvents
21 percent13,14. APEJ is expected to register a significant growth such as 2-butoxyethanol, mineral oil, and glycol ethers, which
over the coming years due to the fast expansion in disposable neutralize the unpleasant odor. Key market drivers include
income in the region. MEA, Eastern Europe and Latin America concerns on air quality, increasing awareness for air care, rapid
are emerging markets with a scope of significant market growth in car sales, increased number of pet owners and the
expansion in terms of value and volume. rising standards of living. This presents a lucrative opportunity
for market growth of air fresheners. Key players in the market
Deodorants and antiperspirant are personal hygiene products
are Procter & Gamble Co., Reckitt Benckiser Inc., Henkel KGaA,
applied to prevent body odor. The key difference lies in the
Church & Dwight Co. Inc., Car-Freshener Corporation, SC
purpose of their application. Deodorants are used for the
Johnson & Johnson Inc., Kobayashi Pharmaceutical Company
prevention of body odor, while antiperspirant are used to
Limited and Jarden Corporation.
Research and Markets: Perfume market, 12Global Industry Analysts, Inc.: Fragrances and Perfumes,13Global Industry Analysts, Inc.: Fragrances and
11
Perfumes, 14Global Perfume Industry, 16Strategyr, 15Statista, 17Allied Market Research

64
[Fragrances]
65
Import: The global import of perfumes was estimated to be The global import of air fresheners was estimated to be US$4
US$18 billion in 2017, with the US accounting for a 13 percent billion in 2017, with the US accounting for an 11 percent share
share of the total imports. Germany and the UK accounted for of the total imports. UK and Japan accounted for 8 percent and
a 10 percent and 6 percent share of the total global imports, 7 percent share of the total global imports, respectively.
respectively.
Chart 27. Global Import of Air fresheners, 2017
Chart 25. Global Import of Perfumes, 2017
13% USA
48% Others
50%
Please check the country names.
Others
11% USA
The country names are not
10% Germany corresponding to the share in
8% UK
global import. Belgium is missing.
The correct order should be as
follows: 7% Japan
USA 13%
Global
Global Import
Import 6% UK Germany 10% Import
Global
ofofPerfumes
Perfumes
ofUK
Air6%
2017
Freshners 5% Germany
2017 5% UAE UAE 5% 2017
Singapore 4%
4% Singapore Spain 4% 5% Canada
Netherlands 4%
4% Spain Belgium 3% 4% France
4% Netherlands
Russia 3% 4% Netherlands
3% China Others 48%
3% Russia 3% Belgium 3% Belgium

The global import of deodorants was estimated to be US$5
billion in 2017, with Germany and UK accounting for 6% share
each. Netherlands, UAE and the US accounted for 5 percent
share each of the total global imports.
Chart 26. Global Import of Deodorants, 2017
6% Germany
61% Others
6% UK
5% Netherlands
5% UAE
Global Import
of Deodorants 5% USA
2017 4% France
3% Brazil
3% Spain
3% Belgium

66
Export: Export of perfumes globally totaled US$18 billion in Chart 29. Global Export of Deodorants, 2017
2017. France accounted for a 26 percent share of the total
exports. The image of French products associated with quality
and expertise helps France remain the global leader in this
39% Others 12% UK
sector. Germany is the second largest exporter of perfumes with
10 percent share, closely followed by Spain with also 10 percent
share of the total exports. 12% Germany
Chart 28. Global Export of Perfumes, 2017
Global Export of
Deodorants, 2017
26% France 6% USA
21% Other
4% Italy 6% France
5% Netherlands 6% Argentina
10% 5% Mexico 5% Poland
Global Export of Germany
4% Perfumes, 2017
Netherlands
4% UK 10% Spain Source: Team Analysis based on data from TradeMap
5% UAE
The global export of air fresheners totaled approximately US$4
5% Singapore billion in 2017. China is the leading exporter of air fresheners
6% Italy
9% US with a 15% market share followed by the US and Mexico at 11
percent and 10 percent respectively.
Export of deodorants globally totaled approximately US$5

billion in 2017. Large personal hygiene brands originate from
the US, the UK and Germany, which makes us for the top three
exporters. UK and Germany accounted for 12 percent share
each of the total exports. The US is the third largest exporter
with 6% share.
[Fragrances]
67
Chart 30. Global Export of Air fresheners, 2017 A key trend defining the perfume industry is that large players
are concentrating on enhancing their geographical presence
and expanding their customer base by entering into strategic
38% Others 15% China
brand acquisitions
11% USA Chart 31. Market Share of Leading Global Brands

of Perfumes, 2016
Global Export of Air 10% Mexico 71.7% Others 7.9% Chanel

fresheners, 2017 5.2% Christian Dior
6%
Netherlands 5.1% Calvin Klien
5% Italy 5.1%
4% Thailand Market Share of Gorgio Armani
4% UK Leading Global Brands
4% Germany of Perfumes, 2016
4% Poland 3.1%
Hugo Boss

3%
Yves Saint Laurent
They are also actively investing in digital platforms and
e-commerce sites in order to keep pace with ever changing
Source: Global Industry Analysts, Inc.
consumer behavior. The breakdown of market share for the
leading perfume brands for 2016 is shown in Chart 31.
Major companies producing raw materials (notes) for the
production of perfumes are mentioned in Figure 8.
1,171
Source: statista.com

68
Figure 8. Key Note Manufacturers in the World, Sales (US$ millions)
4,734
Givaudan
Hasegawa Firmenich
439 01 3,411
10 02
Robertet SA IFF
09 03
3,116
518
2,312
654 04
Sensient 08
Symrise
Flavors
07 05
1,068 06
1,261
Takasago
Frutarom
Mane SA
1,171
1,171
69
4.3.1 Market Trends

The fragrances market (especially the perfume sub-segment) in continue to boost the growth of deodorants in the GCC region.
the GCC was impacted by an overall economic slowdown due to The deodorant market in Saudi Arabia registered a growth of
a fall in the oil prices and the downturn in tourism. The industry 2% in 2016 compared to 2015, reaching US$184.8 million20.
also faced increased competition from the flourishing make-up Sprays are most favored due to ease of use and quick drying21
category, which is a high growth segment and attracts consumer The fierce competition between key players and key distribution
spend. Despite this, the market continues to be attractive for channels has resulted in reduction of the average price of
both local and foreign players. In the KSA, perfume sales were deodorants in 2017.
estimated to have reached US$ 1.7 billion in 2015 – the highest
Air care within the GCC region is not as popular when compared
in the Middle East. UAE perfume market registered sales of US$
to European countries or the US. Secondary research indicates
423 million in 201518.
that there has been a decline in the retail value of these products
Perfumes remain an important part of the daily routine for both in 2017. The reason for this decline could be due to change
men and women in the GCC. Regional sales are pushed up by in consumer behavior i.e. in a weak economic condition, air
the strong position of local oriental fragrance brands, which fresheners are viewed as a luxury item or a non-essential product.
sport high price tags. The market for oriental fragrances in the Air freshener manufacturers countered this decline through
GCC was estimated to be around US$1.5 billion19. Western strong promotional strategies such as buy-one-get-one free
brands have also launched scents to cater to local tastes, often and free refills22. However, the volume growth was minimal and
based on oud. The men’s grooming category is emerging, with unit prices declined across most air care categories. Amongst
perfumes becoming more popular among the region’s youth. the air freshener manufacturers, Reckitt Benckiser continued
Men, in particular, are keen to sample both global designer and to be the market leader in 2017. The company’s longstanding
niche fragrances. presence within the region has led to its flagship Air Wick brand
High temperatures in the GCC is one of the factors leading becoming a household name in most GCC countries. Currently,
to the increased demand of deodorants. Additionally, rising they are supplying their products to Qatar by channeling it
workforce in GCC who are conscious about their personal through Oman under the distributorship of Oman Insecticide
appearance has led to increased demand. Awareness on health and Air Freshener Company LLC23.
and hygiene amongst consumers has also increased and this

Perfume Imports: The analysis of historical import data reveals that imports of perfumes in the GCC increased from US$1.1 billion
in 2008 to US$1.46 billion in 2017 at a CAGR of 3.1 percent. Imports decreased from US$1.87 billion in 2014 to US$1.46 billion in
2017.
Beautyworld Middle East, 19Beautywolrd Middle East, 20Euromonitor International, 21Cosmetics Business
18
Euromonitor International, 23Primary Research

22

70
Chart 32. GCC Imports of Perfumes, 2008 - 2017
2,000 1,870 2,000
1,800 1,694 1,800

1,627
1,600 1,600
CAGR 3.1% 1,463
1,372
1,400 1,400
1,238
1,200 1,115 1,200
USD million
USD million
1,000 1,000
800 800
629
600 543 600
498
400 400
200 200
0 0
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017

Deodorant Imports: Historical import data reveals that imports of deodorants in the GCC increased from US$ 213 million in 2008
to US$ 371 million in 2017 at a CAGR of 6.3 percent. Imports decreased from US$ 543 million in 2014 to US$ 371 million in 2017.
Chart 33. GCC Imports of Deodorants, 2008 - 2017

600 600
543
550 550
500 471 500
450 419 425 450
400 % 400
CAGR 6.3 379 371
350 350
USD million
USD million
300 300
250 250
213
200 200
150 132 150

110
99
100 100
50 50
0 0
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
[Fragrances]
71
Air freshener Imports: The historical import data reveals that imports of air fresheners in the GCC increased from US$ 115 million in
2008 to US$ 163 million in 2017 at a CAGR of 4 percent. Imports did not fall as drastically as perfumes or deodorants as it is more
of a daily use product and major demand arises from businesses than end consumers.
Chart 34. GCC Imports of Air fresheners, 2008 - 2017
250 250
225 210 210 225

193 194
200 200
177
175 163 175
CAGR 4%
150 150
USD million
USD million
125 115 125
100 100
75 75
60
48 51
50 50
25 25
0 0
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017

72
Perfume Exports: The analysis of historical export data indicates that exports of perfume increased from US$559 million in 2008 to
US$1 billion in 2017 at a CAGR of 7.1 percent.
Chart 35. GCC Perfume Exports, 2008 - 2017
1,100 1,037 1,100
1,000 974 1,000

7.1% 930
CAGR
900 900
816
800 800
700 700
584
600 559 557 600
USD million
USD million
500 500
400 400
300 300
200 200
100 70 70 79 100
0 0
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
[Fragrances]
73
Deodorant Exports: The analysis of historical export data indicates that exports of deodorants increased from US$55 million in 2008
to US$179 million in 2017 at a CAGR of 14 percent.
Chart 36. GCC Deodorant Exports, 2008 - 2017
200 194 200

179
180 174 180
160
160 160
139
140 140
14%
CAGR 119
120 120
USD million
USD million
100 100
80 80
60 55 60
40 40
20 20
6 6 7
0 0
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017

74
Air freshener Exports: The analysis of historical export data indicates that exports of air fresheners increased from US$34 million in
2008 to US$90 million in 2017 at a CAGR of 11.5 percent.
Chart 37. GCC Air freshener Exports, 2008 - 2017

150 150
137
135 135
125
119
120 120
105 105
90
90 84 90
81
11.1%
USD million
USD million
75 75
CAGR
60 60
45 45
34
30 30
15 9 10 15
5
0 0
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
[Fragrances]
75
Competition in the GCC region is fierce with local manufacturers playing a major role in market supply. Arabian Oud and Abdul
Samad Al Qurashi from the KSA are the market leaders within the kingdom. The market share of Arabian Oud in the KSA reached
35 percent in 201524. They are also looking to expand their reach into western markets, such as the UK and Europe. Ajmal, from
the UAE, is another key player in the region, having invested around US$10 million to setup a 150,000 square feet facility in Dubai’s
industrial area to manufacture perfumes25. They have the capacity to produce 75,000 bottles of perfumes per day.
Many fragrance houses such as Mane, Robertet, Expressions Parfumes and Technico Flor have recently set up base in the UAE to
better serve the large appetite of the Middle East for fragrances. Spanish company, Eurofragrance, set up a 10,000 square feet
facility in Dubai, spending AED10 million, to cater to the increasing demand for perfumes in the Middle East 26.
Table 6. Key Manufacturers of Perfumes in the GCC Region
Year of Installed
bottles per
Arabian Oud Saudi Arabia 1982 200,000 • Perfumes
month (bpm)
Gazzaz Saudi Arabia NA NA NA • Perfumes
Oud Elite Saudi Arabia 2007 NA NA • Perfumes
Abdul Samad Al Qurashi Saudi Arabia 1932 NA NA • Perfumes
Sidco Saudi Arabia 2006 NA NA • Air Fresheners
Nabeel UAE 1969 NA NA • Perfumes
Ajmal UAE 1950 2.25 mn bpm • Perfumes
Al Haramian UAE 1970 NA NA • Perfumes
Emper UAE NA NA NA • Perfumes
Hind Al Oud UAE 2001 NA NA • Perfumes
Rasasi UAE 1979 NA NA • Perfumes
Yas UAE 1999 NA NA • Perfumes
Wajid Farah UAE NA NA NA • Perfumes
Vurv UAE NA NA NA • Perfumes
The Gate Perfumes UAE NA NA NA • Perfumes
Beautyworld me, 25Ajmal Perfumes, 26Estetica magazine

24

76
Year of Installed
• Air fresheners and

Scitra UAE NA NA NA
deodorants
Sun clean group of

UAE NA NA NA • Air fresheners
companies
Ditra UAE NA NA NA • Air fresheners
• Perfumes and
La Famille Industries UAE 1984 NA NA
deodorants
Amouage Oman 1983 NA NA • Perfumes
Raydan Oman 2008 NA NA • Perfumes
Oman Cosmetics Factory Oman 1990 NA NA • Perfumes
Mesco Oman 1990 NA NA • Car air fresheners
Al-Shaya Kuwait 1928 NA NA • Perfumes
Ne'emah Kuwait 1997 NA NA • Perfumes
The Fragrance Kitchen Kuwait 2005 NA NA • Perfumes
Al Sanea Chemical
Kuwait 1977 NA NA • Air fresheners
Products
• Air fresheners and

Al Sharan Idustries Kuwait 1968 NA NA
deodorants
Al-Tadamon Intl Kuwait 1992 • Air fresheners
Asghar Ali Bahrain NA NA NA • Perfumes
Junaid perfumes Bahrain NA NA NA • Perfumes
S.ishira Qatar 2014 210,000+ bpm • Perfumes
The Perfume Factory Qatar 2017 45,000 bpm • Perfumes
Source: GOIC Database
[Fragrances]
77
4.4 Qatar Market Overview

Qatar currently has only two manufacturing facilities for perfumes i.e. S.ishira founded in 2014 but became operational only in 2018
and The Perfume Factory, which also commenced operations in 2018. There are no manufacturers of deodorants and air fresheners
in Qatar. Hence, the annual import data for perfumes is used to estimate historical demand for perfumes in Qatar.
Demand for perfumes and deodorants over the years has increased due to a growing awareness of personal grooming for both men
and women and increasing exposure to luxury brands supported by a higher disposable income. The demand is further supported
by various factors, such as healthy economic growth, rising standards of living, changing lifestyle trends, increased per capita spend
on aspirational products and improved access to international brands.
Domestic demand for fragrances is estimated to be 6,900 tons in 2017, after having reached 9,000 tons in 2016.
Chart 38. Qatar Historical and Current Demand for Fragrances, 2006 - 2017
12 12
11 11
10 9.0 10
9 8.6 8.6 9
8.3 8.2
8.0 8.0
8 7.0 8
CAGR 7.2% 6.9

7 7
6 5.6 6
5 4.7 5
4 4
3.2
3 3
2 2
1 1
0 0
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017

Imports for fragrances grew at CAGR of 10.6 percent from 2,873 tons in 2006 to 7,890 tons in 2016. However, in 2017, imports
have witnessed a decrease of 24.3 percent with an import volume of 6,062 tons. The drop in imports during the year 2017 could
be due to the diplomatic situation leading the local distributors to rely on their inventory until identifying new or alternative sources
of imports.
In terms of value, imports increased from US$48.5 million in 2006 to US$ 141 million in 2016. In line with the decrease in trade
volume, the value of imports has also registered a decline and was US$116.8 million in 2017.

78
Chart 39. Qatar Imports of Fragrances, 2006 - 2017
12 160.0
144.7
11 135.5 141.0
132.2 140.0
10
117.3 116.8
9 120.0
8 99.8
100.0

7
Imports ('000 tons)
6 84.3 80.0
67.8
5 59.7 68.3
60.0
48.5
4
3 40.0
6.1
2.9
4.2
4.9
6.2
7.3
7.1
7.6
7.2
7.6
7.3
7.9
2
20.0
1
0 0.0
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Chart 40. Qatar Imports of Perfumes, 2006 - 2017

8 140.0
7 115.7 120.0
111.5 108.3 112.0
6
96.1 100.0
90.3
5
83.6
80.0
Imports ('000 tons)
4 68.7
59.9 60.0
53.0
56.6
3 44.3
40.0
2
20.0
2.3
3.2
3.8
4.9
5.4
5.2
5.0
4.3
5.0
4.2
4.6
3.3
0 0.0
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
[Fragrances]
79
Chart 41. Qatar Imports of Deodorants, 2006-2017
2.5 19.0 20
18
16.3 16.5
2.0 15.4
16
14.4
14
12.0

1.5 12
10.5
Imports ('000 tons)
9.7
10
7.8
1.0 8
6
4.4
4.3
0.5 4
2.5
0.5
0.6
0.8
0.9
0.8
0.9
1.0
1.0
1.5
1.4
1.2
2
0.3
0 0
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Chart 42. Qatar Imports of Air-Fresheners , 2006-2017
2.5 14
12.7
12
2.0
9.6 9.9 10.0
9.2 10
8.5
1.5 8
Imports ('000 tons)
5.8
5.9 6
1.0
4.0
3.5 4
2.4
0.5
1.7
2
0.5
0.4
1.0
1.1
1.7
1.9
1.6
1.6
1.9
1.5
0.3
0.4
0 0
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017

80
In value terms, France has been the single largest source of imports of fragrances from 2011 to 2017, followed by the UAE. Total
import analysis indicated that, from 2011 to 2017, France (38 percent), the UAE (9 percent), the UK (10 percent share, the US (8
percent) and Italy (8 percent) were the major sources of imports of perfumes, antiperspirants and deodorants, and air fresheners in
Qatar.
Chart 43. Qatar Key Sources of Imports of Fragrances by Value, 2011-2017
100% 100%
Rest of the world
90% 90%
80% 80%
70% Italy 70%

UK
60% 60%
USA
50% 50%
UAE
40% 40%
30% 30%
20% 20%
France
10% 10%
0% 0%
2011 2012 2013 2014 2015 2016 2017
Based on the import value in 2017, Saudi Arabia recorded a decline of 49 percent in their imports to Qatar while UAE witnessed
a decline of 48 percent. Oman and Turkey emerged as the new sources of import to Qatar for perfumes, deodorants and air
fresheners with the import value increasing by approximately 136 percent (US$1.76 million in 2016 to US$4.16 million in 2017) and
121 percent (US$0.8 million in 2016 to US$1.76 million in 2017), respectively.
[Fragrances]
81
Chart 44. Qatar Key Sources of Imports of Deodorants by Value, 2011-2017
100% 100%
90% 90%
Rest of the world
80% 80%
70% 70%
60% Philipines 60%
50% 50%
40% France 40%

UK
30% 30%
UAE
20% 20%
10% 10%
Germany
0% 0%
2011 2012 2013 2014 2015 2016 2017
Chart 45. Qatar Key Sources of Imports of Perfumes by Value, 2011-2017
100% 100%
Rest of the world
90% 90%
80% 80%
Italy
70% 70%
UK
USA
60% 60%
UAE
50% 50%
40% 40%
30% Oman 30%
20% 20%
France
10% 10%
0% 0%
2011 2012 2013 2014 2015 2016 2017

82
Chart 46. Qatar Key Sources of Imports of Air-Fresheners by Value, 2011-2017
100% 100%
Rest of the world
90% 90%
80% 80%
70% 70%
60% 60%
50% China 50%
40% UK 40%
India
30% Oman 30%
20% 20%
UAE
10% 10%
0% 0%
2011 2012 2013 2014 2015 2016 2017
[Fragrances]
83
Share of imports in domestic consumption:
During 2006 to 2016, the requirement of perfumes, deodorants and air fresheners in Qatar was almost entirely serviced by imports
except for a small portion of Arabic perfumes. Primary interviews indicate that there are no domestic manufacturers of these
products except for Arabic perfumes, which are produced by artisanal perfumeries or at a small scale.
Going forward, the requirement of these products in Qatar is likely to be entirely met by imports except for perfumes, where local
manufacturers such as S.Ishira and The Perfume factory is expected to capture a small share of the perfume market.
Chart 47. Share of Imports in Domestic Consumption for Perfumes, Antiperspirants

and Air Fresheners, 2006 - 2017’
14 100%
88% 88% 88% 88% 88% 88% 88% 88% 88% 88% 88% 88% 90%
12
80%
10 70%
9.0
8.7 8.6
8.3 8.1 8.2 8.3
60%
% of imports
Import (USD million)
8
7.0 6.9
50%
6 5.6
40%
4.7
4 30%
3.3
4.2
4.9
6.2
7.3
7.1
7.6
7.2
7.6
7.3
7.9
6.1
20%
2
2.9
10%
0 0%
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017

Historical demand for perfumes, antiperspirants and deodorants, and air fresheners indicates a strong relationship with the increase
in population of Qatar. Hence, per capita consumption of these products has been taken as the basis to forecast the demand for the
future. The historical per capita consumption during the years 2006 to 2017 is in the range of 2.7 kg to 3.5 kg per annum.
Going forward, the market demand is estimated to grow at a CAGR of 1.65 percent from 9,000 tons in 2018 to 10,200 tons in 2026.
Only a small portion is expected to be supplied by local manufacturers i.e. S.Ishira, The Perfume Factory and artisanal perfumeries.

84
Chart 48. Qatar Demand and Supply Analysis for Perfumes, Antiperspirants and Air Fresheners, 2018 – 2026
12 12
10.2
10.1
9.9
9.8
9.6
9.4
9.3
10 10
9.1
9.0
8.9
8.7
8.6
8.4
8.3
8.1
7.9
7.8
7.6
8 8
Import ('000 tons)
6 6
4 4
2 2
1.3
1.3
1.3
1.3
1.3
1.3
1.3
1.3
1.3
0 0
2018E 2019F 2020F 2021F 2022F 2023F 2024F 2025F 2026F
Demand (’000 tons) Capacity (’000 tons) Demand - Supply gap (’000 tons)

Perfumes can be divided into three segments: 1) Low range generally available in main prestige retail outlets such as Paris
perfumes: These products are widely available in supermarkets/ Gallery, Sephora, Debenhams, Harvey Nichols27, VaVaVoom
hypermarkets and are generally priced in the range of QAR 20 etc. They can also be found in their individiual outlet stores.
to QAR 50 for a 100 ml bottle. Perfumes from brands such as Ajmal Perfumes, Al Haramain, Arabian Oudh are some of the
Adidas, Nike, Brut, Fogg, Amore Mio fall into this segment; 2) brands from the Middle East famous for their oriental fragrance
Mid-range perfumes: In recent times, large clothing line retailers, perfumes and have a wide range of perfumes to choose from.
such as Zara, Bershka, Victoria’s Secret etc., have come up with Some oriental fragrances can range from QAR800 to QAR1,200
their own range of perfumes. A few cosmetic and toiletries as their concentration levels are higher.
retailers, such as Sephora, The Body Shop, Bath & Body Works
International brands of air fresheners, such as Glade, Febreeze
etc., also have a presence in this segment. These perfumes are
and Air Wick, are priced in the range of QAR9.25 to QAR15.50.
priced in the range of QAR100 to QAR300 for a 100 ml bottle
Air Wick is manufactured by Reckitt Benckiser in the UAE and
based on the volume and the concentration of the essential oil;
is the most popular air freshener currently being used in the
3) High range/niche perfumes: Large and well-known brands,
market. Regional products such as Latop Oudh from UAE
such as Channel, Guerlain. Christian Dior, Carolina Harrera etc.,
are popular for their line of perfumes. These perfumes range and Kwik air freshener from Kuwait, are moderately priced at
between QAR 400 to QAR 700 for a 100 ml bottle. They are QAR5.25 and QAR4.33 respectively.
Drapers Online
27
[Fragrances]
85
Figure 9. Market Price for Air Fresheners
Spray
Glade Febreeze Latop Oudh Air Wick Kwik

275 ml 300 ml 300 ml 300 ml 300 ml
15.5 QAR 19.0 QAR 5.3 QAR 9.3 QAR 4.3 QAR
Gels
Glade refill Febreeze refill

1 unit 1 unit
9.3 QAR 9.3 QAR
Antiperspirant gels are commonly used by individuals on a day-to-day basis. The most popular brands under this segment are Dove
(manufactured in UK), Nivea (manufactured in Thailand) and Rexona (manufactured in UK) etc., and are generally priced in the range
of QAR7.5 to QAR10.5 for a 50 ml bottle. Gillette is the most commonly used antiperspirant for men and is priced at QAR15.38 for
a 100 ml bottle.
Deodorants are also fast moving commodities used by individuals. Dove, Nivea, Rexona and Axe are among the most popular
brands present in the market. All of these products are generally priced between the range of QAR6 to QAR17.
Field research with large retailers

28

86
Figure 10. Market Price for Antiperspirants and Deodorants
10.3 50 ml 10.4 50 ml 10 50 ml
Gel QAR Dove QAR Nivea QAR Rexona
7.8 50 ml 8 50 ml 9 50 ml 15.4 100 ml

QAR Enchanteur QAR Fa QAR Yardley QAR Gillette
169 ml 150 ml 150 ml

14 11.8 11.4
Spray QAR Dove QAR Nivea QAR Rexona
6.8 150 ml 8.9 200 ml 11.5 150 ml 10 150 ml

QAR Enchanteur QAR Fa QAR Adidas QAR Yardley
14.5 150 ml 14.1 150 ml 17.0 175 ml 12.3 150 ml

QAR Fogg QAR Axe QAR Beverly Hills Polo Sport QAR Denim
In terms of volume, UAE was the leading exporter of fragrances to Qatar in 2017. Most of the imports to Qatar from UAE were prior
to the start of the diplomatic situation. Based on the data available, the import prices of perfumes from UAE increased by 8 percent
in 2017.
Chart 49. Average Import Prices for Perfumes (QAR per Kg), 2016 and 2017
250 250
209.7
198.9
181.9
200 200
174.5
140.4
150 150
’000 tons
122.0
100 100
80.9
64.6
64.2
50 50
48.9
46.5
17.9
14.3
17.8
37.1
34.4
28.6
23.5
0 0
Oman Saudi Arabia UAE UK Italy France Turkey Germany India
2016 2017
[Fragrances]
87
Import prices from Turkey saw a three-fold increase in 2017, while Oman, Germany and Italy saw an increase of 60 percent, 31
percent and 24 percent, respectively. On the other side, prices of imported perfumes, deodorants and air fresheners from UK, India
and France saw a decline of 42 percent, 25 percent and 9 percent respectively.
4.4.5 Competitve Landscape

Qatar currently has two manufacturers of perfumes called oil concentration of 3 percent. S.ishira intends to produce
S.ishira and The Perfume Factory. close to 7,000 bottles per day by 2021. They currently have
S.Ishira: S.Ishira was established in the year 2014 but two offices, in Paris and Doha. They will have personal kiosks
commenced operations in early 2018. It sources the essence at major retail outlets in Qatar and will open private outlets to
to create perfumes but also experiments with different notes to display their products. S.ishira is also planning to venture into
come up with own unique fragrances. Other big player in the producing bakhurs, lotions and bed sprays.
Middle East such as Arabian Oudh, Amouage29, Ajmal Perfumes The Perfume Factory: The Perfume Factory was established in
etc. source their perfumes from large fragrance houses, such as 2017 and commenced operations in 2018. They operate in 3
Givaudan, Firmenich, IFF, Symrise, Takasago etc. They import different segments i.e. a) Mass segment – 100 ml bottles in the
the fragrance (essential oil) and mix it with alcohol and water to range of QAR 40 to 80 and pocket perfumes in the range of
make the product at their own facility. S.ishira has had private QAR 10 to 15. b) Mid segment – 100 ml bottles to be sold in
and soft launches so far to test their products. They have the range of QAR 150 to 250. Niche segment – 100 ml bottles
recently commenced commercial production and has four main to be sold in the range of QAR 400 to 750. They have multiple
brands, i.e. S.ishira, Bovadi, Arabex and another label (to be ways to generate revenue i.e. a) buy essence, oils, alcohol,
launched soon). S.ishira, their signature brand, will be a niche etc. and make perfumes. b) Manufacture perfumes on a large
product ranging between QAR900 to QAR1000 for 100 ml scale for other customers based on the essence and other raw
bottle, wherein the concentration of essential oil will be up to materials provided by the customer c) do only the packaging
22 percent. Bovadi will be a medium to high-range perfume for customers where the perfume is provided by the customer
segment with an oil concentration of up to 15 percent and will d) create notes in their own lab facility (in future). They intend
be displayed at various retail outlets, with a price range between to use multiple distribution channels such as large retail chains,
QAR300 to QAR600 for 100 ml bottle. The target segment distributors, e-commerce websites, etc.
for Arabex is middle class and upper middle class and closely Due to the diplomatic situation, there is a shortage of bakhurs
competes with Arabic perfumes. Arabex will consist of Western and oriental fragrance in Qatar (usually imported from the UAE
with a twist of Arabic fragrances and will be in the price range of and the KSA) giving local manufacturers an opportunity to
QAR 50 to 200 for 100 ml bottle. The fourth label is developed increase their presence in the market.
with the main aim of exporting to Latin America, Africa and
As of now, there are no manufacturers for air fresheners and
Russia. The perfumes under this segment will have an essential
deodorants in the Qatari market.
29
Times of Oman

88
Figure 11. SWOT Analysis - Fragrances
STRENGTHS WEAKNESS
• The per capita consumption of perfumes and • A perfume manufacturer needs the expertise of a
deodorants in the GCC is among the highest in the perfumer, or skilled expertise, which is not easily
world, as locals enjoy applying layers of scents. available to create distinct notes.
• The high disposable incomes and tradition of using • An entrepreneur entering the perfume, deodorant and
expensive perfumes creates a significant demand for air freshener market needs to invest a significant amount
the perfume industry. of time and money in research and development, as
well as marketing the products developed.
• Mass products such as deodorants and air fresheners
require large investments for branding.
• The perfume and deodorant market is expected to • Competition is increasing due to international players,
register a faster growth due to an increase in tourism such as Giorgio Armani, Yves Saint Laurent and Guerlain
and business travel to the region. entering the Middle Eastern fragrance market.
• UAE and KSA have dominated the GCC market • Strong competition from unique brands such as those
due to lower prices. The supply of quality Arabic coming from Azerbaijan will make it difficult to compete.
perfumes has reduced after the blockade. The current • Local / Arab perfume segment is captured by
political situation presents an opportunity for local perfumeries that are already well established e.g. Al
entrepreneurs. Jazeera perfumes, Abdel Samad Al Qureshi.
• Global fragrance houses, which can adapt to brand-
conscious Gulf consumers still enjoy hefty advantage
over most local perfumers in the form of bigger
marketing budgets, technology and overall experience
in the industry.
Note: SWOT analysis relates to new companies planning to enter the perfumes market in Qatar
[Fragrances]
89
Figure 12. Michael Porter’s Five Forces Model – Fragrances
THREAT OF
NEW ENTRY
Medium
• The initial investment may not be
too high but the time taken for
research and development and
getting products into the market
is high.
COMPETITIVE
RIVALRY
High
• Presence of stiff competition
High from international, as well as High
• There are a few fragrance regional brands in all product • o Branding is essential for
manufacturing companies in segments. perfumes and the stronger
the world who dominate the the brand, the lower the
fragrance supply in the market bargaining power of consumers.
However, the bargaining power
of specialized cosmetics and
fragrance stores is high, as
perfume brands would like to
maintain a presence in specialty
retail stores.
THREAT OF
SUBSTITUTION
Medium
• Perfumes have become
an essential component of
grooming and are not easily
replaced, however, there is a
threat from counterfeit products
entering the market.

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4.4.7 Key Takeaways
• Perfumes are no longer seen as frivolous but rather essential to an individual’s pride and confidence. The consumption of
perfumes by GCC nationals is much higher than the world average.
• With a shortage of bakhurs and oriental fragrance in Qatar due to the political situation, this gives local manufacturers an
opportunity to increase their presence in the market especially in the Arabic perfumes segment. There is also added impetus for
‘Made in Qatar’ products.
• International brands are aware of the need to have local scents and have increased their online presence of perfume brands and
initiated geographical expansion through acquisition to try to address this issue. This could be either a threat or an opportunity
for local players to be acquired/work with international brands.
• As of now, there are no manufacturers for air fresheners and deodorants in the Qatari market but air fresheners are declining in
sales since they are seen as a non-essential product. In addition, air care products are not as popular in the region as in the US
or Europe.
• Opportunity is very limited in deodorants and air fresheners as these are mass products and branding plays a vital role to gain
product acceptance.
• Local entrepreneurs also need to be mindful of the fact that there is a sizable investment required for research and development
before a product is launched.
• The time taken for the product to be developed, tested, launched and adopted by customers is significantly long which was also
the case for the two existing perfume manufacturers in Qatar.
[Fragrances]
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5. Setting up a Soap,
Detergent or
Fragrance
Manufacturing
Facility in
Qatar 5.1 Critical Success Factors
Soaps and detergents are one of the oldest and major segments
within the chemical industry. These products are designed and
formulated utilizing simple chemistry, but have a high degree of
differentiation. Research and development costs are increasing and
continue to rise, and most of these products are becoming high-
tech in nature. These include products such as soaps, detergents,
laundry aids, bleaches, perfumes etc. Some of the critical success
factors common to all three segments are packaging, regulations,
access to the right distribution channels, etc. The critical success
factors for each segment are further described below:
Detergents:
• Product innovation – market
leaders have a wide range
of products with different
specifications to target
specific requirements.
Product innovation allows
companies to participate in
a sector where the needs
of consumers are evolving,
either at formulation level,
at product level, or at packaging level. As markets increasingly
mature, manufacturers are under high pressure to have faster
new product development cycles.
• Customer centricity – ability to anticipate customer requirements

and satisfying customer needs is crucial to gain the trust of
customers. Customizing products based on local preferences is
vital for success in this industry.
• Sustainable consumption – centers on changing the habits

of people to minimize the impact on the environment due
to domestic use. This principle was put into practice with the
advent of concentrated products.
• Branding – having a clear market positioning is very important to

influence the customer’s perception of the brand. The objective
is to occupy a clear, unique and advantageous position in the
customer’s mind.

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Toilet Soaps: Fragrances (Deodorants):
• Product longevity – It is • Research and
important for soap to development – the
retain its most successful
characteristics until it product launch was
lasts such as shape, Nivea’s invisible black
fragrance etc. and white deodorant
because it addressed
• Non-price competitive
a critical customer
selling point – product
need by creating a
quality and other factors
unique and innovative
are much more important than price in the niche segment.
product.
For companies competing only on price, the market is very
saturated with presence of international players.
• Scent range – Different fragrances appeal to different Fragrances (Air fresheners):

customers. Scent families can also be created to sell product
• Product portfolio –
bundles.
Customers need room
fresheners for different
• Clear customer segmentation – A brand that has a particular
environments be it at
focus or mission stands out from the crowd and attracts a
home, in washrooms
targeted audience that it can understand well. This helps
or at work. A wide
deliver better products over time and allows for a loyal
range of scents can suit
clientele.
different environments
and different audiences
as well.
Fragrances (Perfume):
• Product experience
– with a plethora of
fragrances, the brands
and products that stand
out are the ones that can
evoke a certain feeling
or experience within the
customer. This can be
only achieved through a
deep understanding of
the target market including their needs and desires.
• Timing – Perfumes is also a seasonal market with different

scents suitable to the different seasons, different climate,
etc. This should be factored in while developing notes.
[Setting up a Soap, Detergent or Fragrance Manufacturing Facility in Qatar]

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5.2 Manufacturing Process
5.2.1 Manufacturing Process for Detergents

Detergents are broadly classified under powdered detergents and liquid detergents30. The production processes are explained in
detail below:
Figure 13. Powdered Detergents – Manufacturing Process
1 2 3 4 Liquid Dry Liquid Dry

Ingredients Ingredients Ingredients Ingredients
Liquid Dry
Ingredients Ingredients Heat
Sensitive
Ingredients
Crutcher
Derergent Detergent
Stray
Drying
Agglomeration Dry Micing
There are three main methods to manufacture powdered detergents:
1) Spray drying process: With this process, dry and liquid ingredients are combined to form slurry in a tank called a crutcher. The
slurry is heated and pumped to the top of the adjacent tower, and is then sprayed through the nozzle using high pressure which
produces small droplets. These droplets are passed through a current of hot air, which helps form hollow granules as they dry.
The dried granules are then screened to confirm that they are uniformly shaped. Ingredients such as bleach, enzymes and
fragrance that are heat sensitive are added to the granules after they have cooled down.
2) Agglomeration process: This process leads to production of high density powders, these powders allow more compact packing.
In this process, dry raw materials are blended with liquid ingredients with the help of a liquid binder. By rolling and mixing these
ingredients together they collide and adhere to each other forming large particles.
3) Dry mixing: This process is used to blend together dry ingredients. In some cases, small quantities of liquid ingredients may be
used.
Cleaning Institute
30

94
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Different processes, such as batch and continuous processes, are used to manufacture liquid and gel cleaning products. Stabilizers
are used during the manufacturing process to ensure that the end products are stable and uniform. In a continuous process, in-line
or static mixtures are used to blend dry and liquid ingredients to form a uniform mixture.
Figure 14. Liquid detergents – Manufacturing Process
Blending Process
Liquid ingredients Solid ingredients
Liquid detergents have evolved in recent times and more concentrated liquid detergents are being introduced to the market. These
products are generally produced by using high energy mixing processes in combination with stabilizing agents.

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5.2.2 Manufacturing Process for Toilet Soaps
The process for manufacturing of liquid soap and bars is similar. The key difference lies in the ingredient used. For bar soaps, the
ingredient is sodium hydroxide while for liquid soaps, it is potassium hydroxide. In bar soaps, the solution is poured into molds,
allowed to harden and then cut into bars.
There are two main methods of manufacturing soaps: 1) the kettle process and 2) the continuous process. Small companies use the
kettle process to manufacture soaps, a method that takes 4 to 11 days to complete and whose quality is more difficult to control.
Continuous process is more often used by large manufacturing plants31. These processes are explained below:
Figure 15. Toilet Soaps – Manufacturing Process
Kettle process
Salt
Fat and alkali Soap 70% soap Neat soap

30%watre
Glycerin Nigra
Impurities
Fat and alkali are The soap and glycerin In the pitching process,
melod in a kettle The are treated with salt, the soap is boiled
mass thickness and causing the soap to again with water. The
produces soap and raise to the top mass separates into
glycerina neat soap and nigre.
1) Kettle process: In this process a steel tank, about three stories high, is used to heat the fat and alkali. The steam coils embedded
in the kettle produce heat to bring the fat and alkali mixture to a boil. As the mixture boils, the fat reacts with alkali forming a
thick paste. This thick paste contains soap and glycerin. In the next step, the mixture is treated with salt in order to separate
soap and glycerin. With the addition of salt, soap rises to the top and glycerin settles to the bottom of the kettle. Glycerin is
then extracted from the bottom of the kettle. The next step is called ‘strong change’ wherein a strong caustic soda solution is
added to remove fats that have not saponified. The remaining solution in the kettle is heated again to convert the remaining fat
to soap. In the next step called ‘pitching’, water is added to the soap solution in the kettle and boiled again. Due to this, two
layers are formed where the top layer, called ‘neat soap’, is about 70 percent soap and 30 percent water and the lower layer,
called ‘nigre’, contains impurities such as dirt, salt and most of the water. The top layer containing soap is removed from the
kettle and cooled to obtain the end product.
Madehow
31

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2) Continuous process: A vertical stainless steel tall column (80 feet) called hydrolyzer is used to spilt natural fat into fatty acids and
glycerin. There are pumps and meters attached to the column that help control the process and take precise measurements.
Molten fat is introduced into the column through one end while the other end is used to pump water at high pressure (2660F)
which splits the fat in fatty acids and glycerin. These components are pumped out continuously as additional fat and water are
introduced into the column. In the next step, alkali, along with additional ingredients such as abrasives and fragrance, are mixed
with pure fatty acids to form soap. The hot liquid soap is then whipped to incorporate air. The soap is poured into molds and
allowed to harden on a large slab. Alternatively, they can also be cooled using a special freezer. These slabs are then cut into bar
size pieces following which they are stamped and wrapped. Soaps also undergo the milling process which helps the bar lather
up better and has better consistency as compared to the non-milled soap. In this process, the soap is crushed and kneaded
using heavy rollers. Perfumes are usually incorporated during this process as their oils do not evaporate in the cold mixture.
After the milling process they are pressed into a smooth cylinder and extruded, these extruded pieces are further cut into bar
size pieces before being stamped and wrapped.
Figure 16. Toilet Soaps – Manufacturing Process
Continuous process
Alkail
Molten fat fatty acids
fatty acids
glycerin
The soap can be produced

the condenance process Purified fatty acids are mixed into mold or allowed to
natural fat is split into with alkali to foam soap harden in large soap
fatty acids and glycerin
The milled soap is pressed Toiletry soap is put through a

into a cylinder and extruded milling process perfumes can
be add at this time

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5.2.3 Manufacturing Process for Perfumes
Figure 17. Perfumes – Manufacturing Process
Wooden frame
Benzene or Rotating tank
petroleum
ether
glass sheets
Enflourage Solvent Extraction Expression

Flowers are spread on glass sheets Flower parts dissolve in the solvents, Plant materials are pressed
coated with grease and placed in leaving a waxy material containing the oils. to squeeze out oils.
wooden frames. The flowers are
changed by hand until the grease has
absorbed enough fragrance.
Essential
oil
Alcohol
Perfume Steam
Fragrant oils oil Gas
Liquified
essence
The grease is dissolved in alcohol, The waxy material is placed in ethyl Steam passing through plant materials
which is then ovepareted with heat to alcohol, and the oil dissolves and rises change essential oils to gas and extract
leave behind the oil to the top. The alcohol is evaporated
and the perfume concentration settles
to the bottom.

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Extraction:
Extraction of oil takes place using several methods, such as steam distillation, enfleurage, solvent extraction, maceration and
expression.
• Steam distillation: In this process, steam is injected through the still, holding plant materials, at slightly high pressure and
temperature, which converts essential oils into gas. This gas is then passed through tubes which is cooled and liquefied. Through
the water distillation process, oils are extracted by boiling plant materials, such as flower petals (rose or orange blossoms), in
water rather than steaming them.
• Enfleurage: Flowers are placed on grease-coated sheets of glass between wooden frames in tiers. These flowers are removed
manually and changed once the grease has absorbed their fragrance.
• Solvent extraction: In this process, essential oils are extracted by pouring benzene or petroleum ether over the flowers that are
put in large rotating trunks or drums. The remains of the flowers dissolve in the solvents leaving a waxy solution containing oil,
which is then placed in ethyl alcohol. This oil dissolves in the alcohol and rises. The alcohol is then burnt to leave a concentrated
solution of perfume oil.
• Maceration: The maceration process is similar to enfleurage except that it uses warmed fats to extract the fragrance of a flower
instead of grease. As a next step, grease and fats are dissolved in alcohol to extract the essential oils.
• Expression: This is one of the oldest and simplest methods used for extraction. Under this method, fruits and plants are manually
or mechanically pressed in order to squeeze out the oil.
Blending:
once the process of extraction is over, the oils are blended together by a master, often known as a ‘nose’, using different formulas.
Sometimes it can take several years and as many as 800 different scents to develop a formula for a fragrance. After the development
of a formula, the scent is diluted with a quantity of alcohol that differs for each scent. Most perfumes consist of 10 to20 percent
perfume oils dissolved in alcohol, along with trace of water.
Aging:
a good perfume is aged for several months or even years after it has been blended, following which a ‘nose’ will test the perfume
to check the correctness of the scent.

100
5.2.4 Manufacturing Process for Antiperspirant/Deodorant Stick
The ingredients and method of manufacturing vary according to the form of deodorant to be supplied i.e. in aerosol, roll-on, gel or
stick form, however to some extent the basic manufacturing process is the same. Key steps include32:
Figure 18. Deodorant Spray – Manufacturing Process
In this phase, the vessel is

charged with solvents such
as alcohol, propylene glycol,
glycerine etc. or silicones such
as dimethicone. Flake/powder Dispersed
ingredients, such as cetyl phase
alcohol are dispersed into the 2
oil phase
1 This phase is prepared separately and is

typically aqueous in nature. The active
Continuous
ingredient is dispersed in this phase and
phase
suspending agents such as bentonite are
added.
• The continuous and dispersed phases are then combined to form an emulsion.
The active ingredient is sometimes added at this stage.
• Fragrance and coloring are added to the solution and then the product is pressure packed into containers.
Silverson
32

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Figure 19. Deodorant Stick – Manufacturing Process
The sticks are passed through a series of finishing

operations in order to achieve a smooth surface without
air bubbles. The top of the stick is reheated by passing
it through an infrared lamp. Then a probe is stuck at the
center of the stick to allow the air to escape and the
surface is reheated again to melt the product, allowing it
to flow in the void. As the stick passes through the next
station, it moves through a refrigerated tunnel which
lowers its temperature quickly forcing it to solidify.
Finishing
operations
3
Batching
2
Using this process, ingredients are

Filling
brought together in a stainless steel
kettle. Steam is passed through the
ingredients to melt them while they are
being mixed in the kettle. During this
process, the temperature is carefully
Solid stick packages are usually hollow tubes containing
controlled in order to avoid scorching
an elevator platform that moves up and down in order to
the waxy ingredients and once all the
dispense the product. Empty containers are moved along
ingredients have been added, they are
a conveyer belt where, using a nozzle, molten wax is
blended until the mix becomes uniform.
dispensed into them. The product is always filled slightly
above its congealing temperatures because if it is filled
too hot, the dispersed solid may settle at the bottom
and, if it is too cold, the stick will have air bubbles.

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5.2.5 Manufacturing Process for Air Freshener
Figure 20. Air Freshener – Manufacturing Process
Heater
construction
2
Phenol-formaldehyde,
1 epoxy, polyphenylene oxide,
Fragrance pack polycarbonate, polyphenylene
construction sulfide and polymide are some
of the thermoplastic materials
used in the making of electrical
pluag apparatus for the housing
of air fresheners.
The disposable cartridge used for
plug-ins are constructed using a
transparent, vapor-impermeable
polyvinyl film and a variety of other
thermoplastics, such as polystyrene,
polypropylene, polyethylene, polyvinyl
acetate and polyvinyl chloride. The
manufacturing lines can run to either
primary packages or refill packages.
103
5.3 Raw Material Requirement
5.3.1 Raw Material for Detergents

Surfactants and builders are the main components used to charge and are high sudsing (i.e. produce a lot of foam). The
produce detergents/cleaning products. Additional ingredients most common anionic surfactants are linear alkylbenzene
are added to enhance the cleaning performance for specific sulfonate, alcohol ethoxysulfates, alkyl sulfates and soap.
surfaces/soils. Addition of different ingredients change the Nonionic surfactants – these are generally used in making
properties of the end product which helps in providing a unique rinsing aids, as well as laundry and automatic dishwashing
identity. detergents due to their low sudsing properties. They are
resistant to water hardness and clean well on most soils because
A) Surfactants
they have no electric charge, as they do not ionize in water. The
Surface active agents (surfactants) are organic chemicals that most commonly used nonionic surfactant is alcohol ethoxylate.
help to reduce the surface tension of the water, enabling the
Cationic surfactants – these are mainly used in fabric softeners
cleaning solution to wet the surface (e.g. clothes, utensils) faster.
and fabric softening laundry detergents. They are also widely
This results in the loosening of the soil/dirt to be removed from
used as disinfectant/sanitizing agents in household cleaning
the surface. Surfactants also act as emulsifiers of oily soils that
products. They ionize in water with a positive charge. The most
help to suspend the dirt so that they do not settle back on the
commonly-used cationic surfactant is quaternary ammonium.
surface. Most cleaning products contain two or more surfactants.
Amphoteric surfactants – due to their mildness, sudsing and
Surfactants are classified based on their ionic properties in
stability, they are mostly used in household cleaning products.
water. Four main types of surfactants used to create detergents
Depending on acidity or alkalinity of the water, they have the
are as described below:
ability of being anionic, cationic and nonionic in the solution.
Anionic surfactants – these are used in laundry and dishwashing The most commonly-used amphoteric surfactants (surfactants
detergents, as well as household cleaners. They ionize in which can be used as either an acid or a base, depending on
solutions, have excellent cleaning properties, carry a negative the medium) are betaines and imidazolines.

104

B) Builders
Builders are primarily used to reduce the water hardness which, in turn, enhances the cleaning efficiency of the surfactant. This
is achieved either by holding hardness minerals in the solution (sequestration), forming an insoluble substance (precipitation) or
by trading electrically-charged ions (ion exchange). Commonly-used sequestering builders are complex phosphates and sodium
citrate. Sodium carbonate and sodium silicate are commonly-used precipitating builders. An ion exchange builder that is commonly
used is sodium aluminosilicate.
Please see the table below enlisting key ingredients used to form laundry detergents, dishwashing detergents and household
cleaners33:
Table 7. Key Ingredients used to Manufacture Detergents
Ingredient Primary Functions Examples Product category
Supply smoothing, scrubbing and/or Calcite, feldspar, quartz, Dishwashing

Abrasives
polishing action. sand Household cleaners
Acetic acid, citric acid,

Neutralize or adjust alkalinity of other hydrochloric acid,
Acids Household cleaners
ingredients. phosphoric acid, sulfuric
acid
Neutralize or adjust acidity of other Ammonium hydroxide,

ingredients. Laundry
ethanolamines, sodium
Alkalis Make surfactants and builders more carbonate, sodium Dishwashing
efficient. hydroxide, sodium
Household cleaners
Increase alkalinity. silicate
Pine oil, Quatemary Laundry

Kill or inhibit growth of microorganisms ammonium compounds,
Antimicrobial agents Dishwashing
that cause diseases and/or odor. Sodium hypocNorite,
Triclocarban, Triclosan Household cleaners
Carboxymethyl cellulose,
Prevent soil from resettling after polycarborylates, Laundry
Anti-redeposition agents
removal during washing. polyethylene glycol, Dishwashing
sodium silicate
Disinfectant. Helps whiten, brighten

Chlorine bleach Sodium hypochlorite Household cleaners
and remove stains.
Helps whiten, brighten and remove

stains. Some products may be
Sodium perborate,
Oxygen bleach combined with a bleach activator for Laundry
sodium percarbonate
better performance in lower water
temperatures.
33
Healthycleaning101

105
Laundry
Provide special identity to product.
Colorants Pigments or dyes Dishwashing
Provide bluing action.
Household cleaners
Protect metal machine parts and Laundry

Corrosion inhibitors finishes, china patterns and metal Sodium silicate
utensils. Dishwashing
Proteins classified by the type of soil Laundry

they break down to simpler forms for Amylase (starch soils),
removal by detergent. lipase (fatty and oily Dishwashing
Enzymes
Cellulose reduces pilling and greying soils), protease (protein Household cleaners
of fabrics containing cotton and helps soils), cellulose
remove particular soils.
Impart softness and control static Quatemary ammonium

Fabric softening agents Laundry
electricity in fabrics. compounds
Fluorescent whitening Attach to fabrics to create a whitening

Colorless fluorescing
or brightening effect when exposed Laundry
agents compounds
to daylight.
Mask base odor of ingredients and Laundry

package.
Cover odors of soil. Dishwashing
Fragrances Fragrance blends
Provide special identity to product. Household cleaners
Provide pleasant odor to clothes and
rooms.
Cumene sulfonates, Laundry

Prevent liquid products from
separating into layers. ethyl alcohol, toluene
Hydrotropes Dishwashing
sulfonates, xylene
Ensure product homogeneity. sulfonates Household cleaners
Laundry
Reduce transparency or make product
opaque. Polymers, titanium
Opacifiers Dishwashing
dioxide
Provide a special effect.
Household cleaners
Protect against natural effects Butylated, Laundry

of product aging, e.g. decay, hydrox¡oluene, ethylene
Preservatives Dishwashing
discoloration, oxidation and bacterial diamine, tetraacetic
attack. acid, glutaraldehyde Household cleaners

106
Provide important physical

characteristics, e.g. proper pour or Laundry
Clays, polymers,
Processing aids flow, viscosity, solubility, stability and sodium silicate, sodium Dishwashing
uniform density. sulfate, solvents
Household cleaners
Assist in manufacturing.
Prevent separation or deterioration of Laundry

ingredients in liquid products. Ethanol, isopropanol,
Solvents Dishwashing
Dissolve organic soils. propylene glycol
Clean without leaving residue. Household cleaners
Suds control agents

Ensure optimum sudsing (foaming) level needed for a cleaning job.
Maintain high sudsing where suds Dishwashing

Alkanolamides,
Suds stabilizers level is an important indicator of
alþlamine oxides Household cleaners
cleaning power.
Laundry
Control sudsing where suds would Alþl phosphates,
Suds suppressors Dishwashing
interfere with cleaning action. silicones soap
Household cleaners
Raw materials for detergent manufacturing were imported from Saudi Arabia and UAE prior to the diplomatic situation. Local
manufacturers are looking for alternative sources for raw material such as India, China and Malaysia.

107
5.3.2 Raw Material for Toilet Soaps
Soaps are water-soluble fatty acids, made of either sodium or potassium salts and are manufactured by treating oil and fats (fatty
acids) with a strong alkali.
A) Fats and oils

Fats and oils used in the manufacturing of soap are usually obtained from either animal or plant sources. Each fat or oil comprises
of several different types of triglycerides. A triglyceride molecule is made of three fatty acids molecule linked to one molecule of
glycerin. There are several types of triglycerides, each consisting of its own unique combination of fatty acids.
Fatty acids are composed of two parts, a carboxylic acid group consisting of one hydrogen (H) atom, one carbon (C) atom and two
oxygen (O) atom, plus a hydrocarbon chain attached to the carboxylic acid group. It is usually made up of a long, straight chain of
carbon (C) atoms, each carrying two hydrogen (H) atoms.
B) Alkali
Previously, alkalis utilized for soap-making were obtained from the ashes of plants; however, they are now produced commercially.
Alkalis, today, are basically substances that are a chemical base and neutralize acid by reacting with it.
The common types of alkali used today in soap-making are caustic soda, chemically known as sodium hydroxide (NaOH), and
caustic potash, also known as potassium hydroxide (KOH).
Please see table 8, which outlines the key ingredients used for manufacturing of toilet soaps34:
Table 8. Key Ingredients used to Manufacture Toilet Soap
Ingredient Primary Functions Examples
Abrasives Supply smoothing, scrubbing and/or polishing action. Calcite, feldspar, quartz, sand
Neutralize or adjust acidity of other Ammonium hydroxide,
Alkalis ingredients. Make surfactants and builders more efficient. ethanolamines, sodium carbonate,
Increase alkalinity. sodium hydroxide, sodium silicate
Kill or inhibit growth of microorganisms Pine oil, quaternary ammonium

Antimicrobial agents compounds, sodium hypochlorite,
that cause diseases and/or odor. triclocarban, triclosan
Colorants Pigments or dyes
Provide bluing action.
Mask base odor of ingredients and package.
Cover odors of soil.
Fragrances Fragrance blends
Provide pleasant odor to clothes and rooms.
Reduce transparency or make product opaque
Opacifiers Polymers, titanium dioxide
Provide a special effect.
Butylated, hydroxytoluene,
Protect against natural effects of product aging, e.g.
Preservatives ethylene diamine, tetraacetic acid,
decay, discoloration, oxidation and bacterial attack.
glutaraldehyde
Provide important physical characteristics,
e.g. proper pour or flow, viscosity, solubility,stability and Clays, polymers, sodium silicate,
Processing aids
uniform density. sodium sulfate, solvents
Assist in manufacturing.
Healthycleaning101
34

108
5.3.3 Raw Material for Perfumes Gelling agents: Ingredients such as stearyl alcohol, cetyl
alcohol, hydrogenated castor oil and glyceryl stearate are the
Flowers, grasses, fruit, roots, spices, balsams, wood, leaves,
waxy or fatty substances that are gelled to form a solid stick.
moss, tobacco and animal secretions are some of the natural
Lubricating oils and silicon compounds like cyclomethicone
ingredients used to manufacture perfumes. Other resources
(volatile silicone compound) are blended with waxy material, as
such as alcohol, coal, coal tars and petrochemicals, are also
they leave the skin feeling smooth and dry.
used for the production of perfumes. There are some plants,
such as lily of the valley, that do not produce oil naturally and, 5.3.5 Raw Material for Air Freshener
as such, their fragrance is recreated using synthetic chemicals.
Synthetic chemicals are also used to create unique scents not A large variety of perfume oils are used in preparing fragrance
found in nature. concentrate for air fresheners, including aldehydes which are a
synthetic fragrance group. Aldehydes, in a concentrated form,
Some animal products are used to obtain certain perfume smell soapy; however, when mixed with the proper quantity
ingredients (e.g. musk comes from male deer, castor comes of water, they emit a sweet, flowery smell. Fresh fragrances,
from beavers and ambergris is obtained from whale). Animal similar to that of cut grass or plant stems, are also replicated
products are often used as fixatives to restrict the evaporation using synthetic perfume oils. Lavender, cinnamon, sage, moss,
process of perfume and to allow them to emulate the scent sandalwood, cloves and cedar are used to provide herbal/spice
longer. Mosses, synthetic chemicals, resins and coal tar are fragrance notes. Lastly, oriental fragrance notes are obtained
some of the other commonly-used fixatives35. from natural animal materials such as musk.
5.3.4 Raw Material for Antiperspirant or Deodorant Stick Lemon, orange, mandarin, bitter orange, bergamot, cedar leaf,
caraway, cloverleaf, geranium, cedarwood, lavender, patchouli
Antiperspirants are made of active drug ingredients that help
and many others are examples of fragrances used to make
control perspiration and gelling agents that aid in making the
plug-ins. These fragrances are further mixed with synthetic
gel stick. Other ingredients, such as colorants and fragrance, are
components, such as aldehydes, alcohol, esters, ketones etc.,
added to make the product aesthetically pleasing.
to obtain unique fragrances. These mixtures blended together
Active ingredients: Aluminum chlorohydrate, aluminum are combined with a variety of gelling ingredients. These gels
chloride, aluminum sulfate and aluminum zirconium complexes can be organic or inorganic in nature and are prepared hot. The
and aluminum zirconium tetrachlorohydrex glycine is the most fragrances are added as the gel cools in order to preserve the
commonly-used ingredient. Based on the weight of finished integrity of the fragrance36.
products, these ingredients are used in the proportion of 8 to
25 percent.
35, 36
Madehow

109
5.4 Regulatory Requirements
• The soap and detergent industry is highly regulated with • Ensure adequate spaces between the chemicals and the
several requirements that aim at reducing the release walls, exits, windows, hazards and passageways to facilitate
of chemical substances into the environment during the mobilization.
process of manufacturing.
Some of the key standards regulating the industry include37, 38:
• The Gulf Technical Regulation, under the GCC
• Gulf Standard GSO 2059:2010 “Synthetic liquid
Standardization Organization, establishes the rules and
detergents for Clothing and fabrics”.
mandatory requirements applicable on detergents placed
on the market within the GCC countries, in order to ensure a • Gulf Standard GSO 2060:2010 “Synthetic liquid
high degree of environmental protection and human safety. detergents for clothing and fabrics – Test methods “.
• Gulf Standard GSO 151:2007 “Synthetic Detergents –
• The ingredients and mixture for perfumes are subject
Detergents Powder “.
to many regulations. These include the manufacturing,
transporting, storing, packaging and disposing of both • Gulf Standard GSO 152:2007 “synthetic detergents-
fragrance ingredients and the products they are used in. methods of testing synthetic powdered detergents for
Furthermore, in order to prevent misuse and any potential household use”.
health hazards, Qatar’s Ministry of Environment has imposed • Gulf Standard GSO ISO 2271:2008 “Surface active
strict regulations for the import and sale of alcohol-based agent –synthetic detergents- determination anionic
perfumes. To sell perfumes in Qatar, a supplier needs to: active matter by manual or mechanical (direct two-phase
titration) “.
- Provide a laboratory certificate outlining the composition
of the product, in which the ethanol content does not • Gulf Standard GSO ISO 4325:2007 “Soaps and
exceed 90 percent and the methanol content stays detergents – Determination of chelating agent content
below 0.05 percent. – Titrimetric method “.
- Needs to ensure that one or more ingredients have been • Gulf Standard GSO ISO 607:1994 “Surface active agents
added to the product to make it unfit for drinking. and detergents -methods of sample division”.
- Affix a prominent warning advising users that the product • Gulf Standard GSO ISO 4316:1994 “Surface active
is for ‘external use only’ in both English and Arabic. agents- Determination of PH of aqueous solutions-
Potentiometric Method”.
• The perfumes and colognes should also only be sold in
• International Standard ISO 2268:1972 “Surface active
bottles that have spray nozzles on them. agents (non-ionic) - Determination of polyethylene
glycols and non-ionic active matter (adducts) - Weibull
• Chemicals should be stored in classified packages, leaving a
method “.
space from the ceiling of no less than 1.5 meters. Two thirds
of the total area of the warehouse should be occupied. This • Gulf Standard GSO 1810:2007 “Labeling for chemical
should be calculated according to the premises design, the products”.
level of protection needed and the quantity to be stored. • International Standard ISO 8212:1986 “Soaps and
Packages should be stored on a wooden base. detergents - Techniques of sampling during manufacture”
International Organization for Standardization, 38GCC Standardization Organization

37

110
111
6. References
1. Ajmal Perfumes website - http://www.ajmalperfume.com/aboutus_description.

php?id=5
2. Beautyworld Middle East - https://www.beautyworldme.com/frankfurt/5/for-

visitors/welcome.aspx
3. Category insight: Liquid soap trends in the personal care and household sectors -
http://www.stephensonpersonalcare.com/blog/2017-03-29-category-insight-liquid-
soap-trends-in-the-personal-care-and-household-sectors
4. Cleaning institute: https://www.cleaninginstitute.org/clean_living/soaps__

detergents_manufacturing.aspx
5. Estetica magazine - http://estetica.it/it/a/dubai-26-28-may-2015-beautyworld-

middle-east-comes-to-town
6. Global Industry Analysts, Inc.: Fragrances and Perfumes - http://www.strategyr.

com/MarketResearch/Fragrances_and_Perfumes_Market_Trends.asp
7. GOIC database
8. Growth Opportunities in the Global Homecare Products Market Report - http://

www.lucintel.com/homecare-products-market-2017.aspx
9. Growth Opportunities in the Global Laundry Care Products Market Report - http://
www.lucintel.com/laundry-care-market-2017.aspx
10. Healthy Cleaning 101 - http://www.healthycleaning101.org/information_about_

soaps_and_detergents/
11. http://www.kafkaesqueblog.com/2014/02/20/the-global-fragrance-industry-world-
markets-popular-fragrances-sales-figures/
12. http://www.madehow.com/Volume-2/Perfume.html
13. http://www.madehow.com/Volume-2/Soap.html
14. http://www.perfumerflavorist.com/fragrance/trends/Euromonitor-International-
Presents-Consumer-Trends--394004471.html

112
15. https://lifehacker.com/the-real-difference-between-perfume-cologne-toilette-1761347943
16. https://www.thespruce.com/how-laundry-detergent-ingredients-work-2146619
17. International Association for Soaps, Detergents and Maintenance Products (AISE) - https://www.aise.eu/our-industry/market-and-
economic-data.aspx
18. Madehow: http://www.madehow.com/Volume-2/Soap.html
19. P&G 2016 Annual Report - https://www.pg.com/fr_FR/downloads/annual_reports/PG_Annual_Report_2016.pdf
20. Planning and Statistics Authority
21. Research and Markets: Perfume Market: Global Industry Trends, Share, Size, Growth, Opportunity and Forecast 2017 – 2022 -
https://www.businesswire.com/news/home/20170223006224/en/Perfume-Market-Global-Industry-Trends-Share-Size
22. Soaps & Detergents: Products & Ingredients- https://www.cleaninginstitute.org/clean_living/soaps__detergents_products__

ingredients.aspx
23. Statista: Leading flavor and fragrance companies worldwide 2010-2016 - https://www.statista.com/statistics/435238/top-flavor-
and-fragrance-companies-worldwide/
24. Times of Oman: http://timesofoman.com/article/47441
25. Top 10 Trends in Home Care for 2017 – Euromonitor International - https://blog.euromonitor.com/2017/06/top-trends-home-
care-2017.html
26. Unilever 2016 Annual Report - https://www.unilever.com/Images/unilever-annual-report-and-accounts-2016_tcm244-498880_

en.pdf
[References]
113
Disclaimer and Copyright Notice:
The report is being distributed on a complimentary basis. No part of this publication may be reproduced or transmitted in any form
by any means, electronic or mechanical, including photocopying and recording, or by any information storage or retrieval system,
except as may be permitted, in writing, by QDB.
QDB has taken all reasonable measures to ensure the reliability of the information included in the publication and accepts no liability
whatsoever for any direct or indirect losses arising from use of this publication. Any party that obtains access to this publication or
a copy and chooses to rely on this report (or any part of it) does so at its own risk.
114
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to grow Qatar’s private sector and diversify its economy. His
Highness Sheikh Hamad Bin Khalifa Al Thani, the Father Amir,
identified these as vital tasks in developing Qatar into a modern
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For more information

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Manufacture of

Soaps, Detergents and

Between 2006 and 2017, the demand

[Manufacture of Soaps, Detergents and Fragrances]

Abdulaziz bin Nasser al-Khalifa

List of Charts .................................................................................................................................................................8

Acronyms and Abbreviations ......................................................................................................................................13

[Manufacture of Soaps, Detergents and Fragrances]

Chart 2. Global Exports of Detergents, 2017-----------------------------------------------------------------------------------------------------------27

Chart 3. GCC Import of Detergents, 2008 - 2017------------------------------------------------------------------------------------------------------28

Chart 4. GCC Exports of Detergents, 2008 - 2017-----------------------------------------------------------------------------------------------------29

Chart 5. Historical and Current Demand for Detergents in Qatar, 2006-2017------------------------------------------------------------------32

Chart 6. Qatar’s Market Segmentation of Detergents, 2017----------------------------------------------------------------------------------------33

Chart 7. Qatar Import of Detergents, 2006 - 2017-----------------------------------------------------------------------------------------------------33

Chart 8. Qatar Key Sources for Imports by Volume, 2011 – 2017----------------------------------------------------------------------------------34

Chart 9. Qatar Export of Detergents, 2006 - 2015-----------------------------------------------------------------------------------------------------35

Chart 13. Qatar Customer Segmentation for Detergents, 2017-------------------------------------------------------------------------------------39

Chart 14. Global Imports of Toilet Soaps, 2017----------------------------------------------------------------------------------------------------------46

Chart 15. Global Exports of Toilet Soaps, 2017----------------------------------------------------------------------------------------------------------46

Chart 16. GCC Import of Toilet Soaps, 2008 - 2017-----------------------------------------------------------------------------------------------------48

Chart 17. GCC Exports of Toilet Soaps, 2008 - 2017----------------------------------------------------------------------------------------------------49

Chart 19. Split of Market Segment, 2017------------------------------------------------------------------------------------------------------------------53

Chart 20. Qatar Imports of Toilet Soaps, 2006 - 2017---------------------------------------------------------------------------------------------------54

Chart 21. Qatar Key Sources of Imports by Volume, 2011 - 2017------------------------------------------------------------------------------------54

Chart 25. Global Import of Perfumes, 2017---------------------------------------------------------------------------------------------------------------66

[Manufacture of Soaps, Detergents and Fragrances]

Chart 27. Global Import of Air Fresheners, 2017--------------------------------------------------------------------------------------------------------66

Chart 28. Global Export of Perfumes, 2017---------------------------------------------------------------------------------------------------------------67

Chart 29. Global Export of Deodorants, 2017------------------------------------------------------------------------------------------------------------67

Chart 30. Global Export of Air Fresheners, 2017---------------------------------------------------------------------------------------------------------68

Chart 31. Market Share of Leading Global Brands of Perfumes, 2016-----------------------------------------------------------------------------68

Chart 32. GCC Imports of Perfumes, 2008 - 2017-------------------------------------------------------------------------------------------------------71

Chart 33. GCC Imports of Deodorants, 2008 - 2017----------------------------------------------------------------------------------------------------71

Chart 34. GCC Imports of Air Fresheners, 2008 -2 017-------------------------------------------------------------------------------------------------72

Chart 35. GCC Perfume Exports, 2008 - 2017------------------------------------------------------------------------------------------------------------73

Chart 36. GCC Deodorant Exports, 2008 - 2017---------------------------------------------------------------------------------------------------------74

Chart 37. GCC Air Freshener Exports, 2008 - 2017------------------------------------------------------------------------------------------------------75

Chart 39 Qatar Imports of Fragrances, 2006 - 2017----------------------------------------------------------------------------------------------------79

Chart 40. Qatar Imports of Perfumes, 2006 - 2017------------------------------------------------------------------------------------------------------79

Chart 41. Qatar Imports of Deodorants, 2006 - 2017---------------------------------------------------------------------------------------------------80

Chart 42. Qatar Imports of Air-Fresheners, 2011-2017-------------------------------------------------------------------------------------------------80

HS Codes for Toilet Soap ------------------------------------------------------------------------------------------------------------------------18

HS Codes for Perfumes --------------------------------------------------------------------------------------------------------------------------21

Key Manufacturers of Detergents in the GCC Region------------------------------------------------------------------------------------30

Key Manufacturers of Toilet Soaps in the GCC Region ----------------------------------------------------------------------------------50

Key Manufacturers of Perfumes in the GCC Region --------------------------------------------------------------------------------------76

Key Ingredients Used to Manufacture Detergents -------------------------------------------------------------------------------------- 105

Key Ingredients Used to Manufacture Toilet Soap -------------------------------------------------------------------------------------- 108

[Manufacture of Soaps, Detergents and Fragrances]

Figure 3. SWOT Analysis – Detergents--------------------------------------------------------------------------------------------------------------------41

Figure 4. Michael Porter’s Five Forces Analysis - Detergents----------------------------------------------------------------------------------------42

Figure 5. Pricing Analysis for Toilet Soaps, 2017---------------------------------------------------------------------------------------------------------57

Figure 6. SWOT Analysis – Toilet Soaps-------------------------------------------------------------------------------------------------------------------59

Figure 7. Michael Porter’s Five Forces Model – Toilet Soaps-----------------------------------------------------------------------------------------60

Figure 8. Key Note Manufacturers in The World--------------------------------------------------------------------------------------------------------69

Figure 9. Market Price for Air Fresheners-----------------------------------------------------------------------------------------------------------------86

Figure 10. Market Price for Antiperspirants and Deodorants------------------------------------------------------------------------------------------87

Figure 11. SWOT Analysis - Fragrances---------------------------------------------------------------------------------------------------------------------89

Figure 12. Michael Porter’s Five Forces Model – Fragrances------------------------------------------------------------------------------------------90