The world's most comprehensive market research on consumer products, commercial industries, demographics trends and consumer lifestyles in Iran.

Iran StatisticsConsumer Lifestyles in Iran

Iran Country BriefingsFuture Demographics: Iran in 2030

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    Country Briefing

    Households: Iran

    May 2017

    The Iranian household market has become increasingly attractive to consumer businesses, as the number of households expands healthily and local consumers are transforming to more modern and urban lifestyles. Household penetration of durables and ...

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    Country Briefing

    Income and Expenditure: Iran

    May 2017

    Iran’s per capita disposable income and spending returned to positive growth in 2016, due to the partial recovery in global oil prices, and the lifting of economic sanctions on the country. The latter factor is expected to support long-term growth of...

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    Country Report

    Baby and Child-Specific Products in Iran

    May 2017

    The population aged 0-11 was estimated to be more than 15,700,000 in 2016, below 20% of the total population. This implies a relatively strong consumer base for baby and child-specific products. Nevertheless, total value generated in this category ...

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    Country Report

    Bath and Shower in Iran

    May 2017

    Body wash/shower gel and liquid soap, as modern bath and shower options, gained popularity in 2016 and consumers continued to switch from bar soaps to these alternatives. The performance of bar soap as the oldest and still most popular product type ...

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    Country Report

    Colour Cosmetics in Iran

    May 2017

    Colour cosmetics remained influenced by two positive and negative factors which affected demand in 2016. The first was the large number of potential consumers who tend to have a high level of consumption for cultural reasons. The number in this group...

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    Country Report

    Deodorants in Iran

    May 2017

    Consumer perception of deodorants changed rapidly during 2016. These products, which used to be considered luxury items to replace fragrances, are gradually becoming a necessary personal care product with special focus on perspiration. This is thanks...

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    Country Report

    Depilatories in Iran

    May 2017

    Depilatories remained an immature category in 2016 due to the strong popularity of traditional wax among women. More than 60% of potential consumers used wax as the primary hair removal method and awareness regarding creams and gels classified as ...

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    Country Report

    Fragrances in Iran

    May 2017

    The continuous decline of purchasing power for middle-income consumers was a key aspect of the economy in 2016, which affected demand for both mass and premium fragrances. A general trend of popularity growth for mass products occurred in response to...

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    Country Report

    Hair Care in Iran

    May 2017

    Hair care is one of the categories within which the presence of multinational brands was significant in 2016. Players such as Unilever Group, L’Oréal Groupe, Procter & Gamble Co, Beiersdorf AG and Henkel AG & Co KGaA competed aggressively in ...

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    Country Report

    Men's Grooming in Iran

    May 2017

    An important aspect of men’s grooming is the high level of penetration of smuggled products, especially in razors and blades, which significantly affected demand for legitimate products in 2016. This was due to the fact that Procter & Gamble’s ...

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    Country Report

    Oral Care in Iran

    May 2017

    Toothpaste and manual toothbrushes had maximum consumer awareness and drove retail value growth in 2016. Other categories such as electric toothbrushes, dental floss and mouthwash remained immature and have good potential for growth. Rising awareness...

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    Country Report

    Beauty and Personal Care in Iran

    May 2017

    The low base in many categories, rapidly changing lifestyles and the significant increase in the size of the urban population remained drivers of growth for beauty and personal care. One key trend was consumers upgrading from basic offerings to more ...

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    Country Report

    Skin Care in Iran

    May 2017

    Most skin care categories had very low bases in 2016 and thus strong potential for growth. Iranian young and educated women were increasingly concerned about their appearance – clear skin is considered by them as a sign of attractiveness. Widespread ...

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    Country Report

    Sun Care in Iran

    May 2017

    Factors that stimulated growth in sun care after the loosening/removal of sanctions included the low base (per capita consumption was low), greater retail penetration (more importers were able to launch multinational brands or expand the presence of ...

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    Country Report

    Adult Incontinence in Iran

    Mar 2017

    Adult incontinence was still one of the hygiene sectors with a very small base during 2016 mainly because of its relatively low level of penetration. It is important to note that adult incontinence products emerged only in 2007 and, thus, a ...

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    Country Report

    Away-From-Home Tissue and Hygiene in Iran

    Mar 2017

    Sales of away-from-home tissue and hygiene products remained considerably less developed compared to tissue and hygiene sales in the retail channel in 2016. In fact, only boxed facial tissues, napkins, toilet paper and adult incontinence are ...

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    Country Report

    Nappies/Diapers/Pants in Iran

    Mar 2017

    The key story of 2016 was the official relaunch of Pampers by Tehran Bouran Co (subsidiary of Procter & Gamble in Iran). The brand, which had been discontinued due to international sanctions, became available again and its presence had a major impact...

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    Country Report

    Tissue and Hygiene in Iran

    Mar 2017

    General stagnation in the Iranian economy and its consequences, such as a high rate of unemployment, have resulted in the considerable decline of purchasing power which has negatively impacted the performance of tissue and hygiene products. ...

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    Country Report

    Retail Tissue in Iran

    Mar 2017

    Two key factors resulted in more sensitivity to unit price among shoppers in all retail tissue categories, especially facial tissues and toilet paper, during 2016. Declining purchasing power due to general stagnation in the economy and the ...

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    Country Report

    Sanitary Protection in Iran

    Mar 2017

    Sanitary protection remained very immature in Iran during 2016 with a very low base. Although the potential consumers of these products (women aged between 12 and 54 years old) account for 34% of the population, per capita consumption is still very ...

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