Executive Summary

Jun 2019
PROSPECTS
Increased personal hygiene awareness supports bath and shower

Saudi Arabia is seeing an increase in hygiene-awareness underpinned by harsh weather conditions and the spread of diseases and viruses, especially during the influx of pilgrims from around the world to the two key holy cities of the Muslim world, Mecca and Medina. The increase in hygiene-awareness continues to support growth in the bath and shower category.

Liquid formats witness the highest growth

Liquid soap and body wash/shower gel continue to witness the highest growth in bath and shower, reinforced by a growing number of entrants, and the expansion of private label and domestic companies. Le Petit Marseillais liquid soap and body wash/shower gel was launched at the end of the review period in leading distribution channels at a discounted price and promoted with attractive in-store displays.

Bath and shower witnesses a price increase

The 5% Value Added Tax imposed on all goods and services from 1 January 2018 has impacted unit prices across all beauty and personal care categories. Moreover, the high price of the liquid format in comparison to bar soap and the premiumisation trend highlighted by the launch of Lux Plush Perfumed Hand Wash Mousse and the entry of Le Petit Marseillais, as well as emerging premium and pharma/therapeutic brands in bath and shower, are further increasing the average unit price in bath and shower.

COMPETITIVE LANDSCAPE
Binzagr Lever Ltd (Unilever Arabia) maintains its prime position

Binzagr Lever Ltd (Unilever Arabia)’s flagship brands, including Lux, Dove, and Lifebuoy, continue to enjoy the highest brand shares in bath and shower. The company continues to develop its products in response to evolving consumer demand.

Supermarkets continues to lead distribution channels

The strength of supermarkets is supported by a high number of outlets in Saudi Arabia. Consumers can find a supermarket in every neighbourhood providing a wide variety of bath and shower products.

Bath and shower companies continue to focus primarily on fragrance

Although there is a growing number of consumers in Saudi Arabia who look for familiar ingredients, especially natural ingredients, in bath and shower products, most still prefer to choose products based on their fragrances, smelling novel products before making purchases. Accordingly, most bath and shower companies still focus on the fragrance of their products in their advertising and labelling.

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Bath and Shower in Saudi Arabia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Bath and Shower industry in Saudi Arabia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Bath and Shower industry in Saudi Arabia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Bath and Shower in Saudi Arabia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Bath and Shower in Saudi Arabia?
  • What are the major brands in Saudi Arabia?
  • How are sales of private label products evolving?
  • What is the importance of intimate washes in the overall category context?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Bath and Shower in Saudi Arabia - Category analysis

HEADLINES

PROSPECTS

Increased personal hygiene awareness supports bath and shower
Liquid formats witness the highest growth
Bath and shower witnesses a price increase

COMPETITIVE LANDSCAPE

Binzagr Lever Ltd (Unilever Arabia) maintains its prime position
Supermarkets continues to lead distribution channels
Bath and shower companies continue to focus primarily on fragrance

CATEGORY DATA

Table 1 Sales of Bath and Shower by Category: Value 2013-2018
Table 2 Sales of Bath and Shower by Category: % Value Growth 2013-2018
Table 3 Sales of Bath and Shower by Premium vs Mass: % Value 2013-2018
Table 4 NBO Company Shares of Bath and Shower: % Value 2014-2018
Table 5 LBN Brand Shares of Bath and Shower: % Value 2015-2018
Table 6 LBN Brand Shares of Premium Bath and Shower: % Value 2015-2018
Table 7 Forecast Sales of Bath and Shower by Category: Value 2018-2023
Table 8 Forecast Sales of Bath and Shower by Category: % Value Growth 2018-2023
Table 9 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023

Beauty and Personal Care in Saudi Arabia - Industry Overview

EXECUTIVE SUMMARY

Social media platforms drive demand
Pharma/therapeutic brands continue to evolve
Beauty and personal care sees increased promotional campaigns
Natural ingredients stimulate beauty and personal care brands
Higher employment rates expected to generate growth

MARKET DATA

Table 10 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 11 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 12 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 13 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 14 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 15 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 16 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 17 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 18 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources