Thanks to the rollout of Saudi Arabia’s vaccination programme the Kingdom took steps during 2021 to try and support a gradual return to normality, despite being hit with further waves of COVID-19. For example, from 1 August 2021 consumers were permitted to enter public places so long as they could provide proof that they had received both doses of the vaccine.
Sales of hand sanitisers rocketed in 2020 as consumers reacted to the outbreak of COVID-19 by panic buying supplies of hygiene products. The frequent use of hand sanitisers continued to be seen among consumers in 2021 yet the free availability of these products in most public areas did lead to a decline in sales, with some consumers no longer feeling the need to carry their own supply.
Binzagr Lever Ltd (Unilever Arabia)’s Lux brand continued to hold a healthy lead in bath and shower during 2021 in terms of retail value sales, ahead of Reckitt Benckiser’s Dettol. Since the start of the pandemic, Lux’s marketing activity has focused on informing local consumers that its bar soap, hand wash, and body wash/shower gel products are antibacterial.
Bath and shower saw a more stable performance in 2021 after the stockpiling seen in 2020 and it is projected to see only modest growth in retail volume terms over the forecast period. Demand is likely to remain stable thanks to increased hygiene awareness, with demand for hand sanitisers and liquid soap projected to continue recording healthy growth in retail volume terms.
Despite the fact that fragrance is important to local consumers when selecting bath and shower products, local consumers are increasingly shifting towards natural ingredients across a range of products. Bath and shower products will inevitably be affected by this trend.
Chemists/pharmacies and drugstores/parapharmacies are expected to continue playing a key role in the distribution of bath and shower products in the Kingdom. These stores offer a wide variety of products, with sales supported by ongoing promotional campaigns and loyalty programmes.
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Bath and Shower
This is the aggregation of bar soap, bath additives, body wash/shower gel, intimate washes, intimate wipes, liquid soap and talcum powder. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a gift set these products are excluded.See All of Our Definitions
This report originates from Passport, our Bath and Shower research and analysis database.
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