Bath and Shower in Saudi Arabia

PROSPECTS

Harsh weather conditions and consumers’ health and hygiene awareness support bath and shower growth

Fluctuating weather conditions and humidity in Saudi Arabia as well as the spread of diseases and viruses especially with the influx of pilgrims from around the world have impacted consumers’ health and hygiene practices. Today, consumers in Saudi Arabia are aware of the importance of taking a shower, washing their hands on a regular basis as a means of protection against germs and bacteria.

Liquid format sees high growth

Liquid soap and body wash/shower gel are observing high growth supported by private label, local companies, promotional campaign, products variety, and packaging developments. Private label such as Panda launched its liquid soap in two formats Liquid Soap and Foaming Handwash in different scents providing consumers with low-priced, good-quality products.

Bar soap and body wash/shower gel reduce average unit price

Bar soap and body wash/shower gel have reduced the average unit price for bath and shower in Saudi Arabia. In terms of bar soap, key players are continuously promoting their multipacks with “buy 5 get 1 free” offers while the increase in private label and local companies further reduced prices.

COMPETITIVE LANDSCAPE

Binzagr Lever (Unilever Arabia) continues to lead bath and shower

Binzagr Lever (Unilever Arabia)’s well-established brands including Lux, Dove and Lifebuoy continue to enjoy high brand shares in bath and shower. The company continuously introduces new product ranges to satisfy consumer demand.

Supermarkets continues to lead bath and shower distribution

Thanks to the high number of supermarkets in Saudi Arabia, consumers can locate a supermarket in every neighbourhood where consumers can find a variety of bath and shower products. Moreover, most supermarkets provide weekly price reductions and deals which consumers find attractive.

Bath and shower companies continue to focus primarily on fragrance

Since the majority of consumers in Saudi Arabia, including both men and women, still prefer to choose bath and shower products based on their fragrance preference, smelling the product first before purchasing it, companies continue to focus primarily on fragrance, emphasising the fragrance on the product’s labelling and packaging as well as providing consumers with a wide variety of choice. Secondary added-value benefits of bath and shower products include antibacterial, moisturising, and natural.

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