Bath and Shower in Saudi Arabia

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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