Bath and Shower in Saudi Arabia

PRE-COVID-19 PERFORMANCE

Bath and shower remains under pressure due to unfavourable background trends

Traditionally, sales of bath and shower in Saudi Arabia have been supported by the intense focus on personal hygiene that prevails among the country’s population. This is linked partially to the culture of cleanliness which prevails among Arab countries for cultural and religious reasons as well as the very hot weather which is seen in the country throughout the year.

Innovation remains an important aspect of success in bath and shower

Towards the end of the review period, the importance of innovation for success in bath and shower became increasingly apparent. For instance, growth in the two most dynamic categories of body wash/shower gel and liquid soap was heavily supported by new product developments and new entrants, including Dettol Long Lasting Moisture Body Wash Soothe with Aloe Vera & Apple, Pamper with Fig & Orchid and Pamper with Honey & Shea Butter; Lifebuoy Oud Protect Hand Wash and Body Wash and Lifebuoy Matcha, Sea Mineral Hand Wash, Body Wash; Johnson's Antibacterial Handwash and Antibacterial Bodywash; AXE Shower Mousse 2in1 Shower Shave Oud and Vanilla, Bergamot and Sandalwood; and Dove Shower Mousse in Argan and Rose Oils.

Modern grocery retailers continues to lead distribution as online sales remain low

At the end of the review period, modern grocery retailers remained the leading distribution channel for bath and shower in Saudi Arabia. Chained hypermarkets and supermarkets including Panda, Bin Dawood, Danube, Al Raya, Manuel Market, Tamimi Markets and Abdullah Al Othaim Markets remain attractive sources of bath and shower products for the majority of the Saudi population and this is mainly due to the high numbers of outlets that they operate, which represents familiarity and convenience at a time when the pace of life is accelerating for many people living in the Kingdom.

2020 AND BEYOND

COVID-19 impact

Sales of bath and shower are now expected to grow by 4% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares favourably with the expected 3% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within bath and shower

As can be expected, more essential bath and shower categories and those which are seen as useful for improving personal hygiene are expected to be the most dynamic during 2020. Body wash/shower gel for instance is expected to record robust growth over the course of the year, with liquid soap another strong performer.

Recovery and opportunities

Bath and shower is considered to be one of the most essential of all beauty and personal care categories and this is expected to underpin strong sales growth in the category over the forecast period. In addition to demand remaining strong, consumers are slowly shifting towards higher priced products with value-added features that offer benefits such as exotic fragrances, more effective cleaning, derma characteristics and disinfectant properties.

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