Beauty and personal care faces major challenges, not least the prevalence of counterfeit brands, resulting in very low levels of consumer trust. There is no coordinated nationwide distribution and most sales are generated by small players that focus mainly on the short-term.
Sales growth accelerated significantly in beauty and personal care during 2020 as the harsh realities of the COVID-19 pandemic motivated consumers to spend more on products that enabled them to practice more effective personal hygiene routines. However, growth rates slowed down substantially in 2021 as the impact of the COVID-19 pandemic waned and demand returned to more sustainable levels.
Towards the end of the review period, a wide range of personal care products become integral to the daily lives of many Iraqi consumers. One major reason for this is the expansion of options on offer, with more choice available in terms of products, brands and price points, while the widening of distribution also made a wider range of toiletries available to consumers across the country.
The tastes of Iraqi consumers are changing rapidly, especially in terms of the brands that they prefer and this continues to fuel the expansion of demand for parallel imports distributed via informal and semi-formal channels. Underpinning this trend is the increasing tendency of Iraqi consumers to spend money on themselves and splash out on non-essential beauty and personal care products, rather than limiting their spending to the absolute essentials.
By the end of the review period, the issues that local distributors of beauty and personal care products have faced for many some time due to the impact of 15 years of armed conflict had largely been resolved. Nonetheless, despite the absence of internal distribution issues, importing products in pharmacies remains somewhat problematic due to there being relatively few border entries points.
For the positive sales growth is expected in Iraq’s beauty and personal care industries during the forecast period as the improving socioeconomic situation in and rising incomes combined with the greater focus on maintaining an attractive and well-groomed appearance to underpin a substantial expansion of demand. Crucial to the expansion of the consumer base for a wide range of beauty and personal care products are changing attitudes towards personal grooming, especially among Iraq’s adult male population, as consumers gain greater awareness of global fashion trends via social media and satellite television channels broadcast from Turkey.
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Understand the latest market trends and future growth opportunities for the Beauty and Personal Care industry in Iraq with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
If you're in the Beauty and Personal Care industry in Iraq, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Beauty and Personal Care
This is the aggregation of baby and child-specific products, bath & shower, deodorants, hair care, colour cosmetics, men's grooming, oral hygiene, fragrances, skin care, depilatories and sun care. Black market sales and travel retail are excluded.See All of Our Definitions
This report originates from Passport, our Beauty and Personal Care research and analysis database.
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