Cotton Wool/Buds/Pads in Saudi Arabia

TRENDS

Saudi Arabia is the largest market in the Middle East for beauty and skin care products. Saudi women are used to having a detailed skin care regimen in order to stay looking young. As access to international brands grew thanks to a rising number of beauty and healthcare providers, demand for branded skin care products increased, further driven by growing per capita income. Furthermore, Saudi women are now becoming more aware of celebrity- and Western-inspired skin care as well as personal hygiene practices which go beyond just cleansing, toning and moisturising. For this reason, cotton wool/buds/pads continued to register healthy growth in 2014 as these products are mostly used for make-up removal, cleansing and toning.

COMPETITIVE LANDSCAPE

Johnson & Johnson Inc continued to lead the category in 2014 with a 32% share of value sales. The company benefits from a strong presence across all formats. Its successful position in baby care has also lent it a reputation for high quality products. Multipack offers from the company continued to be seen throughout the year, thus helping it to retain its category leadership. Furthermore, the Johnson’s brand is widely available in every channel, ranging from small-scale corner shops to large supermarkets and hypermarkets.

PROSPECTS

The beauty and personal care market in Saudi Arabia is expected to grow rapidly over the forecast period. Saudi women will remain some of the heaviest spenders on beauty products. With the rate of female employment expected to rise in the coming years, expenditure will increase as the importance of appearance in the workplace cannot be underestimated. Furthermore, as women continue to connect with the Western world through the increasing use of social media, their awareness and knowledge about skin care habits and personal hygiene practices is also expected to increase, thus helping drive the growth of cotton wool/buds/pads over the forecast period.

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