Deodorants in Saudi Arabia

PRE-COVID-19 PERFORMANCE

Hot weather and strong personal hygiene culture continue to support sales

2019 saw further positive growth in sales of deodorants in Saudi Arabia. Factors supporting growth in the category include the country’s harsh climate, which means that very hot and often humid weather prevails in all parts of the Kingdom throughout the year.

Wide distribution a key aspect in the success of deodorant pumps

Deodorant pumps was the most dynamic category of deodorants in Saudi Arabia during 2019. These products are often used by women immediately after they take a shower or in some cases as a low-cost alternative to fragrances.

Nivea remains the leading name in deodorants

At the end of the review period, Beiersdorf’s world famous beauty and personal care umbrella brand Nivea remained the leading name in deodorants in Saudi Arabia. The brand, distributed locally by Al Naghi Co, owes its leading position to its strong focus on innovation and consistent new product launches.

2020 AND BEYOND

COVID-19 impact

Sales of deodorants are now expected to grow by 1% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to the expected 2% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within deodorants

Little variation is expected to be seen in the growth rates in various different deodorants categories over the course of 2020, with deodorant sprays, deodorant roll-awnings, deodorant sticks and deodorant pumps all expected to register 1% value growth at constant 2019 prices over the course of the year.

Recovery and opportunities

Deodorants are set to continue being seen as essential products for all people living in Saudi Arabia throughout the forecast period. This essential status can be expected to continue supporting strong sales growth in the category, with the consistent launch of innovative new products that offer better and longer-lasting protection and advanced features set to support value growth.

Files are delivered directly into your account within a few minutes of purchase.