Deodorants in Saudi Arabia

PROSPECTS

Increased personal hygiene-awareness continues to support deodorants

Today consumers are using deodorants more often due to increased personal hygiene-awareness, underpinned by the combination of a growing emphasis on appearance and a harsh climate. Some consumers are beginning to be interested in the ingredients of deodorants, preferring deodorants that are more natural or free of fragrances, aluminium chloride, alcohol, and/or parabens, with the internet playing a vital role in promoting these products.

Deodorant pumps sees the strongest growth

Deodorant pumps are witnessing the strongest growth in deodorants, mainly due to such products’ increasing availability across different distribution channels. Additionally, key players in deodorant pumps, like The Body Shop, Bath & Body Works, and Victoria’s Secret, have engaged in aggressive promotional campaigns, including discounts and offers, encouraging many consumers to purchase their products.

Deodorants witness a price increase

The VAT imposed on all goods and services from 1 January 2018 has had an impact on prices across all beauty and personal care categories. The emergence of pharma/therapeutic brands in the Saudi market is further increasing the unit price of deodorants.

COMPETITIVE LANDSCAPE

Nivea maintains its leading position in deodorants

Nivea’s wide variety of products, formats, fragrances and pack sizes for both men and women helped to maintain its leading position at the end of the review period. The availability of Nivea’s products in most distribution channels and its promotional campaigns also contributed to the brand’s strength.

Supermarkets remains the leading distribution channel

Consumers in Saudi Arabia prefer purchasing deodorants from supermarkets that are close to their homes during their grocery shopping. The strength of supermarkets is supported by the fact that it has a significantly higher number of outlets than other distribution channels, as well as its provision of weekly offers.

Consumers continue to focus on long-lasting protection in deodorants

Consumers continue to focus on choosing products that fight body odour for the longest period of time due to the extreme weather conditions prevailing in Saudi Arabia. Fragrance remains the second most important factor when choosing deodorants.

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