Depilatories in Saudi Arabia

PRE-COVID-19 PERFORMANCE

System razors and blades remain the most popular types of depilatories

System razors and blades continues to dominate sales of razors and blades. Shaving remains the most popular depilation method among Saudi women, with waxing not far behind.

The exodus of expatriates due to Saudisation threatens sales of depilatories

2019 saw the emergence of a major threat to sales growth in depilatories. With the Saudi government intent on reducing the country’s reliance on oil and gas exports for revenues, it has undertaken a programme of Saudisation.

Reckitt Benckiser leads sales as its Veet brand remains very popular

Veet remained the leading brand in hair removers/bleaches in 2019 and this was the basis of parent company Reckitt Benckiser’s dominance of sales across depilatories during the year. The offers an extensive range of products covering all depilation needs for those who prefer waxing to shaving.

2020 AND BEYOND

COVID-19 impact

Sales of depilatories are now expected to decline marginally in 2020 in 2019 constant value terms in light of the impact of COVID-19. This is in line with the expected marginal sales decline forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within depilatories

Women’s razors and blades is expected to outperform hair removers/bleaches over the course of 2020, particularly because shaving products are more popular depilatories in general rather than due to any significant shift in demand towards the category as a result of COVID-19.

Recovery and opportunities

Depilatories is expected to recover from the negative effects of COVID-19 quickly during the forecast period, not least due to the fact that the category also benefited from the closure of beauty salons across the Kingdom for much of 2020. The category is also likely to benefit from the shift away from professional hair removal services towards retail sales of depilatories due to the rising cost of living.

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