Strategy Briefing

Fragrances in Middle East and Africa

Sep 2020

US$1,325

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About This Report

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Fragrances is seeing modest growth in the Middle East and Africa, albeit undermined by economic slowdown in core markets. However, demand for fragrances in the region has grown, in accordance with an overall positive trend in personal grooming, supported by rising brand availability and awareness. Gains are dependent on economic prosperity and rising levels of discretionary income however – threats to this can be expected to have a direct impact on demand, given fragrances are non-essential.

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Overview

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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Key findings

Limited gains in 2019

Regional growth was flat in 2019. Declining oil prices and low consumer confidence have impacted the market negatively, with an accordant fall in discretionary spending. This was most clearly illustrated by Saudi Arabia, which saw the most significant decline in value in 2019. There were positive sales performances in South Africa, Israel and Morocco, however.

Aspirational consumers drive growth

Urban development and economic growth – albeit often volatile and prone to fluctuation – has seen demand rise over 2014-2019. Sales have been fueled by aspirational consumer purchasing behavior, particularly amongst image-conscious young urban adults. Brand awareness and product availability are rising across countries, in accordance with multinational expansion and modern retail development.

Premium under threat in Middle East

Middle Eastern buyers tend to be the biggest spenders when it comes to luxury fragrances, owing to the strong importance attached to fragrance due to culture and tradition, although this is now under threat as economic difficulties worsen and prompt some shift to mass products.

Affordable luxury makes inroads in Africa

Affordable mass products and entry level premium brands have tended to underpin gains in Africa; major retailers typically focus on these brands, as demand for luxury brands is comparatively low.

Bleak economic prospects threaten market potential

COVID-19 stands to cause major disruption to sales in 2020 and beyond. Despite their growing popularity, fragrances are not essential products, and demand is being impacted accordingly.

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Introduction

Scope

Key findings

Regional Overview

Putting the Middle East and Africa into context

Minor growth seen in 2019 to collapse in 2020

Gulf countries dominate premium fragrance landscape

South Africa leads growth in the region

Decline in Saudi Arabia underpins major loss for premium fragrances

Economic challenges threaten sales in core markets

Beauty specialists’ reign challenged by modern retail and mass brands

E-commerce opens up new opportunities

Omnichannel presence and a change in pricing strategy drive growth

Leading Companies and Brands

Top 5 companies dominate in developed markets

Domestic players hold strong presence despite multinational expansion

Coty benefits from geographical spread

The rise of masstige aided by brand positioning and premiumisation

Forecast Projections

Strong gains for Morocco; significant losses for Saudi Arabia and UAE

Fragrances hit hard by COVID-19; recovery will be difficult and uncertain

Opportunity in population growth constrained by negative soft drivers

Country Snapshots

Algeria: Market Context

Algeria: Competitive and Retail Landscape

Egypt: Market Context

Egypt: Competitive and Retail Landscape

Israel: Market Context

Israel: Competitive and Retail Landscape

Kenya: Market Context

Kenya: Competitive and Retail Landscape

Morocco: Market Context

Nigeria: Competitive and Retail Landscape

Nigeria: Market Context

Saudi Arabia: Competitive and Retail Landscape

Saudi Arabia: Market Context

South Africa: Competitive and Retail Landscape

South Africa: Market Context

United Arab Emirates: Competitive and Retail Landscape

United Arab Emirates: Market Context

Tunisia: Competitive and Retail Landscape

Tunisia: Market Context

Cameroon: Competitive and Retail Landscape

Cameroon: Market Context

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Megatrends

Strategy Briefing

Fragrances in Middle East and Africa

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Key findings

Limited gains in 2019

Aspirational consumers drive growth

Premium under threat in Middle East

Affordable luxury makes inroads in Africa

Bleak economic prospects threaten market potential

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Regional Overview

Putting the Middle East and Africa into context

Minor growth seen in 2019 to collapse in 2020

Gulf countries dominate premium fragrance landscape

South Africa leads growth in the region

Decline in Saudi Arabia underpins major loss for premium fragrances

Economic challenges threaten sales in core markets

Beauty specialists’ reign challenged by modern retail and mass brands

E-commerce opens up new opportunities

Omnichannel presence and a change in pricing strategy drive growth

Leading Companies and Brands

Top 5 companies dominate in developed markets

Domestic players hold strong presence despite multinational expansion

Coty benefits from geographical spread

The rise of masstige aided by brand positioning and premiumisation

Forecast Projections

Strong gains for Morocco; significant losses for Saudi Arabia and UAE

Fragrances hit hard by COVID-19; recovery will be difficult and uncertain

Opportunity in population growth constrained by negative soft drivers

Country Snapshots

Algeria: Market Context

Algeria: Competitive and Retail Landscape

Egypt: Market Context

Egypt: Competitive and Retail Landscape

Israel: Market Context

Israel: Competitive and Retail Landscape

Kenya: Market Context

Kenya: Competitive and Retail Landscape

Morocco: Market Context

Morocco: Market Context

Nigeria: Competitive and Retail Landscape

Nigeria: Market Context

Saudi Arabia: Competitive and Retail Landscape

Saudi Arabia: Market Context

South Africa: Competitive and Retail Landscape

South Africa: Market Context

United Arab Emirates: Competitive and Retail Landscape

United Arab Emirates: Market Context

Tunisia: Competitive and Retail Landscape

Tunisia: Market Context

Cameroon: Competitive and Retail Landscape

Cameroon: Market Context

Why buy this report?

Want to find out more about this report?

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