Strategy Briefing

Fragrances in Middle East and Africa

Apr 2017

US$1,325

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About This Report

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There is great scope for fragrances in the Middle East and Africa, considering that it was the fastest growing region for the industry over 2011-2016, recording a 5.3% CAGR, yet still lags behind when it comes to widespread geographic penetration. In 2016, per capita spending on fragrances in the Middle East and Africa region was USD3.9, ahead only of Asia Pacific, suggesting there is some way to go to before fragrance usage stretches beyond affluent urban centres in most parts of the region.

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Overview

Why buy this report?

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.

2016 the worst year in a generation for fragrances

Despite a tough 2016 for the Middle East and Africa in fragrances, it still proved itself as the most dynamic region between 2011 and 2016, with a 5.3% CAGR, globally outpacing all other developed and developing regions. A combination of unfortunate factors, from falling oil prices to regional political instability to a dent in religious tourism, saw key market Saudi Arabia take a big hit in 2016, resulting in a regional dip.

Clear preference and price segment polarity between Middle East and sub-Saharan Africa

Middle Eastern consumers very strongly prefer premium products and traditional Arabic scents, whereas in sub-Saharan African nations the polarisation between mass and premium preferences is less stark, and scent preferences are also less defined. Whilst this is generally true, there are exceptions. For example, Nigeria is a premium-centric market, whilst North African anomalies Egypt and Morocco do not display the same luxury tendencies as their geographic neighbours due to the high cost of imports.

Saudi Arabia’s problems starting to show

In 2016, Saudi Arabia accounted for 28% of the region’s value sales. A drop in oil prices led to a reigning-in of consumer spending, and naturally had an impact on discretionary, largely luxury, fragrances. Looking ahead, the darkest days are over, as religious tourism is anticipated to pick up upon completion of building work in Mecca, along with improved safety and infrastructure, which should inject some much-needed value back into domestic market leaders Arabian Oud and Abdul Samad Al Qurashi.

South Africa is the best prospective all-rounder

In South Africa, fragrances is the largest catalyst of growth for the overall top line in beauty and personal care. Despite the perceived discretionary nature of fragrances, and rising economic uncertainty in South Africa, fragrance usage has evolved in line with the wider grooming trend, to become an integral part of daily routines. This move towards staple status has opened the door for brands at all price points to grow, resulting in solid gains for both the mass and premium segments.

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Introduction

Scope

Key findings

Regional Overview

Putting the Middle East and Africa into context

Darkest days are over

Saudi Arabia takes the hit of a lifetime

Small consumer base restricts the market potential of the UAE

A game of all or nothing in Africa

Premium has the power, but all is not as it seems

A largely positive picture

South Africa is the best all-rounder

Premium-centricity reflected in the reign of beauty specialist retailers

Low penetration of e-commerce presents opportunities

Leading Companies and Brands

Consolidation underway

East and West play each other at their own game

Clear scent disparity between the Middle East and Africa

Mass climbs as Africa’s impact heightens

Forecasts

Leading markets take a backseat

Oil prices and inbound visitors have a huge hand in the market future

Changes in product price a key narrative in forecasts

Urban population growth a catalyst for fragrance gains

Country Snapshots

Algeria: Market context

Algeria: Competitive and retail landscape

Cameroon: Market context

Cameroon: Competitive and retail landscape

Egypt: Market context

Egypt: Competitive and retail landscape

Iran: Market context

Iran: Competitive and retail landscape

Israel: Market context

Israel: Competitive and retail landscape

Kenya: Market context

Kenya: Competitive and retail landscape

Morocco: Market context

Morocco: Competitive and retail landscape

Nigeria: Market context

Nigeria: Competitive and retail landscape

Saudi Arabia: Market context

Saudi Arabia: Competitive and retail landscape

South Africa: Market context

South Africa: Competitive and retail landscape

Tunisia: Market context

Tunisia: Competitive and retail landscape

United Arab Emirates: Market context

United Arab Emirates: Competitive and retail landscape

Appendix: Industry Forecast Model

About Euromonitor International’s Industry Forecast Model

Soft drivers and the Industry Forecast Model

Growth decomposition explained

Significance and applications for growth decomposition

Key applications for Industry Forecast Models

Why buy this report?

Want to find out more about this report?

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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?

2016 the worst year in a generation for fragrances

Clear preference and price segment polarity between Middle East and sub-Saharan Africa

Saudi Arabia’s problems starting to show

South Africa is the best prospective all-rounder

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

Darkest days are over

Saudi Arabia takes the hit of a lifetime

Small consumer base restricts the market potential of the UAE

A game of all or nothing in Africa

Premium has the power, but all is not as it seems

A largely positive picture

South Africa is the best all-rounder

Premium-centricity reflected in the reign of beauty specialist retailers

Low penetration of e-commerce presents opportunities

Leading Companies and Brands

Consolidation underway

East and West play each other at their own game

Clear scent disparity between the Middle East and Africa

Mass climbs as Africa’s impact heightens

Forecasts

Leading markets take a backseat

Oil prices and inbound visitors have a huge hand in the market future

Changes in product price a key narrative in forecasts

Urban population growth a catalyst for fragrance gains

Country Snapshots

Algeria: Market context

Algeria: Competitive and retail landscape

Cameroon: Market context

Cameroon: Competitive and retail landscape

Egypt: Market context

Egypt: Competitive and retail landscape

Iran: Market context

Iran: Competitive and retail landscape

Israel: Market context

Israel: Competitive and retail landscape

Kenya: Market context

Kenya: Competitive and retail landscape

Morocco: Market context

Morocco: Competitive and retail landscape

Nigeria: Market context

Nigeria: Competitive and retail landscape

Saudi Arabia: Market context

Saudi Arabia: Competitive and retail landscape

South Africa: Market context

South Africa: Competitive and retail landscape

Tunisia: Market context

Tunisia: Competitive and retail landscape

United Arab Emirates: Market context

United Arab Emirates: Competitive and retail landscape

Appendix: Industry Forecast Model

About Euromonitor International’s Industry Forecast Model

Soft drivers and the Industry Forecast Model

Growth decomposition explained

Significance and applications for growth decomposition

Key applications for Industry Forecast Models

Why buy this report?

Want to find out more about this report?

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