Hair Care in Saudi Arabia

2020 IMPACT

Pandemic leads some consumers to stock up on hair care, but demand for salon professional hair care is undermined by the temporary closure of salons

Unit sales of hair care, which had been in decline for most of the review period, spiked during 2020. This was largely due to COVID-19, which led some consumers to purchase these products in bulk due to a fear of supply-chain disruption.

Pantene maintains its leadership, but competition from both existing brands and new entrants remains fierce

The Procter & Gamble Co’s Pantene, which is distributed locally by Modern Products Co, remained the leading brand in Saudi Arabian hair care in terms of retail value share during 2020. Pantene encompasses a broad product portfolio that is widely distributed and backed by regular marketing campaigns.

Pandemic leads to a seismic shift to e-commerce

Modern grocery retailers – mainly supermarkets and hypermarkets – continue to dominate the distribution of hair care in terms of retail value share, but they lost significant share to e-commerce during 2020 as a result of the pandemic: In 2019, e-commerce accounted for less than 1% of retail current value sales in hair, but during 2020, this figure soared to almost a quarter. Internet access is now close to universal in Saudi Arabia, where most households now have at least one smartphone, and investment in e-commerce infrastructure by the likes of Amazon – formerly Souq – and Noon increased significant during the latter part of the review period.

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