Hair care saw healthy growth in retail volume terms in 2020. This was largely due to COVID-19 with some consumers choosing to purchase these products in bulk due to a fear of disruptions in the supply chain.
The COVID-19 pandemic not only placed greater attention on improved hygiene habits but it also pushed consumers to reflect on their purchasing behaviour in general. With consumers becoming more conscious of both their own health and the health of the environment some people started to make more ethical purchasing decisions, with this also informing and being informed by new product launches.
Pantene, which is distributed locally by Modern Products Co, remained the leading brand in hair care in terms of retail value share during 2021. Pantene encompasses a broad product portfolio that is widely distributed and backed by regular marketing campaigns and promotional campaigns.
Hair care declined during 2021 in retail volume terms as sales stabilised after the stockpiling behaviour seen in 2020. However, with the Kingdom easing its COVID-19 restrictions local consumers are likely to start socialising more with friends and family, which in turn should boost demand for hair care.
Consumers in Saudi Arabia are becoming increasingly aware of the impact the products they use have on their health and the health of the environment. This has been supported by increased internet penetration, with consumers spending time reading online articles and watching videos by popular influencers.
As the demand for hair care starts to recover the competitive landscape in hair care is likely to intensify, with it already being highly fragmented. The growth of e-commerce may lead to more intense price competition, with discounting and special offers becoming more frequent, which could have a negative effect on unit price growth.
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Understand the latest market trends and future growth opportunities for the Hair Care industry in Saudi Arabia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Hair Care industry in Saudi Arabia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of shampoos, conditioners, styling agents, hair loss treatments, 2in1 products, perms and relaxants, colourants and salon hair care. Ethnic hair care products, such as conditioning relaxers for Afro-Caribbean hair, are included across all subsectors. Excluded are hair accessories such as hair extensions, hair clips, combs and brushes.See All of Our Definitions
This report originates from Passport, our Hair Care research and analysis database.
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