Hair Care in Saudi Arabia

PRE-COVID-19 PERFORMANCE

Hair care benefits from strong local personal grooming culture

Hair care managed to avoid the sales declines seen in numerous beauty and personal care categories in 2019 as the importance of personal grooming and maintaining a clean, smart and well-groomed appearance ensured consistent demand. Recent years have seen life in the Kingdom transformed as modernisation campaigns have loosened many of the previously very strict social protocols.

Pantene remains the leading hair care brand despite high levels of competition

During 2019, Procter & Gamble’s global hair care brand Pantene remained the leading name in hair care in Saudi Arabia. The brand can attribute its success in the country to its widespread availability across all of the most important distribution channels for beauty and personal care, its constant participation in promotional campaigns, the wide range of products on offer under the brand and continuous new product development.

Supermarkets, hypermarkets remain dominant in the retail distribution of hair care

At the end of the review period, modern grocery retailers remained the dominant retail distribution channel for hair care in Saudi Arabia. Indeed, beauty specialist retailers remains an insignificant distribution channel for these products, with health and beauty specialist retailers accounting for less than one-fifth of category sales in 2019.

2020 AND BEYOND

COVID-19 impact

Sales of hair care are now expected to grow by 1% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This represents a slight slowdown from the expected 2% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within hair care

Colourants was the big winner among hair care categories from the COVID-19 situation in 2020 as the closure of hair salons meant that many consumers have no choice but to colour their hair themselves at home using products acquired via retail channels. Indeed, Chained chemists/pharmacies such as Nahdi and Al Dawaa and chained drugstores/parapharmacies such as Whites were heavily promoting colourants during the lockdown period as the closure of all hair salons due to COVID-19 left many consumers without any other option to continue colouring their hair.

Recovery and opportunities

The performance of hair care over the forecast period is set to be affected by the rising cost of living. With the exception of categories which are seen as essential products such as standard shampoos and conditioners, the pressure coming on household incomes is likely to result in lower levels of spending on hair care products.

Files are delivered directly into your account within a few minutes of purchase.