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.
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.
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.
Retail volume sales of hair care are set to decline during 2021. With daily life set to normalise as the threat posed by COVID-19 starts to fade, the stockpiling that occurred during 2020 is very unlikely to be repeated.
Having made a spectacular breakthrough during 2020, e-commerce is likely to remain an important distribution channel for hair care throughout the forecast period. With a growing number of local consumers becoming confident online shoppers, investment in e-commerce infrastructure accelerating and the advent of ultra-fast 5G mobile internet in the kingdom, e-commerce is likely to remain an important distribution channel for hair care through the forecast period.
The competitive landscape in hair care is likely to remain dynamic throughout the forecast period. 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.
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This report originates from Passport, our Hair Care research and analysis database.
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