Hair Care in Saudi Arabia

PROSPECTS

Women drive growth in hair care

Women continue to develop more elaborate hair care routines in search of better results in Saudi Arabia, helping to drive the expansion of hair care in the market. Hair care brands focus their advertising campaigns on social media platforms, with Saudi Arabia being home to the highest number of active users in the region on most social media platforms, including Facebook, Instagram, Twitter and Snapchat.

Medicated shampoos proves most dynamic

Dandruff and scalp problems continue to occur as a result of Saudi Arabia’s harsh climate, low tap water quality and women being obliged to wear head-coverings in public areas. Moreover, higher employment rates among Saudis are also increasing the prevalence of dandruff and scalp problems due to long working hours.

Hair care continues to witness price increase

As well as being driven up by the imposition of VAT, hair care unit prices are being bolstered by value-adding new product developments in conditioners and treatments, colourants, perms and relaxants. Prominent trends in conditioners and treatments include the development of deep conditioning/masks, hair nourishment oils, and heat protection serums and sprays.

COMPETITIVE LANDSCAPE

Modern Products Co leads hair care

Modern Products Co leads in hair care due to its offer of Proctor & Gamble’s flagship brands in hair care, including Pantene, Head & Shoulders and Herbal Essences. These brands offer extensive product ranges in hair care.

Supermarkets maintains its leading position among distribution channels

Consumers visit supermarkets more often than other distribution channels, thanks in part to the channel’s high number of outlets. Consequently, supermarkets remained the leading hair care distribution channel at the end of the review period.

Natural ingredients continue to attract consumers

Consumers in Saudi Arabia are fond of using natural ingredients, especially oils like argan, coconut, and olive oil, on a regular basis. Accordingly, many hair care brands are developing products with a more natural positioning that contain fewer chemical ingredients like sulphates, parabens and silicon to attract consumers.

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