Mass Beauty and Personal Care in Saudi Arabia

PROSPECTS

Mass beauty and personal care still preferred for everyday use

Consumers continue to prefer purchasing mass beauty and personal care products for everyday use due to the high levels of consumption of these products. As a result, mass beauty and personal are brands continue to hold the lead in most beauty and personal care categories, including baby and child-specific products, bath and shower, deodorants, depilatories, hair care, men’s grooming, oral care, skin care and sun care.

Mass hair care witnesses the strongest growth

Consumers in Saudi Arabia have long been used to mass hair care products. Increased awareness of hair care is encouraging female consumers to engage in more thorough hair care routines.

Mass beauty and personal care continues to see new product developments

Mass beauty and personal care brands continue to develop new products addressing consumer demand for more natural products containing fewer artificial chemicals. Examples of innovation targeting the demand for more natural products include Johnson’s Vita-Rich Smoothies, Johnson’s Fresh Hydration with rose water, Nivea Essentials, Nivea MicellAIR Skin Breathe Rose Water, Nivea Men Deep with black carbon, and Dove Nourishing Secrets.

COMPETITIVE LANDSCAPE

Nivea continues to lead mass beauty and personal care

Nivea continues to lead mass beauty and personal care due to its extensive range of products, which are easily available in key distribution channels at reasonable prices. The brand was further supported by marketing campaigns, especially online on various social media platforms, sponsorships like Project Runway Middle East, discounts and offers, and continuous new product launches.

Supermarkets and hypermarkets remain the favourite distribution channels

Consumers in Saudi Arabia prefer to purchase mass beauty and personal care products from supermarkets and hypermarkets during their grocery shopping in order to save time and effort. Moreover, supermarkets and hypermarkets provide them with ongoing promotional campaigns on an extensive range of mass beauty and personal care products.

Online shopping reinforces beauty and personal care

Since consumers are becoming more price-conscious, many follow online channels to stay up-to-date with promotional offers and deals on their preferred products. Examples include internet retailers like souq.

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