Aside from colour cosmetics and fragrances, consumers still prefer purchasing mass beauty and personal care products for their daily consumption, including when it comes to baby and child-specific products, bath and shower, deodorants, depilatories, hair care, men’s grooming, oral care, skin care and sun care. Nonetheless, there was somewhat of a reversal of fortunes across the various categories in 2021 as the Kingdom began to ease its COVID-19 restrictions following the launch of its vaccination programme.
The economic shock of the pandemic, which led to a significant increase in unemployment, caused many local consumers to rein in their discretionary spending, with some of them switching from premium to mass brands. This was particularly the case in fragrances and colour cosmetics, where premium brands account for the largest share of sales in value terms.
Nivea remains the leading brand in mass beauty and personal care in Saudi Arabia, just ahead of Johnson’s and Pantene. Nivea, which is distributed locally by Al Naghi Co, has an extensive product portfolio across mass beauty and personal care, wide distribution and is backed by strong marketing support, including celebrity endorsement, which is important in Saudi Arabia.
The outlook for mass beauty and personal care in Saudi Arabia looks fairly bright, with sales projected to pick up as consumer confidence returns and consumers start to lead more active lives. The increase in the number of Saudi women joining the workforce is another factor that is expected to support the growth of the category with this helping to raise the average income per household in Saudi Arabia.
Having emerged as an important distribution channel for mass beauty and personal care since the start of the pandemic, e-commerce is likely to continue gaining ground over the forecast period. Local consumers are becoming increasingly comfortable shopping online, and the advent of high-speed 5G mobile internet will make online shopping even more accessible and convenient during the forecast period.
Despite the rise of e-commerce, beauty specialists, chemists/pharmacies and drugstores/parapharmacies are expected to remain important distribution channels for mass beauty and personal care. This is due to the availability of a wide variety of products, ongoing promotional campaigns, loyalty programmes, and a wide selection of private label products and dermocosmetics.
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Mass Beauty and Personal Care
This is the aggregation of mass colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.See All of Our Definitions
This report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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