Mass Beauty and Personal Care in Saudi Arabia

PROSPECTS

Consumers in Saudi Arabia lean towards purchasing mass beauty and personal care for daily use

For everyday use, consumers in Saudi Arabia prefer to purchase mass beauty and personal care products due to the high consumption of such products as well as increased prices. Mass beauty and personal care is not limited to low and mid socioeconomic classes in Saudi Arabia, as some high socioeconomic class consumers trust mass beauty and personal care brands and continue to purchase them.

Mass facial cleansing wipes is best-performing subcategory

Consumer demand for quick and easy-to-use products in beauty and personal care as well as increased colour cosmetics consumption especially due to more Saudi women entering the workforce and the rise of colour cosmetics awareness led by beauty and fashion bloggers on social media, have seen mass facial cleansing wipes witness the highest growth in mass beauty and personal care. Moreover, mass deodorants have performed well benefiting from the harsh climate conditions in Saudi Arabia, and increased health and hygiene awareness.

Mass beauty and personal care emerges in large pack sizes

Since consumers in Saudi Arabia opt for purchasing mass beauty and personal care products for daily use, large pack sizes have emerged in mass beauty and personal care. Large pack sizes have developed in most categories including baby and child-specific products, bath and shower, hair care, oral care and skin care, where many key players have introduced larger pack sizes for their products.

COMPETITIVE LANDSCAPE

Binzagr Lever Ltd (Unilever Arabia) leads mass beauty and personal care

Binzagr Lever Ltd (Unilever Arabia)’s leading brands, namely Lux, Dove, Lifebuoy, Axe, Denim, Rexona, Brut, TRESemmé, Clear and Vaseline, covering most mass beauty and personal care categories maintained the company’s number one position in 2017. The company continues to support its brands through wide distribution strategies, ongoing promotional campaigns and new product development.

Consumers mainly purchase mass beauty and personal care from supermarkets and hypermarkets

Consumers in Saudi Arabia prefer purchasing mass beauty and personal care products from supermarkets and hypermarkets. The main contributing factor is the extensive variety of mass beauty and personal care products and ongoing promotional campaigns held in these distribution channels.

Online shopping shows dynamism within distribution

Internet retailers such as souq.com, mumzworld.

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