Mass brands account for the bulk of retail value sales of beauty and personal care in Saudi Arabia, and COVID-19 had a significant positive effect on mass beauty and personal care during 2020, with retail current value sales rising at their fastest rate in five years. The pandemic drove increased interest in personal hygiene, as consumers sought to minimise their risk of contagion.
Beiersdorf AG’s Nivea remains the leading brand in mass beauty and personal care, just ahead of Johnson & Johnson Consumer Saudi Arabia Ltd’s Johnson and The Procter & Gamble Co’s 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.
Local consumers tend to buy their mass beauty and personal care products primarily from supermarkets. Such supermarket chains as Panda, Bin Dawood, Danube, Al Raya, Manuel Market, Tamimi Markets and Abdullah Al Othaim Markets operate a large number of stores and continue to expand.
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Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal Care industry in Saudi Arabia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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