Men's Grooming in Saudi Arabia

PROSPECTS

Increased personal grooming supports demand

Although men in Saudi Arabia pay a lot of attention to their personal grooming, following the latest trends, the majority still find it more convenient to go to a barber or spa for personal grooming. They go regularly to get haircuts, shaves or beard trims and will often go for facial cleansing, masks and scrubs.

Premium men’s deodorants sees strong growth

Premium men’s deodorants witnessed dynamic growth at the end of the review period, primarily due to the emerging trend of pharma/therapeutic brands, such as Vichy Homme, and new entrants, such as Aqua Di Parma and Kiehl’s. Higher employment rates in Saudi Arabia are increasing consumers’ disposable income, while increased availability and promotional campaigns in key distribution channels are further contributing to the category’s growth.

Men’s grooming sees prices rise

The imposition of VAT at the end of the review period and premiumisation have served to drive up unit prices in men’s grooming. Nonetheless, aggressive competition amongst key manufacturers and retailers has led to ongoing promotional campaigns, exerting a downward pressure on prices.

COMPETITIVE LANDSCAPE

Gillette maintains its prime position

Gillette continues to benefit from established brand loyalty and trust in its extensive range of men’s grooming products, especially in men’s shaving products. The company’s strength is also supported by the widespread availability of its products and ongoing promotional campaigns in key distribution channels in Saudi Arabia.

Supermarkets remains the largest distribution channel

Supermarkets is the largest men’s shaving distribution channel, with men’s busy lifestyles meaning that they appreciate the convenience of purchasing such products in the course of regular grocery shopping. Chemists/pharmacies is the next largest channel thanks to the widespread presence of such outlets across Saudi Arabia and the speed of service.

System razors continues to dominate men’s razors and blades

Despite the fact that disposable razors and other razors and blades continue to grow, system razors continues to dominate men’s razors and blades. Men in Saudi Arabia still prefer to use system razors, especially in the older generation, as they are used to purchasing them and usually shave regularly.

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