Men’s grooming saw mixed performances across the different categories in 2021, with demand impacted in various ways by the easing of the Kingdom’s COVID-19 measures. For example, men’s shaving saw a surge in demand in 2020 as barber shops were closed for an extended period, which led more men to groom themselves at home.
Prior to the outbreak of COVID-19 sales of men’s grooming products were largely focused around health and beauty specialist retailers and modern grocery retailers. However, following the introduction of strict COVID-19 measures many consumers were forced online.
Gillette remained the leading brand in men’s grooming during 2021, mainly due to its ongoing dominance of men’s shaving – particularly system razors and blades. Gillette system razors and blades are widely available across all of the leading distribution channels for beauty and personal care.
Men’s grooming is projected to return to growth from 2022 onwards in retail volume terms. With daily life set to return to something approaching normality as the threat posed by COVID-19 begins to fade and economic activity begins to revive, demand for key products such as men’s fragrances and deodorants.
The harsh weather conditions in Saudi Arabia, coupled with concerns over the spread of diseases and viruses, is also expected to help fuel demand for men’s grooming over the forecast period. While Saudi Arabia has rolled out its COVID-19 vaccination programme and eased its restrictions, the pandemic is likely to leave a long-lasting impression on the purchasing behaviour of consumers.
Chemists/pharmacies, drugstores/parapharmacies, supermarkets and hypermarkets are expected to remain important distribution channels for the category. This is thanks to the availability of a wide variety of men’s grooming products, ongoing promotional campaigns, loyalty programmes, and the presence of private label options and dermocosmetics.
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Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Saudi Arabia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Men's Grooming
This is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.
See All of Our DefinitionsThis report originates from Passport, our Men's Grooming research and analysis database.
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