Men's Grooming in Saudi Arabia

PROSPECTS

Increased men’s grooming demand drives growth in Saudi Arabia

Saudi men pay considerable attention to their appearance and daily grooming, and usually follow the latest trends in fashion and beauty. However, the majority of men in Saudi Arabia still visit a barber or spa for personal grooming on a regular basis, thus affecting the growth of men’s grooming products especially men’s skin care.

Men’s toiletries is highest growing subcategory

Within men’s toiletries, men’s deodorants witnessed the highest growth driven by harsh weather conditions, increased awareness about health and hygiene practices, higher employment rate among Saudi men and strong promotional campaigns. Furthermore, new entrants and product launches supported growth.

Premium hair care increases overall average unit price

Premium hair care posted positive growth in 2017 although it remains a new and niche subcategory in Saudi Arabia mainly led by dermocosmetics such as Ducray and Vichy Homme, Folténe, and Anivagene. Nonetheless, promotional campaigns in chemists/pharmacies and drugstores/parapharmacies helped reduce premium hair care’s impact on average unit price growth.

COMPETITIVE LANDSCAPE

The Gillette Co continues to lead men’s grooming

Gillette continues to enjoy men’s admiration, respect, and loyalty to its wide range of men’s products, which now covers men’s pre- and post-shave, razors and blades, and roll-on and stick deodorants. Moreover, Gillette continues to participate in promotional campaigns such as price reductions in various distribution channels.

Supermarkets leads men’s grooming distribution

Supermarkets leads men’s grooming distribution due to men’s busy lifestyles including work, social gatherings, and other obligations. As a result, they usually purchase their personal grooming products during the family’s weekly grocery shopping.

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