Across the region, difficult economic conditions have impacted spending on non-essential and luxury items such as men’s grooming and fragrances. However, there are encouraging signs that men are prepared to spend more time and money on their appearances and this is reflected in a proliferation of men’s grooming products in some countries. The region has one of the largest unmet growth potentials globally and is expected to see notable growth over the forecast period.
This report comes in PPT.
The MEA region is characterised by vast discrepancies. Developed countries such as Israel and GCC have high levels of per capita spending on men’s grooming - comparable with Western European countries, whereas per capita spending in Sub-Saharan Africa is very low.
Strong growth in the early part of the review period was hampered by a combination of sluggish macroeconomic environment in GCC caused by OPEC-led oil production cuts, weak consumer confidence and the introduction of VAT in Saudi Arabia and the United Arab Emirates. This has led to a reduction in spending on non-essential and luxury items.
Men across the region, in particular countries such as Algeria and Morocco, are more socially engaged, including involvement in public outings, increasing the importance of their appearance.
Fragrances remains the largest category within men’s grooming. This is due to its traditional importance in the GCC region where scents such as oud and musk remain popular. However despite its popularity, under worsening economic conditions men in Saudi are purchasing more discounted products. Men’s toiletries is set to experience the biggest surge in growth - this is due to a growing interest in male beauty with more space on shelves leading to new products being introduced to the market.
The leading player has over 13% of a highly fragmented market, with subsequent players Unilever Group, Coty Inc, Beiersdorf AG, Puig SL and Arabian Oud Co all competing to retain market share in the region.
This is the aggregation of baby and child-specific products, bath & shower, deodorants, hair care, colour cosmetics, men's grooming, oral hygiene, fragrances, skin care, depilatories and sun care. Black market sales and travel retail are excluded.See All of Our Definitions
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