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Men’s Grooming in the Middle East and Africa

January 2020

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.

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Key Findings

Vast discrepancies exist across the region

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.

Difficult economic environments hamper growth

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.

Sales increase across the region as men place more emphasis on appearance

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 largest category while toiletries leads growth

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.

Procter & Gamble is leading player in men’s grooming

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.

 

Scope
Key findings
Putting Middle East and Africa in context
Men’s grooming impacted by MEA’s struggling macroeconomic climate
Fragrances remains largest category within men’s grooming
Increasing importance of male beauty drives growth in key markets
Toiletries are on the rise while shaving stagnates
Men’s deodorants dominant due to gender-specific marketing
Hypermarkets and supermarkets remains leading distribution channel
Companies contributing to leading countries’ retail value success
Top companies and their company shares
Country analysis by company ranking
Hugo Boss and Avon compete for more market share
Men’s grooming will see higher forecast growth in South Africa and Nigeria
Mass men’s bath and shower to experience highest forecast growth
Quarterly update improvement for retail value sales in men’s grooming
Middle East and Africa: market context
Middle East and Africa: competitive and retail landscape
Algeria: market context
Algeria: competitive and retail landscape
Cameroon: market context
Cameroon: Competitive and retail landscape
Egypt: market context
Egypt: competitive and retail landscape
Israel: market context
Israel: competitive and retail landscape
Kenya: market context
Kenya: competitive and retail landscape
Morocco: market context
Morocco: competitive and retail landscape
Nigeria: market context
Nigeria: competitive and retail landscape
Saudi Arabia: market context
Saudi Arabia: competitive and retail landscape
South Africa: market context
South Africa: competitive and retail landscape
Tunisia: market context
Tunisia: competitive and retail landscape
Turkey: market context
Turkey: competitive and retail landscape
United Arab Emirates: market context
United Arab Emirates: competitive and retail landscape
Competitor Analytics tool
Overview
Competitors
Market overlap
Treemap
Overlap matrices
About Euromonitor International’s Industry Forecast Model
Soft drivers and the Industry Forecast Model
Growth decomposition explained
Significance and applications for growth decomposition
Key applications for Industry Forecast Models
About Via Pricing from Euromonitor International

Beauty and Personal Care

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.

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