Men’s Grooming in the Middle East and Africa

Delivery

This report comes in PPT.

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.