The population of babies aged 0-2 years witnessed a decline in 2018, to a large extent due to the exodus of expatriate families from the country in light of the rising expat levy and the policy of Saudisation. A trend towards smaller families in Saudi Arabia in the wake of increasing female employment has also been seen in recent times.
Since health and hygiene is primarily driven by awareness and effectiveness, influence is a major factor that drives sales of one brand over another in nappies/diapers.
Even against a backdrop of price sensitivity being at an all-time high in the country, the price factor seldom plays the decisive role in nappies/diapers/pants purchases as a high price will not put consumers off from buying the intended brand as people generally want the best for their babies, even if there are competing more economical brands available on the market. However, they do tend to look out for promotional packs and large pack formats – eg jumbo/mega packs of diapers – to get the desired brand at the best possible price.
Unicharm Gulf Hygienic Industries Ltd ranked first in 2018, thanks to its Baby Joy brand. The company enjoys a strong and increasing brand share thanks to its quality, wide range of product types and constant innovation.
International players dominate nappies/diapers/pants, including The Procter & Gamble Co (Pampers brand), Unicharm Corp (Baby Joy) and Kimberly-Clark Corp (Huggies) due to their long-term presence, good word-of-mouth recommendation and wide product ranges in the country. However, on the other hand, Nuqul Group’s Baby Fine brand has been growing steadily over the years, indicating a good potential for local brands.
Since there are restricted outlets and venues of entertainment in Saudi Arabia at the moment, grocery shopping serves as a leisure outing for the whole family. The accessibility of supermarkets in every area and hypermarkets in all malls serve a dual purpose for families when they visit them both as a leisure destination as well as for grocery shopping.
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This industry report originates from Passport, our Tissue and Hygiene market research database.