The COVID-19 pandemic has influenced many aspects of consumers’ lives in the Kingdom, including their purchasing decisions when it comes to some beauty and personal care products. Some consumers have become more focused on the wider impact of their purchasing decisions and so have started looking for brands that are more sustainable as well as so-called clean products.
Saudi Arabia’s GDP declined in 2020 as the pandemic had a significant impact on the oil and non-oil industries within the Kingdom. This took a heavy toll on sales of premium beauty and personal care as consumers reigned in their spending and focused on their essential needs.
Premium fragrances account for the bulk of value sales of premium beauty and personal care in Saudi Arabia. As such, Arabian Oud Co is the biggest player in premium beauty and personal care in terms of retail value share thanks to its strong lead in this category.
The increase in the number of Saudi women joining the workforce is not only expected to fuel growth in mass beauty and personal care but also premium beauty and personal care. With more money in their pockets they are likely to be more willing to invest in premium products, especially if they perceive that they can help improve their image or assert status.
Following the trend seen during the pandemic, consumers are expected to continue shifting towards e-commerce when purchasing premium beauty and personal care, attracted by promotions and online offers. Online retailers like Noon, Namshi, Amazon – formerly Souq – Niceonesa and Tatayab now present a meaningful challenge to store-based distribution channels for the first time in premium beauty and personal care, having invested heavily in the market.
Consumers are expected to increasingly opt for natural and/or scientifically proven ingredients when it comes to premium beauty and personal care. This should support the growth of brands focusing on the use of natural ingredients and dermocosmetics brands.
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Understand the latest market trends and future growth opportunities for the Premium Beauty and Personal Care industry in Saudi Arabia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Premium Beauty and Personal Care
This is the aggregation of premium colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.
See All of Our DefinitionsThis report originates from Passport, our Premium Beauty and Personal Care research and analysis database.
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