At the end of the review period, premium brands continue to account for the majority of sales in absolute terms in beauty and personal care. However, premium sales are very much reliant on high tourist expenditure, which has placed pressure on this segment in light of travel restrictions.
Colour cosmetics was strongly hit by loss of tourists as well as tightened consumer spending and fewer occasions for going out. This category also does not have the kind of self-care/wellness aspect that premium skin care was able to deftly tap into in order to keep afloat during 2020.
Driven by the pandemic, some more affluent consumers have switched to premium bath and shower products as a way to treat themselves during this stressful year. Products that focus on wellness, clean beauty and which incorporate similar ingredients to skin care products are seeing growing demand.
If travel outside the United Arab Emirates remains slow to recover, one of the consequences will be that much of the tourist spend that native Emiratis or expats in the United Arab Emirates would typically do abroad will be repatriated. Brands that appeal to affluent domestic consumers can be expected to gain share.
Even prior to the pandemic, consumers in the United Arab Emirates were spending above the global average of time spent on digital devices. Hastened by the pandemic, this has now increased still further, presenting beauty players in the premium category with an opportunity to tap into the fast-growing beauty tech trend, and a chance to recover lost demand over the forecast period.
While 2020 saw the personalisation trend fade into the background when compared to 2019 levels, we expect that 2021 and beyond will see a major revival of the trend, especially among higher price point products, where consumers, especially millennials and Gen Z, are willing to pay a premium for products that are specifically suited to them. In other words, highly customisable brands and formulations are expected to do well in skin care and hair care categories, especially considering the diversity of the consumer population in the expat-driven country.
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Premium Beauty and Personal Care
This report originates from Passport, our Premium Beauty and Personal Care research and analysis database.
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