Skin Care in the Middle East and Africa

August 2018

Skin care in the region presents a fragmented picture of trends across different economies. This brief extracts key market drivers, while diving into sub regional specificities. Overall, 2018 witnessed strong price competition due to slow economic growth and emerging local players. The Middle East and North Africa showed continued growth of facial care products while body care products followed a similar trend in Sub-Saharan Africa, leaving room for the market to mature.

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Slowed economy and fierce competition represent challenges

The Middle East and Africa region witnessed a slowdown in value and volume growth due to socioeconomic challenges. This led to consumers spending on products that more specifically fit their needs, and that are budget friendly. Retailers responded to business pressures by offering deals throughout the year.

Emergence of local players

Economic hardship and increased import taxes threatened international brands with no local production. Although global players still dominate, local brands benefited from supply shortages and resulting price increases, making foreign brands less competitive. When able to provide satisfactory quality standards, local players answered the growing demand for local, natural, and personalised products.

Lasting popularity of products with added properties

Products offering more added value are popular, especially for facial care in the MENA region and South Africa, and for body care for most of Sub-Saharan Africa. Brands offering combined effects capitalised on growing awareness about key properties, while reducing cost by simplifying the beauty routine.

Dermocosmetics/premium pharma posts faster growth than mass and premium

Dermocosmeticsis emerging within the Middle East and Africa, especially in the GCC countries of United Arab Emirates and Saudi Arabia due to recommendations from dermatologists and pharmacists. Consumers with skin issues visit dermatologists to seek treatment and receive recommendations on suitable brands.

Popularity of natural ingredients and free from products increases

Skin care products are becoming more natural ingredients orientated and are shifting away from harmful chemicals. Existing usage of traditional natural products, caring for the environment and social media exposure are factors driving consumer awareness further for this. 


Key findings

Regional Overview

Putting the Middle East and Africa into context
Recovery leading to growth over forecast period
Saudi Arabia shows strong expansion within skin care
Skin care continues diversification in MEA
Facial care dominates MENA region, while body care prevails in SSA
Facial care dominates MENA region, while body care prevails in SSA
Hypermarkets and supermarkets continue to dominate
Chained retailers dominate within skin care

Leading Companies and Brands

Global market leaders still dominate in MEA
Mass brands’ popularity pushes Beiersdorf AG and Unilever Group
International brands record the fastest growth across MEA
International brands maintain strong foothold in region

Forecast Projections

Slow recovery in region expected over forecast period
More developed countries experiencing slower growth
Soft drivers and habit persistence versus fundamentals
Consumer demand and innovation drive future performance

Country Snapshots

United Arab Emirates: market context
United Arab Emirates: competitive and retail landscape
Saudi Arabia: market context
Saudi Arabia: competitive and retail landscape
Egypt: market context
Egypt: competitive and retail landscape
Algeria: market context
Algeria: competitive and retail landscape
Morocco: market context
Morocco: competitive and retail landscape
Tunisia: market context
Tunisia: competitive and retail landscape
Israel: market context
Israel: competitive and retail landscape
Kenya: market context
Kenya: competitive and retail landscape
Nigeria: market context
Nigeria: competitive and retail landscape
Cameroon: market context
Cameroon: competitive and retail landscape
South Africa: market context
South Africa: competitive and retail landscape

Appendix: Competitor Analytics

Competitor Analytics tool
Market Overlap
Overlap Matrices

Appendix: Industry Forecast Model

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


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