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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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.
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.
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.
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.
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.