With Saudisation in full swing in 2018, as well as the rise in the expat dependent levy and increasing living costs, such as electricity prices, the migration among a number of expat populations from the country steadily continued and primarily formed the reason for a slowdown across all fmcg industries, including tissue and hygiene. The slowdown in growth was also a consequence of consumers trying to control and optimise their spending habits across all areas of the retail industry due to restricted disposable income.
The current economic fluctuation has stimulated more refined shopping behaviour among consumers in Saudi Arabia. Previously, it was a normal trend and often a cultural habit among consumers for pantry-filling and buying surplus products during every visit to a store.
The Saudi Arabian tissue and hygiene market is populated with long-standing international brands that have found favour with local consumers due to their high quality, product innovation and wide ranges. These brands continue to lead the market amidst the economic reform thanks to intensifying their marketing strategies, which includes offering their product ranges in promotions and attractive value deals.
While supermarkets and hypermarkets remain the leading channels for sales of tissue and hygiene products due to consumers’ preferences for doing their grocery shopping in such stores and the widespread geographical presence of supermarkets and hypermarkets in the country, discounters have been slowly attracting footfall in Saudi Arabia in this industry. Discounters offer tissue and hygiene products at a cost of SAR5 to SAR20.
Due to the changing demographic and economic factors affecting the actual number of consumers in the country over the forecast period, the tissue and hygiene market will see a slowdown in the growth compared to the review period. However, growth will still be seen due to improved product features, new product developments and massive promotional campaigns that include digital media communication.
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This industry report originates from Passport, our Tissue and Hygiene market research database.