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COVID-19 had a mixed effect on demand for beauty and personal care during 2020. Overall beauty and personal care sales exhibited a modest declined in retail current value sales terms. Some products, such as bath and shower and baby and child-specific offerings, saw increased demand. This was main due to consumers stocking up on products they perceived to be essential during the early stages of the pandemic due to a fear of supply-chain disruption. When consumers realised that supply chains remai...
Euromonitor International's Beauty and Personal Care in Saudi Arabia report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2016-2020, allowing you to identify the sectors driving growth. Forecasts to 2025 illustrate how the market is set to change.
Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
Get a detailed picture of the Beauty and Personal Care market; Pinpoint growth sectors and identify factors driving change; Understand the competitive environment, the market's major players and leading brands; Use five-year forecasts to assess how the market is predicted to develop.TABLE OF CONTENTS
List Of Contents And Tables
EXECUTIVE SUMMARY
COVID-19 impact on beauty and personal care
COVID-19 country impact
Company response
Retailing shift
What next for beauty and personal care?
CHART 1 Beauty and Personal Care Value Sales Growth Scenarios: 2018-2025
CHART 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2017-2025
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2015-2020 Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2016-2020 Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2016-2020 Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2017-2020 Table 6 Distribution of Beauty and Personal Care by Format: % Value 2015-2020 Table 7 Distribution of Beauty and Personal Care by Format and Category: % Value 2020 Table 8 Forecast Sales of Beauty and Personal Care by Category: Value 2020-2025 Table 9 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2020-2025GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research SourcesSUN CARE IN SAUDI ARABIA
KEY DATA FINDINGS
2020 IMPACT
COVID-19 and higher prices led to reduced demand for sun care, as consumers spend more time at home
A broad product portfolio and regular new product launches help Nivea maintain its leadership
Stuck at home, consumers shop online in growing numbers
RECOVERY AND OPPORTUNITIES
Shrinking expatriate population will remain a drag on growth in retail volume sales
The line between sun care, skin care and colour cosmetics will blur
Both modern grocery retail chains and internet retailers will increase their investment in e-commerce
CATEGORY DATA
Table 123 Sales of Sun Care by Category: Value 2015-2020 Table 124 Sales of Sun Care by Category: % Value Growth 2015-2020 Table 125 NBO Company Shares of Sun Care: % Value 2016-2020 Table 126 LBN Brand Shares of Sun Care: % Value 2017-2020 Table 127 LBN Brand Shares of Premium Adult Sun Care: % Value 2017-2020 Table 128 Forecast Sales of Sun Care by Category: Value 2020-2025 Table 129 Forecast Sales of Sun Care by Category: % Value Growth 2020-2025SKIN CARE IN SAUDI ARABIA
KEY DATA FINDINGS
2020 IMPACT
VAT hike drives increase in retail current value sales
Slew of new product launches helps Nivea maintain its lead
Pandemic proves to be transformational for e-commerce
RECOVERY AND OPPORTUNITIES
Saudisation will weigh on retail volume sales but help to boost retail current value sales
Supermarket pharmacies will help to boost retail value sales of dermocosmetic skin care brands
Increased investment will support e-commerce growth
CATEGORY DATA
Table 112 Sales of Skin Care by Category: Value 2015-2020 Table 113 Sales of Skin Care by Category: % Value Growth 2015-2020 Table 114 NBO Company Shares of Skin Care: % Value 2016-2020 Table 115 LBN Brand Shares of Skin Care: % Value 2017-2020 Table 116 LBN Brand Shares of Basic Moisturisers: % Value 2017-2020 Table 117 LBN Brand Shares of Anti-agers: % Value 2017-2020 Table 118 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2017-2020 Table 119 LBN Brand Shares of General Purpose Body Care: % Value 2017-2020 Table 120 LBN Brand Shares of Premium Skin Care: % Value 2017-2020 Table 121 Forecast Sales of Skin Care by Category: Value 2020-2025 Table 122 Forecast Sales of Skin Care by Category: % Value Growth 2020-2025ORAL CARE IN SAUDI ARABIA
KEY DATA FINDINGS
2020 IMPACT
COVID-19 threat boosts demand for mouthwashes
Regular new product launches help Sensodyne maintain its leadership in toothpaste
Pandemic proves to be the perfect environment for e-commerce to flourish
RECOVERY AND OPPORTUNITIES
Increased oral health care awareness will lead to accelerated demand growth
There will be fewer expats, but increased labour force participation should boost disposable income, particularly for women
With local consumers now much more comfortable with online shopping, e-commerce is here to stay
CATEGORY DATA
Table 99 Sales of Oral Care by Category: Value 2015-2020 Table 100 Sales of Oral Care by Category: % Value Growth 2015-2020 Table 101 Sales of Toothbrushes by Category: Value 2015-2020 Table 102 Sales of Toothbrushes by Category: % Value Growth 2015-2020 Table 103 Sales of Toothpaste by Type: % Value Breakdown 2016-2020 Table 104 NBO Company Shares of Oral Care: % Value 2016-2020 Table 105 LBN Brand Shares of Oral Care: % Value 2017-2020 Table 106 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2017-2020 Table 107 LBN Brand Shares of Toothpaste: % Value 2017-2020 Table 108 Forecast Sales of Oral Care by Category: Value 2020-2025 Table 109 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025 Table 110 Forecast Sales of Toothbrushes by Category: Value 2020-2025 Table 111 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-2025MEN'S GROOMING IN SAUDI ARABIA
KEY DATA FINDINGS
2020 IMPACT
Closure of barber shops boosts demand for men's shaving
Gillette continues to dominate men's shaving with its system razors and blades
With beauty specialist retailers forced to close for an extended period, e-commerce surged in importance as a distribution channel
RECOVERY AND OPPORTUNITIES
Post-pandemic economic recovery will drive strong growth in demand for men's grooming, particularly premium fragrances
Saudisation will remain a drag on retail volume sales
With many consumers now accustomed to buying online, e-commerce is here to stay
CATEGORY DATA
Table 90 Sales of Men's Grooming by Category: Value 2015-2020 Table 91 Sales of Men's Grooming by Category: % Value Growth 2015-2020 Table 92 Sales of Men's Razors and Blades by Type: % Value Breakdown 2016-2020 Table 93 Sales of Men's Skin Care by Type: % Value Breakdown 2017-2020 Table 94 NBO Company Shares of Men's Grooming: % Value 2016-2020 Table 95 LBN Brand Shares of Men's Grooming: % Value 2017-2020 Table 96 LBN Brand Shares of Men's Razors and Blades: % Value 2017-2020 Table 97 Forecast Sales of Men's Grooming by Category: Value 2020-2025 Table 98 Forecast Sales of Men's Grooming by Category: % Value Growth 2020-2025HAIR CARE IN SAUDI ARABIA
KEY DATA FINDINGS
2020 IMPACT
Pandemic leads some consumers to stock up on hair care, but demand for salon professional hair care is undermined by the temporary closure of salons
Pantene maintains its leadership, but competition from both existing brands and new entrants remains fierce
Pandemic leads to a seismic shift to e-commerce
RECOVERY AND OPPORTUNITIES
Post-pandemic dip in demand will be short-lived, with economic recovery buoying demand for hair care
With investment in e-commerce infrastructure accelerating, internet retail will remain prominent
Rate of new product launches likely to remain high, as brands fight to remain relevant
CATEGORY DATA
Table 77 Sales of Hair Care by Category: Value 2015-2020 Table 78 Sales of Hair Care by Category: % Value Growth 2015-2020 Table 79 Sales of Hair Care by Premium vs Mass: % Value 2015-2020 Table 80 NBO Company Shares of Hair Care: % Value 2016-2020 Table 81 NBO Company Shares of Salon Professional Hair Care: % Value 2016-2020 Table 82 LBN Brand Shares of Hair Care: % Value 2017-2020 Table 83 LBN Brand Shares of Colourants: % Value 2017-2020 Table 84 LBN Brand Shares of Salon Professional Hair Care: % Value 2017-2020 Table 85 LBN Brand Shares of Styling Agents: % Value 2017-2020 Table 86 LBN Brand Shares of Premium Hair Care: % Value 2017-2020 Table 87 Forecast Sales of Hair Care by Category: Value 2020-2025 Table 88 Forecast Sales of Hair Care by Category: % Value Growth 2020-2025 Table 89 Forecast Sales of Hair Care by Premium vs Mass: % Value 2020-2025FRAGRANCES IN SAUDI ARABIA
KEY DATA FINDINGS
2020 IMPACT
Demand for fragrances plunges, as consumers socialise less and rein in their discretionary spending
Pandemic hits demand for premium fragrances particularly hard
Extensive retail network and regular new product launches help Arabian Oud Co maintain its leadership
RECOVERY AND OPPORTUNITIES
Rebound in demand will be sluggish, partly due a declining expat population
Premium fragrances will lead the recovery
Having broken through as a result of the pandemic, e-commerce is here to stay
CATEGORY DATA
Table 69 Sales of Fragrances by Category: Value 2015-2020 Table 70 Sales of Fragrances by Category: % Value Growth 2015-2020 Table 71 NBO Company Shares of Fragrances: % Value 2016-2020 Table 72 LBN Brand Shares of Fragrances: % Value 2017-2020 Table 73 LBN Brand Shares of Premium Men's Fragrances: % Value 2017-2020 Table 74 LBN Brand Shares of Premium Women's Fragrances: % Value 2017-2020 Table 75 Forecast Sales of Fragrances by Category: Value 2020-2025 Table 76 Forecast Sales of Fragrances by Category: % Value Growth 2020-2025DEPILATORIES IN SAUDI ARABIA
KEY DATA FINDINGS
2020 IMPACT
Restrictions on dermatology clinics, spas and beauty salons boost demand for depilatories
With an extensive product portfolio covering both waxing and shaving that is backed by strong marketing, Veet continues to lead
Surge in e-commerce, as homebound consumers shop online in growing numbers
RECOVERY AND OPPORTUNITIES
Ongoing expatriate exodus and growing popularity of electric hair removal devices will weigh on growth in unit sales of depilatories
Hair removal appliances represent a growing threat to depilatories
With local consumers increasingly confident shopping online, e-commerce will remain an important distribution channel
CATEGORY DATA
Table 62 Sales of Depilatories by Category: Value 2015-2020 Table 63 Sales of Depilatories by Category: % Value Growth 2015-2020 Table 64 Sales of Women's Razors and Blades by Type: % Value Breakdown 2016-2020 Table 65 NBO Company Shares of Depilatories: % Value 2016-2020 Table 66 LBN Brand Shares of Depilatories: % Value 2017-2020 Table 67 Forecast Sales of Depilatories by Category: Value 2020-2025 Table 68 Forecast Sales of Depilatories by Category: % Value Growth 2020-2025DEODORANTS IN SAUDI ARABIA
KEY DATA FINDINGS
2020 IMPACT
COVID-19 leads to stockpiling, but fears of shortages prove to be unfounded
Focus on long-lasting products helps Nivea to overtake Binzagr Lever Ltd
Homebound consumers and bulk buying drive a surge in online sales
RECOVERY AND OPPORTUNITIES
Post-pandemic normalisation will see unit sales decline in 2021
Natural and dermocosmetic products will grow in importance, as local consumers become more sophisticated
Growth of e-commerce will lead to more intense competition among retailers
CATEGORY DATA
Table 53 Sales of Deodorants by Category: Value 2015-2020 Table 54 Sales of Deodorants by Category: % Value Growth 2015-2020 Table 55 Sales of Deodorants by Premium vs Mass: % Value 2015-2020 Table 56 NBO Company Shares of Deodorants: % Value 2016-2020 Table 57 LBN Brand Shares of Deodorants: % Value 2017-2020 Table 58 LBN Brand Shares of Premium Deodorants: % Value 2017-2020 Table 59 Forecast Sales of Deodorants by Category: Value 2020-2025 Table 60 Forecast Sales of Deodorants by Category: % Value Growth 2020-2025 Table 61 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2020-2025COLOUR COSMETICS IN SAUDI ARABIA
KEY DATA FINDINGS
2020 IMPACT
Demand decimated by pandemic restrictions, a difficult economic environment and a VAT increase
The launch of a dedicated e-commerce website helps Make Up For Ever stay on top
Online marketing and celebrity backing are increasingly important
RECOVERY AND OPPORTUNITIES
Recovery in demand will be slow and partial, partly due to the lingering economic impact of the pandemic
E-commerce will be particularly appealing to the price sensitive and time poor
Marketing will increasingly go digital
CATEGORY DATA
Table 42 Sales of Colour Cosmetics by Category: Value 2015-2020 Table 43 Sales of Colour Cosmetics by Category: % Value Growth 2015-2020 Table 44 NBO Company Shares of Colour Cosmetics: % Value 2016-2020 Table 45 LBN Brand Shares of Colour Cosmetics: % Value 2017-2020 Table 46 LBN Brand Shares of Eye Make-up: % Value 2017-2020 Table 47 LBN Brand Shares of Facial Make-up: % Value 2017-2020 Table 48 LBN Brand Shares of Lip Products: % Value 2017-2020 Table 49 LBN Brand Shares of Nail Products: % Value 2017-2020 Table 50 LBN Brand Shares of Premium Colour Cosmetics: % Value 2017-2020 Table 51 Forecast Sales of Colour Cosmetics by Category: Value 2020-2025 Table 52 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2020-2025BATH AND SHOWER IN SAUDI ARABIA
KEY DATA FINDINGS
2020 IMPACT
Pandemic drives strong growth in demand for liquid soap, body wash/shower gel and bar soap
VAT hike leads to sharp acceleration in unit price growth
Leader Binzagr Lever Ltd (Unilever Arabia) stresses antibacterial properties of its products in its marketing
RECOVERY AND OPPORTUNITIES
2021 will bring a post-pandemic hangover for bath and shower, as bulk buying is unlikely to be continued
E-commerce is likely to remain important, as Saudis become more comfortable shopping online
Natural and organic products set to grow in popularity
CATEGORY DATA
Table 33 Sales of Bath and Shower by Category: Value 2015-2020 Table 34 Sales of Bath and Shower by Category: % Value Growth 2015-2020 Table 35 Sales of Bath and Shower by Premium vs Mass: % Value 2015-2020 Table 36 NBO Company Shares of Bath and Shower: % Value 2016-2020 Table 37 LBN Brand Shares of Bath and Shower: % Value 2017-2020 Table 38 LBN Brand Shares of Premium Bath and Shower: % Value 2017-2020 Table 39 Forecast Sales of Bath and Shower by Category: Value 2020-2025 Table 40 Forecast Sales of Bath and Shower by Category: % Value Growth 2020-2025 Table 41 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2020-2025BABY AND CHILD-SPECIFIC PRODUCTS IN SAUDI ARABIA
KEY DATA FINDINGS
2020 IMPACT
Pandemic leads to stockpiling and a surge in online sales
Johnson & Johnson Consumer Saudi Arabia Ltd relaunches its product line, as it seeks to arrest declining retail value share
Parents want products that contain natural ingredients and are scientifically tested
RECOVERY AND OPPORTUNITIES
Saudisation will help to drive strong growth in demand for premium products
Dermocosmetics will grow in importance
Distribution battle between grocery retailers and chemists/pharmacies will intensify
CATEGORY DATA
Table 22 Sales of Baby and Child-specific Products by Category: Value 2015-2020 Table 23 Sales of Baby and Child-specific Products by Category: % Value Growth 2015-2020 Table 24 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2015-2020 Table 25 NBO Company Shares of Baby and Child-specific Products: % Value 2016-2020 Table 26 LBN Brand Shares of Baby and Child-specific Products: % Value 2017-2020 Table 27 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2017-2020 Table 28 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2017-2020 Table 29 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2017-2020 Table 30 Forecast Sales of Baby and Child-specific Products by Category: Value 2020-2025 Table 31 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2020-2025 Table 32 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2020-2025PREMIUM BEAUTY AND PERSONAL CARE IN SAUDI ARABIA
KEY DATA FINDINGS
2020 IMPACT
With consumers spending more time at home, demand for premium colour cosmetics and fragrances was particularly weak
Saudisation policy weighs more heavily on volume demand, as a growing number of expatriates leave the kingdom
Beauty specialist retailers struggle to emerge from the shadow of COVID-19, as e-commerce flourishes
RECOVERY AND OPPORTUNITIES
Post-pandemic rebound in demand will be vigorous, as consumers spend less time at home and more money on themselves
Having broken through during the pandemic, e-commerce will remain an important distribution channel
With supermarkets now permitted to have in-store pharmacies, the distribution of dermocosmetics will widen
CATEGORY DATA
Table 16 Sales of Premium Beauty and Personal Care by Category: Value 2015-2020 Table 17 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 18 NBO Company Shares of Premium Beauty and Personal Care: % Value 2016-2020 Table 19 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2017-2020 Table 20 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2020-2025 Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2020-2025MASS BEAUTY AND PERSONAL CARE IN SAUDI ARABIA
KEY DATA FINDINGS
2020 IMPACT
Pandemic heightens consumer interest in hygiene and leads to stockpiling of some products
An extensive product portfolio, wide distribution, strong marketing support and regular new product launches help Nivea to maintain its leadership
COVID-19 restrictions shake up distribution, with e-commerce growing in importance
RECOVERY AND OPPORTUNITIES
As demand normalises, 2021 will see a post-pandemic hangover for mass beauty and personal care
Saudisation will be a mixed blessing for mass beauty and personal care
With local consumers increasingly confident shopping online, e-commerce will remain an important distribution channel
CATEGORY DATA
Table 10 Sales of Mass Beauty and Personal Care by Category: Value 2015-2020 Table 11 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 12 NBO Company Shares of Mass Beauty and Personal Care: % Value 2016-2020 Table 13 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2017-2020 Table 14 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2020-2025 Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2020-2025