Market Trends of MEA Beauty And Personal Care Products Industry
Increased Internet Penetration and Social Media Influence
Online beauty shoppers are increasingly moving beyond price and promotion to value the convenience of online shopping, reading product reviews, sharing online makeup tips, and receiving automatic refills of regularly used products. This builds an opportunity for brand owners and retailers to capture this growing market. Also, brand owners and retailers offer 'an all-encompassing online category approach through online portals. Such factors boost the online penetration of the Middle East and African population for purchasing beauty and personal care products. The factors such as the online availability of a wide range of items, time-saving viewpoint, easy-to-navigate online shopping portals, hassle-free online payments, and in-home delivery are expected to be rising and are expected to boost the sales of the online beauty and personal care market. With the increasing penetration of media, there has been a rising societal pressure to always look good. Furthermore, Middle East and African consumers are spending heavily on grooming products due to the growing influence of celebrities and influencers. Consumers have shifted their preference from synthetic skincare products to organic or natural products. Moreover, the online sales of natural and organic cosmetics products are booming in the region owing to the wide availability of products on the e-commerce platform. Thus, the manufacturers are launching new online stores to meet consumer demand. For instance, in July 2021, Sisley Paris, a luxury French cosmetic brand, launched its e-commerce channel for customers in GCC countries including KSA, UAE, Kuwait, Qatar, Bahrain, and Oman.
Saudi Arabia Holds the Prominent Share
Saudi Arabia is one of the prominent markets for beauty and personal care products in the Middle East and Africa. Consumers in the country tend to spend substantially on their personal appearance, thereby, supplementing the growth of the cosmetic and fragrances market in the country. A growing number of self-conscious users, penetration of organized retail channels, growth in the aging population, and increased demand for male grooming products are a few factors that boosted the growth of the market studied. The contribution of the cosmetics and personal care industry to the Saudi economy is booming exponentially. The growing demand for natural/organic, herbal, and halal products and innovative and eco-friendly packaging designs is attributed to the market growth in the country.
The trend of social media influencers showcasing their beauty regimens has been on the rise over the past few years, and both local and international beauty companies have been turning to influencers to increase their brand awareness and reach potential consumers. Rising skincare trends among the young population, expanding distribution channels, and high purchasing power is the primary factor driving the market in the region. With a growing interest in deliberate and sustainable consumption in Saudi Arabia, there is an increasing demand for transparent communication regarding ingredients listed in beauty and personal care products. This, in turn, raises consumer concern in terms of transparency and security in their beauty shopping experience. Owing to this factor, the key manufacturers or online retailers are focused on innovating new clean products that satisfy consumer demands.
