Middle East and Africa Beauty and Personal Care Products Market - Growth, Trends, and Forecast (2019 - 2024)

Market Overview

Middle East and Africa beauty and personal care product market is projected to grow at a CAGR of 10% during the forecast period of (2019-2024)

• The Middle East & Africa beauty and personal care products market are in its nascent stage of development because of rampant poverty (across several regions) and several people living under USD 2 a day (by PPP).
• However, it is expected that these markets will grow at an exponential rate, with even the low-income population in Africa looking to maximize their spending on beauty to achieve a better appearance.
• High disposable income in Middle Eastern countries is the reason for high penetration of luxury brands (like Dior, Guerlain, Clarins, Clinique, Lancôme, Estee Lauder, Shiseido, etc.) These brands are now making their way into developing markets, like Nigeria, Kenya, etc., at a fast pace, due to rising disposable income and an inclination to spend more on appearance.
• The hair care segment of the personal care market is growing at a faster rate.

Scope of the Report

Middle East and Africa beauty and personal care products market report is segmented based on product type and distribution channel. The segmentation based on product type includes facial care, lip care, and body care. By category, the market is segmented as premium skin care products and mass skin care products. Distribution channels include specialist retail stores, supermarkets/hypermarkets, convenience stores, pharmacies/drug stores, online retail channels, and others.

Key Market Trends

Men Becoming More Image Conscious Leading to a Changed Perception of Spending on Grooming

With technological advancement, globalization, and increased purchasing power of consumers, consumers across the globe have become increasingly conscious about hygiene and beauty practices leading to a rapid increase in the cosmetics industry. As men become more image conscious, their perception of spending on fashion and grooming has also changed and men are now placing higher stock in looking good. Even the spending of men in the MEA region on fragrances has increased drastically. On the other end of the spectrum, millennial men are accepting products and routines associated with women’s cosmetics, such as facial cleansers and moisturizers as compared to older generations. With the increasing exposure of media, men are expected to be updated with the latest trend in the cosmetics industry. The choice of cosmetics is influenced by their favorite magazines or sometimes, by their favorite celebrity endorsements. The rate of urbanization has been the key growth factor for the evolving retail landscape and the influx of newer and developed brands.

Increasing Demand for Oral Care Products

consumers of Middle East and Africa are facing major oral health problems that can even lead to death. According to ‘The state of Oral Health Report for South Africa’, by Oral B, the common issues faced by South African consumers were sensitivity (25%), toothache (19%) and cavities (15%). Thus, looking at the needs of consumers, companies are launching products to especially prevent teeth from sensitivity, toothache, and cavities. These oral health problems can further cause bad breath, which has led to the demand for breath freshener. Clorets, Dentyne, Endearmints, and Halls are the most chosen mouth fresheners by the consumers of the country. Close Up revealed its new flavored toothpaste. The company launched its product with two flavors, including chocolate and lychee. The new toothpaste variants have been launched in the Philippines, Lebanon, Syria, Egypt, and all of North Africa.

Competitive Landscape

Major emerging market players targeting leading brands are making strategic acquisitions of the market leaders in more mature and sophisticated markets. Acquiring these brands enables diversification and gives these players access to stable cash flows and further growth opportunities. Key players of the market are Procter & Gamble, Revlon, Oriflame Cosmetics SA and Unilever PLC.


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