Africa ME - Saudi Arabia: Male Grooming Market Report 2017

The growth in Saudi Arabia’s workforce – and focus on a smart and stylish appearance – is fuelling interest towards male grooming products. Could premium brands stand to gain?

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Saudi Arabia’s economy has been going through tough times ever since oil prices started tumbling in late 2014. Only a few market segments have withstood the effects of the latest downturn, but men’s grooming is one of them.

Overall, the male grooming market in the kingdom registered a minor value decline of 0.4% in 2016 compared to 2015, reaching Saudi Arabian SAR2bn (US$533.2m), according to Euromonitor International. The slower growth was mainly attributed to a fall in demand for fragrances.

“Men’s fragrances saw a declining demand in 2016 due to the unstable . . .

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