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?
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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