Just Published: "Bath and Shower in Saudi Arabia"

There was a growing focus on hygiene in Saudi Arabia during the review period. This was linked to the country’s increasingly crowded cities and homes, with rapid population growth and a large housing shortfall by the end of the review period. Consumers became increasingly focused on preventing the spread of bacteria and viruses, and avoiding bodily odours, due to living in close proximity with others. This focus on hygiene was also encouraged by repeated swine flu outbreaks in Saudi Arabia from 2009 onwards. These trends encouraged strong growth across bath and shower, with many consumers using products such as bar soap, body wash/shower gel and liquid soap on a more frequent basis.

Competitive Landscape

Binzagr Lever was the clear leader in bath and shower throughout the review period, and accounted for a 38% value share in 2013. The company offers a number of strong brands, many of which are present across a number of categories. This enables consumers to trade up from bar soap to liquid soap or body wash/shower gel within its popular brands, such as Lux, Dove and Lifebuoy. These brands together accounted for a 51% value share in bar soap in 2013, but are also present in body wash/shower gel, in which they accounted for a combined 37% value share in 2013. Lifebuoy and Lux, meanwhile, together accounted for a 22% value share in liquid soap in the same year.

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Industry Prospects

Rising disposable incomes and an ongoing focus on hygiene will continue to benefit bath and shower during the forecast period. Consumers view body wash/shower gel and liquid soap as more hygienic and convenient, and as gentler on the skin in comparison with bar soap, and will thus continue to trade up to these products. Body wash/shower gel and liquid soap are thus set to see the strongest sales growth during the forecast period, with strong volume CAGRs of 14% and 9% respectively. Bar soap, however, is also set to see good volume growth, with a CAGR of 5%. Bar soap is expected to benefit from consumers washing their hands more frequently, and also from rising disposable incomes amongst low-income consumers, which will enable these consumers to buy bar soap more frequently.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Bath and Shower industry in Saudi Arabia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Bath and Shower industry in Saudi Arabia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Bath and Shower in Saudi Arabia market research report includes:

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