Just Published: "Sanitary Protection in Saudi Arabia"

More women continued to enter the workforce in 2014 thanks to initiatives from the Saudi government, which is keen to improve female employment statistics. According to the figures, nearly 160,000 women have been hired by the private sector over the past two years, with the help of the Human Resource Development Fund (HADAF) and other institutions. As of 2014, the total number of women working in the private sector stood at over 450,000. Similarly, in the public sector, women constitute over 38% of the Saudi workforce. These are positive developments for a country which has long been seen as conservative with regard to women. These modern women, armed with greater knowledge and awareness, gained through exposure to the Western world via digital media, are paying more attention to their appearance. Not only do they possess a strong fashion sense but they are now also increasingly aware of better personal hygiene practices.

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Competitive Landscape

Modern Products Co continued to lead sanitary protection in 2014 with a 47% value share. The company’s flagship brand Always led towels thanks to strong consumer loyalty. The company invested heavily in television advertisements as well as in-store promotions, notably for multipacks, throughout the year. It also focused intensely on digital media communication via its dedicated ‘Being a Girl’ page. The page not only discusses better hygiene practices but also shares tips on make-up, grooming and other lifestyle topics. The company signed a leading make-up artist from Saudi Arabia in early 2014 to provide make-up tips for girls on its Facebook and YouTube channels. Furthermore, the company also visited several high school and university campuses and organised discussions and events relating to healthy sanitary protection practices. Such aggressive activities helped the company to maintain its leading position.

Industry Prospects

Women are expected to gain more prominence in Saudi society in the coming years as it inches towards modernisation. As the country repeatedly came under criticism for denying rights to women, the government has now started taking active steps towards the greater empowerment of women through education and employment. More Saudi women, along with some expatriates, are expected to join the workforce in both the public and private sectors in the coming years as the Ninth Development Plan of the government incorporates a special focus on women’s participation in social and economic development. With the female population becoming more active in terms of their social and work life, their awareness of things such as social etiquette, fashion as well as personal hygiene will also have a positive impact, resulting in growing demand for high quality products.

Report Overview

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