Saudi Arabia Bath and Shower Market Research Report, 2029

Bath and shower products in Saudi Arabia have historical roots founded deeply in their traditional practices but change significantly with modernization. Bathing was mainly a social and ritual act historically, often associated with cultural rites such as the hammam or Turkish bath. However, discovery of oil in the 1930s quickly hastened urbanization and modernization, hence changing consumer preferences toward the Western-oriented bathroom. This helped bring about massive investments into residential and commercial developments with the modern fixtures gaining extreme popularity and being used on most bath and showers. The market over the last two decades has diversified with various types of product-the basic fixtures to the luxurious styles which can cater to new aesthetics and comfort. The bath and shower market is promoted by several organizations and industry associations that look toward the adoption of standards, innovation, and sustainability. Some of the most important organizations are the Saudi Standards, Metrology and Quality Organization (SASO) and the Ministry of Commerce and Investment, which really determine the quality and safety of bathroom products in the kingdom. International associations and trade fairs, such as the Big 5 Saudi Arabia, serve as avenues for local and international manufacturers to unveil their newest developments. In a country where consumer behavior is guided by the principles of Islam, concerns about halal are always high up on the agenda for the bath and shower product market. With the focus now being on meeting the standards of halal, which means using permissible raw materials, ethical sourcing practices, and so much more, manufacturers and suppliers are starting to keep their attention on so many more issues. A personal care product like soap, shampoo, and even all that may come with those products should be halal and free of any animal by-products. For example, January 2020 , Consumer goods company Procter & Gamble will buy the women's body care brand Billie Inc., the company said, in a move to bolster the lineup of female beauty products at P&G. Billie sells its lineup of grooming products, including Sudsy Body Wash and body lotion, among others. According to the research report "Saudi Arabia Bath and Shower Products Market Research Report, 2029," published by Actual Market Research, the Saudi Arabia Bath and Shower Products market is anticipated to add to more than USD 100 Million by 2024–29. The awareness of ethical consumerism is growing fast, what is driving demand in Saudi Arabia for vegan and cruelty-free bath and shower products. Today, brands are offering products that do not feature animal testing and include no animal-derived ingredients at all. This trend is being especially noticed in the personal care segment where vegan shampoos and body wash and soaps gain popularity. Companies that adhere to responsible sourcing and production practices, first of all, will attract this niche market but also enhance their brand image in the eyes of a youthful and more social-conscious generation. Urbanization fast population growth in cities creates the need for modern housing and associated amenities. Ambient social and economic growth during these years, increased disposable income among the middle and upper classes to spend on home improvement and luxury bathroom products has also contributed. Apart from this, the government's Vision 2030 scheme of improving citizen's standard of living through infrastructure development and schemes for housing, is stimulating demand for innovative bath and shower solutions that match the modern times comfort and luxury standards. There are current trends in the Saudi bath and shower market across sustainability, technology, and luxury. Eco-friendliness is on the ascendency as most consumers are now widely recognizing increased rates of consumption, leading to increased knowledge in environmental matters. Increases in such acceptances move in tandem with the growing use of smart technology integrated into bathroom fixtures, mainly through more advanced capabilities such as touchless controls or smartphone connectivity. The requirement of designer products, improving aesthetics in bathrooms to provide spa-like experiences at their homes, is also driving the luxury segment. Suddenly, the Corona Virus pandemic changed the behavior and preference of Saudi bath and shower consumers overnight. Hygiene and sanitization got taken to the next level; hence, items guaranteeing cleanliness, such as antibacterial soaps, sanitizers, and touchless fittings, have witnessed a flying start.

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Saudi Arabia has a unique profiling of the bath and shower products market where the bath soaps, body wash/shower gels, and bath additives are more pronounced separate segments. Bath soaps continue to be one of the primary product categories in Saudi Arabia. Consumers are more inclined towards traditional cleansing; therefore, these products are witnessing stronger demand. The leading brands of this segment include Dove and Dettol, which carry everything from moisturizing bars to antibacterial-soaps. This includes, for example, Dove Beauty Bar, which attracts consumers with moisture, and Dettol, which appeals to a health-conscious consumer with antibacterial soap. Local brands like MZN Bodycare are popular in their regions with their natural ingredients such as aloe vera and pink clay, which fall under the demand level of organic products. Body wash and shower gel are getting larger because the consumer becomes accustomed to having liquid cleaners that offer convenience as well as an appeal from the senses. For instance, Nivea's Cream Shower sells well on the basis of the fragrances that make it attractive and benefits achieved on the skin, where case there is an appeal of consumers who love the luxurious feel of the product rather than the traditional soap one gets with other products in the stores. One of the main reasons is that it is convenient with the pump dispensers and also travel-friendly packaging. Then there are bath additives, such as bath oils and salts, increasingly perceived as a source of relaxation and therapy through bathing. What consumers love the most, however are products with essential oil and botanical extract enforcements. Lush, for instance has launched a number of innovative bath bombs that add color and fragrance to the bath experience, and entice consumers who want baths to become indulgently self-indulgent rituals. The bath and shower products market in Saudi Arabia is characterized with higher growth, owing to diversified consumer preferences for the various product forms of the different forms such as solids, liquids, and gels/jellies. Solids basically address traditional bar soaps that have been able to survive in the market due to fear it carries. Soaps in bars are preferred as very simple and cleansing. Brands innovate through coming up with high-end varieties containing natural ingredients and fragrances that appeal to modern consumers. The market is dominated by liquids, especially body washes and shower gels. Shower gels and body washes are especially liked for the convenience they offer, variety of their fragrances, and moisturizing effects. The liquid segment is a favorite among the youth because they seem luxurious and can be applied easily. For example, Dove and Nivea have produced a liquid body wash in different types of skin, making bathing a great experience. Gels/Jellies, such as shower gels and bath foams, are highly fashionable and coveted for their unique texture sensation and experiences. Moisturizing ingredients ease them into daily usage. Shower gels and bath foams are recommended as spa-like indulgences in the home. A very popular brand that has capitalized on the fad is L'Occitane and The Body Shop, selling gel-based products filled with natural extracts to a health-conscious buyer. The Saudi Arabian bath and shower market is developing, and it is available through several channels of distribution, including supermarkets, convenience stores, online stores, and others. Supermarkets remain one of the mainly used channels for distributing bath and shower products in Saudi Arabia. They offer various products under one roof, such as Unilever and Procter & Gamble. This type of store offers convenience to the customer as they may buy in bulk; and, in most cases, there are promotional discounts on large packs of shower gels and bar soaps. The wide variety available in supermarkets creates a wider range of preferences among consumers, hence the supermarket is their first choice to buy in quantities for bath products. Convenience stores is another significant distribution channel for bath and shower products. Such stores are strategically located along the way to ensure easy and quick access for a consumer to instant personal hygiene products, such as body wash and soap. Being placed close to residential areas makes it easier and convenient for last-minute shoppers. Travel-sized products are placed in such outlets; they appeal to consumers who are just looking for an instant solution, or who are always on the go. E-commerce is another reason that changed the way consumers in Saudi Arabia buy their bath and shower products. The increasingly popular use of fast internet and mobile payments has improved the affinity of numerous online applications. People can shop from home and also enjoy an increased variety of products, including niche and premium products that are hard to find in most stores. The use of appropriate online channels, like the ones embraced by brands like L'Occitane, helps to reach digitally innovative millennial who prefer to shop on their devices. Pharmacies remain a critical part of this market as they deal exclusively in health-related products. However, beauty specialists are quickly becoming competition in this space because such specialists can offer more targeted products for niche consumers. For instance, organic or halal may be the specifications being sought after in shower and bath products.

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Kripa Shah

Senior Analyst

As the Saudi Arabian bath and shower products market has been mainly driven by women's products, a variety of factors drive such trend. Women in Saudi Arabia are fast embracing self-care and wellness routines, and these result in increased demand for various bath and shower products, designed for specific purposes - either cleansing, exfoliating, or moisturizing. This trend is further fuelled by awareness of personal care and products that have been differentiated to fulfill the need for unique skin requirements. Body washes infused with natural ingredients and exfoliants are leading in the shower gels used by females. Marketing targeted at differentiation of self-care and wellness resonates well among women consumers. Influencer and celebrity endorsement and social media campaigns have played a huge role in these products gaining popularity among the consumers, creating an emotional attachment to the product. Though male bath and shower products didn't dominate the Saudi Arabia market at the onset, it has gradually gained acceptance as there is growing need among the male gender for self-care. Awareness over personal hygiene and image among men is increasing. More so now, with these changes in social norms and the media, celebrities suggest what constitutes grooming for a man. There is growing demand for products specifically meeting his requirements. Male bath and showering products are often centered around functionality and convenience. Many shower products are launched as an all-in-one body wash and shampoo as that seems exactly to fit the pragmatic taste of male consumers. Therefore, the rising awareness of the health of the skin among men is, one of the factors behind this growth of this segment. Thus, responding to the trend, the brands have been developing some products which address specific issues in the skin of men, such as oil control and acne prevention and hydration. Media and celebrity influence has also played its role in normalizing the usage of specialized grooming products among men in Saudi Arabia. Considered in this report • Historic year: 2018 • Base year: 2023 • Estimated year: 2024 • Forecast year: 2029 Aspects covered in this report • Bath & Shower market Outlook with its value and forecast along with its segments • Various drivers and challenges • On-going trends and developments • Top profiled companies • Strategic recommendation

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By Activity • By Product Type • Bath Soaps • Body Wash/Shower Gel • Bath Additives By Form • Solids • Liquids • Gel/Jellies By Distribution Channel • Supermarkets • Convenience Stores • Online Stores • Others By End User • Women • Men The approach of the report: This report consists of a combined approach of primary and secondary research. Initially, secondary research was used to get an understanding of the market and list the companies that are present in it. The secondary research consists of third-party sources such as press releases, annual reports of companies, and government-generated reports and databases. After gathering the data from secondary sources, primary research was conducted by conducting telephone interviews with the leading players about how the market is functioning and then conducting trade calls with dealers and distributors of the market. Post this; we have started making primary calls to consumers by equally segmenting them in regional aspects, tier aspects, age group, and gender. Once we have primary data with us, we can start verifying the details obtained from secondary sources. Intended audience This report can be useful to industry consultants, manufacturers, suppliers, associations, and organizations related to the Bath & Shower industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing and presentations, it will also increase competitive knowledge about the industry.