Middle East & Africa Men's Grooming Market Outlook, 2028

In Middle East & Africa Rising urbanisation, combined with rising per capita disposable income, is propelling market growth at a rapid pace. Population growth, particularly among young adults in the Middle East and Africa, is expected to boost the market for men's grooming products. Furthermore, growing awareness of men's grooming products in developing regions is expected to propel the market growth of men's grooming products. The rising demand for overall body care among men as a result of social trends is expected to fuel market growth for men's grooming products over the forecast period. Moreover, there is a growing trend among consumers to switch to natural and organic grooming products. Consumers are becoming more aware of the potential harm caused by chemical-based products, and they are opting for natural and organic alternatives. Furthermore, the Middle East and Africa region is increasingly being influenced by western culture, which emphasizes personal grooming and appearance. This has led to a growing demand for grooming products that help men achieve the desired look.

According to the research report, “Middle East & Africa Men’s Grooming Market Outlook, 2028” the market is expected to add USD 6.18 Billion by 2028. As a result of the rise of the metrosexual male and the growing influence of celebrities and influencers, attitudes towards traditional masculinity have shifted, causing men to spend more money on grooming products. Even as region's per capita income rises, more people can afford to spend money on non-essential items such as grooming products. This has resulted in an increase in demand for high-quality and premium grooming products. However apart from that, some market participants are developing new electrical products, such as shavers and razors, that incorporate new performance characteristics based on cutting-edge technology. Their expanded product line, which now includes basic blades, body groomers, and electric shavers, has fueled market growth. The most successful businesses spend money on these activities in addition to marketing efforts and product promotion on social media platforms like Facebook and Twitter.

Based on product type, the market is divided into skin care, hair care, shaving care, toiletries, fragrances, and others. Fragrances continue to be the most popular category in men's grooming. This is due to its historical significance in the GCC region, where scents like oud and musk remain popular. Based on product type, the market is divided into skin care, hair care, shaving care, toiletries, fragrances, and others. Fragrances continue to be the most popular category in men's grooming. This is due to its historical significance in the GCC region, where scents like oud and musk remain popular. Hair care has a market share of 0.35% and is expected to grow at a significant CAGR of 9.04% during the forecast period. There is a growing awareness among men in the region about the importance of personal grooming. Men are becoming more conscious of their appearance, and hair care is an essential part of their grooming routine. Furthermore, the growth of e-commerce in the region has made it easier for consumers to access a wide range of hair care products. Consumers can now easily purchase hair care products online and have them delivered to their doorstep. The market is split into two price ranges: mass and premium. The mass market segment was the largest in 2022. Mass-market brands frequently offer promotions and discounts, which can help attract price-sensitive consumers and drive sales. During the forecast period, the premium segment is expected to grow at the fastest CAGR. Rising disposable income and changing consumer attitudes towards grooming have increased demand for premium men's grooming products.

The market is classified into supermarkets, convenience stores, specialty retailers, e-commerce, and others based on the distribution channel. During the forecast period, the supermarket and hypermarket segment held the largest share. The primary factor driving the segment's growth is the growing customer preference for purchasing cosmetics and personal care items from supermarkets and hypermarkets. Despite the fact that the proliferation of e-commerce platforms and online marketplaces has made it easier for small and new players to enter the men's grooming market, During the forecasted period, the e-commerce distribution channel had the highest CAGR. These players can set up their own e-commerce stores or sell their wares on well-known online marketplaces, providing them with a low-cost and easily accessible distribution channel. Some of the popular supermarket and hypermarkets that offer men's grooming products include Careefour, Lulu Hypermarket, Spinneys, Geant, Abu Dhabi. Moreover some of the Convenience store includes 7-Eleven, Circle K, Spar, Zoom, Quick Mart. There are several specialty retail stores that are popular for men's grooming products in the Middle East and Africa. Some of these stores include Sephora, Boots, The Body Shop, Wojooh, Nazih Group, and many more. There are many online retailers that offer mens grroming product. some of the popular e-commerce platform includes Souq (Souq is an amazon-owned online marketplace), Noon, Namshi, Jumia, Bashara.

The Middle East & Africa market is segmented into three major countries, including United Arab Emirates, Saudi Arabia and South Africa. Among these, the Saudi Arabia leads the Middle East & Africa men's grooming market. As Saudi men take their hair seriously and invest in high-quality hair products and styling tools. Short, neat haircuts are popular, as are longer, more maintenance-intensive hairstyles. Moreover, Getting a shave or haircut at a barbershop is a popular tradition in Saudi Arabia, and many modern barbershops now offer a variety of grooming services such as facials, hair coloring, and beard grooming. Furthermore, Men in Saudi Arabia are known for their love of fragrances, and many prefer to wear high-end colognes or perfumes. There are several start-ups in the men's grooming market in the Middle East and Africa, including Mr. Fox, BeWell, Mappilim, ANASA, and The Grooming Company.

A development in the men’s grooming market in the Middle East and Africa.

• Beiersdorf AG, Procter & Gamble Co., L'Oréal Groupe, Shiseido Co., Ltd., Vi-john Group , Colgate-Palmolive Company , Kao Corporation ,The Estée Lauder Companies Inc., Koninklijke Philips N.V., L’occitane International SA, Revlon, Inc., Unilever PLC, Natura Cosmeticos SA (NATURA), ITC Limited, Himalaya.
• L'Oreal launched its House of Barbering initiative in Saudi Arabia in 2021, with the goal of training barbers and providing them with the tools and products they need to provide unique grooming experiences for their customers. The programme is part of L'Oreal's larger commitment to assisting small businesses in the region.
• In 2021, Beiersdorf, Nivea's parent company, will introduce a new line of men's grooming products in the Middle East, including a beard oil, face wash, and moisturiser. The products are tailored to the specific needs of Middle Eastern men's skin.
• In 2021, P&G plans to invest $50 million in a new manufacturing plant in Egypt. The plant will manufacture a variety of products, including men's grooming items such as Gillette razors and shaving creams.
• In 2021, Unilever will launch a new line of men's grooming products in the Middle East under the Axe brand. Deodorants, body sprays, and hair care products are among the new offerings, all of which are tailored to the preferences and needs of Middle Eastern men.
• Barbershop Abu Dhabi, a popular chain of men's grooming salons in the UAE, will expand its operations with the opening of several new locations in 2021. The chain provides a variety of grooming services, such as haircuts, shaves, and beard trims, as well as grooming products for sale.
• In January 2022, Tips and Toes launched its first salon and spa in Riyadh. This is the second branch in Saudi, with the first location in Al Khobar. Tips and Toes Riyadh is designed in Balinese style with authentic bamboo and rattan woods, water and features, and greenery reflecting the Indonesian island's raw beauty. The salon has 12 nail service stations and five hair care seats.

Companies Mentioned in this report:

Beiersdorf AG, Procter & Gamble Co., L'Oréal Groupe, Shiseido Co., Ltd., Vi-john Group , Colgate-Palmolive Company , Kao Corporation ,The Estée Lauder Companies Inc., Koninklijke Philips N.V., L’occitane International SA, Revlon, Inc., Unilever PLC, Natura Cosmeticos SA (NATURA), ITC Limited, Himalaya.

Considered in this report

• Geography: Middle East & Africa
• Historic year: 2017
• Base year: 2022
• Estimated year: 2023
• Forecast year: 2028

Aspects covered in this report

• Middle East & Africa Men’s Grooming market with its value and forecast along with its segments
• Region-wise Men’s Grooming market analysis
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

Regions & Countries covered in the report:

• United Arab Emirate
• Saudi Arabia
• South America

By Product Type:

• Skin Care (Anti-aging, Face Wash, Moisturizers, Others)
• Hair Care (Shampoo, Conditioner, Styling Products, and Others)
• Shave Care (Shaving Gel, Razors & Blades, After Shave Care, Lotion, Splash/Gel, Balm and Others)
• Toiletries (Soap, Shower & Wash)
• Fragrances (Perfume, Deodorants & Colognes)
• Others

By Price Range:

• Mass Products
• Conventional Products

By Distribution Chanel:

• Supermarkets/Hypermarkets
• Convenience Stores
• Specialty Retail
• E-Commerce
• Others (Pharmacies, B2B)

The approach of the report:

This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and listing out the companies that are present in the market. The secondary research consists of third party sources such as press releases, annual report of companies, analysing the government generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us we have started verifying the details obtained from secondary sources.

Intended audience

This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to Men’s Grooming industry, government bodies and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.