Middle East & Africa Personal Care Appliances Market Outlook, 2027

Middle East & Africa Personal Care Appliances Market Outlook, 2027

Personal care and grooming have become part of everyone’s lifestyle for health and social reasons. The increasing influence of beauty industry trends on millennials to maintain their overall appearance is driving market expansion. Personal care appliances include electric devices used for grooming, beautification, and personal hygiene such as a hair dryer, hair straightener, hair styler, trimmer, power shaver, epilator, and powered toothbrush. Growing awareness among consumers about the benefits of electric personal care appliances such as enhanced efficiency, high convenience, and fast speed over conventional grooming methods is impelling the industry's growth. The industry offers a variety of products for professional and personal needs, such as hair care, oral care, and several other beauty and hygiene products, at different and affordable price ranges.

According to the report, Middle East and Africa Personal Care Appliances Market Outlook, 2027, published by Bonafide Research, the market has witnessed around USD 0.20 billion growth from 2016 to 2021. Increasing disposable income has led to an increase in spending on personal care devices, and the rising prevalence of skin and hair problems is fueling the Middle East and Africa market for personal care appliances. At-home beauty devices have piqued the interest of both existing and new marketers, owing to the rapid advancement of technology in almost every aspect of life and the widespread adoption of these technologically advanced products by consumers.

Based on distribution channels, the market is segregated into supermarkets, hypermarkets, convenience stores, online channels, and others. Because of the availability of variety and standard hair care products, lower operating costs, and freedom of selection, supermarkets and hypermarkets are expected to hold a significant share of the market in the coming years. On the other hand, the convenience stores segment is anticipated to expand at a rapid pace during the forecast period, as it provides an economic boost to communities across the Middle East and Africa region. In terms of geography, the market is classified as Saudi Arabia, the UAE, South Africa, and the Rest of the Middle East and Africa. Saudi Arabia is expected to constitute a key share of the market during the projected period due to increasing consumer trust in online transactions and the expansion of brick and mortar retailers into the online sphere by adopting a multi-channel approach. However, the South Africa is anticipated to expand at a rapid pace during the forecast period owing to increased awareness of hair styling products in the middle and upper economic classes.

Increasing per capita income has led to a rise in consumers’ spending on personal care in both emerging and developed countries in the Middle East and Africa. Various hair removal solutions, such as ready-to-use wax strips and electronic devices, are gaining traction among consumers. Further, people who need quick hair removal solutions increasingly use these devices. This, in turn, is supplementing market growth. On the other hand, changing consumers’ lifestyles led to a rise in demand for convenient and easy-to-use products. Owing to this, manufacturers have introduced a technically upgraded version of epilators. These devices are fitted with sensors to help protect against bruises while trimming. Further, the increasing population of working women is fueling the demand for epilators.

However, the increasing number of men opting for hair removal devices is also bolstering the demand for hair removal products. The increasing popularity of metrosexual culture is prompting companies to launch products that are suitable for men. For example, Emjoi offers a product called Emagine Epilator, which is exclusively made for men. Apart from trimming and shaving features, this multi-purpose device includes multiple tweezers. Further, the Middle East and Africa oral care market has many products that fall under the category of essential commodities, like sensitive toothpaste, which is necessary every day. The government and public institutions are supporting several campaigns to improve oral health literacy. In some parts, social media acted as a bridge for awareness creation. The introduction of new products at markets with added health care and discounts attracted the market, which resulted in a spike in demand. The number of Twitter users in Saudi Arabia increased to 15 Million, following social media updates. There has been an increase in consumer preference for toothpaste brands such as Meswak and Sensodyne, as well as many innovative products on the market. The rise in consumer purchasing power, availability of oral care products, competitive prices, convenience, and health awareness are continuing to drive the sales of oral care products.

Covid-19 Impacts
Since December 2019, the COVID-19 pandemic has had a significant impact on global health, and the Middle East and Africa are no exception. The outbreak disrupts various industries, such as manufacturing, construction, automotive, textiles, chemicals, cosmetics, tourism, hospitality, consumer goods, transportation, IT and telecom, pharmaceuticals, and among others. This results in several obstacles in the supply chain, resulting in demand-supply gaps. This scenario is expected to have a significant impact on the personal care appliances market in the Middle East and Africa. However, with increasing awareness about the health benefits and importance of personal care appliances across the Middle East and Africa, the market is anticipated to grow during the forecast period.

Major Companies present in the market:
Colgate Palmolive Company, Dyson, Koninklijke Philips N.V., Procter & Gamble Company, Spectrum Brands, Wahl Clipper Corporation, Groupe SEB, Andis Company, Johnson & Johnson Services Inc., Unilever PLC, Nova Group, Tescom, Panasonic Corporation, Havells India Ltd.

Considered in this report
• Geography: Middle East & Africa
• Historic year: 2016
• Base year: 2021
• Estimated year: 2022
• Forecast year: 2027

Aspects covered in this report
• Middle East & Africa Personal Care Appliance market with its value and forecast along with its segments
• Country-wise personal care appliance market analysis
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

Regions covered in the report
• UAE
• Saudi Arabia
• South Africa

By Product
• Hair Care
• Hair Removal
• Oral Care
• Others

By Product Type
• Hair Dryer
• Hair Straightener
• Trimmer
• Powered Toothbrush
• Others (Hair Styler, Power Shaver, Epilator, Oral Irrigator)

By Power Supply
• Wired
• Wireless (Battery operated)

By Gender
• Male
• Female
• Others

By Sales Channel
• Supermarkets & Hypermarkets
• Specialty Stores
• Convenience Stores
• E-Commerce

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, analyzing 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 Personal Care Appliance 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.