Middle East and Africa Personal Care Appliances Market Outlook, 2029

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. 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. 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. 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. According to the report, "Middle East and Africa Personal Care Appliances Market Outlook, 2029," published by Bonafide Research, the Middle East and Africa Personal Care Appliances market is anticipated to grow at more than 6.44% CAGR from 2024 to 2029. 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. 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. 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.

The Middle East and Africa hair care market has seen significant growth in recent years, driven by increasing demand for various hair care products. This demand is primarily fueled by the growing young and aspirational population who invest in grooming and maintaining their appearance. One of the key product categories in the hair care market is hair dryers and hair straighteners. These products have become increasingly popular as they help users achieve sleek, smooth, and stylish hairstyles. The demand for these products is particularly high among women who want to maintain healthy and manageable hair. Another important product segment is hair colorants. These products are used to change the natural color of hair or cover up grays. The Middle East and Africa region has seen a rise in demand for hair colorants as consumers become more conscious about their appearance and want to experiment with different hair colors. In addition to hair dryers, straighteners, and colorants, the market also includes shampoos, conditioners, and hair oils. These products are essential for maintaining the health and cleanliness of hair. The demand for these products has increased due to the rise in consumer awareness about the harmful effects of certain compounds, such as parabens and aluminum compounds, present in some hair care products. The Middle East and Africa hair care market is highly competitive, with the presence of both multinational and local companies. To cater to the growing demand, manufacturers are focusing on developing innovative products that are tailored to the specific needs and preferences of consumers in the region. Wired personal care appliances, which include hair dryers, straighteners, and electric toothbrushes, dominate the market due to their consistent power supply and performance reliability. Countries like Saudi Arabia and the United Arab Emirates have witnessed a surge in the adoption of electric grooming tools, driven by urbanization and a growing middle class that prioritizes personal grooming and hygiene. The electric-powered segment benefits from advancements in technology, leading to more efficient and user-friendly devices. The increasing number of beauty salons and grooming centers in urban areas also contributes to the demand for electric appliances, as these establishments often rely on high-performance tools to meet customer expectations. Wireless personal care appliances, such as battery-operated trimmers and epilators, are gaining traction, particularly among younger consumers who value convenience and portability. The rise of e-commerce and social media marketing has facilitated the popularity of these devices, as they are often marketed as trendy and easy to use. Countries like South Africa and Egypt are experiencing a growing interest in wireless devices, influenced by lifestyle changes and the increasing availability of rechargeable options that offer flexibility for on-the-go grooming. Supermarkets and hypermarkets are the leading distribution channels in the MEA market, particularly in countries like the United Arab Emirates and Saudi Arabia. These large retail formats offer a wide range of personal care products under one roof, attracting consumers looking for convenience and variety. The growth of modern retail formats in urban areas has significantly boosted sales, as these stores often provide competitive pricing and promotional offers. Specialty stores, which focus on specific categories such as beauty and personal care, have also gained traction, especially in urban centers. Countries like South Africa and Egypt see a growing number of beauty specialist stores catering to consumers seeking premium and niche products. These stores often provide expert advice and a curated selection of products, appealing to a more discerning customer base. Convenience stores serve as an essential channel for quick purchases, particularly in densely populated areas. Their presence is strong in countries like Kenya and Nigeria, where consumers appreciate the accessibility and extended hours of operation. However, they typically offer a limited range of personal care products compared to larger retail formats.E-commerce is rapidly transforming the distribution landscape, particularly among younger consumers who prefer online shopping for its convenience. Countries like UAE and Saudi Arabia are witnessing significant growth in online sales, driven by increased internet penetration and mobile usage. Major e-commerce platforms are expanding their offerings in personal care products, further enhancing consumer access. 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: 2018 • Base year: 2023 • Estimated year: 2024 • Forecast year: 2029

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.