The Professional Hair Care Market Saudi Arabia 2010
Diagonal Reports Ltd.
April 15, 2010 75 Pages - SKU: DIAG2651333
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Countries covered: Saudi Arabia
The Saudi Arabian professional haircare market is outperforming the sector, with its impressive growth rates
A still conservative market it is fast becoming more demanding in terms of quality, standards and products
Saudi salons and their clients, restricted by regulations, are highly innovative in their use of client referrals and social networking sites to promote their business or communicate.
The Saudi hair salon market - now worth billions of Riyals - exploded over the last decade with salons registering double digit growth rates annually. Consumer spending benefited from the strong performance of the Saudi Arabian economy which is the largest in the Middle East. Women of all ages are spending more on their personal appearance. Saudi women are entering the workforce in ever larger numbers while, even more crucially, girls are continuing at second-level and going on to third-level education. Salons in Jeddah and Riyadh report that university students and graduates now account for the largest consumer segment, second only to working women.
There is a very strict dress code for women in the kingdom. But, despite, or perhaps because of, those restrictions, women transforming their appearance is driving salon business in Saudi Arabia as it does elsewhere. Stylists note that their clients can change their look with a new and more modern hair color and style up to four times a year. This desire for a new image peaks seasonally (eg, Islamic Eid festivities) or marks life-changing events such as starting college. As in most countries, haircolouring - the most cost and time effective transformation - accounts for just under 50% of salons' revenues.
Unusually for the salon sector, hairsalons in Saudi Arabia actually register as dress making businesses because no women's hair salon category as such exists for licensing purposes. The relatively small number of official salons is, in reality, dwarfed by the many unregistered or hidden salons actually doing business across the country. It can be difficult for women to get to salons - as they cannot drive or travel alone in Saudi Arabia - so many freelance hairdressers and casual stylists fill that market niche.
Different interpretations of the laws governing the taking of photographs or displaying images of women make it more challenging for hair or beauty care services and products to be promoted. Salons cannot have street windows or use images of women as promotional tools to the public. Therefore, mega salons showcase (inside the salon) photos of their foreign staff with their coloured or styled hair as tangible proof of the quality haircare services offered. New media which allows for direct promotion and communication between salons and their clients plays a crucial role in the salon market. Social networking sites - which cover topics such as make up and hair care and other issues - can attract over a million Saudi women. Client referrals are also an effective marketing tool for Saudi Arabian salons.
The Saudi Arabian market is conservative and this is reflected in the relatively restricted range of brands and products used in salons. Stylists maintain that their clients are unwilling to take risks with new products. Brand-wise, it is a two horse race between L'Oreal and Wella. However, launches of new salon brands are doing well so the top brands' dominance of the Saudi Arabian professional channel will be challenged.
Looking ahead, all haircare experts consulted by Diagonal Reports are confident that strong growth will continue in the Saudi market. The number of women in paid employment will increase from its current low of 6% of the workforce. Saudi Arabian women's increased exposure via the internet and media to beauty trends outside of the KSA is making them more sophisticated and demanding as consumers. They now want more than the local fashions and standards.
This new research determines the value of the Saudi Arabian professional haircare market in (SAR) Riyals. It segments salons operating in Saudi Arabia by categories of mega salons, medium, small and the home hairdresser categories. It identifies the companies and brands used in salons. It also determines the value of the main hairsalon service categories of colouring, straightening and styling. The research also explains how salons market to their clients given the restrictions on salons, use of women's images and movements.
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- REPORT STRUCTURE
- SECTION 1 REPORT SUMMARY AND MARKET OPPORTUNITIES
- TABLE 1 Professional hair care market in Saudi Arabia at a glance
- Market size and trends
- Brands
- Market opportunities
- Country specific
- Data issues
- Date published
- Currency
- SECTION 2 MARKET SIZE AND TRENDS
- Introduction / summary
- TABLE 2 Salon market size, summary data
- TABLE 3 Salon market variations, forecast and historical
- Saudi market bucks world trend
- Growth drivers
- Forecast performance varies by salon segment
- Consumer move beyond local to international references
- Quality improvements as market matures
- Forecast performance by geography
- Basis of estimates of salon market size
- The hidden hair services market
- The casual hair services market
- SECTION 3 SALON/SPA SEGMENTATION (REGISTERED, UNREGISTERED, PREMISES-BASED, ABCD SEGMENTS)
- Introduction / summary
- Salons and dressmakers
- TABLE 4 Salon segments ABCD, summary description
- TABLE 5 Salon segments, benchmarks (spending)
- TABLE 6 Distribution of salon segments in large and small cities
- Segment A quantified and qualified
- Hairdressing by circles of friends
- Segment B quantified and qualified
- Segment C quantified and qualified
- Segment D quantified and qualified
- The casual and parallel market
- Total numbers of casuals could be large
- Fluidity and seasonal peaks in demand/market size
- SECTION 4 SALON/SPA DISTRIBUTION (GEOGRAPHY)
- Introduction / summary
- TABLE 7 Distribution salons (%) by selected cities
- TABLE 8 Registered salon numbers in selected cities
- Salon operators and staff, countries of origin
- SECTION 5 SALONS AND CORE CONSUMER SEGMENTS
- Introduction / summary
- TABLE 9 Core consumers ranked by occupational status
- Core consumer age
- TABLE 10 Women’s monthly income, examples
- TABLE 11 Salon consumers ranked by nationality
- Salon consumers and non-nationals
- SECTION 6 SALONS AND HAIR CARE BRANDS
- Introduction / summary
- TABLE 12 Salon brands market, data summary
- TABLE 13 Number of brands handled in salons
- TABLE 14 Market share (%) top brands
- Two horse race?
- TABLE 15 Brands handled in different salon market segments
- Brands after market leaders
- TABLE 16 Brands handled in salon sample (colour category)
- TABLE 17 Brands handled salon sample (styling category)
- TABLE 18 Brands handled salon sample (treatment category)
- Possible brand inflation and counterfeits?
- Parallel market
- TABLE 19 Counterfeits share of salon products market, by salon segments
- Conflicting views about use of counterfeits
- High estimates of counterfeits products
- Low quality products a barrier to development
- TABLE 20 Salons’ brand purchasing criteria
- Quality and salon quotes
- Marketing for consumer recognition - but not everywhere
- Big brand combines all with salon support
- New entrants - quality vs. marketing?
- Interest in brand experimentation?
- Leading retail (mass market) brands
- Arab retail brands
- TABLE 21 Number of brands by product category (approximate)
- Salon interest in Halal products
- Brand/product demands - Halal
- Brand/product demands - natural
- TABLE 22 Brands handled by distribution groups
- Distributor or beauty supplier profiles (3)
- SECTION 7 SALON/SPA PRODUCTS MARKET BY CATEGORY
- Introduction / summary
- TABLE 23 Hair salon products market - summary Saudi Arabia
- TABLE 24 Product purchases as % salon revenues, by segment
- Large salons’ product purchases
- Benchmarks other countries
- TABLE 25 Salon revenues (%) from services and product retail
- TABLE 26 Distributors’ sales to salons (%) by hair care product category
- Limited range of the many product categories are handled
- No missing product categories
- TABLE 27 Salon product retail categories
- Hair extensions
- TABLE 28 Supplier sales of beauty products by category
- SECTION 8 SALONS’ BUSINESS ACTUALITIES, REVENUES BY SERVICES CATEGORY
- Introduction / summary
- TABLE 29 Salon services revenues - hair and beauty (%)
- Strong demand to change image, frequently
- Beauty services increase
- TABLE 30 Salon service menus (examples of services provided)
- Growth drivers in salons
- TABLE 31 Salon services (%) revenues by category
- Salon hair colouring - products and services
- Salon hair straightening and curling - products and services
- Haircuts, hairstyling, and special occasion styles
- Special occasions drive styling market
- Weddings
- Salon hair treatment business, products and services
- Hair loss, estimated prevalence
- Hair treatments - damage examples and causes
- Individual theories
- SECTION 9 SALON MARKET - COUNTRY SPECIFIC FACTORS
- Introduction / summary
- Codes that determine how women reach salons and how salons reach women
- Codes and home-based services
- Codes and development of mall and mega salons
- Social codes create space for new media
- Online social media (FaceBook)
- Online social networks
- Cultural practices and use of visuals in promotions
- Effective selling of beauty without infringing codes
- Salon marketing - how and where
- Clients as salon ambassador
- Marketing and business to business
- Drivers of salon/beauty market - macro factors
- Drivers of salon/beauty market - appearance and the media
- Desire to frequently change appearance
- Impact - foreign fashions and celebrities
- Drivers - female owned and operated salons
- SECTION 10 MARKET STRUCTURE, REGULATIONS
- Introduction / summary
- Salon regulations / requirements for women’s salons
- Not salon but dressmaking business (Mashghal)
- Salon complaints about regulations
- Official policy (Virtue Commission)
- Official policy (Saudization of employment)
- Salons’ many recruitment problems
- Informal education in beauty
- Skills could be barrier
- Training programmes with government support
- Hygiene regulations and concerns
- SECTION 11 SALONS/SPAS - NAMES IDENTIFIED (SEGMENTS A & B)
- Introduction / summary
- TABLE 32 Salons - segment A in Riyadh and Jeddah (names)
- TABLE 33 Salons - segment B in Riyadh and Jeddah (names)
- TABLE 34 Salons in Dammam, Al Khobar and Makkak ( names)
- TABLE 35 Salons in Abha and Hail (names)
- Top shopping malls (selected)
- SECTION 12 SALON PRICES BY MARKET SEGMENTS
- Introduction / summary
- Prices, discounts and client loyalty rewards
- The never discount salons
- Freelance and their prices
- TABLE 36 Salon colouring prices in different salon segments (Saudi Arabin Riyals)
- TABLE 37 Salon wave and straightening prices by salon segment
- TABLE 38 Salon cut and head massage prices by salon segment
- TABLE 39 Salon segments, wages
- TABLE 40 Prices retail hair products by brand
- SECTION 13 SALON/SPA CALENDAR (SEASONALITY, BUSY TIMES, OPENING HOURS)
- Introduction / summary
- TABLE 41 Salon opening hours and days
- Salon at midnight?
- TABLE 42 Busiest (and slowest) days and seasons for salons
- Quiet times for salons
- TABLE 43 Business opening hours and days in Saudi Arabia
- TABLE 44 Public holidays in Saudi Arabia
- Eid
- SECTION 14 DATA SOURCES, METHODOLOGY
- Introduction / summary
- Interviews
- Confidentiality
- Languages
- TABLE 45 Composition of expert sample
- Expert sample / criteria for choosing experts
- TABLE 46 Experts sampled and cities represented
- Breadth of experts’ expertise - geographic
- Breadth of experts’ expertise - brands
- Data issues relevant to market
- Data conflict on beauty market
- SECTION 15 GLOSSARY AND ABBREVIATIONS
- Abbreviations
- Variants spellings
- Arab and local terms
- Gulf Cooperation Council (GCC)
- Moroccan bath described
- SECTION 16 MARKET SIZE - WORKSHEETS AND ESTIMATES
- TABLE 47 Key cities in the KSA, % of population and salon numbers
- TABLE 48 Salons/day spas per population, estimates selected countries
- SECTION 17 COUNTRY DATA - SAUDI ARABIA
- Introduction / summary
- TABLE 49 KSA - population and income
- Population, accuracy of data
- Population, non-nationals
- Population, non nationals - origins, policy
- Population, non-national - women
- TABLE 50 The top cities by % of the population
- TABLE 51 Cities with developed consumer facilities
- The top cities for beauty products and services
- TABLE 52 Female population, labour, education in the KSA
- TABLE 53 Saudi universities and student enrolment (ranked)
- Students abroad
- Internet access in KSA
- KSA value of cosmetics market
- Cosmetics market, value of Halal
- Beauty retailers names (selected)
- INDEX OF COMPANIES, BRANDS, SELECTED PUBLICATIONS, AND ORGANIZATIONS
- DIAGONAL REPORTS STATEMENT
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