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A study on Men’s Personal Care
Industry in Dubai
CRP Group 3
Viren Baid | Ameya Sonkusale | Ayush Golyan
Agenda
• Why men’s personal care industry?
• Research Methodology
• Aim and Objectives
• Market Scenario
• Key Trends and ...
Why Men’s Personal Care Industry?
• Growth of 7% in the year 2013 which amounts to AED213 million
• The value growth outpe...
Research Methodology
• Conduct a detailed analysis of the men’s personal care industry by reviewing journals,
case studies...
Aim and Objectives
5CRP 1 PRESENTATION - MGB SEPTEMBER 2014 - GROUP 3
1
• Identify the key drivers, trends and challenges ...
Market Scenario
6CRP 1 PRESENTATION - MGB SEPTEMBER 2014 - GROUP 3
World
• Positive growth and varying demand depending on...
Why Men’s Shaving Category?
7CRP 1 PRESENTATION - MGB SEPTEMBER 2014 - GROUP 3
73%
27%
Men's Personal Care Industry 2012-1...
Market Overview - 2013
Men’s Grooming
Market - AED
212.7 Million
Men’s Shaving
Products - AED
154.5 Million
Men’s Shaving
...
Key Trends & Developments
CRP 1 PRESENTATION - MGB SEPTEMBER 2014 - GROUP 3 9
PEST Analysis of Dubai
CRP 1 PRESENTATION - MGB SEPTEMBER 2014 - GROUP 3 10
Increase in Disposable Income &
Consumer Confidence
CRP 1 PRESENTATION - MGB SEPTEMBER 2014 - GROUP 3 11
TRENDS
Increase i...
Rising importance of having a well groomed
personality
CRP 1 PRESENTATION - MGB SEPTEMBER 2014 - GROUP 3 12
TRENDS
Increas...
Massive Influx of Expatriates
CRP 1 PRESENTATION - MGB SEPTEMBER 2014 - GROUP 3 13
TRENDS
Increase in
disposable
income &
...
Increase in Product Offerings
CRP 1 PRESENTATION - MGB SEPTEMBER 2014 - GROUP 3 14
TRENDS
Increase in
disposable
income &
...
Growth in Sub Segments
CRP 1 PRESENTATION - MGB SEPTEMBER 2014 - GROUP 3 15
TRENDS
Increase in
disposable
income &
consume...
Pricing Trends
CRP 1 PRESENTATION - MGB SEPTEMBER 2014 - GROUP 3 16
TRENDS
Increase in
disposable
income &
consumer
confid...
Primary Research
Interview by Mr. Nitin H. Nandwani, General Manager, Roophar Trading LLC
• Current trends and scenario in...
Analysis & Interpretation
CRP 1 PRESENTATION - MGB SEPTEMBER 2014 - GROUP 3 18
Company Shares of Men’s Grooming: %
Value 2012-2013
CRP 1 PRESENTATION - MGB SEPTEMBER 2014 - GROUP 3 19
36%
15%10%
7%
5%
...
Sales of Men’s Grooming by Category:
Value (AED million) 2008-2013
CRP 1 PRESENTATION - MGB SEPTEMBER 2014 - GROUP 3 20
0
...
Forecast Sales of Men’s Grooming by
Category: Value (AED Million) 2013-2018
CRP 1 PRESENTATION - MGB SEPTEMBER 2014 - GROU...
Brand Shares of Men’s Grooming: %
Value 2010-2013
CRP 1 PRESENTATION - MGB SEPTEMBER 2014 - GROUP 3 22
Source: Euromonitor...
Prospects
CRP 1 PRESENTATION - MGB SEPTEMBER 2014 - GROUP 3 23
Compounded Annual Growth Rate
CRP 1 PRESENTATION - MGB SEPTEMBER 2014 - GROUP 3 24
4.6
6
0
1
2
3
4
5
6
7
Men's Shaving Men...
Recommendations
• Companies like Malhotra Shaving Products LTD, Beiersdorf Middle East need to strengthen
their distributi...
Recommendations
• They can collaborate with various professional apparels’ brands for men like Boggi, Brioni,
Andrew’s Tie...
Recommendations
• Companies can target the labour class in Dubai by setting up small kiosks near their
residential areas a...
Thank You!
CRP Group 3
Viren Baid | Ameya Sonkusale | Ayush Golyan
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A Study on Men’s Personal Care Industry in Dubai

As a part of our Research Project-I at the S P Jain School of Global Management, Dubai we conducted a research on the Men’s Personal Care Industry in Dubai

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A Study on Men’s Personal Care Industry in Dubai

  1. 1. A study on Men’s Personal Care Industry in Dubai CRP Group 3 Viren Baid | Ameya Sonkusale | Ayush Golyan
  2. 2. Agenda • Why men’s personal care industry? • Research Methodology • Aim and Objectives • Market Scenario • Key Trends and Developments • Primary Research • Analysis and Interpretation • Prospects • Recommendations 2CRP 1 PRESENTATION - MGB SEPTEMBER 2014 - GROUP 3
  3. 3. Why Men’s Personal Care Industry? • Growth of 7% in the year 2013 which amounts to AED213 million • The value growth outperformed volume growth • Increased contribution margin across all products in men’s personal care categories in 2013 • AED 150 million, highest value contribution for Men’s shaving products category in 2013 3CRP 1 PRESENTATION - MGB SEPTEMBER 2014 - GROUP 3 Source: Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Report: Men’s Grooming In UAE, September 2014
  4. 4. Research Methodology • Conduct a detailed analysis of the men’s personal care industry by reviewing journals, case studies & papers, expert opinions, research databases and peer reviewed business journals • Conducting primary research by interacting with distributors and retail store managers having in-depth interviews 4CRP 1 PRESENTATION - MGB SEPTEMBER 2014 - GROUP 3
  5. 5. Aim and Objectives 5CRP 1 PRESENTATION - MGB SEPTEMBER 2014 - GROUP 3 1 • Identify the key drivers, trends and challenges within the industry 2 • Study the companies in the industry and their market share, pricing and product portfolios 3 • To understand the impact of Expo 2020 on the men’s personal care industry
  6. 6. Market Scenario 6CRP 1 PRESENTATION - MGB SEPTEMBER 2014 - GROUP 3 World • Positive growth and varying demand depending on region • No longer a women dominated industry UAE & Dubai • Expected CAGR 5%, value rising to AED 271 million by 2018 • Expatriates are a major reason for the boom in the industry • Grooming is a daily ritual and a big part of everyday life for men • Personal care expenses: AED 1,131 in 2013 to AED 1,280 AED by 2018 Source: Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Report: Men’s Grooming In UAE, September 2014
  7. 7. Why Men’s Shaving Category? 7CRP 1 PRESENTATION - MGB SEPTEMBER 2014 - GROUP 3 73% 27% Men's Personal Care Industry 2012-13 Men's Shaving Men's Toiletries 72% 28% Men's Personal Care Industry 2013-14 Men's Shaving Men's Toiletries 72% 28% Men's Personal Care Industry 2014-15 Men's Shaving Men's Toiletries 72% 28% Men's Personal Care Industry 2015-16 Men's Shaving Men's Toiletries Source: Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Report: Men’s Grooming In UAE, September 2014
  8. 8. Market Overview - 2013 Men’s Grooming Market - AED 212.7 Million Men’s Shaving Products - AED 154.5 Million Men’s Shaving Products Growth - 4.6% Men’s shaving products category form 73% of the market share CRP 1 PRESENTATION - MGB SEPTEMBER 2014 - GROUP 3 8
  9. 9. Key Trends & Developments CRP 1 PRESENTATION - MGB SEPTEMBER 2014 - GROUP 3 9
  10. 10. PEST Analysis of Dubai CRP 1 PRESENTATION - MGB SEPTEMBER 2014 - GROUP 3 10
  11. 11. Increase in Disposable Income & Consumer Confidence CRP 1 PRESENTATION - MGB SEPTEMBER 2014 - GROUP 3 11 TRENDS Increase in disposable income & consumer confidence • Aftermath of global economic crises • Highest standard of living in the world • UAE GDP growth: 4% (2013) and 4.4% • (2014, expected) • Shift of focus from traditional products to more specialized products • Industry growth: 7% in 2013
  12. 12. Rising importance of having a well groomed personality CRP 1 PRESENTATION - MGB SEPTEMBER 2014 - GROUP 3 12 TRENDS Increase in disposable income & consumer confidence Rising importance of having a well groomed personality • Increasing awareness of having a well groomed personality • Charismatic appearance and image through personal grooming • Potent product launches by leading international players like Proctor & Gamble and Unilever • Increase in efforts put in for advertisement
  13. 13. Massive Influx of Expatriates CRP 1 PRESENTATION - MGB SEPTEMBER 2014 - GROUP 3 13 TRENDS Increase in disposable income & consumer confidence Rising importance of having a well groomed personality Massive Influx of Expatriates • Majority of jobs undertaken by expatriates require high standard of personal grooming • Pre-set and a ready base of consumers which is available to the competing brands to be exploited • Men in the UAE are more involved with using cosmetics and grooming products when compared to men in other Gulf countries
  14. 14. Increase in Product Offerings CRP 1 PRESENTATION - MGB SEPTEMBER 2014 - GROUP 3 14 TRENDS Increase in disposable income & consumer confidence Rising importance of having a well groomed personality Massive Influx of Expatriates Increase in Product Offerings • Recent past the personal care products available for men were limited • Male-specific beauty and personal care products by premium beauty and personal care brands • Available in department stores, hair salons and multi-brand beauty specialist retailers • Beauty specialist retailers widely available in the UAE
  15. 15. Growth in Sub Segments CRP 1 PRESENTATION - MGB SEPTEMBER 2014 - GROUP 3 15 TRENDS Increase in disposable income & consumer confidence Rising importance of having a well groomed personality Massive Influx of Expatriates Increase in Product Offerings Growth in Sub Segments • Hair Care: From AED 507.9 million in 2012 to AED 644 million by 2017 • Urban Male Lounge, 1847 and Man/Age • Toiletries market leader: Gillette • Personal Care Appliances
  16. 16. Pricing Trends CRP 1 PRESENTATION - MGB SEPTEMBER 2014 - GROUP 3 16 TRENDS Increase in disposable income & consumer confidence Rising importance of having a well groomed personality Massive Influx of Expatriates Increase in Product Offerings Growth in Sub Segments Pricing Trends • Cost of raw materials majorly factors affect the final price of the products in the personal care industry • Year: 2013, the average unit price increased • Products offered in the men’s personal care industry are niche • Market leaders can raise the prices without having to worry about the fall in demand of their products
  17. 17. Primary Research Interview by Mr. Nitin H. Nandwani, General Manager, Roophar Trading LLC • Current trends and scenario in the men’s personal care industry • Government regulations • Competition • Challenges • Role of regional culture • Marketing strategies • Product Packaging CRP 1 PRESENTATION - MGB SEPTEMBER 2014 - GROUP 3 17
  18. 18. Analysis & Interpretation CRP 1 PRESENTATION - MGB SEPTEMBER 2014 - GROUP 3 18
  19. 19. Company Shares of Men’s Grooming: % Value 2012-2013 CRP 1 PRESENTATION - MGB SEPTEMBER 2014 - GROUP 3 19 36% 15%10% 7% 5% 5% 2% 1% 1% 18% Company Shares of Men’s Grooming: % Value 2013 Procter & Gamble Gulf FZE SuperMax Corp Beiersdorf Middle East Malhotra Shaving Products Pvt Ltd Unilever Gulf FZE Coty Inc Sté Bic SA L'Oréal Middle East FZE Unilever Middle East Others 36% 15%10% 7% 4% 5% 2% 1% 1% 19% Company Shares of Men’s Grooming: % Value 2012 Procter & Gamble Gulf FZE SuperMax Corp Beiersdorf Middle East Malhotra Shaving Products Pvt Ltd Unilever Gulf FZE Coty Inc Sté Bic SA L'Oréal Middle East FZE Unilever Middle East Others Source: Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Report: Men’s Grooming In UAE, September 2014
  20. 20. Sales of Men’s Grooming by Category: Value (AED million) 2008-2013 CRP 1 PRESENTATION - MGB SEPTEMBER 2014 - GROUP 3 20 0 50 100 150 200 250 Men's Shaving Men's Post- Shave Men's Pre-Shave Men's Razors and Blades Men's Toiletries Men's Bath and Shower Men's Deodorants Men's Hair Care Men's Skin Care Men's Grooming 2008 2009 2010 2011 2012 2013 Source: Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Report: Men’s Grooming In UAE, September 2014
  21. 21. Forecast Sales of Men’s Grooming by Category: Value (AED Million) 2013-2018 CRP 1 PRESENTATION - MGB SEPTEMBER 2014 - GROUP 3 21 0 50 100 150 200 250 300 Men's Shaving Men's Post- Shave Men's Pre- Shave Men's Razors and Blades Men's Toiletries Men's Bath and Shower Men's Deodorants Men's Hair Care Men's Skin Care Men's Grooming 2013 2014 2015 2015 2016 2017 Source: Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Report: Men’s Grooming In UAE, September 2014
  22. 22. Brand Shares of Men’s Grooming: % Value 2010-2013 CRP 1 PRESENTATION - MGB SEPTEMBER 2014 - GROUP 3 22 Source: Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Report: Men’s Grooming In UAE, September 2014 0 5 10 15 20 25 30 2010 2011 2012 2013
  23. 23. Prospects CRP 1 PRESENTATION - MGB SEPTEMBER 2014 - GROUP 3 23
  24. 24. Compounded Annual Growth Rate CRP 1 PRESENTATION - MGB SEPTEMBER 2014 - GROUP 3 24 4.6 6 0 1 2 3 4 5 6 7 Men's Shaving Men's Toiletries CAGR - Product Segments CAGR - Product Segments 4.6 5.7 5.8 3.9 0 1 2 3 4 5 6 7 Men's Shaving Men's Post- Shave Men's Pre- Shave Men's Razors and Blades CAGR - Men's Shaving CAGR 6 7.3 5.4 7.4 7.5 0 1 2 3 4 5 6 7 8 CAGR - Men's Toiletries CAGR - Men's Toiletries Source: Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Report: Men’s Grooming In UAE, September 2014
  25. 25. Recommendations • Companies like Malhotra Shaving Products LTD, Beiersdorf Middle East need to strengthen their distribution network in order to spread their reach in the market and be easily accessible to the customers. • In order to increase the popularity of their products and increase the awareness of their brands they can have tie-ups with MNCs set up in Dubai to provide grooming solutions to their employees at a discounted rates. • They can also have tie-ups with international gyms as well as local reputed gyms frequented by the locals and the expats all over Dubai in order to increase their brand awareness and sales. CRP 1 PRESENTATION - MGB SEPTEMBER 2014 - GROUP 3 25
  26. 26. Recommendations • They can collaborate with various professional apparels’ brands for men like Boggi, Brioni, Andrew’s Ties etc. and give the customers trial offers and trial products • There are many sporting events like Gulf Cup (football), BWF Destination Dubai World Series, FIT Awards and so on. In order to gain brad awareness and recognition these companies can go ahead and be the title sponsors of such sporting events CRP 1 PRESENTATION - MGB SEPTEMBER 2014 - GROUP 3 26
  27. 27. Recommendations • Companies can target the labour class in Dubai by setting up small kiosks near their residential areas as well as near their work locations and make the lower price segment products easily accessible to them. • Dubai Expo 2020 will give a tremendous surge to the revenues from the sale of personal care products for a short period of time, all the companies need to have a proper demand forecast for the period to avoid the ‘Bull Whip Effect’ and accordingly stack up their inventories CRP 1 PRESENTATION - MGB SEPTEMBER 2014 - GROUP 3 27
  28. 28. Thank You! CRP Group 3 Viren Baid | Ameya Sonkusale | Ayush Golyan

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