The concept of wellness has brought health and wellness in sync and has ushered in a transformation in the understanding of health and hygiene. This holistic approach offers fresh prospects for the beauty industry, which now has the chance to create products and provide support that caters to customers' overall wellness journey.

Spotlight on Middle East and North Africa

Despite challenges faced in other regions, the Middle East and Africa region shows a promising growth potential. The beauty and personal care industry grew to USD36 billion in 2021, registering strong double digit growth. The biggest categories are haircare, fragrances and skin care in terms of absolute value sales.

The Middle East has highest percentage of Gen Z

Millennials and Gen Z accounted for 45% of the world population in 2022, while in 2030, 45% will be formed by Gen Z and Gen Alpha consumers. In response to this, the industry has begun to shift its attention from millennials to the Gen Z and Gen Alpha cohorts.

The Middle East and Africa region boast the highest percentage of the younger population. And according to Euromonitor’s Voice of the Consumer Beauty Survey, fielded in June-July 2021, Gen Z perceptions of beauty include inner confidence, being comfortable in your own skin, and embracing yourself. Focus on wellness is among the top trends driving the beauty and personal care industry, driven in large part by younger consumers.

A renewed definition of health involves a more proactive approach

The trend towards a more preventive approach to health has been increasing for a number of years, and the pandemic has expedited this shift, causing a transformation in the understanding of health.

According to Euromonitor’s Voice of the Consumer: Health and Nutrition Survey reveals how drinking enough water, physical strength, mental wellbeing, emotional wellbeing, fitness and endurance, eating a balanced diet, getting enough sleep an low stress gain relevance among consumers when asked what “being healthy” means for them.

The wellness consumer has a community mindset

Beauty companies should realize that consumers who prioritize wellness consider health and hygiene as only one aspect of their overall well-being. For such consumers, wellness is not just about their personal health but also about how they interact with the world. They are guided by a sense of community and are environmentally conscious.

Moreover, these consumers are proactive in addressing the issues that matter to them. Euromonitor's Voice of the Consumer: Lifestyles Survey indicates that 39% of consumers express their views on social or political matters through social media, and 36% consider a retailer's stated social and political values when making purchasing decisions.

Wellness’ impact expected to continue in the long run

Euromonitor includes “Wellness” as one of the 10 megatrends shaping consumer behaviour and attitudes in the long term. Megatrends highlight what is important to consumers, how their values, priorities and preferences are changing, informing their lifestyles and consumption choices. While wellness has been a significant trend for some time now, the pandemic has heightened its

importance as consumers felt more vulnerable. According to Euromonitor’s Voice of the Consumer: Health and Nutrition Survey, 18% of consumers reported experiencing some form of health concern or issue in 2020. This percentage has remained unchanged in 2022.

To stay relevant in the long run, it will be crucial to take into account how wellness influences customers' attitudes towards health, beauty and their way of living. This understanding can aid in recognizing opportunities, innovating, adopting proactive strategies, and staying ahead of competitors in the market.

Author: Mehrnoush Shafiei, Senior Research Analyst at Euromonitor
Source: Euromonitor International

For the latest insights on the beauty market in the Middle East and North Africa, download the full report for free.

DOWNLOAD THE REPORT