I had previously discussed three key trends in the cosmetic skin care market in the MENA region, but trends just keep on emerging more rapidly. At Medica Group, we make sure to detect these trends even before they become popular. The demands in the Middle East market are constantly changing and evolving. We cater to this ever-evolving market so that our customers are always up to date with the latest crazes. So, here are three more trends that are currently taking over the market that we’d like to share with you.
According to a study by the American Academy of Cosmetic Surgery Hospital (AACSH) in 2016, Middle Eastern countries are experiencing a significant increase in the demand for aesthetic products. Anti-aging and skin whitening products are the highest in demand by the majority of the market in the region. The high percentages of youths in the Middle East and the high market adoption for new cosmetic products have propelled the market growth for skin care products in the region. Specialty and premium products have also recorded a substantial demand in the Middle East countries owing to the high purchasing power of the population.
Furthermore, for the first time ever, the market is being penetrated by both genders. As I mentioned in previous articles, this is due to increased awareness. Nowadays, men are also aware of the need to improve their appearances, wherein the past, it was only women. That leads to our second trend in the market, which is the increasing market for men’s grooming. Moreover, the increase in expenditure on men’s grooming products in the region has led to a high market demand for men’s skin care products. According to an article published by Messe Frankfurt Middle East GmbH in 2017, men’s spending on grooming procedures and related products reached US$ 662M in the Middle East and the value is anticipated to increase substantially during the coming period.
Our last trend is the increasing outbound medical tourism for cosmetic and aesthetic procedures. According to an article published in 2016 by Forbes, the MENA region has recorded a significant number of outbound medical tourists, of which it has contributed to approximately 70% of the medical tourism market in GCC countries. Thus, a significant percentage of the population is exposed to different cosmetic products while traveling as medical tourists.