The EMEA personal care and cleaning chemicals market has been shaped by multiple factors including migration, demographics, climate, rising disposable income, expanding product lines for people of color, and others. Soon, the market will get positively impacted by emerging beauty trends that are redefining the sales of personal care products. A growing inclination towards organic personal care products is one of the promising trends to have emerged from market developments. Furthermore, cosmetic companies are expanding the realm of their sales by gaining information about the local population. Using retail analytics, key players of the EMEA personal care market are benefitting tremendously with a better understanding of consumer buying patterns.

Additionally, the EMEA cleaning chemicals market has also gained impetus owing to rising disposable income that has created a noticeable shift in consumer appreciation for aesthetics. The real estate industry in Europe, the Middle-East, and Africa is expanding owing to rapid urbanization, simultaneously escalating demand for cleaning chemicals. Industries also generate a high demand for the EMEA cleaning chemicals market with increasing governmental norms for maintaining the cleanliness of manufacturing units, especially those of the food and beverage, and pharmaceutical industries. Moreover, governmental healthcare departments are investing in the EMEA cleaning chemicals market for getting rid of inevitable contamination in hospitals and clinics, therefore generating high demand. These factors will collectively impact the EMEA personal care and cleaning chemicals market in the upcoming years. During the forecast period of 2019-2025, the market will grow with an average CAGR of 5%. In 2018, the market earned a revenue of $16.6 billion in the three regions.

Europe Taking the Lead in the EMEA Personal Care and Cleaning Chemicals Market

According to IndustryARC’s research, Europe has emerged as the regional leader of the EMEA personal care and cleaning chemicals market. In 2018, it held an 80% share of the total revenue earned by the market in all three regions. European industries and markets have been heavily impacted by migration and increasing life expectancy levels in the recent past. Since Europe features a matured commercial landscape, its countries are attracting people of different ethnicities from all over the world in search of jobs. This is creating a presence of composite culture, which is impelling companies to invest resources into R&D that could meet the rising demands of people of different backgrounds. Some of the trends that have emerged from the developments in the EMEA personal care and cleaning chemicals market in Europe are:

·         Incorporation of Technology

The personal care products industry is undergoing a dramatic shift from companies switching their focus from innovating in constituents of products to the incorporation of technology. L’Oreal, one of the world’s largest and oldest cosmetic companies, has pioneered this revolution by utilizing digital resources for beauty enhancement. Acknowledging the potential of e-commerce, companies are shifting their strategies towards digital marketing that also involves the incorporation of artificial intelligence. Targeted ads, one of the popular advertising strategies, has emerged out of this trend and helped key market players in earning massive revenue. Using a consumer’s buying history and demographic background, targeted advertising helps in diverting traffic towards a company’s website while also assuring customer satisfaction.

·         Microbiome in Personal Care

Microbiomes are simply microorganisms that live on the skin of humans and can consist of both good and bad ones. Together, they are responsible for maintaining the ecosystem of the skin and often rely on skincare products for nutrition. After recognizing the presence of these microbiomes on the skin, key market players are investing resources into creating products that only target the good microorganisms that contribute to the development of skin. Unilever Ventures after getting inspired by this trend, invested in Gallinee, a startup working towards the improvement of the skin. Together they intend to publish concrete researches that scientifically support this personal care trend.

·         Sustainability

Cosmetic countries across the world, but especially in the European region are under the lens for polluting the environment through personal care products and cleaning chemicals. For example, microbeads, a product made out of plastic, used in personal care products such as toothpaste, scrubs, and others were recently banned in some prominent countries in Europe for its incessant pollution in oceans.

Furthermore, Europe is also reeling from the effects of water scarcity. According to the European Commission, droughts across the European continent have cost a financial loss of 100 billion euros in the past 30 years. This has made personal care companies invest in the innovation of products that do not involve excessive water usage. A growing sensitivity towards the environment will instill consumer trust and peak interest, thus promising growth of the Europe personal care and cleaning chemicals market.

Drivers Impacting the African Personal Care and Cleaning Chemicals Market

The region of Sub-Saharan Africa prominently features the black population. The market of personal care is blooming in Africa, owing to innovation by key market players for making products more suited for the black population. Several factors that have impacted the personal care and cleaning chemicals market in Africa are:

·       The Growing Population of Africa- Africa’s population is growing at an unprecedented rate owing to high fertility levels. It is the second-most populous continent in the world with approximately 1.3 billion people recorded in 2016. According to the World Bank, 70% of the African population is under 30 years of age. The consistent rise in Africa is giving birth to a relatively younger population that is quickly adapting to volatile cosmetic and personal care trends. The youthful population is more experimental and gaining traction from cosmetic companies through social media channels.

·   Rapidly Increasing Urbanization- The World Bank has estimated the African population to nearly double by the end of 2050. A population of this size will require rapid urbanization and an increase in the cosmopolitan environment for the accommodation of people while ensuring education and jobs at the same time. As compared to people residing in rural populations, urban people spend more on personal care products also owing to the city pollution that has a detrimental impact on skin and overall health. The haircare market will also witness a prolific growth with personal care companies investing in R&D of hair products more suited for the African population.

Trends and Drivers Impacting the Middle East Personal Care and Cleaning Chemicals Market

·        The rise of niche brands- Contrary to the prevalent trend in most countries, the Middle-east personal care market is gravitating towards niche brands. Instead of entertaining multinational brands such as Unilever, Procter & Gamble, etc., the Middle-east population is contributing to the growth of local brands. A prime example of this trend is HudaBeauty launched by Huda Kattan, a social media influencer from Dubai. Another prominent niche brand in the Middle-east region is the Camel Soap Factory that manufactures products on body and face care out of camel milk.

·      Technology as a disruptor- Similar to other industries, technology has made an equally significant impact on the personal care and cleaning chemicals market in the Middle-east. For example, Instaglam is a startup that offers on-demand personal care services to people of the Middle-east. This startup was initiated to minimize the need for middle-men and instead offer services on the doorstep.

Furthermore, several other niche brands are using the internet to develop e-commerce stores that do not require offline paperwork. Boutiqaat is a startup founded in 2015 which sells personal care products through its e-commerce platforms such as mobile apps and websites. The website features virtual boutiques that are created for consumers to browse and select products of the latest trends.

The Middle-east cleaning chemicals market has also generated a huge demand from the oil and gas industry. The Middle-east region contains approximately half of the world’s crude oil reserves and remains to be the most important zone for the oil industry worldwide. More than half of the world’s largest oil fields are located in this region. In 2018, Iraq exported crude oil worth $91 billion to different countries of the world. Cleaning chemicals are used extensively in the manufacturing units and refineries for cleaning filter membranes and other equipment employed in the refining process. This has generated an extremely high demand for the Middle-east cleaning chemicals market.

The EMEA Personal Care and Cleaning Chemicals Market: Key Players

Key market players who have played a pivotal role in the growth of the EMEA personal care and cleaning chemicals market are BASF SE, DowDuPont, Solvay SA, AkzoNobel NV, Symrise AG, Lanxess AG, Royal DSM, Ashland, Evonik Industries, and Wacker Chemie AG.

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