According to a new report by UnivDatos, the Saudi Arabia Home Fragrances Market is expected to reach USD million in 2033 by growing at a CAGR of 7.38% during the forecast period (2025- 2033F). The Saudi home fragrance market is experiencing growth owing to a high cultural attachment towards scents, an increase in personal disposable incomes, changing lifestyles of urban populations, and the trend towards luxury and premium living. The growth of the e-commerce industry and the increasing popularity of gift-giving during celebrations drive the growth of the market. Furthermore, the tourism and hospitality industry contributes to the use of signature scents, enhancing the guest experience.

As per the International Trade Administration, U.S. Department of Commerce, on February 20, 2025, Saudi Arabia’s tourism sector is expanding rapidly, creating potential opportunities for U.S. businesses, driven by unprecedented economic growth and government support. The country achieved over 100 million tourist arrivals in 2023, with combined domestic and international tourism spending reaching USD 68 billion. The government aims to increase tourism’s direct GDP contribution from 4.4% to 10% by 2030. International arrivals grew by 56% compared to 2019, leading G20 destinations in growth. The Saudi government is actively encouraging participation in the tourism sector through initiatives such as the Tourism Investment Enabler Program (TIEP) launched in March 2024.

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Driver: Growing Disposable Income

The home fragrances market in Saudi Arabia is driven by increasing disposable income, which has enabled consumers to move up the air freshener hierarchy to higher and more luxurious products. The increased income of the population, particularly among city dwellers based in Riyadh and Jeddah, has led to a higher demand for high-quality oud, bakhoor, and scented designer candles. This economic power enables households to purchase fragrances for daily use and as gifts, as established in cultural practices. Moreover, it is especially the younger consumers who are ready to pay more to buy lifestyle products and home decor. With disposable income continuing to rise, there is a growing opportunity for brands to launch innovative new products with higher margins, thereby further driving the market.

According to the results of the 2023 Household Income and Consumption Expenditure Statistics, the average household monthly disposable income across the Kingdom was SAR 11,839 (USD 3,154), while the average monthly disposable income for Saudi households was SAR 18,056 (USD 4,812), and for non-Saudi households SAR 5,428 (USD 1,446).

Segments that transform the industry

• Based on distribution channel, the Saudi Arabia Home Fragrances market is segmented into supermarkets and hypermarkets, specialty stores, convenience stores, online, and others. Among them, the online segment is expected to grow with the highest CAGR during the forecast period (2025-2033F). E-commerce is growing rapidly in the Kingdom of Saudi Arabia, changing the way household and personal fragrances are sold by providing direct access to younger and tech-savvy consumers, enabling them to interact with brands. Through internet sites, companies or brands can showcase a wide variety of product selections, conduct targeted promotions, and access influence-based marketing. This channel also removes the geographical barrier, allowing brands to sell their products to customers in smaller cities and rural regions with a low distribution budget. As per the International Trade Administration, U.S. Department of Commerce, by 2024, the number of Saudi internet users for e-commerce (selling and buying) is expected to reach 33.6 million, an increase of 42 percent from 2019.

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Region that transforms the industry

• The Central Region is expected to grow with the highest CAGR during the forecast period (2025-2033F). The key driver of strategic growth is the Central Region, centered on Riyadh, which encompasses high-income citizens, commercial and residential patterns, and ultra-luxury retail stores. According to the General Authority of Statistics, the average monthly disposable household income by administrative region and nationality of the household head was approximately SAR 14,990 (USD 3,994) in Riyadh in 2023, while the average monthly disposable income for Saudi households was SAR 25,995 (USD 6,925), and for non-Saudi households, SAR 6,405 (USD 1,707). The customers of the given locality tend to be highly interested in special and innovative products, which also prompts companies to introduce new lines and exclusive collections. The business and administrative centre status of the region also makes it a key area for brand visibility and corporate gifting.

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