According to the UnivDatos, growing disposable income, rising tourism and pilgrimage activities, increasing urbanization, expanding e-commerce penetration, strong cultural affinity for fragrances, product innovation and premiumization, growth in hospitality and retail sectors, rising youth and millennial spending, seasonal and festive demand surges, increasing availability of international brands drive the Saudi Arabia Home Fragrances market. As per their “Saudi Arabia Home Fragrances Market” report, the market was valued at USD 94.21 Million in 2024, growing at a CAGR of about 7.38% during the forecast period from 2025 - 2033 to reach USD Million by 2033.

Saudi Arabia's home fragrances market is a rapidly developing market. Perfumes, such as oud, bakhoor, and musk, have been used in Saudi families for generations. However, the range of perfumes has expanded to encompass a wider variety of items, now presented in the market, including sprays, scented candles, and diffusers. The increase in spending ability, urbanization, and global consumption trends is driving consumers to prefer premium and innovative forms of fragrances. The present growth can also be attributed to the increasing retail environment and the high popularity of fragrances in daily routines.

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E-Commerce is Reshaping the Saudi Home Fragrance Market

The online business has become a significant force in the sale of home fragrances in Saudi Arabia, offering convenience, choice, and direct access to local and international brands. Also, sellers use websites such as Amazon.SA, Noon, and e-stores of particular brands enable their customers to compare products, discover the subtle sensations, and use promotions.

Moreover, brand reach, particularly among younger consumers, has been enhanced by the increased visibility through social media influencers and direct electronic marketing. With increased penetration in the smartphone industry, e-commerce is expected to continue commanding a larger segment of the home fragrance market.

Tourism’s Role in Driving Home Fragrance Sales

The growth of the home fragrances market has a strong catalyst in the tourism industry in Saudi Arabia, especially the religious tourism (using Hajj and Umrah) industry. Oud, bakhoor, and incense are popular products sold both to visitors as souvenirs or as gifts, but they also provide business to large retailers and artisanal producers.

The development of an industry that encompasses hospitality, luxury shopping, and entertainment, including cultural festivals, also increases the demand for high-quality scents. This association between tourism and fragrance sales is expected to further strengthen as the Kingdom continues to expand its tourism activities on a global scale.

Figure 2: Domestic Tourism in Saudi Arabia, By Type of Accommodation, in 2024, Tourists in Million, and Spending in Billions SAR

Investment Opportunities

The Saudi home fragrance market offers promising investment opportunities, particularly in premium, eco-friendly, and high-tech products. Also, brands that adapt their scents to local cultural tastes and incorporate global trends will be able to establish a loyal customer base. It can also invest in production capacity, supply chain performance, and online selling. As competition intensifies, strategic alliances and brand diversification will play a crucial role in driving long-term growth.

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Blending Heritage with Modern Growth

The Saudi Arabian market is showing very clear growth in the home fragrances market due to strong cultural backgrounds and the ease of adopting the innovation. Conventional aromas such as oud and bakhoor will always be central to the taste of consumers, but the development of novelties of the format and super-premium products is rewriting this market. There are various opportunities for growth as posed by e-commerce, tourism, and increasing disposable incomes. Moreover, companies that merge cultural authenticity with modern branding and product innovations are able to gain a competitive advantage. As retail and tourism industries unfold under the wings of the Kingdom, the home fragrance segment will keep developing, giving domestic and international players a large-scale growing potential in the long term.

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