Sale of male grooming products to soar by 18% to Dhs91.8bn

Research by Euromonitor International revealed a total of 31% of spa visitors last year were men. 'The worldwide market for male grooming products will rise by 18% to Dhs91.8bn ($25bn) between 2006 and 2011 according to Euromonitor International. 'This worldwide trend is reflected in the Middle East where the numbers of spas have increased and with each of the 200 new hotels planned for construction in Dubai alone incorporating a spa,' said Mr. Eckhard Pruy, CEO of Epoc Messe Frankfurt GmbH.

'As 31% of spa-goers are men, the demand for products and services designed specifically with men in mind is at an all time high,' said Ms.Elaine O'Connell, Senior Show Manager of Wellness & Spas. Research by the International Spa Association (ISPA) showed that two million spa goers took part in lifestyle classes. Examples of lifestyle offerings include healthy cooking classes, seminars on achieving balance and managing stress.

She added that as more people embrace the spa experience, the concept is being increasingly linked to lifestyle decisions based on health and wellness. 'With issues including obesity, stress and environmental toxins being serious concerns, many spas are incorporating lifestyle elements, including fitness, diet and overall health into the traditional treatment based spa concept.'

'The new man is not just signing up for sports massages and manicures. They're getting facials, Vichy shower rituals and body scrubs,' said Ms. O'Connell. 'This is partly because spas have learned how to create a gender-neutral atmosphere where both men and women feel comfortable, with treatments that are named specifically for men like the 'Gentleman's Facial'.'

According to Spa Finder Inc. media partner of Wellness and Spas Middle East in 2008; a top spa information and research company, the next spa trend will be less focused on relaxation and more focused on rehabilitation.

From the days of simple massage and facials, increased competition among spas has raised expectations among spa goers. Specialized services such as intensive detox spas to purge the body of toxins are gaining in popularity. Predominantly 3 categories: the day spa, the destination spa, the resort spa and more recently, the medical spa are strong visible trends. Also the demand patterns and trends in the spa industry are illustrated by the financial performance of the various types of spas. Looking at revenues by spa type - day spas lead here with Dhs14.6bn ($4bn) followed by resort/hotel and club spas.

Ms. O'Connell said, 'The number of tourists and business visitors to Dubai is targeted to grow to 15 million by 2010. The new hotels coming up until the year 2015 will feature the latest in wellness and spa facilities, helping Dubai become the world's No.1 spa destination.'

She said 'Dubai now has a wide selection of spa centres, a recent survey by the Leading Hotels of the World group identified the Middle East region as having four 'World Class' spas, of which no less than three are located in Dubai. The emirate is embarking on a major promotional drive to position itself as a wellness destination by 2010. To cope with the expected increase in demand an unprecedented number of luxury hotels are being built; many appointed with luxury spa complexes.'

Dubai is expected to become one of the world's leading destinations by the year 2015. The number of hotels and spas in Qatar will increase from 12 to 51 between now and 2010 (a growth of 325%).This number of competing spas in the region demands that interior designers become more inventive and innovative in their spa designs. This fact coupled with the higher expectations of spa visitors creates quite a challenge.

The indisputable rise in the popularity of spas and the concept of wellness is due to a number of factors: An ageing population desiring an extended youth; an increase in disposable incomes and the need to take time out from busy lives for some rest and relaxation. Added to this is the portrayal in the media of well known celebrities and sport heroes at ease in using and endorsing cosmetic products and adopting a healthy spa lifestyle thus influencing the choice of the new generation of men.

This growing industry trend will be reflected at the fifth Wellness and Spas Middle East Show to be held this year from May 18 to 20, 2008 at the Dubai International Convention and Exhibition Centre.

Wellness and Spas Middle East is the international trade fair for the professional spa and wellness industry, presenting over 135 exhibitors from 25 countries showcasing the latest products, services, trends and solutions for the spa, fitness and wellness industries.