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Baby and Child-specific Products in
South Africa

Country Report

US$990
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Executive Summary

Jun 2019
PROSPECTS
Difficult economic environment influences consumers’ purchasing behaviour

With a fall in disposable incomes and greater economic uncertainty, consumers are becoming increasingly cautious with their spending. They are reducing the purchase of non-essential products and instead opting for economy brands.

Hygiene and baby’s welfare a key purchasing determinant

While cost factor is an important purchasing determinant, the baby’s welfare and hygiene is also important and one which parents are unwilling to compromise on. With family sizes decreasing and both parents often working, families are allocating larger budgets to baby and child-specific products.

High-income consumers demand ecological products

A smaller but emerging category of parents, usually from higher-income groups, are also searching for products that are environmentally friendly. Within this niche group of consumers, it is also common to see them make their own baby products, such as skin care using only natural ingredients which can readily be found in one’s kitchen.

COMPETITIVE LANDSCAPE
High concentration with two major leading players

Johnson & Johnson retained its lead of baby and child-specific products with its well-known Johnson's Baby brand, followed by Tiger Consumer Brands Ltd with Elizabeth Anne’s. These two players have a long-standing presence in South Africa and being heritage brands, they benefit from a strong reputation amongst local consumers.

The rise of private label

Although heritage brands have a strong grip on baby and child-specific products, private label from retailers such as Clicks have gained in popularity as they are competitively priced. Private label products from Clicks benefits from optimal shelf positioning and also run promotional offers throughout the year, making them a cost-effective option for cost-conscious consumers.

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Baby and Child-Specific Products in South Africa

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Overview

Discover the latest market trends and uncover sources of future market growth for the Baby and Child-specific Products industry in South Africa with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Baby and Child-specific Products industry in South Africa, our research will save you time and money while empowering you to make informed, profitable decisions.

The Baby and Child-specific Products in South Africa market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Baby and Child-specific Products in South Africa?
  • What are the major brands in South Africa?
  • What are the movements in unit prices across categories?
  • What is the penetration of premium baby care products?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Baby and Child-Specific Products in South Africa - Category analysis

HEADLINES

PROSPECTS

Difficult economic environment influences consumers’ purchasing behaviour
Hygiene and baby’s welfare a key purchasing determinant
High-income consumers demand ecological products

COMPETITIVE LANDSCAPE

High concentration with two major leading players
The rise of private label

CATEGORY DATA

Table 1 Sales of Baby and Child-specific Products by Category: Value 2013-2018
Table 2 Sales of Baby and Child-specific Products by Category: % Value Growth 2013-2018
Table 3 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2013-2018
Table 4 NBO Company Shares of Baby and Child-specific Products: % Value 2014-2018
Table 5 LBN Brand Shares of Baby and Child-specific Products: % Value 2015-2018
Table 6 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2015-2018
Table 7 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2015-2018
Table 8 Forecast Sales of Baby and Child-specific Products by Category: Value 2018-2023
Table 9 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
Table 10 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023

Beauty and Personal Care in South Africa - Industry Overview

EXECUTIVE SUMMARY

Resilient market despite sluggish economy
Beauty products have a growing online presence
Economy brands perform better in restrictive consumer market
Packaging formats offer savings
Positive growth expected over the forecast period

MARKET DATA

Table 11 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 12 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 13 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 14 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 15 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 16 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 17 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 18 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 19 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 20 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources