Bath and Shower in South Africa

PROSPECTS

Spa-influenced products gaining in popularity

While spa treatments are more easily afforded by mid- to high-income groups, consumers have taken the indulgence of such treatments into their homes. As such, spa-influenced products are gaining in popularity as an increasing number of South Africans try to recreate the same spa experience within the comfort of their homes.

Economic hardship drives search for value

Consumers are experiencing a decline in disposable incomes and reducing products perceived as non-essential. In a bid to drive sales, retailers engage in aggressive price promotions such as bundle pricing and discounts and this is when value-driven consumers choose to stock up on products.

New packaging formats to capitalise on new customer requirements

The drive for value has led to some innovation in the packaging space. Polarisation of sizes has been evident where manufacturers are either introducing large pack sizes aimed at big families and offering bulk purchase savings, or smaller packaging formats which are priced accordingly.

COMPETITIVE LANDSCAPE

Unilever maintains lead

The success of Unilever in bath and shower stems from its strong portfolio of successful brands including Sunlight, Lux, Lifebuoy and Dove, although it lost some marginal share to economy brands. Unilever’s brands are also more heavily marketed and offer aggressive marketing campaigns, which helps the player to consolidate its leading position.

Manufacturers find new ways to differentiate their products

With bath and shower becoming increasingly competitive due to new product launches and brand entrants as well as declining disposable incomes, manufacturers are having to find more creative ways to differentiate their products. Innovation in terms of more budget-friendly pack formats is one adopted strategy.

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