Bath and Shower in South Africa

PROSPECTS

Heritage brands continue to innovate by adding natural ingredients to products

An increasingly informed population has led to growing demand for natural and organic products amongst mid- to high-income consumers, given concerns about health and wellness. An increasing number of health-conscious consumers appear more sensitive to chemical-laden products and are opting for brands with more natural formulations.

Private label offers value-driven products in challenging economic conditions

South African consumers have experienced challenging economic conditions characterised by low economic growth, a drop in disposable incomes resulting from increased VAT, rising fuel and utility costs and other living expenses. Additionally, high levels of poverty combined with low consumer spending power are driving lower-income South Africans to consider value as a priority.

Increasing use of loyalty point programmes

Retailers that offer beauty and personal care products are seeing an increase in the use of loyalty programmes. Encouraging loyal purchasing behaviour appears more beneficial to companies as they gain the opportunity to understand the preferences and purchasing patterns of consumers.

COMPETITIVE LANDSCAPE

Unilever strengthens lead of bath and shower

Unilever strengthened its lead of bath and shower in 2018, regaining some value share that it had lost the previous year. Unilever’s successfully established brands including Lux, Dove, Lifebuoy and Sunlight contribute to its leading position.

Convenient packaging formats to drive growth

Bath and shower became increasingly competitive in 2018 with greater value share gained by smaller players under others. This forced companies to find new and convenient ways to present their products.

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