The South African economy was characterised by slow growth, declining disposable incomes and low consumer confidence. Consumers reacted by reducing their purchases of perceived non-essential goods across multiple categories.
Important health and beauty specialist retailers such as Clicks and Dischem continued to invest in their e-commerce businesses and improve the overall online shopping experience. Most players now offer the option of “Click and Collect” where consumers can purchase online and collect their deliveries in store.
Private label and economy brands performed well towards the end of the review period as they are more affordable and therefore appeal to price-sensitive consumers. South Africans are increasingly engaging in brand switching behaviour, as they look for products that offer quality at competitive prices.
The restrictive consumer environment has resulted in retailers introducing innovative packaging formats that either allow for bulk savings or ensure that non-essential products are still being purchased by offering travel- sized formats. Sun protection, which is used by most local consumers, witnessed the introduction of single-use sachets, which allowed them to only make a purchase when needed rather than buying a full bottle.
New product development, launches and a strong personal grooming trend are expected to support the growth of beauty and personal care over the forecast period. However, a challenging consumer environment is likely to pose a problem for brands that fail to offer value for money, as value-seeking behaviour is expected to persist.
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Discover the latest market trends and uncover sources of future market growth for the Beauty and Personal Care industry in South Africa with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Beauty and Personal Care market research database.