Beauty and Personal Care in South Africa

June 2021
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Overview:

Understand the latest market trends and future growth opportunities for the Beauty and Personal Care industry in South Africa with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Baby and Child-Specific Products
  • Bath and Shower
  • Colour Cosmetics
  • Deodorants
  • Depilatories
  • Fragrances
  • Hair Care
  • Men's Grooming
  • Oral Care
  • Skin Care
  • Sun Care
  • Premium Beauty and Personal Care
  • Mass Beauty and Personal Care

If you're in the Beauty and Personal Care industry in South Africa, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Beauty and Personal Care in South Africa report includes:

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

This report answers:

  • What is the market size of Beauty and Personal Care in South Africa?
  • Which are the leading brands in South Africa?
  • How are products distributed in South Africa?
  • To what extent is e-commerce changing the retail environment and consumer demand?
  • How are sales of mass versus premium beauty products evolving?
  • Which products are seeing rising demand in the wake of COVID-19?
  • Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
  • How is the macroeconomic environment shaping demand?
  • Where is future growth expected to be most dynamic?

Beauty and Personal Care in South Africa

EXECUTIVE SUMMARY

COVID-19 impact on beauty and personal care
COVID-19 country impact
Company response
Retailing shift
What next for beauty and personal care?
Chart 1 Beauty and Personal Care Value Sales Growth Scenarios: 2018-2025 Chart 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2018-2025

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2015-2020 Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2016-2020 Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2016-2020 Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2017-2020 Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2015-2020 Table 7 Distribution of Beauty and Personal Care by Format: % Value 2015-2020 Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2020 Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2020-2025 Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Mass Beauty and Personal Care in South Africa

KEY DATA FINDINGS

2020 IMPACT

Lockdown and home seclusion shape category performance
Convenience and proximity determine brand success
Local brands are favoured by consumers

RECOVERY AND OPPORTUNITIES

Price sensitivity will continue to shape performance
Return to normality will be slow
E-commerce likely to enhance brand visibility

CATEGORY DATA

Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2015-2020 Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2016-2020 Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2017-2020 Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2020-2025 Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2020-2025

Premium Beauty and Personal Care in South Africa

KEY DATA FINDINGS

2020 IMPACT

Premium beauty and personal care sees a dismal performance
Aggressive price promotions and the rise of online stores
Innovative strategies adopted by leading players

RECOVERY AND OPPORTUNITIES

Recession and threats of a third wave will slow recovery
Tourist spending heavily impacted by the crippled tourism industry
Absolute luxury brands relatively more resilient

CATEGORY DATA

Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2015-2020 Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2016-2020 Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2017-2020 Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2020-2025 Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2020-2025

Baby and Child-Specific Products in South Africa

KEY DATA FINDINGS

2020 IMPACT

Slower growth driven by price-consciousness and a focus on key baby categories
Baby wipes benefits from an increased focus on hygiene
Prioritisation of key baby categories affects performance of non-essential categories

RECOVERY AND OPPORTUNITIES

Further growth expected over the forecast period
Rise in e-commerce improves brand visibility
Johnson & Johnson set to maintain its lead

CATEGORY DATA

Table 23 Sales of Baby and Child-specific Products by Category: Value 2015-2020 Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2015-2020 Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2015-2020 Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2016-2020 Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2017-2020 Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2017-2020 Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2017-2020 Table 30 Forecast Sales of Baby and Child-specific Products by Category: Value 2020-2025 Table 31 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2020-2025 Table 32 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2020-2025

Bath and Shower in South Africa

KEY DATA FINDINGS

2020 IMPACT

Hygiene concerns drive demand during pandemic
Products with antibacterial properties or high alcohol content gain shelf space
The rise in complementary categories and caring formulae

RECOVERY AND OPPORTUNITIES

The need to capitalise on changing distribution patterns
The rise in complementary categories and innovative formats
The battle between international brands and private label lines

CATEGORY DATA

Table 33 Sales of Bath and Shower by Category: Value 2015-2020 Table 34 Sales of Bath and Shower by Category: % Value Growth 2015-2020 Table 35 Sales of Bath and Shower by Premium vs Mass: % Value 2015-2020 Table 36 NBO Company Shares of Bath and Shower: % Value 2016-2020 Table 37 LBN Brand Shares of Bath and Shower: % Value 2017-2020 Table 38 Forecast Sales of Bath and Shower by Category: Value 2020-2025 Table 39 Forecast Sales of Bath and Shower by Category: % Value Growth 2020-2025 Table 40 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2020-2025

Colour Cosmetics in South Africa

KEY DATA FINDINGS

2020 IMPACT

Changes in grooming routines strongly negatively impact colour cosmetics
Online presence and brand visibility improve
Lipstick hardest-hit, while DIY trend drives demand for nails

RECOVERY AND OPPORTUNITIES

Recovery will be slow as consumer battle with economic woes
Premium colour cosmetics will see the impact of the pandemic for longer
Innovative brands that are compatible with the new reality will recover quickly

CATEGORY DATA

Table 41 Sales of Colour Cosmetics by Category: Value 2015-2020 Table 42 Sales of Colour Cosmetics by Category: % Value Growth 2015-2020 Table 43 NBO Company Shares of Colour Cosmetics: % Value 2016-2020 Table 44 LBN Brand Shares of Colour Cosmetics: % Value 2017-2020 Table 45 LBN Brand Shares of Eye Make-up: % Value 2017-2020 Table 46 LBN Brand Shares of Facial Make-up: % Value 2017-2020 Table 47 LBN Brand Shares of Lip Products: % Value 2017-2020 Table 48 LBN Brand Shares of Nail Products: % Value 2017-2020 Table 49 LBN Brand Shares of Premium Colour Cosmetics: % Value 2017-2020 Table 50 Forecast Sales of Colour Cosmetics by Category: Value 2020-2025 Table 51 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2020-2025

Deodorants in South Africa

KEY DATA FINDINGS

2020 IMPACT

Growth hindered by COVID-19 restrictions
Shift from fragrances to deodorant sprays
International companies maintain their lead

RECOVERY AND OPPORTUNITIES

As consumers resume work and social activities, recovery will follow
Shift in retail channels likely to maintain momentum

CATEGORY DATA

Table 52 Sales of Deodorants by Category: Value 2015-2020 Table 53 Sales of Deodorants by Category: % Value Growth 2015-2020 Table 54 Sales of Deodorants by Premium vs Mass: % Value 2015-2020 Table 55 NBO Company Shares of Deodorants: % Value 2016-2020 Table 56 LBN Brand Shares of Deodorants: % Value 2017-2020 Table 57 Forecast Sales of Deodorants by Category: Value 2020-2025 Table 58 Forecast Sales of Deodorants by Category: % Value Growth 2020-2025 Table 59 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2020-2025

Depilatories in South Africa

KEY DATA FINDINGS

2020 IMPACT

Depilatories benefits from the DIY trend but suffers from home seclusion
Growth of razors supported by affordability and convenience
Veet maintains brand leadership

RECOVERY AND OPPORTUNITIES

Limited social interaction will support category growth
Depilatories set to expand the target market

CATEGORY DATA

Table 60 Sales of Depilatories by Category: Value 2015-2020 Table 61 Sales of Depilatories by Category: % Value Growth 2015-2020 Table 62 Sales of Women's Razors and Blades by Type: % Value Breakdown 2016-2020 Table 63 NBO Company Shares of Depilatories: % Value 2016-2020 Table 64 LBN Brand Shares of Depilatories: % Value 2017-2020 Table 65 Forecast Sales of Depilatories by Category: Value 2020-2025 Table 66 Forecast Sales of Depilatories by Category: % Value Growth 2020-2025

Fragrances in South Africa

KEY DATA FINDINGS

2020 IMPACT

Fragrances second hardest-hit category within beauty and personal care
Retailers engage in aggressive price promotions
Lockdown measures impact sales of fragrances

RECOVERY AND OPPORTUNITIES

Recessionary pressures will slow recovery
The rise in e-commerce will improve brand visibility

CATEGORY DATA

Table 67 Sales of Fragrances by Category: Value 2015-2020 Table 68 Sales of Fragrances by Category: % Value Growth 2015-2020 Table 69 NBO Company Shares of Fragrances: % Value 2016-2020 Table 70 LBN Brand Shares of Fragrances: % Value 2017-2020 Table 71 LBN Brand Shares of Premium Men's Fragrances: % Value 2017-2020 Table 72 LBN Brand Shares of Premium Women's Fragrances: % Value 2017-2020 Table 73 Forecast Sales of Fragrances by Category: Value 2020-2025 Table 74 Forecast Sales of Fragrances by Category: % Value Growth 2020-2025

Hair Care in South Africa

KEY DATA FINDINGS

2020 IMPACT

DIY trend due to salon closures and cost-cutting drives growth
Increased awareness of clean beauty

RECOVERY AND OPPORTUNITIES

Financial recovery will impact category recovery
Online purchasing here to stay over the forecast period

CATEGORY DATA

Table 75 Sales of Hair Care by Category: Value 2015-2020 Table 76 Sales of Hair Care by Category: % Value Growth 2015-2020 Table 77 Sales of Hair Care by Premium vs Mass: % Value 2015-2020 Table 78 NBO Company Shares of Hair Care: % Value 2016-2020 Table 79 NBO Company Shares of Salon Professional Hair Care: % Value 2016-2020 Table 80 LBN Brand Shares of Hair Care: % Value 2017-2020 Table 81 LBN Brand Shares of Colourants: % Value 2017-2020 Table 82 LBN Brand Shares of Salon Professional Hair Care: % Value 2017-2020 Table 83 LBN Brand Shares of Styling Agents: % Value 2017-2020 Table 84 LBN Brand Shares of Premium Hair Care: % Value 2017-2020 Table 85 Forecast Sales of Hair Care by Category: Value 2020-2025 Table 86 Forecast Sales of Hair Care by Category: % Value Growth 2020-2025 Table 87 Forecast Sales of Hair Care by Premium vs Mass: % Value 2020-2025

Men's Grooming in South Africa

KEY DATA FINDINGS

2020 IMPACT

COVID-19 restrictions lead to decline
Men choose not to shave as often, hampering growth in men’s shaving
Premium brands are the hardest hit

RECOVERY AND OPPORTUNITIES

Brand owners must capitalise on new emerging trends
Marketing campaigns to add allure to products now deemed as non-essential

CATEGORY DATA

Table 88 Sales of Men’s Grooming by Category: Value 2015-2020 Table 89 Sales of Men’s Grooming by Category: % Value Growth 2015-2020 Table 90 Sales of Men's Razors and Blades by Type: % Value Breakdown 2016-2020 Table 91 Sales of Men's Skin Care by Type: % Value Breakdown 2017-2020 Table 92 NBO Company Shares of Men’s Grooming: % Value 2016-2020 Table 93 LBN Brand Shares of Men’s Grooming: % Value 2017-2020 Table 94 LBN Brand Shares of Men's Razors and Blades: % Value 2017-2020 Table 95 Forecast Sales of Men’s Grooming by Category: Value 2020-2025 Table 96 Forecast Sales of Men’s Grooming by Category: % Value Growth 2020-2025

Oral Care in South Africa

KEY DATA FINDINGS

2020 IMPACT

Economic pressures take their toll on electric toothbrushes
Resilience for categories which are considered essential

RECOVERY AND OPPORTUNITIES

Solid, stable growth expected over the forecast period

CATEGORY DATA

Table 97 Sales of Oral Care by Category: Value 2015-2020 Table 98 Sales of Oral Care by Category: % Value Growth 2015-2020 Table 99 Sales of Toothbrushes by Category: Value 2015-2020 Table 100 Sales of Toothbrushes by Category: % Value Growth 2015-2020 Table 101 Sales of Toothpaste by Type: % Value Breakdown 2016-2020 Table 102 NBO Company Shares of Oral Care: % Value 2016-2020 Table 103 LBN Brand Shares of Oral Care: % Value 2017-2020 Table 104 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2017-2020 Table 105 LBN Brand Shares of Toothpaste: % Value 2017-2020 Table 106 Forecast Sales of Oral Care by Category: Value 2020-2025 Table 107 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025 Table 108 Forecast Sales of Toothbrushes by Category: Value 2020-2025 Table 109 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-2025

Skin Care in South Africa

KEY DATA FINDINGS

2020 IMPACT

Skin care relatively resilient, with a focus on general wellbeing and self-pampering
Local people support local brands during the pandemic
Premium brands lose out in the difficult consumer environment

RECOVERY AND OPPORTUNITIES

Economic uncertainty overshadows growth
Prolonged use of hand sanitisers will lead to demand for skin care products

CATEGORY DATA

Table 110 Sales of Skin Care by Category: Value 2015-2020 Table 111 Sales of Skin Care by Category: % Value Growth 2015-2020 Table 112 NBO Company Shares of Skin Care: % Value 2016-2020 Table 113 LBN Brand Shares of Skin Care: % Value 2017-2020 Table 114 LBN Brand Shares of Basic Moisturisers: % Value 2017-2020 Table 115 LBN Brand Shares of Anti-agers: % Value 2017-2020 Table 116 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2017-2020 Table 117 LBN Brand Shares of General Purpose Body Care: % Value 2017-2020 Table 118 LBN Brand Shares of Premium Skin Care: % Value 2017-2020 Table 119 Forecast Sales of Skin Care by Category: Value 2020-2025 Table 120 Forecast Sales of Skin Care by Category: % Value Growth 2020-2025

Sun Care in South Africa

KEY DATA FINDINGS

2020 IMPACT

Sun care sales decline due to declining disposable incomes and lockdown
Sun care losing sales to other categories containing SPF

RECOVERY AND OPPORTUNITIES

Slow recovery ahead for sun care

CATEGORY DATA

Table 121 Sales of Sun Care by Category: Value 2015-2020 Table 122 Sales of Sun Care by Category: % Value Growth 2015-2020 Table 123 NBO Company Shares of Sun Care: % Value 2016-2020 Table 124 LBN Brand Shares of Sun Care: % Value 2017-2020 Table 125 LBN Brand Shares of Premium Adult Sun Care: % Value 2017-2020 Table 126 Forecast Sales of Sun Care by Category: Value 2020-2025 Table 127 Forecast Sales of Sun Care by Category: % Value Growth 2020-2025
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This report originates from Passport, our Beauty and Personal Care research and analysis database.

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