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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