Executive Summary

Jun 2019
Resilient market despite sluggish economy

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.

Beauty products have a growing online presence

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.

Economy brands perform better in restrictive consumer market

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.

Packaging formats offer savings

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.

Positive growth expected over the forecast period

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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Overview

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.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Beauty and Personal Care industry in South Africa, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in South Africa for free (where applicable):

The Beauty and Personal Care in South Africa market research report includes:

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

Our market research reports answer questions such as:

  • What is the market size of Beauty and Personal Care in South Africa?
  • What are the major brands in South Africa?
  • How are sales of mass versus premium beauty products evolving?
  • What are the key shifts in retail channel distribution?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Beauty and Personal Care in South Africa

EXECUTIVE SUMMARY

Resilient market despite sluggish economy
Beauty products have a growing online presence
Economy brands perform better in restrictive consumer market
Packaging formats offer savings
Positive growth expected over the forecast period

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Baby and Child-Specific Products in South Africa

HEADLINES

PROSPECTS

Difficult economic environment influences consumers’ purchasing behaviour
Hygiene and baby’s welfare a key purchasing determinant
High-income consumers demand ecological products

COMPETITIVE LANDSCAPE

High concentration with two major leading players
The rise of private label

CATEGORY DATA

Table 11 Sales of Baby and Child-specific Products by Category: Value 2013-2018
Table 12 Sales of Baby and Child-specific Products by Category: % Value Growth 2013-2018
Table 13 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2013-2018
Table 14 NBO Company Shares of Baby and Child-specific Products: % Value 2014-2018
Table 15 LBN Brand Shares of Baby and Child-specific Products: % Value 2015-2018
Table 16 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2015-2018
Table 17 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2015-2018
Table 18 Forecast Sales of Baby and Child-specific Products by Category: Value 2018-2023
Table 19 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
Table 20 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023

Bath and Shower in South Africa

HEADLINES

PROSPECTS

Heritage brands continue to innovate by adding natural ingredients to products
Private label offers value-driven products in challenging economic conditions
Increasing use of loyalty point programmes

COMPETITIVE LANDSCAPE

Unilever strengthens lead of bath and shower
Convenient packaging formats to drive growth

CATEGORY DATA

Table 21 Sales of Bath and Shower by Category: Value 2013-2018
Table 22 Sales of Bath and Shower by Category: % Value Growth 2013-2018
Table 23 Sales of Bath and Shower by Premium vs Mass: % Value 2013-2018
Table 24 NBO Company Shares of Bath and Shower: % Value 2014-2018
Table 25 LBN Brand Shares of Bath and Shower: % Value 2015-2018
Table 26 Forecast Sales of Bath and Shower by Category: Value 2018-2023
Table 27 Forecast Sales of Bath and Shower by Category: % Value Growth 2018-2023
Table 28 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023

Colour Cosmetics in South Africa

HEADLINES

PROSPECTS

New launches drive dynamic performance
New players present across various distribution channels
Influencer marketing drives demand for colour cosmetics

COMPETITIVE LANDSCAPE

L'Oréal and Revlon lead colour cosmetics
Limited demand for private label
Popularity of “minis”

CATEGORY DATA

Table 29 Sales of Colour Cosmetics by Category: Value 2013-2018
Table 30 Sales of Colour Cosmetics by Category: % Value Growth 2013-2018
Table 31 NBO Company Shares of Colour Cosmetics: % Value 2014-2018
Table 32 LBN Brand Shares of Colour Cosmetics: % Value 2015-2018
Table 33 LBN Brand Shares of Eye Make-up: % Value 2015-2018
Table 34 LBN Brand Shares of Facial Make-up: % Value 2015-2018
Table 35 LBN Brand Shares of Lip Products: % Value 2015-2018
Table 36 LBN Brand Shares of Nail Products: % Value 2015-2018
Table 37 LBN Brand Shares of Premium Colour Cosmetics: % Value 2015-2018
Table 38 Forecast Sales of Colour Cosmetics by Category: Value 2018-2023
Table 39 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2018-2023

Deodorants in South Africa

HEADLINES

PROSPECTS

Deodorants continues to be dominated by mass brands
Promotional campaigns and the search for value influence growth
Deodorants a substitute for fragrance

COMPETITIVE LANDSCAPE

Unilever maintains lead
Fierce competition amongst international players

CATEGORY DATA

Table 40 Sales of Deodorants by Category: Value 2013-2018
Table 41 Sales of Deodorants by Category: % Value Growth 2013-2018
Table 42 Sales of Deodorants by Premium vs Mass: % Value 2013-2018
Table 43 NBO Company Shares of Deodorants: % Value 2014-2018
Table 44 LBN Brand Shares of Deodorants: % Value 2015-2018
Table 45 Forecast Sales of Deodorants by Category: Value 2018-2023
Table 46 Forecast Sales of Deodorants by Category: % Value Growth 2018-2023
Table 47 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2018-2023

Depilatories in South Africa

HEADLINES

PROSPECTS

New product lines to improve growth of depilatories
Varied demand amongst income groups
Increase in beauty salons may threaten growth of depilatories

COMPETITIVE LANDSCAPE

Incolabs retains lead
Competitive landscape is mix of multinationals and local players

CATEGORY DATA

Table 48 Sales of Depilatories by Category: Value 2013-2018
Table 49 Sales of Depilatories by Category: % Value Growth 2013-2018
Table 50 Sales of Women's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 51 NBO Company Shares of Depilatories: % Value 2014-2018
Table 52 LBN Brand Shares of Depilatories: % Value 2015-2018
Table 53 Forecast Sales of Depilatories by Category: Value 2018-2023
Table 54 Forecast Sales of Depilatories by Category: % Value Growth 2018-2023

Fragrances in South Africa

HEADLINES

PROSPECTS

Challenging economic environment influences category’s performance
Emergence of new purchasing patterns
The rise of new players across internet retailing

COMPETITIVE LANDSCAPE

Prestige Cosmetics maintains lead in highly fragmented landscape
Strong presence of counterfeit products

CATEGORY DATA

Table 55 Sales of Fragrances by Category: Value 2013-2018
Table 56 Sales of Fragrances by Category: % Value Growth 2013-2018
Table 57 NBO Company Shares of Fragrances: % Value 2014-2018
Table 58 LBN Brand Shares of Fragrances: % Value 2015-2018
Table 59 LBN Brand Shares of Premium Men's Fragrances: % Value 2015-2018
Table 60 LBN Brand Shares of Premium Women's Fragrances: % Value 2015-2018
Table 61 Forecast Sales of Fragrances by Category: Value 2018-2023
Table 62 Forecast Sales of Fragrances by Category: % Value Growth 2018-2023

Hair Care in South Africa

HEADLINES

PROSPECTS

Ethnic hair care drives growth
Shift towards more natural products
Dry shampoo is a growing niche

COMPETITIVE LANDSCAPE

Procter & Gamble retains leadership of hair care
Local player specialises in ethnic hair care
Category likely to become increasingly fragmented

CATEGORY DATA

Table 63 Sales of Hair Care by Category: Value 2013-2018
Table 64 Sales of Hair Care by Category: % Value Growth 2013-2018
Table 65 Sales of Hair Care by Premium vs Mass: % Value 2013-2018
Table 66 NBO Company Shares of Hair Care: % Value 2014-2018
Table 67 NBO Company Shares of Salon Professional Hair Care: % Value 2014-2018
Table 68 LBN Brand Shares of Hair Care: % Value 2015-2018
Table 69 LBN Brand Shares of Colourants: % Value 2015-2018
Table 70 LBN Brand Shares of Salon Professional Hair Care: % Value 2015-2018
Table 71 LBN Brand Shares of Styling Agents: % Value 2015-2018
Table 72 LBN Brand Shares of Premium Hair Care: % Value 2015-2018
Table 73 Forecast Sales of Hair Care by Category: Value 2018-2023
Table 74 Forecast Sales of Hair Care by Category: % Value Growth 2018-2023
Table 75 Forecast Sales of Hair Care by Premium vs Mass: % Value 2018-2023

Mass Beauty and Personal Care in South Africa

HEADLINES

PROSPECTS

Mass beauty and personal care gains traction as consumers seek value for money
The rise of online retailing
Improved visibility and distribution of mass brands

COMPETITIVE LANDSCAPE

Unilever maintain leads
Increasing number of local products target black South African consumers
International brands attempt to appeal to ethnic market

CATEGORY DATA

Table 76 Sales of Mass Beauty and Personal Care by Category: Value 2013-2018
Table 77 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 78 NBO Company Shares of Mass Beauty and Personal Care: % Value 2014-2018
Table 79 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2015-2018
Table 80 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
Table 81 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023

Men's Grooming in South Africa

HEADLINES

PROSPECTS

Increasing importance attached to physical appearance
Increased competitiveness
Premium men’s grooming gains momentum

COMPETITIVE LANDSCAPE

International brands lead men’s grooming
New launches add dynamism to men’s grooming
Beiersdorf remains most innovative

CATEGORY DATA

Table 82 Sales of Men’s Grooming by Category: Value 2013-2018
Table 83 Sales of Men’s Grooming by Category: % Value Growth 2013-2018
Table 84 Sales of Men's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 85 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2018
Table 86 NBO Company Shares of Men’s Grooming: % Value 2014-2018
Table 87 LBN Brand Shares of Men’s Grooming: % Value 2015-2018
Table 88 LBN Brand Shares of Men's Razors and Blades: % Value 2015-2018
Table 89 Forecast Sales of Men’s Grooming by Category: Value 2018-2023
Table 90 Forecast Sales of Men’s Grooming by Category: % Value Growth 2018-2023

Oral Care in South Africa

HEADLINES

PROSPECTS

Introduction of new product lines drives growth
Natural positioning targets higher-income consumers
Supporting oral hygiene by continuously providing education

COMPETITIVE LANDSCAPE

Colgate-Palmolive maintains lead
Growing trends amongst higher-income consumers

CATEGORY DATA

Table 91 Sales of Oral Care by Category: Value 2013-2018
Table 92 Sales of Oral Care by Category: % Value Growth 2013-2018
Table 93 Sales of Toothbrushes by Category: Value 2013-2018
Table 94 Sales of Toothbrushes by Category: % Value Growth 2013-2018
Table 95 Sales of Toothpaste by Type: % Value Breakdown 2014-2018
Table 96 NBO Company Shares of Oral Care: % Value 2014-2018
Table 97 LBN Brand Shares of Oral Care: % Value 2015-2018
Table 98 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2015-2018
Table 99 LBN Brand Shares of Toothpaste: % Value 2015-2018
Table 100 Forecast Sales of Oral Care by Category: Value 2018-2023
Table 101 Forecast Sales of Oral Care by Category: % Value Growth 2018-2023
Table 102 Forecast Sales of Toothbrushes by Category: Value 2018-2023
Table 103 Forecast Sales of Toothbrushes by Category: % Value Growth 2018-2023

Premium Beauty and Personal Care in South Africa

HEADLINES

PROSPECTS

Challenging consumer environment impacts category performance
Brand-switching behaviour increasing
Influencer marketing helps brands connect to millennials

COMPETITIVE LANDSCAPE

Estée Lauder maintains lead
Bricks-and-mortar stores remain relevant despite the rise of e-commerce

CATEGORY DATA

Table 104 Sales of Premium Beauty and Personal Care by Category: Value 2013-2018
Table 105 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 106 NBO Company Shares of Premium Beauty and Personal Care: % Value 2014-2018
Table 107 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2015-2018
Table 108 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
Table 109 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023

Skin Care in South Africa

HEADLINES

PROSPECTS

Products with natural positioning gain attention
Strongest demand for facial care
Mass brands perform well in tough consumer climate

COMPETITIVE LANDSCAPE

Unilever leads skin care
International brands maintain strong hold over skin care
Emergence of African-centric brands

CATEGORY DATA

Table 110 Sales of Skin Care by Category: Value 2013-2018
Table 111 Sales of Skin Care by Category: % Value Growth 2013-2018
Table 112 Sales of Face Masks by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 113 Sales of Facial Cleansers by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 114 Sales of Anti-Agers by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 115 Sales of Toners by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 116 NBO Company Shares of Skin Care: % Value 2014-2018
Table 117 LBN Brand Shares of Skin Care: % Value 2015-2018
Table 118 LBN Brand Shares of Facial Moisturisers: % Value 2015-2018
Table 119 LBN Brand Shares of Anti-agers: % Value 2015-2018
Table 120 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2015-2018
Table 121 LBN Brand Shares of General Purpose Body Care: % Value 2015-2018
Table 122 LBN Brand Shares of Premium Skin Care: % Value 2015-2018
Table 123 Forecast Sales of Skin Care by Category: Value 2018-2023
Table 124 Forecast Sales of Skin Care by Category: % Value Growth 2018-2023

Sun Care in South Africa

HEADLINES

PROSPECTS

Traditional attitudes restrain potential of sun care
Increasing awareness of effects of sun exposure
Mass brands dominate sun care

COMPETITIVE LANDSCAPE

Incolabs maintains lead but loses value share
Private label continues to record positive sales

CATEGORY DATA

Table 125 Sales of Sun Care by Category: Value 2013-2018
Table 126 Sales of Sun Care by Category: % Value Growth 2013-2018
Table 127 NBO Company Shares of Sun Care: % Value 2014-2018
Table 128 LBN Brand Shares of Sun Care: % Value 2015-2018
Table 129 LBN Brand Shares of Premium Adult Sun Care: % Value 2015-2018
Table 130 Forecast Sales of Sun Care by Category: Value 2018-2023
Table 131 Forecast Sales of Sun Care by Category: % Value Growth 2018-2023