During the peak of the pandemic, government regulations prohibited the operation of many businesses. These were largely focused on high-touch services such as barber shops, hair salons, nail and beauty spas.
Consumers have faced many economic hardships as a result of the pandemic. As a result, their budgets have been negatively impacted by reduced working hours, pay cuts and redundancies.
Product distribution and availability is becoming increasingly important for brand success. As some consumers took to e-commerce during the pandemic, many still opted to purchase products from physical stores, including supermarkets.
As hair salons, barbers and beauty bars closed due to pandemic-induced regulations, many consumers sought at-home alternatives to take care of their grooming needs. Going forward, these habits are likely to persist primarily due to cost advantages, while some consumers still have concerns over the virus and falling ill, therefore choosing to avoid salons and beauty parlours now that they have opened and resumed business.
COVID-19 has led to a greater focus on health and wellness among local consumers, as they look to take care of their physical and mental wellbeing, including adopting self-care and grooming routines. This trend has been evident among both men and women.
As consumers have faced economic hardship during the pandemic, they have seen their incomes fall as a result of reduced hours, pay cuts and redundancies. The current economic situation has created significant pressure on consumers and their households and uncertainty over the future, while the pandemic has also meant that many South Africans are prioritising their expenditure.
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This is the aggregation of women's pre-shave products, razors & blades and hair removers/bleaches.See All of Our Definitions
This report originates from Passport, our Depilatories research and analysis database.
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