Mass beauty and personal care continued to perform well, driven in part by increasing demand. Consumers are downtrading to more competitively-priced beauty and personal care products, instead of reducing their purchases entirely.
Internet retailing is gaining momentum as an increasing number of retailers launch their e-commerce businesses or invest in improving the customer experience on their existing websites. While previously retailers’ online websites were primarily used for cataloguing purposes, an increasing number of local retailers are adopting an omni-channel presence.
Parapharmacies such as Clicks and Dis-Chem are expanding their networks by opening new stores in the country, further improving visibility and access to mass brands. New product launches by economy brands allow a higher number of consumers, especially those on low incomes, to purchase beauty and personal care.
Unilever has a wide product portfolio within mass beauty and personal care and is sold across an expansive distribution network. Most of its brands benefit from a long-standing presence in the country and are known for their reliability and quality.
Mass beauty and personal care is dominated by multinationals offering international brands, which are very often standardised products that are designed with the European market in mind. For many years, African consumers with specific skin requirements have complained about the difficulty in finding suitable products.
Over the last two years of the review period, international brands launched new products aimed specifically at African consumers to cater to their specific skin and hair requirements. However, these brands are often priced too high and end up appealing to a small segment of the market.
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Discover the latest market trends and uncover sources of future market growth for the Mass Beauty and Personal Care industry in South Africa with research from Euromonitor's team of in-country analysts.
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