Mass Beauty and Personal Care in South Africa

PRE-COVID-19 PERFORMANCE

Economic problems lead to changing consumer behaviour

Mass beauty and personal care continued to see strong current value growth in 2019, although some of this was attributable to price rises, with much lower growth in volume terms. However, the continued economic downturn and the increasing cost of living led some consumers to trade down from expensive premium brands to cheaper offerings such as mass brands or private label, rather than reduce their consumption.

Improving the quality of mass brands, including natural ingredients

In addition, the improved quality and formulations of mass brands are encouraging consumers to switch to such products in some beauty and personal care categories. Examples include private label colour cosmetics, which offer a cheaper but adequate alternative to expensive premium brands.

The increasing challenge from private label

Unilever South Africa continued to lead mass beauty and personal care in value terms in 2019, and remained the only company to hold a double-digit value share. The company has a wide product portfolio which is sold across an expansive distribution network.

2020 AND BEYOND

COVID-19 impact

Mass beauty and personal care is expected to grow by 2% in 2020 in 2019 constant value terms in light of the impact of COVID-19. There have been indications of consumers shifting from premium to mass brands in 2020, owing to the challenging economic environment.

Affected products within mass beauty and personal care

The impact of COVID-19 on different categories in 2020 is expected to vary. Categories which include products which are considered essential are likely to perform well, whilst those which are less essential are expected to see a worse performance.

Recovery and opportunities

Mass beauty and personal care is not expected to see a major impact from COVID-19 overall, with small increases and declines expected compared with the original forecasts. However, the measures taken by the government to control the spread of the virus are expected to have a lasting effect on the South African economy.

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