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Mass Beauty and Personal Care in
South Africa

Country Report

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Executive Summary

Jun 2019
PROSPECTS
Mass beauty and personal care gains traction as consumers seek value for money

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.

The rise of online retailing

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.

Improved visibility and distribution of mass brands

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.

COMPETITIVE LANDSCAPE
Unilever maintain leads

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.

Increasing number of local products target black South African consumers

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.

International brands attempt to appeal to ethnic market

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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Mass Beauty and Personal Care in South Africa

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Overview

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.

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

The Mass 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 Mass Beauty and Personal Care in South Africa?
  • What are the major brands in South Africa?
  • What pricing movements are seen across mass beauty brands?
  • What are the key product development trends?
  • How are sales of mass beauty and personal care products performing?

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.

Mass Beauty and Personal Care in South Africa - Category analysis

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 1 Sales of Mass Beauty and Personal Care by Category: Value 2013-2018
Table 2 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Mass Beauty and Personal Care: % Value 2014-2018
Table 4 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2015-2018
Table 5 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
Table 6 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023

Beauty and Personal Care in South Africa - Industry Overview

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 7 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 8 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 9 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 10 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 11 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 12 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 13 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 14 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 15 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 16 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources