Mass Beauty and Personal Care in South Africa

PROSPECTS

Mass beauty and personal care predicted to grow over forecast period

Current trends regarding new products and brand launches in addition to expansion plans from retailers such as Dischem and Clicks will contribute to mass beauty and personal care’s growth over the forecast period. Through product launches, especially by private label, consumers will have access to more competitively-priced products.

Anti-agers is the most dynamic performer

Consumers are adopting anti-agers at a younger age in an attempt to delay their skin ageing. Increased access to information has created awareness among the younger generation regarding the negative impact of sun exposure and pollution on the skin, as both are known to lead to visible ageing.

Aggressive price promotions support growth

With consumers increasingly seeking value, mass beauty and personal care witnessed good growth in 2017. Growth was mostly driven by aggressive promotions, which has also led to some impulse purchases.

COMPETITIVE LANDSCAPE

Unilever South Africa maintains lead in mass beauty and personal care

Unilever’s strength stems from its wide product portfolio across mass beauty and personal care, although it lost marginal value share in 2017. With consumers becoming increasingly price-sensitive, the level of brand loyalty has declined.

Global companies dominate mass beauty and personal care

The top 10 players are comprised of international players with the exception of Amka Products. As multinationals have wider product portfolios and benefit from greater brand awareness, this further helps them to consolidate their dominating positions in the region.

Niche local brands on the rise

Multiple local brands have started making their way to South Africans, primarily through social media platforms such as Facebook and Instagram. Social selling is slowly gaining ground locally.

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