Executive Summary

Jun 2019
PROSPECTS
Increasing importance attached to physical appearance

The personal grooming trend is influencing men’s grooming, with South African men looking after their health as well as their physical appearance. Social media, access to information and urbanisation are driving this trend.

Increased competitiveness

Traditionally, large corporations dominated men’s grooming. The rising male grooming trend and demand for male-centric beauty products has created a higher number of opportunities within the category.

Premium men’s grooming gains momentum

Men’s grooming is dominated by mass brands but there is increasing demand and a higher number of launches for premium products. South Africans in general like to indulge and invest in good-quality products for their skin and this is one of the primary reasons behind the resilience of the premium segment.

COMPETITIVE LANDSCAPE
International brands lead men’s grooming

The top five players dominated value share within men’s grooming, with multinational Unilever maintaining its lead with brands such as Axe and Shield. International brands benefit from wide distribution allowing them to reach a wider customer base through different retail channels such as supermarkets and drugstores/parapharmacies.

New launches add dynamism to men’s grooming

Men’s grooming is a very dynamic category marked by new product launches and innovative new products from key players. Nivea for Men introduced several products with new and improved formulations.

Beiersdorf remains most innovative

With strong brands such as Nivea for Men within its portfolio, Beiersdorf Consumer Products remained the most innovative and dynamic in terms of new product development and launches. The company launched a Nivea for Men’s shampoo range which was a relatively niche area, as previously, men’s body wash used to double up as shampoo.

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Men's Grooming in South Africa

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Overview

Discover the latest market trends and uncover sources of future market growth for the Men's Grooming 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 Men's Grooming industry in South Africa, our research will save you time and money while empowering you to make informed, profitable decisions.

The Men's Grooming 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 Men's Grooming in South Africa?
  • What are the major brands in South Africa?
  • Are systems or disposable razors and blades more popular in shaving?
  • Which men’s category is seeing most dynamic growth?

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.

Men's Grooming in South Africa - Category analysis

HEADLINES

PROSPECTS

Increasing importance attached to physical appearance
Increased competitiveness
Premium men’s grooming gains momentum

COMPETITIVE LANDSCAPE

International brands lead men’s grooming
New launches add dynamism to men’s grooming
Beiersdorf remains most innovative

CATEGORY DATA

Table 1 Sales of Men’s Grooming by Category: Value 2013-2018
Table 2 Sales of Men’s Grooming by Category: % Value Growth 2013-2018
Table 3 Sales of Men's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 4 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2018
Table 5 NBO Company Shares of Men’s Grooming: % Value 2014-2018
Table 6 LBN Brand Shares of Men’s Grooming: % Value 2015-2018
Table 7 LBN Brand Shares of Men's Razors and Blades: % Value 2015-2018
Table 8 Forecast Sales of Men’s Grooming by Category: Value 2018-2023
Table 9 Forecast Sales of Men’s Grooming 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 10 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 11 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 12 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 13 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 14 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 15 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 16 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 17 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 18 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 19 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources