The financial impact of the pandemic has negatively affected local consumers’ shopping habits and purchasing decisions. Facing declining incomes due to reduced hours or salary cuts, many South Africans turned their attention to prioritising their expenditure on essential items.
Within beauty and personal care there has been a trend to include activated charcoal as an ingredient, and has emerged in different categories including skin care products such as face masks. This trend is also evident in oral care, with increasing numbers of brands launching charcoal toothpaste.
Brands with wider product distribution benefited the most from changes to where South Africans shopped during the pandemic. While online shopping became an option, for consumers who still opted to do their shopping in retailers, they chose to shop closer to home to avoid large shopping centres in an effort to reduce risk of exposure to the virus.
For many South African consumers when it comes to oral hygiene the items viewed as necessities are toothpaste and manual toothbrushes. Electric and battery toothbrushes, mouthwashes/dental rinses and dental floss are seen as non-essential by many and additional to core oral care regimes.
As consumers faced a global pandemic, the increased focus on a global health crisis encouraged consumers to consider their own health and wellness. They began to pay greater attention to this area of their lives, focusing not only on their wellbeing but also the impact that their purchasing decisions have on the environment.
South Africans have become increasingly conscious consumers since the pandemic. Their impact on the environment through the products they choose and use has become an important factor in their purchasing decisions.
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Understand the latest market trends and future growth opportunities for the Oral Care industry in South Africa with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of toothpaste, toothbrushes, mouthwashes/dental rinses, denture care, mouth fresheners at-home teeth whiteners and dental floss.See All of Our Definitions
This report originates from Passport, our Oral Care research and analysis database.
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