Personal Care Appliances in South Africa

PROSPECTS

Leading supermarkets and parapharmacies boosting presence of entry level and private label alternatives

As consumers are increasingly demanding appliances that cater to their personal care needs, the emergence of private label alternatives is becoming more evident. Leading supermarkets and particularly parapharmacies are gaining traction as sales of private label personal care appliances increase.

Consumers demand and expect salon quality products

As disposable incomes continue to become more constrained, image conscious consumers are opting to buy their own personal care appliances for domestic use. However, consumers are often left disappointed with the functionality and results of these products, as they expect salon-quality results.

Argan oil appearing in hair care appliances

In a tough competitive environment manufacturers have looked to create innovative products in order to stand out from the crowd. For example, hair care appliances infused with Argan oil and other ingredients have appeared on the market over the review period, such as the Remington Keratin & Argan Oil Nourish Hair Dryer and the Igia Proline Argan Hair Dryer.

COMPETITIVE LANDSCAPE

Home of Living Brands retains lead thanks to its affordable brands

Leading player Home of Living Brands has maintained its leading position thanks to the popularity of its Salton, Remington and Russell Hobbs brands. International players Procter & Gamble (Pty) Ltd and Philips South Africa (Pty) Ltd are the two other significant players in personal care appliances.

Growth in number of categories as competition between private label and leading brands continue

Hair care appliances has seen the most dynamic retail volume growth within personal care appliances in 2018, with the category also continuing to dominate sales. This strong growth can be attributed to the wide variety of products on offer, which includes hairstyling products, hair dryers and hair and beard trimmers.

Taurus introduces unique range of personal care appliances

The Taurus brand of personal care appliances was introduced into the country in 2015 by Creative Housewares. The brand has consequently positioned itself as a provider of top of the range personal care appliances.

Files are delivered directly into your account within a few minutes of purchase.