Personal Care Appliances in South Africa

PROSPECTS

Category growth driven by product replacement and affordable brands

The personal care appliances industry is being driven by product replacement and upgrades as well as the expansion of private label offerings. It is often observed that consumers are not willing to spend excessive amounts of money on these appliances, as their relatively low average cost makes for easy replacement, or even upgrade.

Parapharmacies and supermarkets boost presence of affordable brands

The review period has witnessed a large and stable volume of personal care appliances being sold through parapharmacies and drugstores, such as Clicks and Dis-Chem. These stores primarily sell beauty and personal care, as well as health-related products.

COMPETITIVE LANDSCAPE

Home of Living Brands (Pty) Ltd retains lead in personal care appliances

Home of Living Brands (Pty) Ltd has retained market leadership, with its Remington, Salton and Russell Hobbs brands remaining popular among consumers. The company boasts a range of high-quality, well-priced appliances, which has allowed it to maintain stable market share over the review period and capturing just under a third of volume sales.

Private label continues to steal share from other prominent brands

From a volume perspective, private label accounts for the second highest share of personal care appliances, following Home of Living Brands (Pty) Ltd. Private label has slowly gained share over the review period, having stolen market share from P&G, which owns the Braun brand.

Dyson launches supersonic hair dryer

Dyson, a prominent global player in vacuum cleaners and air treatment products, has launched a ‘Supersonic’ hair dryer. Although the first version was launched in 2016, the professional edition dryer was launched in 2018 and retails for R5999, which exceeds the budget of almost all South Africa consumers.

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