The pandemic led to a shift in consumer priorities in 2020, with a focus on overall health and wellbeing. Consumers also prioritised naturally healthy and glowing skin as opposed to hiding their imperfections with make-up.
The pandemic saw a shift in consumer behaviour, especially at its peak, when thousands of people were losing their jobs and businesses were closing down. Local people decided to support the local community by purchasing local skin care brands across all categories, and this movement also contributed to creating awareness for these brands on social media platforms.
As consumers battled with increased economic pressures and moved to price-competitive brands, premium brands saw declining sales in current value terms. Consumers favoured brands which were known to be effective and made accurate claims regarding their products.
Whilst skin care has been relatively resilient, low consumer confidence and high unemployment are forcing consumers to cut back on non-essentials. With COVID-19 still having a presence in 2021 and a third wave of the virus looming, it is expected that more business closures will follow, making the consumer environment even more difficult.
The current regulations in 2021 require customers to sanitise their hands before entering stores and public places. Retailers take these requirements very seriously and even have someone posted at the door to ensure customers are sanitising their hands.
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Understand the latest market trends and future growth opportunities for the Skin 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 report originates from Passport, our Skin Care research and analysis database.
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