Skin Care in South Africa

PRE-COVID-19 PERFORMANCE

Getting the right product can be difficult in facial care

Skin care maintained dynamic current value growth in 2019, thanks to the addition of many new brands, as well as private label products. Facial care remained the dominant category within skin care in 2019.

Consumers look for efficacy and natural ingredients at a reasonable price

Local consumers are looking for products that are efficient and stand true to the skin care claims they make. Whilst they are willing to pay marginally more for skin care products that have been proven to address certain issues, the tough economic situation is making it more difficult for consumers to splurge on premium brands.

Multinationals perform well, but local players provide more tailored products

Unilever South Africa continued to lead skin care in South Africa in value terms in 2019. An established player, it has consistently seen a good value performance in skin care, as it has established a good understanding of the market, which is mainly middle- to low-income consumers or consumers with no consistent means of income.

2020 AND BEYOND

COVID-19 impact

Skin care is now expected to grow by 2% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 3% rise forecast for 2020 during research conducted at the end of 2019, before the spread of COVID-19.

Affected products within skin care

Hand care is expected to see one of the highest value growth rates in 2020, as consumers are washing their hands far more regularly and sanitising them to try and avoid the spread of COVID-19. This can lead to dry hands, which need moisturisation.

Recovery and opportunities

COVID-19 is only expected to have a minor impact on the growth rate of skin care in 2020, with its effect limited to this year. From 2021, current value growth rates are expected to increase as more consumers return to purchasing such products as the economic situation comes under better control.

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