Limited socialising, remote working, closure of non-essential stores and lingering price sensitivity are all negative factors influencing the weak performance of super premium beauty and personal care in South Africa in 2021, following double-digit declines the previous year. Limited inbound tourism was another negative factor, with domestic retail expenditure continuing to dominate value sales.
Social media has contributed to creating high brand awareness and product knowledge of super premium beauty and personal care in South Africa, but product availability within luxury is quite limited in comparison to more developed markets. While social media selling has made it possible for some products to be made available to local consumers, known as s-commerce, concerns about the authenticity of such products remain.
Although non-grocery specialists in South Africa were forced to close during the strictest of measures as a result of the pandemic, the channel regained some lost share in 2021. While some consumers were reluctant to return to physical stores due to concerns of contagion with the pandemic still in circulation, the opening of a new shopping destination for premium and luxury beauty brands aimed to reverse this trend.
Demand for super premium beauty and personal care is predicted to further decline over the early part of the forecast period, with the exception of super premium skin care, which is predicted to return to growth in 2022, which for some is deemed to be more of a priority compared to fragrances for instance, which can be postponed. Super premium beauty and personal care is mainly driven by aspirational consumers who in turn have been reducing their non-essential expenditure due to job insecurities and declining disposable incomes.
Retailers are likely to continue to offer aggressive price promotions in 2022 in an attempt to drive demand, particularly for super premium fragrances, which was the most negatively impacted category in both 2020 and 2021 due to home seclusion and a lack of socialising occasions. The rise of e-commerce and the competitive nature of the industry has led to greater transparency in terms of pricing structures where prices across all retailers are often the same.
The nature of beauty and personal care is such that local consumers traditionally likely to test these products to help them to make a purchasing decision unless they are purchasing a product with which they are already familiar. E-commerce platforms are more likely to be used by consumers to browse and familiarise themselves with a certain product or brand, before visiting a store to try it, and ask advice from beauty assistants/technicians.
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Understand the latest market trends and future growth opportunities for the Super Premium Beauty and Personal 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 an aggregation of super premium colour cosmetics, super premium fragrances, super premium skin care and other super premium beauty and personal care.
See All of Our DefinitionsThis report originates from Passport, our Super Premium Beauty and Personal Care research and analysis database.
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