Value sales of beauty and personal care suffered significantly in 2020 as a result of the COVID-19 pandemic. Mask wearing and social restrictions impacted the market but certain categories suffered more than others. The wearing of protective face masks hampered growth of colour cosmetics such as lip products and facial make-up. Instead, the focus shifted towards health and wellness and the greater adoption of a natural beauty look.
This Beauty and Personal Care in South Africa report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2017-2021, allowing you to identify the sectors driving growth. Forecasts to 2026 illustrate how the market is set to change.
Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
This Beauty and Personal Care in South Africa report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2017-2021, allowing you to identify the sectors driving growth. Forecasts to 2026 illustrate how the market is set to change.
Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
- Get a detailed picture of the Beauty and Personal Care market;
- Pinpoint growth sectors and identify factors driving change;
- Understand the competitive environment, the market’s major players and leading brands;
- Use five-year forecasts to assess how the market is predicted to develop.
Table of Contents
EXECUTIVE SUMMARY- Beauty and personal care in 2021: The big picture
- 2021 key trends
- Competitive landscape
- Retailing developments
- What next for beauty and personal care?
- CHART 1 Beauty and Personal Care Value Sales Growth Scenarios: 2019-2026
- CHART 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2019-2026
- Table 1 Sales of Beauty and Personal Care by Category: Value 2016-2021
- Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2016-2021
- Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2017-2021
- Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2017-2021
- Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2018-2021
- Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2016-2021
- Table 7 Distribution of Beauty and Personal Care by Format: % Value 2016-2021
- Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2021
- Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2021-2026
- Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2021-2026
- Summary 1 Research Sources
KEY DATA FINDINGS
2021 DEVELOPMENTS
- South Africans seek local brands
- Changes in consumer lifestyle and habits alter purchasing decisions
- Local consumers choose to shop closer to home
- E-commerce more than just a sales tool
- Pricing promotions set to continue
- Focus on private label and local brands
- Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2016-2021
- Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2016-2021
- Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2017-2021
- Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2018-2021
- Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2021-2026
- Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Tight budgets see local consumers trading down
- Home seclusion and social restrictions lead to innovation
- Price promotions evident throughout the segment
- Reopening of economy and travel can lead to greater inbound spending
- Fierce competition from mass and private label products
- Changes in consumer preferences for health and beauty products
- Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2016-2021
- Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2016-2021
- Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2017-2021
- Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2018-2021
- Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2021-2026
- Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Leading brands maintain their positions
- Focus on new parents to create loyalty
- Consumers want to shop closer to home
- Baby and child-specific products set for expansion
- E-commerce has potential to grow over forecast period
- Greater focus on private label products
- Table 23 Sales of Baby and Child-specific Products by Category: Value 2016-2021
- Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2016-2021
- Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2016-2021
- Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2017-2021
- Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2018-2021
- Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2018-2021
- Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2018-2021
- Table 30 Forecast Sales of Baby and Child-specific Products by Category: Value 2021-2026
- Table 31 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2021-2026
- Table 32 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- A preference for hygiene over beauty products
- E-commerce supports sales
- Focus on specific benefits and ingredients in hand sanitisers
- Pricing promotions set to continue as well as a greater focus on private label
- Sustainability concerns drive new formats
- Surge of new brands creates fierce competition
- Table 33 Sales of Bath and Shower by Category: Value 2016-2021
- Table 34 Sales of Bath and Shower by Category: % Value Growth 2016-2021
- Table 35 Sales of Bath and Shower by Premium vs Mass: % Value 2016-2021
- Table 36 NBO Company Shares of Bath and Shower: % Value 2017-2021
- Table 37 LBN Brand Shares of Bath and Shower: % Value 2018-2021
- Table 38 Forecast Sales of Bath and Shower by Category: Value 2021-2026
- Table 39 Forecast Sales of Bath and Shower by Category: % Value Growth 2021-2026
- Table 40 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Home seclusion negatively impacts colour cosmetics
- Colour cosmetics sets/kits offer value to budget-conscious consumers
- Mass segment fares marginally better than premium colour cosmetics
- An increasing focus on natural beauty
- Greater innovation is needed in e-commerce
- Promotions, discounts and private label likely to be popular strategies
- Table 41 Sales of Colour Cosmetics by Category: Value 2016-2021
- Table 42 Sales of Colour Cosmetics by Category: % Value Growth 2016-2021
- Table 43 NBO Company Shares of Colour Cosmetics: % Value 2017-2021
- Table 44 LBN Brand Shares of Colour Cosmetics: % Value 2018-2021
- Table 45 LBN Brand Shares of Eye Make-up: % Value 2018-2021
- Table 46 LBN Brand Shares of Facial Make-up: % Value 2018-2021
- Table 47 LBN Brand Shares of Lip Products: % Value 2018-2021
- Table 48 LBN Brand Shares of Nail Products: % Value 2018-2021
- Table 49 LBN Brand Shares of Premium Colour Cosmetics: % Value 2018-2021
- Table 50 Forecast Sales of Colour Cosmetics by Category: Value 2021-2026
- Table 51 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Improving demand for deodorants following prolonged home seclusion
- Development of more natural sounding scents
- Shift from fragrances to deodorants
- Natural deodorants on the rise
- Further sales growth of deodorants via e-commerce but penetration remains low
- Consumers continue to shop closer to home
- Table 52 Sales of Deodorants by Category: Value 2016-2021
- Table 53 Sales of Deodorants by Category: % Value Growth 2016-2021
- Table 54 Sales of Deodorants by Premium vs Mass: % Value 2016-2021
- Table 55 NBO Company Shares of Deodorants: % Value 2017-2021
- Table 56 LBN Brand Shares of Deodorants: % Value 2018-2021
- Table 57 Forecast Sales of Deodorants by Category: Value 2021-2026
- Table 58 Forecast Sales of Deodorants by Category: % Value Growth 2021-2026
- Table 59 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Home seclusion creates DIY trend but also reduces frequency of product use
- Consumers seek affordable products
- Wide product distribution supports established brands as consumers stay closer to home
- Habit persistence can benefit depilatories in the long term
- Expanding target audience for depilatories
- Price-sensitive consumers drive private label decisions by retailers
- Table 60 Sales of Depilatories by Category: Value 2016-2021
- Table 61 Sales of Depilatories by Category: % Value Growth 2016-2021
- Table 62 Sales of Women's Razors and Blades by Type: % Value Breakdown 2017-2021
- Table 63 NBO Company Shares of Depilatories: % Value 2017-2021
- Table 64 LBN Brand Shares of Depilatories: % Value 2018-2021
- Table 65 Forecast Sales of Depilatories by Category: Value 2021-2026
- Table 66 Forecast Sales of Depilatories by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Further home seclusion softens sales
- Price promotions and value offerings are important to many consumers
- Substitution by deodorants as consumers face economic hardship
- Challenges in e-commerce need to be resolved
- Natural fragrances and colognes set for expansion
- Celebrity fragrances driven by increasing use of social media and time spent online
- Table 67 Sales of Fragrances by Category: Value 2016-2021
- Table 68 Sales of Fragrances by Category: % Value Growth 2016-2021
- Table 69 NBO Company Shares of Fragrances: % Value 2017-2021
- Table 70 LBN Brand Shares of Fragrances: % Value 2018-2021
- Table 71 LBN Brand Shares of Premium Men's Fragrances: % Value 2018-2021
- Table 72 LBN Brand Shares of Premium Women's Fragrances: % Value 2018-2021
- Table 73 Forecast Sales of Fragrances by Category: Value 2021-2026
- Table 74 Forecast Sales of Fragrances by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Further boost for colourants due to home seclusion and DIY trend
- Salon professional care seen as less affordable by local consumers
- Consumers opt to shop closer to home
- Further potential for online sales of hair care
- Sustainability concerns drive new formats
- Focus on natural hair care
- Table 75 Sales of Hair Care by Category: Value 2016-2021
- Table 76 Sales of Hair Care by Category: % Value Growth 2016-2021
- Table 77 Sales of Hair Care by Premium vs Mass: % Value 2016-2021
- Table 78 NBO Company Shares of Hair Care: % Value 2017-2021
- Table 79 NBO Company Shares of Salon Professional Hair Care: % Value 2017-2021
- Table 80 LBN Brand Shares of Hair Care: % Value 2018-2021
- Table 81 LBN Brand Shares of Colourants: % Value 2018-2021
- Table 82 LBN Brand Shares of Salon Professional Hair Care: % Value 2018-2021
- Table 83 LBN Brand Shares of Styling Agents: % Value 2018-2021
- Table 84 LBN Brand Shares of Premium Hair Care: % Value 2018-2021
- Table 85 Forecast Sales of Hair Care by Category: Value 2021-2026
- Table 86 Forecast Sales of Hair Care by Category: % Value Growth 2021-2026
- Table 87 Forecast Sales of Hair Care by Premium vs Mass: % Value 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Home seclusion leads to relaxed grooming regimes
- Men’s bath and shower shows greater resilience
- A stronger focus on men’s skin care
- Pricing promotions set to continue in men’s fragrances
- Men’s shaving set to benefit as economy opens up on wider scale
- Focus on natural and sustainable products
- Table 88 Sales of Men’s Grooming by Category: Value 2016-2021
- Table 89 Sales of Men’s Grooming by Category: % Value Growth 2016-2021
- Table 90 Sales of Men's Razors and Blades by Type: % Value Breakdown 2018-2021
- Table 91 Sales of Men's Skin Care by Type: % Value Breakdown 2018-2021
- Table 92 NBO Company Shares of Men’s Grooming: % Value 2017-2021
- Table 93 LBN Brand Shares of Men’s Grooming: % Value 2018-2021
- Table 94 LBN Brand Shares of Men's Razors and Blades: % Value 2018-2021
- Table 95 Forecast Sales of Men’s Grooming by Category: Value 2021-2026
- Table 96 Forecast Sales of Men’s Grooming by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Essential nature of oral care provides resilience
- Charcoal toothpaste gains momentum
- Consumers choose to shop closer to home
- Manual toothbrushes and toothpaste will remain essential purchases
- Inclusion of natural ingredients
- Sustainability concerns to drive product innovation
- Table 97 Sales of Oral Care by Category: Value 2016-2021
- Table 98 Sales of Oral Care by Category: % Value Growth 2016-2021
- Table 99 Sales of Toothbrushes by Category: Value 2016-2021
- Table 100 Sales of Toothbrushes by Category: % Value Growth 2016-2021
- Table 101 Sales of Toothpaste by Type: % Value Breakdown 2017-2021
- Table 102 NBO Company Shares of Oral Care: % Value 2017-2021
- Table 103 LBN Brand Shares of Oral Care: % Value 2018-2021
- Table 104 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2018-2021
- Table 105 LBN Brand Shares of Toothpaste: % Value 2018-2021
- Table 106 Forecast Sales of Oral Care by Category: Value 2021-2026
- Table 107 Forecast Sales of Oral Care by Category: % Value Growth 2021-2026
- Table 108 Forecast Sales of Toothbrushes by Category: Value 2021-2026
- Table 109 Forecast Sales of Toothbrushes by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Health and wellness focus and changing beauty habits benefit skin care
- Move to support local brands and businesses
- Products with wide distribution benefit the most
- Rise of natural skin care
- Hand care will remain a focus due to enhanced hand washing and sanitising
- Consumers seek affordable products
- Table 110 Sales of Skin Care by Category: Value 2016-2021
- Table 111 Sales of Skin Care by Category: % Value Growth 2016-2021
- Table 112 NBO Company Shares of Skin Care: % Value 2017-2021
- Table 113 LBN Brand Shares of Skin Care: % Value 2018-2021
- Table 114 LBN Brand Shares of Basic Moisturisers: % Value 2018-2021
- Table 115 LBN Brand Shares of Anti-agers: % Value 2018-2021
- Table 116 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2018-2021
- Table 117 LBN Brand Shares of General Purpose Body Care: % Value 2018-2021
- Table 118 LBN Brand Shares of Premium Skin Care: % Value 2018-2021
- Table 119 Forecast Sales of Skin Care by Category: Value 2021-2026
- Table 120 Forecast Sales of Skin Care by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Home seclusion dampens sales of sun care
- Mass sun care outperforms premium segment as consumers trade down
- Focus on natural and organic sun care
- Reopening of economy set to benefit sun care
- Table 121 Sales of Sun Care by Category: Value 2016-2021
- Table 122 Sales of Sun Care by Category: % Value Growth 2016-2021
- Table 123 NBO Company Shares of Sun Care: % Value 2017-2021
- Table 124 LBN Brand Shares of Sun Care: % Value 2018-2021
- Table 125 LBN Brand Shares of Premium Adult Sun Care: % Value 2018-2021
- Table 126 Forecast Sales of Sun Care by Category: Value 2021-2026
- Table 127 Forecast Sales of Sun Care by Category: % Value Growth 2021-2026
