Sub-Saharan Africa personal care market comes of age

The country's personal care product sector is growing across the continent, while wealthy South Africa offers rich pickings

The sub-Saharan Africa personal care product sector may be growing across the continent, but it is still in the region’s wealthiest and most diversified economy – South Africa – that the richest pickings are available for brands and retailers.


South Africa: diverse selection

South Africa experienced double digit value growth in many of its beauty and personal care market sub-sectors in 2014, despite sluggish economic growth generally in the country over the period, according to UK-based market research group Euromonitor International. Players such as Unilever, Procter & Gamble, Avon Justine and L’Oréal continue to dominate the scene in South Africa, and these manufacturers are responding to the demands of non-white consumers to expand market share and profits.

Skin care, a market valued at South African rand ZAR5.2bn (US$360m) in 2013, increased by 10% in 2014, and hair care, worth ZAR5.1bn ($353m) in 2013, also increased by 7% over the same 12 month period. Fragrance in current value terms increased by 14% between 2013 and 2014, and the sun care market grew by 11% over the same period.

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