The increased focus on Afrocentric requirements is one of the primary drivers driving the South African personal care appliances market, as the aesthetic requirements of different regions differ due to distinct consumer preferences. L'Oreal, for example, has entered the African market by creating new ranges that are specifically planned and manufactured to fulfil the demands and requirements of African consumers. Other worldwide businesses emphasize this critical component as well in order to increase their position in the African market. For example, Suzie Wokabi, an entrepreneur who entered the African market with her color cosmetics line, launched Suzie Beauty (a Flame Tree color cosmetics brand) to fill gaps in the African beauty business and suit the needs of African women. Such factors are expected to increase the demand for personal care appliances, which will positively impact the market in focus during the forecast period. The most common form of chemotherapy for African American women is relaxers, which are made from sodium hydroxide, potassium hydroxide, or guanidine. They break the cysteine disulfide bonds in the hair, making it permanently straight. According to a research report, “South Africa Personal Care Appliances market overview, 2027”, published by Bonafide research, the market is expected to add USD 0.14 Billion by 2027. The market is segmented on the basis of product type, i.e. hair care, hair removal, oral care & others. Hair care is currently dominating the market with the highest market share. Due to the ongoing innovation and technological transformation, oral care is expected to witness growth during the forecast period. Further, hair care is segmented into hair dryer & hair straightener. Hair straightener is expected to grow with significant market share due to its increased use among women. On the basis of gender, the market is segmented into male, female and others. In which, currently females are dominating the market due to increased use of grooming products like hair dryer, hair straightener, etc. Men Segment is expected to grow at a faster rate during the forecast period. On the basis of Power Supply, market can be segmented into Electric and Battery operated, Electric operated segment hold the majority of share due to its popularity, easy to use, etc. The battery operated segment is forecasted to faster growth as compared to electric operated segment because of its increasing popularity due to convenient usage. Also these appliances are completely portable and travel friendly. The population of South Africa was 60.04 Million, of which 29.56 Million are male and 30.48 Million are female. Of the total population, 20 million are under the age of 14, 34 million have age between 15-64 years. The urban population is 8.2 million and the rural population is 1.26 million. As per World Bank, The GDP of South Africa USD 419.95 Billion in 2021, the inflation rate was 6%, and per capita income is $6,994.2 (2021). Increasing Population of women and increasing population of Urban areas are the factors contributing to the growth of Personal Care Appliances Market in South Africa. Based on Sales Chanel, the supermarket/hypermarket segment presently holds a major share in the South African Personal Care Appliances market followed by Specialty Stores, Convenience Stores, E-Commerce/ Online and Others. Some of the well-known supermarkets are Shoprite Holdings, Spar Group, Pick n Pay, and Woolworths Holdings Limited. The E-Commerce segment is projected to expand at a remarkable CAGR over the forecast period, which can be attributed to increasing internet penetration rates across South Africa. E-commerce platforms offer a wide range of products to their consumers at attractive discounts, and they provide multiple payment options such as net banking, debit cards, and credit cards, which are some of the important factors augmenting the segment's growth. Growing awareness among consumers about the benefits of electric personal care appliances such as enhanced efficiency, high convenience, and fast speed over conventional grooming methods is impelling the industry growth. The industry offers a variety of products for professional & personal needs such as hair care, oral care, and several other beauty & hygiene products at different & affordable price ranges. One of the biggest challenges faced by the South African personal care market is the availability of counterfeit personal care products. However, the falling prices of counterfeit goods and the rise of e-commerce are attracting budget-conscious consumers and increasing the demand for counterfeit goods. Additionally, it is difficult for consumers to distinguish between genuine and counterfeit products, further complicating the market penetration of South African players and impacting revenue. Such factors are expected to limit the growth of the focus market during the forecast period. Recent Developments • In March 2021, L’Oréal inaugurated its new Research & Innovation Center to study African hair and skin specificities and the beauty routines and expectations of sub-Saharan consumers. The Research & Innovation Center in South Africa is the Group’s 7th R&I hub globally, which hosts product development, evaluation, and advanced research teams. • In December 2019, intending to enter the South African personal care market, Wipro Consumer Care acquired Conway Corporation, a personal care manufacturer and the owner of Oh So Heavenly, Iwori, and IQ. Covid-19 Impact: The COVID-19 pandemic has severely impacted the personal care equipment market in the first two quarters of 2020. The closure of beauty salons around the world due to the implementation of strict lockdown measures by some countries has hampered the expansion of the industry. Increased health concerns and the need to maintain a high level of personal hygiene during The pandemic will Increase the demand for the industry. Considered in this report • Geography: South Africa • Historic year: 2016 • Base year: 2021 • Estimated year: 2022 • Forecast year: 2027 Aspects covered in this report • South Africa Personal Care Appliance market with its value and forecast along with its segments • Various drivers and challenges • On-going trends and developments • Top profiled companies • Strategic recommendation By Product • Hair Care • Hair Removal • Oral Care • Others By Product Type • Hair Dryer • Hair Straightener • Trimmer • Powered Toothbrush • Others (Hair Styler, Power Shaver, Epilator, Oral Irrigator) By Power Supply • Wired • Wireless (Battery operated) By Gender • Male • Female • Others By Sales Channel • Supermarkets & Hypermarkets • Specialty Stores • Convenience Stores • E-Commerce The approach of the report: This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and listing out the companies that are present in the market. The secondary research consists of third party sources such as press releases, annual report of companies, analyzing the government generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us we have started verifying the details obtained from secondary sources. Intended audience This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to Personal Care Appliance industry, government bodies and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.
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