- Guest Contributor
This month’s Fashion Friday podcast series by Euromonitor International
analyses beauty and personal care in South Africa in light of the global
Since the start of the pandemic, we saw a hard lockdown being
implemented to countries across the world with South Africa being one of
them. During this time, sales of products that were deemed non-essential
were banned both online and offline. This included the beauty and personal
care industry. However, not all categories and brands were impacted in the
same way. Premium brands for example were the biggest losers. Personal care
and hygiene products on the other hand proved to be quite resilient.
Consumers are increasingly under pressure due to economic challenges, as
many of them are still buying beauty product, however, compared to last
year, data shows that they are spending less on them. Some consumers are
prioritising and allocating a bigger portion of their budget to health
products, and therefore, have less to spend on beauty products.
Some purchasing patterns have emerged as a result of COVID; the most
dominant trend is the rise of e-commerce. Due to fear and lockdown
regulations, many consumers shifted to shop online. Restrictions such as
the number of people that are allowed in stores led to long queues, making
the whole shopping experience rather time-consuming. From the retailers’
perspective, those who had an online presence prior to COVID had a
competitive edge when the country went into lockdown.
There is uncertainty and fear of another hard lockdown as some provinces
are seeing a second wave of infections creating fear of a hard lockdown
during the festive season. The risk that stricter regulations may become a
reality leading to consumers holding back on expenditure for beauty and
fashion seen as popular gifting items locally but also tends to see some
traction over the festive.
Written and created for FashionUnited by Euromonitor. Explore a variety
of fashion-related podcasts by Euromonitor here.