South Africa Personal Care Appliances Market Research Report, 2029

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. 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. According to a research report, “South Africa Personal Care Appliances market Research Report, 2029”, published by Actual Market research, the South Africa Personal Care Appliances market is anticipated to grow at more than 7.97% CAGR from 2024 to 2029. 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. 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.

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In the hair care segment, products like hair dryers and straighteners are in high demand due to the rising trend of personal styling and grooming among South Africans. The hair removal market, encompassing hair clippers and trimmers, has also expanded as more consumers seek convenient and effective grooming solutions at home. The popularity of these appliances can be attributed to the increasing disposable income and the influence of social media, which promotes beauty and grooming standards. The surge is driven by heightened awareness of oral health, the convenience of electric toothbrushes, and the technological advancements that enhance their effectiveness. Consumers are increasingly recognizing the benefits of electric toothbrushes over traditional ones, such as superior plaque removal and built-in timers that encourage better brushing habits. As consumers become more health-conscious, there is a growing emphasis on maintaining personal hygiene, leading to higher demand for effective grooming products. Innovations in product design and functionality, such as smart features in electric toothbrushes and hair styling tools, attract consumers looking for modern solutions. The South African market is witnessing a shift towards wireless appliances as consumers become more health-conscious and seek convenient grooming solutions. The increasing availability of affordable battery-operated devices is also contributing to this trend. As a result, manufacturers are focusing on developing high-quality, rechargeable products that combine performance with portability. This duality in power supply preferences reflects broader consumer trends towards convenience and efficiency in personal care routines, shaping the future landscape of the market. Wired appliances, such as electric toothbrushes and hair dryers, are favored for their consistent power supply and performance reliability. These devices typically offer higher power outputs, which translates to more efficient operation, particularly in hair styling tools that require sustained heat for effective results. The wired category is particularly appealing to consumers who prioritize performance over portability, as these appliances can be used continuously without the need for recharging. The growing trend of online shopping has facilitated access to a wide range of electric appliances, further driving their popularity in the market. Conversely, wireless appliances, including battery-operated electric toothbrushes and hair clippers, cater to a different set of consumer needs. The convenience of portability and ease of use make these devices attractive, especially for individuals with busy lifestyles or those who travel frequently. Supermarkets and hypermarkets are the dominant distribution channels in South Africa, accounting for a significant portion of consumer grocery purchases. These large-format stores offer a wide variety of products, from food and beverages to household items and personal care products. Major players in this segment include Pick n Pay, Shoprite, and Woolworths, which have established extensive networks across the country. Supermarkets and hypermarkets are particularly popular in urban areas, where they provide one-stop shopping experiences for consumers. Specialty stores cater to specific product categories, such as clothing, electronics, or home goods. These stores offer a more focused assortment and often provide a higher level of customer service. Examples of specialty stores in South Africa include Edgars for clothing, HiFi Corp for electronics, and Tile Africa for home improvement. While not as numerous as supermarkets, specialty stores play a crucial role in meeting the needs of consumers who seek specific products or a more personalized shopping experience. The e-commerce and online retail landscape in South Africa has been rapidly evolving, with more consumers turning to digital platforms for their shopping needs. Major players in this segment include Takealot, Superbalist, and Woolworths Online. E-commerce offers consumers the convenience of shopping from the comfort of their homes, with a wide range of products available at their fingertips. While still a relatively small portion of the overall retail market, the e-commerce sector in South Africa is expected to continue growing as more consumers embrace online shopping.

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Nikita Jabrela

Business Development Manager

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: 2018 • Base year: 2023 • Estimated year: 2024 • Forecast year: 2029

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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 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.