DRIVING SOUTH AFRICAN RETAIL DISPOSABLE HYGIENE: MULTIPLE FACETS OF VALUE

摘要

Despite the economic, political and social challenges facing the country, South African consumer markets continue to record positive performances and offer ample room for growth in the coming years. The market for retail hygiene products is no exception. In 2015, it was valued at R7.1 billion ($567 million), up 4% compared the previous year. Diapers make up the lion's share of the retail hygiene sales as South Africa's disproportionately large youth population and high birth rates, relative to those of developed markets, play a significant role in driving the category performance. Sanitary protection products are the second largest category in absolute value, with sales reaching R1.5 billion ($122 million) in 2015. It is, however, the smallest retail hygiene category in absolute value-adult incontinence-that saw the fastest rate of growth during the past several years, rising by an additional 8% in value in 2015. High prices, further exacerbated by a weakened economy and financial uncertainties-and the stigma associated with incontinence are among the key factors holding the category expansion back, keeping it as the domain of wealthy, high-income, well-educated households. However, rising product awareness and visibility in stores as well as expansion of private label are helping to support category dynamics, with further positive growth expected over the coming years. In per capita terms (population aged 65+) the use of adult incontinence products recorded a 4% CAGR over 2010-2015 and is expected to grow by another 2% in CAGR terms over 2015-2020.