A STUDY INTO THE STATE OF COMPETITION IN SOUTH AFRICA'S PERSONAL CARE INDUSTRY Survey
We extend a formal invitation for your active participation in a pivotal study focused on assessing the competitive landscape of the South African personal care products industry. This initiative is aimed at conducting an in-depth analysis of key sectors including skin care, hair care, and feminine hygiene. As a respected member of the industry, your insights are invaluable for us to gain a comprehensive understanding of the challenges and opportunities facing Small and Medium Enterprises (SMEs) and Historically Disadvantaged Individual firms (HDIs) in South Africa. The primary objectives of this study are as follows: 1. To understand the structure and competitive dynamics of the South African personal care industry. 2. To assess the state of entry, expansion, and participation by local players, SMEs, and HDIs in the industry. 3. To identify challenges, trends, and opportunities for SMEs and HDIs in the personal care industry. 4. To inform strategies for growth and development within the industry. Your active participation in this study will significantly enrich our research efforts. Your insights hold substantial potential to contribute to our collective knowledge and understanding of the market. Together, we can uncover invaluable insights that will inform strategies for growth and development within our industry. We sincerely appreciate your cooperation and support in advancing our shared objectives. Let us collaborate to make a meaningful impact on the personal care industry in South Africa.
Demographics
What is your Race?
*
Asian
Black
White
Indian
Coloured
What is your Age?
*
18- 25 years
26- 30 years
31- 40 years
41- 50 years
51 - 60 years
Above 60 years
What is your Gender?
*
Male
Female
Prefer not to say
If your business is a (Pty) Limited, what is the current distribution of shares among shareholders?
Shareholders: [Percentage]%
Not Applicable - not a (Pty) Limited
Prefer not to say
Shareholding unknown
Shareholders Percentage %
Percentage %
Majority Shareholder
Other Shareholders
percentage
Error The Total Should be 100
Please specify the province where your business is located?
*
Gauteng
Mpumalanga
Northen Cape
Western Cape
Eastern Cape
Limpopo
KZN
North West
Free State
How many sites does your business operate within South Africa?
*
1-3 Locations
4-6 Locations
7-9 Locations
10 or more locations
Does your business have a global presence?
*
Yes
No
Please specify the countries you operate in?
Africa excluding South Africa
Europe
Asia
Middle East
South America
North America
Australia
Not Applicable -my business does not have a global pressence
How may sites does your business operate Internationally?
*
1-3 Locations
4-6 Locations
7-9 Locations
10 or more locations
Not Applicable -my business does not have a global pressence
Please specify the international markets you operate in.?
*
Africa
Europe
Asia
Middle East
South America
North America
Australia
What are the criteria and considerations influencing your selection of locations (current or new) for your business?
*
Proximity to Target Market
Access to Skilled Workforce
Cost of Living and Doing Business
Regulatory Environment
Infrastructure and Transportation
Market Demand and Growth Potential
Competitor Analysis
Cultural and Social Factors
Economic and Political Stability
Sustainability and Environmental Considerations"
Does your business have an online presence?
*
Yes
No
What are the online platforms or social media channels that your business uses?
*
Website
Social Media
E-commerce Platforms
None
How many years has your business been in existence?
*
Less than 1 year
1-5 years
6-10 years
11-20 years
More than 20 years
What is the current size of your business's workforce in terms of Employees?
*
1-10 employees
11-50 employees
51-100 employees
101-500 employees
501-1000 employees
1000 + employees
What is the gender breakdown of your Workforce?
*
Percentage
Male
Female
other
Type a question
Error . The Total Should be 100
What is the educational background of the interviewee of the Business?
*
High School Diploma
Certificate / Certification
National Diploma
Bachelor's Degree
Master's Degree
PhD or Doctorate
What is the annual turnover of your Business?
*
Less than R100,000
R101,000 - R500,000
R501,000 - R1 million
R1 million - R5 million
More than R5 million
Before starting your business, did you have prior experience in the personal care market?
*
Yes
No
What influenced your decision to start your brand of personal care products?
*
Passion for Personal Care
Identified Market Gap
Industry Experience
Entrepreneurial Opportunity
Financial Motivation
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Next
Business Registration and Fund
Is your business currently registered with CIPC?
*
Yes
No
If not registered, could you specify the reason? Select a manimum of two.
*
I Don't know how to register
Not compulsory for my business
Too many requirements
Time-consuming
Costly
No valid reason
Not Applicable - my business is registered
What funding sources did you use to fund your business?
*
Self-funded
Bank loan
Government Subsidy
Non-Government Financial Assistance
Venture Capital
Enterprise development
What were the key funding requirements?
*
Company's registration documents
Tax identification document
Proof of legal existence
Business ownership and control structure
Director and Officer Details
Proof of Business Address
Economic activities of your business
Financial Statements
Risk Assessment
Compliance to FICA Regulations (KYC documents)
Business Plan
Not Applicable - My business is self-funded
Did you find the application process easy or difficult?
*
Very easy
Easy
Neither easy nor difficult
Difficult
Very difficult
Not Applicable - My business is self-funded
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Product
What products does your business manufacture/supply in the Skin care & hygiene category? Select the list of products that apply.
Cleansers
Moisturizers
Sunscreen
Serums
Toners
Face Masks
Acne Treatment
Body Lotions
Hand Sanitizers
Lip Balms
What products does your business manufacture/supply in the hair care category? Select the list of products that apply.
Sanitary Pads
Tampons
Menstrual Cups
Panty Liners
Feminine Wipes
Intimate Wash
Deodorants for Intimate Areas
Moisturizing Gels
Odor Neutralizers
Period Underwear
What is the primary activity of your business?
I manufacture my own products. I manufacture and sell my own product
I sell ready made products.
I package and sell ready made products.
I manufacture and distribute my own product
What is your average monthly production/ supply quantity?
*
Less than 1,000 units
1,001 - 5,000 units
5,001 - 10,000 units
10,001 - 50,000 units
50,001 - 100,000 units
100,001 - 500,000 units
500,001 - 1 million units
More than 1 million units
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Pricing
In what pricing range does your cheapest product fall?
*
R1 - R150
R151 - R250
R251 - R350
R351 - R450
R451 - R550
Above R550
In what pricing range does your median priced product fall?
*
R1 - R150
R151 - R250
R251 - R350
R351 - R450
R451 - R550
Above R550
How do you differentiate your product from other similar products?
*
Unique Formulation or Ingredients
Innovative Packaging
Competitive Pricing
Superior Quality
Specialized Target Market
Branding and Marketing
Sustainable or Eco-Friendly Practices
Exclusive Partnerships or Collaborations
Customization Options
What are the major cost drivers to produce your product?
*
Raw materials
Labour Costs
Energy Costs
Transportation
Overhead Costs (e.g rent)
Machinery and Equipment
Technology and Software
Marketing and Advertising
Research and Development
What is the typical markup or margin applied to cover costs and generate profit?
*
0-10%
11-20%
21-30%
31-40%
41-50%
51-60%
61-70%
71-80%
81-90%
91-100%
More than a 100%
Does Shelf space cost affect your pricing?
*
Yes
No
How does your pricing strategy account for adjustments related to securing shelf space at retail stores, wholesalers, or direct sales to customers?
*
Shelf space costs are incorporated into product pricing.
Negotiations for favourable shelf space are part of our strategy.
Shelf space costs are absorbed by the business without adjusting product pricing.
Not applicable – our products are not sold on physical shelves.
Not applicable - No shelf space cost are associated with our products
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Suppliers
How many suppliers does your business use?
*
1-3 suppliers
4-6 suppliers
7-10 suppliers
11-20 suppliers
More than 20 suppliers
On average, how distant are your suppliers from your business operations?
*
Local (within 100 kilometers)
Regional (101-500 kilometers)
National (501-1000kilometers)
International
How accessible are inputs, including core ingredients, for your business.
*
Very Easy
Easy
Moderate
Difficult
Very Difficult
Does your company work with South African suppliers, or do you have a mix of South African and international suppliers?
*
South African suppliers only
A mix of South African and international suppliers
International suppliers only
How does your company maintain relationships with its suppliers?
Long term agreements Contracts Quality improvement initiatives
Short term Contract
Collaborative product development
Joint marketing efforts or promotions
Supplier incentive programs
Not Applicable – we don't have long-term agreements or partnerships with suppliers
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Distribution and Route to Market
What distribution channels does your business use to reach customers?
*
Direct-to-Consumer (Online Sales, Physical Stores)
Wholesale Distribution
Retail including pharmacies
Distributors or Agents
Social media
E-commerce Platforms
Network Marketing
Omnichannel Distribution"
Can you provide an overview of your primary distribution channels?
*
Direct-to-Consumer (Online Sales, Physical Stores)
Wholesale Distribution
Retail including pharmacies
Distributors or Agents
Social media
E-commerce Platforms
Network Marketing
Omnichannel Distribution"
Which sales channels that are more successful for your business? (most sales)
*
Direct-to-Consumer (Online Sales, Physical Stores)
Wholesale Distribution
Retail including pharmacies
Distributors or Agents
Social media
E-commerce Platforms
Network Marketing
Omnichannel Distribution"
Have you ever applied to obtain shelf space at retailer or pharmacutical company?
*
Yes
No
Was your application successful?
*
Yes
No
Not applicable - I have not applied
If yes, what are the costs associated getting your product in retailers and/ or pharmaceuticals?
*
Application Fees
Listing Fees
Merchandising Fees
Promotional Costs
Packaging and Labeling Costs
Distribution Costs
Compliance Costs
Inventory Costs
Training and Support Costs
Not applicable - my application was unsuccessful
Not applicable- I have not applied
If No, what reasons did you receive for their refusal to carry your product.
*
Limited Shelf Space
Product Not Aligned with Target Market
High Competition with Existing Products Quality or Compliance Concerns
Pricing Misalignment
Not Applicable - my application was successful
Not applicable- I have not applied
What are the challenges you faced in trying to get your business on a retailer’s self-space?
*
Strong competition with other brands
Strict retailer requirements or criteria
Difficulty in negotiating favorable terms
Insufficient product visibility or branding
Challenges in meeting expectations
Regulatory compliance hurdles
Resistance from established brands
Application Fees
Not enough information about the Application process
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Challenges and Access to Market
What is the typical age range of your Target Audience?
18- 25 years
26- 30 years
31- 40 years
41- 50 years
51 - 60 years
Above 60 years old
Are your products targeted at a male , female or both customer bases?
*
Male
Female
Both
What is your product distribution percentage linked to female personal care?
*
Not applicable
0-10%
11-20%
21-30%
31-40%
41-50%
51-60%
61-70%
71-80%
81-90%
91-100%
Where are your customers located?
*
Africa
Europe
Asia
Middle East
South America
North America
Australia
Which province has the highest distribution of your products?
*
Gauteng
North West
KwaZulu-Natal
Limpopo
Mpumalanga
Free State
Northern Cape
Eastern Cape
Western Cape
What channels do your customers use to interact with your business?
In-Person (Physical Stores)
Website
E-commerce
Social Media
Email
Phone
Stalls/ Flee Markerts
How do customers typically find out about your business?
*
Word of Mouth (referrals)
Online Advertising
Social Media
In-Store Promotions
Direct Marketing
Network Marketing
Have you faced Challenges when entering the market?
Yes
No
What challenges has your business faced and/ or encountered since its inception?
*
Funding
Access to customers
Access to suppliers or manufacturers
Access to retailers
Access to inputs
Access to suitable business premises
Not applicable I have not faced challenges entering the market
What are some of the challenges that you face in your business?
*
Intense Market Competition
Regulatory Compliance
Supply Chain Disruptions
Consumer Trends and Preferences
Innovation and R&D Costs
Marketing and Branding Cost
Environmental and Sustainability Concerns
Global Economic Factors
Talent Recruitment and Retention
Digital Transformation
Access to market
What other barriers, if any, currently exist that impact SMEs in the personal care market?
*
Limited access to financing
Challenges in distribution and shelf space acquisition
Regulatory complexities
Difficulty in building brand visibility
Intense competition with larger corporations
Limited resources for research and development
Environmental and sustainability compliance
None - no additional barriers."
In your opinion, what steps are the challenges that affect the meaningful participation of SMEs in the personal care market?
*
Strict regulation and enforcement of anti-monopoly laws
Encouraging innovation through research and development incentives
Promoting transparency in labeling and advertising practices
Investing in education and training for industry professionals
Fostering collaboration between industry stakeholders for collective growth
Implementing eco-friendly practices and promoting sustainability initiatives
Supporting small and medium-sized enterprises (SMEs) to foster diversity and competition
Establishing fair trade practices to ensure ethical sourcing and production
Providing incentives for companies to prioritize consumer safety and product quality
Encouraging consumer education on product ingredients and their effects
Access to shelf space major retailers and pharmacutical companies
What are the associated reasons for smaller players exiting the market (i.e., price, international competitors, difficult to secure a standard client baseline)
*
Price competition with larger brands
Intense competition from international players
Challenges in securing a standard client baseline
Regulatory burdens and compliance issues
Limited access to financing and capital
Difficulty in adapting to market trends
Technological challenges
What does it take to be a successful personal care manufacturer/supplier in South Africa?( Please chose the most key success factor)
*
Thorough Market Research
High-Quality Product Formulation
Effective Brand Development
Efficient Distribution Channels
Exceptional Customer Service
Regulatory Compliance and Standards Adherence
How much capital is required to establish such a business?
*
Less than 100,000 ZAR
100,000 - 500,000 ZAR
500,000 - 1,000,000 ZAR
1,000,000 - 5,000,000 ZAR
More than 5,000,000 ZAR
Please provide your average monthly operational costs percentage i.e inputs, overheads, and other costs (breakdown).
*
0-10%
11-20%
21-30%
31-40%
41-50%
51-60%
61-70%
71-80%
81-90%
91-100%
Inputs (Raw Materials, etc.)
Research and Development (R&D)
Marketing and Advertising
What are the associated reasons for smaller players exiting the market (i.e., price, international competitors, difficult to secure a standard client baseline)
*
Price competition with larger brands
Intense competition from international players
Challenges in securing a standard client baseline
Regulatory burdens and compliance issues
Limited access to financing and capital
Difficulty in adapting to market trends
Technological challenges"
To what extent do SMEs feel compelled to produce niche personal care products instead of more commonly available and affordable alternatives?
Strongly compelled
1
2
3
4
5
6
7
8
9
Strongly uninterested
10
1 is Strongly compelled, 10 is Strongly uninterested
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Industry,Regulatory Requirement
Do your products require quality testing / SABS approval?
*
Yes
No
What are the cost associated with quality testing?
*
Less than 5000
5000 to 10000
10001 to 15000
More than 15000"
Identify the regulatory requirements your business / product has to comply with in order to participate in the market.
*
Ingredient Safety and Labeling
Product Safety and Efficacy
Good Manufacturing Practices (GMP)
Cosmetic Regulations
Packaging and Labeling Requirements
Allergen and Sensitivity Testing
Microbiological Safety
Regulatory Registration and Notification
Label Claims and Advertising Standards
Environmental Regulations
How easy is it to get your products tested / approved?
Very Difficult
1
2
3
4
5
6
7
8
9
Very Easy
10
1 is Very Difficult, 10 is Very Easy
How long does it take to get your products tested / approved?
*
Very Long (more than a year)
Long (6 months or less than a year)
Moderate ( 3 months or less than 6 months)
Short ( A month or less than 3 Months)
Very Short( within a month)
How accessible are testing facilities to your business?
*
Very accessible
Somewhat accessible
Not accessible
Not applicable - my products do not require quality testing.
Is your company required to be registered with any particular industry regulation or agency?
*
Yes
No
How accessible is the retail shelf space in the leading national retail chain stores and leading pharmacies is.
*
Very accessible
Somewhat accessible
Not accessible
Not applicable - my products do not require retail shelf space
Does your company enter into supply agreements with its customers and/ or suppliers?
*
Yes
No
What is the duration of the agreement period?
*
Short-term (less than 1 year)
Medium-term (1-3 years)
Long-term (more than 3 years)
Not applicable- we do not have supply agreements
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