Increased demand for combo kits

A recently published research from Euromonitor International shows the sets and kits category for personal care products in South Africa received significant support over the past two years. This was a result of leading market participants in fragrances, colour cosmetics and skin care responding to the value proposition demanded by cash-constrained consumers.

The report, entitled Sets/Kits in South Africa, reveals that the Clicks group continues to lead the local market in this category with a value share of 17 per cent in 2012. The company continued to gain market share mainly owing to its wide range of sets for the Oh So Heavenly brand. Avon ranked second with a value share of eight per cent, followed by Indigo brands with seven per cent. These players offer combo kits throughout the year with spikes during seasonal periods.

Over the forecast period of 2013 to 2018, products within the sets and kits category are expected to see a constant value compound annual growth rate of two per cent and, coupled with this growth, an increased demand for the packaging of these combinations may be expected. Combo product offerings are expected to continue to receive support by value-seeking middle and upper income consumers. In terms of premium skin care, upper income consumers are expected to continue to purchase kits that provide ‘freebies’, allowing consumers to test a product within a broader product range.


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