Care Products market in South Africa

The South African Care Products eCommerce market is predicted to reach US$293.6 million by 2024 and accounts for 7.8% of the total eCommerce market in South Africa. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 9.2%, resulting in a projected market volume of US$417.9 million by 2028. Within the Care Products market ECDB considers the following three sub-markets: Personal Care, Health Care, and Household Care.

Market development

eCommerce revenue development in the Other Shower & Bath market in South Africa

The South African Other Shower & Bath eCommerce market is predicted to reach US$20.8 million by 2024 and accounts for 24.9% of the Shower & Bath eCommerce market in South Africa. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 18.9%, resulting in a projected market volume of US$41.5 million by 2028. The Other Shower & Bath eCommerce market is a sub-market of the Shower & Bath market. Further categories within the Shower & Bath market are: Conditioners, Creams & Body Lotions, Deodorants, Hair Dyes, and Shampoos.

eCommerce revenue development in the Other Shower & Bath market in South Africa

in million US$

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

eCommerce revenue growth in the Other Shower & Bath market in South Africa

in %

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

Net eCommerce revenue split by sub-category

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

20202021202220232024202520262027
Revenue (in mUS$)0.00.00.00.00.00.00.00.0
Growth (in %)69.731.911.041.531.919.276.678.8

Online share

eCommerce online share of the total Other Shower & Bath market in South Africa

The online share refers to the proportion of the retail volume that is transacted via the Internet. It includes purchases via desktop PC, tablet or smartphone, both via website or app. Only retail of physical goods is taken into account. In the South African Other Shower & Bath retail market, the online share is 13.3% and will increase by an average of 10.7% to 19.9% by 2028.

eCommerce online share of the total Other Shower & Bath market in South Africa

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

20202021202220232024202520262027
Online share (in %)58.8%45.1%33.2%56.3%75.5%96.0%14.4%31.3%

Market definition

Definition of the Other Shower & Bath market within the Care Products market

Market definition: Care Products > Personal Care > Shower & Bath > Other Shower & Bath The category Other Shower & Bath includes the online trade of bath and body essentials (e.g. bath salts, bath bombs, bath oils, bath foams, shower gels, body washs, body scrubs), sponges and loofahs and hand and sanitizer. This category does not cover bath towels and bathrobes. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Bath and body essentials (e.g. bath salts, bath bombs, bath oils, bath foams, shower gels, body washs, body scrubs)
  • Sponges and loofahs
  • Hand and sanitizer

Out-of-scope

  • Bath towels
  • Bathrobes

Market comparison

The South African Other Shower & Bath market in a global comparison

Market comparison by growth, online share, and revenue in 2023

in %

Source: ECDB analysis