Study - Id119514 - Skin Care Users in South Africa

CONSUMERS & BRANDS
Target Group: Skin care users in

South Africa
October 2022
Global Consumer Survey Target Group Report
Introduction
Report overview Global Consumer Survey methodology (1)

This report analyses consumers that answered ’’Skin Design: Online Survey, split questionnaire design
care (facial care, hand care, body care, etc.)’’ to the
Duration: approx. 15 minutes
multi-pick question ’’Which of these body care and
cosmetics products do you use regularly?’’. Language: official language(s) of each country with
American English offered as an alternative
The report offers the reader a comprehensive
overview of skin care users in South Africa: who they Region: 56 countries
are; what they like; what they think; and how to reach
Number of respondents:
them. It provides insights on their demographics, • 12,000+ for countries with the extended survey
lifestyle, opinions, and marketing touchpoints. (including South Africa)
Additionally, the report allows the reader to • 2,000+ for the basic survey
benchmark skin care users in South Africa (’’target
Sample: Internet users, aged 18 – 64, quotas set on
group’’) against the average South African onliner, gender and age
labelled as ’’all respondents’’ in the charts.
Fieldwork:
The report is updated regularly and is based on data • Continuous from January to December
from the Statista Global Consumer Survey. • Countries that receive the extended survey are
updated four times a year
2 Notes: (1): See the full methodology for a detailed overview of the study design
Sources: Statista Global Consumer Survey as of October 2022

Skin care users in South Africa
Management summary: key insights
Demographic profile Consumer lifestyle Consumer attitudes Marketing touchpoints
32% of skin care users are between the Skin care users value similar aspects of 71% of skin care users state that Skin care users and the average onliner
ages 30 and 39. life as the overall onliner. dressing well is very important for them. access the internet on similar devices.
55% of skin care users are female. 57% of skin care users are interested in 21% of skin care users are in the late On social media, skin care users interact
fashion and beauty. majority of innovation adopter types. with companies more often than the
36% of skin care users have a medium
Unemployment and crime are issues of average onliner.
annual household income. Many skin care users consider reading a
hobby. particular concern to skin care users. 49% of skin care users remember
Skin care users are more likely to live in
Many skin care users have centrist seeing advertising out-of-home
cities and urban areas than the average 78% of skin care users follow soccer.
onliner. political views. 65% of skin care users remember
seeing advertising on social media.

CHAPTER 01
Demographic profile
• Life stages
• Gender
• Education
• Income
• Household classification
• Type of community
• LGBTQ+
32% of skin care users are between the ages 30 and 39
Demographic profile: life stages
Age of consumers in South Africa
Target group 42% 32% 17% 9%
All respondents 42% 31% 18% 10%
18 - 29 years 30 - 39 years 40 - 49 years 50 - 64 years
5 Notes: ’’How old are you?’’; Single Pick; Which of these body care and cosmetics products do you use regularly?; Multi Pick; Base: n=1562 skin care users, n=12200 all respondents

55% of skin care users are female
Demographic profile: gender
Gender of consumers in South Africa
Target group 45% 55%
All respondents 52% 48%
Male Female
6 Notes: ’’What is your gender?’’; Single Pick; Which of these body care and cosmetics products do you use regularly?; Multi Pick; Base: n=1562 skin care users, n=12200 all respondents

42% of skin care users have a college degree
Demographic profile: education
Consumer’s level of education in South Africa
37% 37%
34% 35%
20% 20%
5% 4%
2% 3%
1% 1% 0% 0%
No formal Secondary Further Technical / Bachelor degree Master degree Doctoral degree
education / education education vocational or equivalent or equivalent or equivalent
primary school (permission to education
go to university)
Target group All respondents
7 Notes: ’’What is the highest level of education you have completed?’’; Single Pick; Which of these body care and cosmetics products do you use regularly?; Multi Pick; Base: n=1562 skin care users, n=12200 all respondents

36% of skin care users have a medium annual household income
Demographic profile: income
Share of consumers in South Africa in the high, middle, and low thirds of monthly household gross income
Target group 33% 36% 31%
All respondents 32% 34% 34%
High Middle Low
8 Notes: Recalculated to only include respondents that provide income information, recode based on ’’Monthly/annual household income (local currency)’’; Single Pick; Which of these body care and cosmetics products do you use
regularly?; Multi Pick; Base: n=1332 skin care users, n=10380 all respondents
Many skin care users live in a household of two or more related adults
Demographic profile: household classification
Type of households in which consumers in South Africa live

31%
29%
21%
20%
16% 16%
11% 11%
10% 9%
8% 8%
6% 6%
Single household Couple Single parent Partners Multi- Two or more Other
household household and children generational related adults household types
family
9 Notes: Typology based on ’’household size’’, ’’household constellation’’ and ’’children under the age of 14 in household’’; Single Pick; Which of these body care and cosmetics products do you use regularly?; Multi Pick; Base: n=1562
skin care users, n=12200 all respondents
Skin care users are more likely to live in cities and urban areas than the average
onliner
Demographic profile: type of community
Communities where consumers live in South Africa

37%
35%
19% 20%
16%
15%
13% 13%
10%
8% 9%
7%
Rural community Small town Medium-sized town Large city City with over 1 Megacity with over 5
million inhabitants million inhabitants
10 Notes: ’’In what type of community do you live?’’; Single Pick; Which of these body care and cosmetics products do you use regularly?; Multi Pick; Base: n=1562 skin care users, n=12200 all respondents

9% of skin care users consider themselves part of the LGBTQ+ community
Demographic profile: LGBTQ+
LGBTQ+ status of consumers in South Africa
Target group 9% 80% 12%
All respondents 8% 78% 14%
Yes No Would rather not say
11 Notes: ’’Do you consider yourself part of the LGBTQ+ community?’’; Single Pick; Which of these body care and cosmetics products do you use regularly?; Multi Pick; Base: n=1562 skin care users, n=12200 all respondents

CHAPTER 02
Consumer lifestyle
• Life values
• Main interests
• Hobbies & leisure activities
• Sport activities
• Sports followed
Skin care users value similar aspects of life as the overall onliner
Consumer lifestyle: life values
Most important aspects of life for consumers in South Africa
61% 61%
49%
47% 46% 44%
39% 40%
28% 29% 27% 27%

24% 24%
11% 12%
9% 8% 7% 8%
To be An honest A happy Safety and Learning Advancing Making Having a Social Traditions
successful and relationship security new things my career my own good time justice
respectable decisions
life
13 Notes: ’’Out of the following list, which are the 3 most important aspects to you in life? Please choose exactly 3.’’; Multi Pick; Which of these body care and cosmetics products do you use regularly?; Multi Pick; Base: n=1562 skin care
users, n=12200 all respondents
57% of skin care users are interested in fashion and beauty
Consumer lifestyle: main interests
Top 10 interests of skin care users in South Africa
58% 58% 57%

53% 53% 52%
50% 49% 49% 48%
46%
42% 43% 44%
41% 40% 39% 41%
36% 36%
Movies, Career & Food & Health & Finance & Travel Science & Fashion Family & Sports
TV shows education dining fitness economy technology & beauty parenting
& music
14 Notes: ’’What topics are you personally interested in?’’; Multi Pick; Which of these body care and cosmetics products do you use regularly?; Multi Pick; Base: n=778 skin care users, n=6100 all respondents

Many skin care users consider reading a hobby
Consumer lifestyle: hobbies & leisure activities
Top 10 hobbies and leisure activities of skin care users in South Africa
54%
50% 50%
47%
39% 39%
37% 37% 37% 37% 36%
35%
31%
28% 29% 29% 29% 28%
27%
24%
Reading Cooking Outdoor Traveling Tech & Socializing Doing Video Gardening Meditation
& baking activities computers sports gaming and plants & wellness
and fitness
15 Notes: ’’What are your personal hobbies and activities?’’; Multi Pick; Which of these body care and cosmetics products do you use regularly?; Multi Pick; Base: n=778 skin care users, n=6100 all respondents

33% of skin care users regularly go running and jogging
Consumer lifestyle: sport activities
Top 10 sports activities of skin care users in South Africa
36%
35%
33% 32% 32% 32% 33%
29% 29% 29%
24% 23%
23%
20%
19%
16% 16% 17%
14%
11%
Fitness, Running Hiking Soccer Dancing Swimming Cycling Yoga & Cricket Golf
aerobics & jogging & diving pilates
& cardio
16 Notes: ’’Which of these sports or activities do you do at least occasionally?’’; Multi Pick; Which of these body care and cosmetics products do you use regularly?; Multi Pick; Base: n=390 skin care users, n=2876 all respondents

78% of skin care users follow soccer
Consumer lifestyle: sport followed
Top 10 sports followed by skin care users in South Africa
78%
75%
50% 49% 50% 48%
30% 32%
26% 28% 25% 24% 24% 25% 23% 24% 21% 19% 18%
16%
Soccer Rugby Cricket Motorsports Tennis Athletics Boxing Basketball Swimming Golf
(track & & diving
field)
17 Notes: ’’In which of these sports do you follow competitions, leagues or teams?’’; Multi Pick; Which of these body care and cosmetics products do you use regularly?; Multi Pick; Base: n=303 skin care users, n=2470 all respondents

CHAPTER 03
Consumer attitudes
• Attitudes towards shopping
• Innovation adoption
• Challenges facing the country
• Politics
18
71% of skin care users state that dressing well is very important for them
Consumer attitudes: attitudes towards shopping
Agreement with statements in South Africa

87% 84%
71%
66% 66%
62%
41% 39% 37% 36%
When shopping, I look Dressing well is very Apparel and footwear When strolling through I always shop at
out for special offers important for me have to be, above all, stores, I tend to buy the same stores
comfortable and items spontaneously
practical
19 Notes: ’’Which of these statements apply to you?’’; Multi Pick; Which of these body care and cosmetics products do you use regularly?; Multi Pick; Base: n=1562 skin care users, n=2033 all respondents

21% of skin care users are in the late majority of innovation adopter types
Consumer attitudes: innovation
Innovation adopter types based on statements towards innovation by consumers in South Africa
41%
39%
21% 21%
19% 19%
17% 18%
3% 2%
Innovators Early adopters Early majority Late majority Laggards

20 Notes: Recode based on ’’Which of these statements apply to you?’’; Multi Pick; Which of these body care and cosmetics products do you use regularly?; Multi Pick; Base: n=1562 skin care users, n=12200 all respondents

Unemployment and crime are issues of particular concern to skin care users
Consumer attitudes: challenges facing the country
The 10 most important issues facing South Africa according to skin care users
90% 88%
79% 78% 77% 75%
67% 65% 64%
64% 63% 62%
56% 54% 53% 54% 53% 50%
48% 48%
Unemploy- Crime Poverty Rising prices Education Economic Health Food and Housing Government
ment / inflation / situation and social water debt
cost of living security security
21 Notes: ’’What do you personally think are the most important issues in your country of residence that need to be addressed?’’; Multi Pick; Which of these body care and cosmetics products do you use regularly?; Multi Pick; Base:
n=1562 skin care users, n=12200 all respondents
Many skin care users have centrist political views
Consumer attitudes: politics
Political attitudes of consumers in South Africa
Target group 28% 32% 21% 18%
All respondents 27% 31% 21% 20%
Left Center Right Prefer not to answer
22 Notes: Recode based on ’’Many people use the terms ’left’ and ’right’ when they want to describe political views. Where would you place yourself on a scale from left to right?’’; Single Pick; Which of these body care and cosmetics
products do you use regularly?; Multi Pick; Base: n=1562 skin care users, n=12200 all respondents
CHAPTER 04
Marketing touchpoints
• Digital advertising touchpoints
• Internet usage by device
• Social media usage
• Non-digital advertising touchpoints
• Traditional media usage

65% of skin care users remember seeing advertising on social media
Marketing touchpoints: digital advertising touchpoints
Top 10 places where skin care users in South Africa have come across digital advertising in the past 4 weeks
65%
62%
54% 54%
50% 48% 49%
46% 45% 43% 45%
41%
32% 32%
28% 28%
24% 25% 23% 21%
Social Video Search Online Other apps Websites Video Video Music Editorial
media portals engines stores and apps streaming games portals websites
of brands services and apps
24 Notes: ’’Where have you come across digital advertisements in the past 4 weeks?’’; Multi Pick; Which of these body care and cosmetics products do you use regularly?; Multi Pick; Base: n=778 skin care users, n= 6100 all respondents

Skin care users and the average onliner access the internet on similar devices
Marketing touchpoints: internet usage by device
Devices consumers in South Africa use regularly to access the internet
97% 95%
63% 61%
46% 44% 46% 45%

42%
38%
25% 24%
20% 18% 19% 18% 19% 17%
11% 10%
Smartphone Regular Smart TV Desktop PC Tablet Gaming Laptop Streaming Smartwatch Smart
laptop console with touch device speakers
screen
25 Notes: ’’Which of these devices do you regularly use with an internet connection?’’; Multi Pick; Which of these body care and cosmetics products do you use regularly?; Multi Pick; Base: n=1562 skin care users, n=12200 all
respondents
On social media, skin care users interact with companies more often than the
average onliner
Marketing touchpoints: social media usage
Social media activities in South Africa by type
75%
69% 68% 67%
64% 63% 65%
63%
55% 54% 54% 53%
51% 51%
48% 47% 48%
45%
29% 28%
5% 6%
1% 2%
Liked posts Commented Followed Sent private Posted Posted texts Shared Liked Followed Shared Passive social No social
by other on posts people messages pictures / status posts by company companies company media usage media usage
users / videos updates other users posts posts
26 Notes: ’’Which of these things have you done on social networks in the past 4 weeks?’’; Multi Pick; Which of these body care and cosmetics products do you use regularly?; Multi Pick; Base: n=1562 skin care users, n=12200 all
respondents
49% of skin care users remember seeing advertising out-of-home
Marketing touchpoints: non-digital advertising touchpoints
Places where consumers in South Africa have come across non-digital advertising in the past 4 weeks
49%
45% 45% 45%
44% 42%
38%
36%
35%
32%
29%
27% 27%
23%
7% 7%
On advertising Directly in On TV On the In printed By mailshot / In printed In the movies

spaces the store radio daily advertising magazines /cinema
on the go newspapers mail and journals
27 Notes: ’’Where have you come across non-digital advertisements in the past 4 weeks?’’; Multi Pick; Which of these body care and cosmetics products do you use regularly?; Multi Pick; Base: n=778 skin care users, n=6100 all
respondents
73% of skin care users listened to the radio in the past 4 weeks
Marketing touchpoints: traditional media usage
Type of media consumers in South Africa have been using in the past 4 weeks
94%
91%
73%
69%
51%
47%
40%
36%
16% 16%
TV Radio Newspapers Magazines Movies / cinema

28 Notes: ’’What kind of media have you used in the past 4 weeks?’’; Multi Pick; Which of these body care and cosmetics products do you use regularly?; Multi Pick; Base: n=1562 skin care users, n=12200 all respondents

GLOBAL CONSUMER SURVEY 2022
Understand what drives

consumers
The Statista Global Consumer Survey offers a global perspective on
consumption and media usage, covering the offline and online
world of the consumer. Our survey is designed to help marketers,
planners, and product managers understand consumer behavior
and consumer interactions with brands.
• Cross-tabulation
• Customized multi-dimensional target groups
+
• Trend and country comparisons
• Export in Excel (CSV) or PowerPoint format
Find out more on:

statista.com/global-consumer-survey 1,700,000+ 56 3.4bn.+ 14,500+ 50+
interviews countries & represented international topics &
territories consumers brands industries
29
Jan Gewiese Stefan Rau
Senior Research Manager Research Manager
j.gewiese@statista.com s.rau@statista.com
Jan Gewiese has degrees in Economics (B.Sc.) from the University of Hohenheim Stefan Rau studied Economics (B.Sc.) at the Ludwigs-Maximilian-University in Munich and
and Business Administration (M.Sc.) from the University of Hamburg. He interned Public and Nonprofit Studies (M.Sc.) at the University of Hamburg. During his studies, he
at the Hamburg Center for Health Economics and Mercedes-Benz USA. interned at TNS Infratest.
At Statista he is responsible for designing consumer studies, product automation, At Statista he is responsible for report and process automation. His area of expertise is data
and brand research. analysis using Python and SPSS.
30
www.statista.com

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CONSUMERS & BRANDS

Target Group: Skin care users in

Report overview Global Consumer Survey methodology (1)

Sources: Statista Global Consumer Survey as of October 2022

Demographic profile Consumer lifestyle Consumer attitudes Marketing touchpoints

Sources: Statista Global Consumer Survey as of October 2022

Age of consumers in South Africa

Target group 42% 32% 17% 9%

All respondents 42% 31% 18% 10%

18 - 29 years 30 - 39 years 40 - 49 years 50 - 64 years

Sources: Statista Global Consumer Survey as of October 2022

Gender of consumers in South Africa

Target group 45% 55%

All respondents 52% 48%

Sources: Statista Global Consumer Survey as of October 2022

Consumer’s level of education in South Africa

Sources: Statista Global Consumer Survey as of October 2022

Target group 33% 36% 31%

All respondents 32% 34% 34%

High Middle Low

Type of households in which consumers in South Africa live​

Communities where consumers live in South Africa

Sources: Statista Global Consumer Survey as of October 2022

LGBTQ+ status of consumers in South Africa

Target group 9% 80% 12%

All respondents 8% 78% 14%

Yes No Would rather not say

Sources: Statista Global Consumer Survey as of October 2022

• Hobbies & leisure activities

Most important aspects of life for consumers in South Africa

28% 29% 27% 27%

Top 10 interests of skin care users in South Africa

58% 58% 57%

Target group All respondents

Sources: Statista Global Consumer Survey as of October 2022

Target group All respondents

Sources: Statista Global Consumer Survey as of October 2022

Top 10 sports activities of skin care users in South Africa

Sources: Statista Global Consumer Survey as of October 2022

Top 10 sports followed by skin care users in South Africa

50% 49% 50% 48%

Sources: Statista Global Consumer Survey as of October 2022

• Attitudes towards shopping

• Challenges facing the country

Agreement with statements in South Africa

41% 39% 37% 36%

Target group All respondents

Sources: Statista Global Consumer Survey as of October 2022

Innovators Early adopters Early majority Late majority Laggards

Sources: Statista Global Consumer Survey as of October 2022

Target group All respondents

Political attitudes of consumers in South Africa

Target group 28% 32% 21% 18%

All respondents 27% 31% 21% 20%

Left Center Right Prefer not to answer

• Digital advertising touchpoints

• Internet usage by device

• Social media usage

• Non-digital advertising touchpoints

• Traditional media usage

Sources: Statista Global Consumer Survey as of October 2022

Devices consumers in South Africa use regularly to access the internet

46% 44% 46% 45%

Type of households in which consumers in South Africa live

Social media activities in South Africa by type