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More single mothers spending to look good

The Cosmetics and Make-Up industry has experienced strong growth over the past few years, as the growing segment of single mothers focus on looking good and boosting self-confidence due to a demanding lifestyle and media influence, according to a new report released by Analytix BI, "South Africa Brand Report: Purchasers of Cosmetics/Make-up".

As women are bombarded with media-driven beauty ideologies and self-empowerment campaigns, the need to boost self-confidence by looking good has begun to take root. This does not mean that women can't be confident without makeup; it simply serves to enhance her natural self-confidence in a world that is becoming obsessed with image, beauty, fashion and reality TV.

The global make-up industry generated close to $35 billion in 2010, having recorded yearly growth in excess of 4% for the four preceding years. Facial cosmetics represented the leading market segment, with over $12 billion in sales revenue in 2010 and accounting for more than 35% of overall market value. Market growth is expected to remain the same until 2015, when the market should be valued at $42 billion.
Based on AMPS data, South African Cosmetics/Make-up purchasers (Females 16+ years) had increased from 4.5 million (28.8% of Females 16+ years) in 2008 to 5.9 million (33.5%) in 2012. The number of Female purchasers is expected to increase by a compound annual growth rate (CAGR) of 3.5% to 7.9 million by 2017.

Source: AMPS 2008B-2012A (Adult Female population 16+ years)
Sample Size: 3 769 (2008); 4 342 (2009); 4 479 (2010); 4 759 (2011); 4 777 (2012) (Cosmetics / Make-up personally bought past 4 weeks)
Total Female Adult population 16+ years: 10 557 (2008); 12 264 (2009); 12 310 (2010); 12 362 (2011); 12 386 (2012)
Based on weighted numbers
click to enlarge

In 2012, 29% of Female Cosmetics/Make-up purchasers were in the Single Parent Family lifestage, an increase from 25% in 2008. This was in line with the growth among the Total Female Adult Population, where the proportion of Single Parent Families grew from 26% in 2008 to 31% in 2012. Single parent households have become the norm in South Africa, with the majority of children growing up with one parent, while nearly 100 000 children live in child-headed households. Sadly, only a third of children in South Africa are growing up living with both of their parents.

As the growing number of single mothers focus on enhancing their self-confidence by taking care of their skin and appearance, so the cosmetics and make-up market will enjoy strong growth potential for the foreseeable future.

These and other results are available in Analytix BI's report, "South Africa Brand Report: Purchasers of Cosmetics /Make-up". The report provides a comprehensive profile of the entire Cosmetics / Make-up category (minimum AMPS category sample = 3 769 female purchasers) as well as a detailed segmentation by brand, namely:

Almay, Clinique, Elizabeth Arden, Estee Lauder, Garnier, L'Oréal, Maybelline, Revlon, Rimmel, and Yardley.

It examines in detail geo-demographics, shopping patterns, cellphone and Internet usage of the Cosmetics/Make-up category by brand, making it a vital reference report for anyone wanting to understand this segment of the market.

Only female respondents were questioned for this category.

Please note that the 104-page PowerPoint report is available for purchase for R9, 000 (excluding VAT). Simply visit to view the brochure and order form or contact us directly on (021) 551-7066.

  • Who are the key players and brands in the market and how are they positioned?
  • What are the important global and local market trends that should be included in your business strategy?
  • What is the size of the purchaser market and consumer purchasing trends (2008-2012) and what is the purchaser forecast for 2013-2017?
  • Who are the purchasers of Cosmetics / Make-up? What are geo-demographic trends among purchasers (2008-2012)? e.g. age, population group, affluence, life-stage, geographics
  • What are purchasing patterns among purchasers of Cosmetics / Make-up? At which shop/shops do you usually buy your toiletries? Which are the popular food and grocery stores for bulk, fill-up and convenience shopping? Who is the purchase decision-maker in the household?
  • How do you engage with your consumers via cellphone and the Internet?
About Analytix Business Intelligence

Analytix Business Intelligence is a Proudly South African market research company that conducts integrated quantitative and qualitative research to deliver holistic consumer-centric insights, customer value propositions and marketing strategy.

Our strength in quantitative surveys and analysis is enriched by significant expertise in gaining qualitative insights from ethnographic-style, in-home research to provide a 360-degree understanding of the consumer. We ensure you have the right information-based foundation to create successful marketing and communication strategies.

In addition to a comprehensive desk research service, we have more than 75 affordable, pre-packaged consumer intelligence reports that are created by expert analysts - saving your valuable time and resources.

For more information, go to or call (021) 551-7066.


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Analytix BI
Analytix BI is a market research company that specialises in conducting integrated quantitative, qualitative and desk research to provide a 360° view of South African consumers and markets. A wide range of affordable, off-the-shelf and custom market research reports are available for purchase.