"Deodorants are considered important. As a result, despite the economy, deodorants remain an essential part of consumer shopping baskets," EuroMonitor said. Deodorant sales grew by 8% in the last financial year. But body wash, shower gel and liquid soap have a greater appeal to middle- and higher-income groups.
"Price-sensitive consumers are cutting down on non-essential items or waiting for price promotions to stock up," EuroMonitor said. But both men and women are investing in their appearances.
More working women are spending on colour cosmetics - nail polish and facial makeup - and men are becoming increasingly likely to shop for their own beauty and personal care products.
Local economist Dawie Roodt said vanity was prevalent during tough times: "We find people try to make themselves feel better in a recession by dressing well or focusing on their appearance."
Source: The Times
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