PRIVATE LABELS

Private brands capturing a growing share of health and beauty market

By our African Marketing Confederation News Team | 2025

This expansion is an increasing threat to established brands, forcing them to differentiate through trust, quality and emotional connection.

The expansion of retailer private brands in South Africa is relentless and the threat to established brands is undeniable, says a new research report on the country’s health and beauty sector.

Photo: Clicks

Photo: Clicks

For example, the Clicks national retail chain has been a key driver of private brand momentum, with over 31% of its front shop sales attributed to private labels.

 

The Health & Beauty Report, compiled by retail research and insights company Trade Intelligence, notes that by mid-2025 personal-care product growth at Clicks was “significantly supported by a remarkable +20.5% increase in private brand sales”.

 

“This expansion presents a growing threat to established health and beauty brands, forcing them to differentiate through trust, quality and emotional connection, or risk losing share to competitively priced alternatives,” notes Andrea Slabber, Insights Lead at Trade Intelligence, in a post published on the company’s website.

 

“The health and beauty industry in South Africa is being reshaped by the interplay between consumer needs, private brand expansion and digital influence.

 

“For brands, staying relevant requires sharper channel strategies, stronger shopper engagement, and innovative approaches to defend against rising retailer power. Success depends on tailoring range, promotions, and innovation to align with the specific shopper mindset in each distinct retail environment.”

 

Research before purchase is the new norm

 

Among the other findings of the report is that healthcare shopping is becoming increasingly research-driven. Almost 90% of shoppers conduct pre-shop research, with this figure rising to 98% among younger shoppers aged 18-24.

 

“Retailers’ digital platforms are often the first point of influence, which raises key questions for brand owners: how can their messaging break through to ensure visibility in this retailer-controlled conversation? How can you ensure your message reaches your consumers when the path to purchase starts online, long before the shelf?” Slabber writes.

 

“The answers lie in a nuanced, channel-specific strategy informed by shopper mindsets.”

 

Shopper behaviour differs notably across retail formats, the report finds. For personal care, Clicks and Dis-Chem (a national pharmacy and retail chain) are seen as stock-up destinations for deals, while online platforms serve both for value-driven bulk buys and as discovery hubs for new products.

 

Healthcare shoppers, meanwhile, use pharmacies for specific needs but lean on online platforms for planning and browsing.

 

You can read more about the report here.

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Keith Haynes
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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.