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AFRICA FOCUS


size in Africa has the potential to grow by a projected $1.26 billion during 2021-2025, and the market’s growth momentum will accelerate at a CAGR of 1.65%. The year over year growth rate for 2021 is estimated to be 0.51%.1 Nicolas Lisbonne, senior consultant at


Africa Processing commented: “A booming population which is expected to double to 2.4 billion in 2050 combined with a rising middle class and amplified urbanisation, have all contributed to positioning Africa as a major growth market. The region is attracting interest and investment from major players in the global beauty and cosmetics industry, with the beauty market expected to double over the next decade. This is a very exciting time for business development in Africa.” Lucy Mansfield, marketing manager at


MEKZ commented: “The market is gradually becoming more and more eco aware with interest growing in sustainable and natural products. The region does face big issues with plastic pollution so packaging reduction represents a further growth opportunity where businesses and brands can start to make a real difference, responding to changing consumer attitudes. Working with Stephenson, which has a packaging free solid format conditioning bar amongst its innovative product range, could indicate a positive future way forward.”


Melt and pour range expands In early 2021, Stephenson, launched its first solid shampoo conditioning bar showing its ongoing commitment to sustainability in the personal care market. The new solid conditioner base is the latest addition to Stephenson’s established melt and pour range, and is a product innovation designed to help consumers reduce the use of plastic containers and use less water during hair washing. The conditioning bar is a ready made


solid conditioner base and is an easy to use melt and pour product. The formulation can be tailored using additives of the customer’s own choice and the natural ingredients include behentrimonium chloride, a cationic surfactant which helps condition the hair, shea butter and coconut oil which provide hydration and hydrogenated ethylhexyl olivate, a natural emollient within the base. In 2013, Stephenson became the first


manufacturer in the world to launch a melt and pour soap base made using 100% RSPO certified sustainable palm and palm kernel oils. Named Crystal SP SG, this pioneering melt and pour soap sat alongside Stephenson’s other RSPO product bases. Stephenson personal care products,


which are exported worldwide, are used in the creation of a wide range of finished soap bars and products by the simple addition of fragrances, colours and other additives. For the past seven years, the Crystal SP SG soap has been assisting brands and large global manufacturers meet their sustainability ambitions and criteria. This is now the case for the entire melt and pour range which through ongoing innovation has been expanded to


www.personalcaremagazine.com


include over 30 products ranging from Crystal Donkey Milk and Crystal Hemp to Crystal Honey and the best-selling crystal clear soap base Crystal ST. All of Stephenson’s crystal melt and pour products are paraben, preservative and PEG free. The conditioning and shampoo bar market


is estimated to be worth around $10milion globally but shows signs of huge growth potential. This is due to increasing consumer awareness of personal health and hygiene combined with the harmful side effects associated with the long-term use of chemical cosmetics and personal care products. Consumers are also consciously adopting packaging free personal care products in a bid to reduce their own plastic waste as evidenced by the popularity and growth of refill outlets. Changing consumer preferences for natural


ingredient-based product formulations due to benefits such as dandruff protection and hair fall control are also expected to further boost the growth of the shampoo bar industry over the next few years. Despite considerable disparity between countries in the region, Africa’s fast-growing


personal care and beauty markets, particularly in the sub-Saharan region, are prompting innovative growth plans from leading brands and ambitious entrepreneurs operating in the sector looking to capitalise on the expanding middle classes.


Conclusion MEKZ and Africa Processing make the business creation process easy for all entrepreneurs wishing to create their brand of cosmetic products in Africa. It offers cosmetic bases for body care and hair care with easy recipes that take into account local constraints in order to facilitate the manufacture of cosmetic and personal care products. Manufacturers simply choose the desired fragrance and colour to create a unique and personalised brand. In addition, it also provides companies with the necessary expertise to train local teams to ensure reliable and constant production. Assistance is provided throughout all project stages from feasibility studies, business plans and production lines to recipe development, production start-up and on-site training. Paul Pickering, senior business


development manager at Stephenson, added: “Africa represents an untapped market in the personal care arena which is why partnering with MEKZ represents such a good move for us. It’s exciting to be trialling different products on projects in numerous countries at such a critical point in the African market’s development.”


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References 1. Beauty and Personal Care Market in Africa by Product, Distribution Channel, and Geography - Forecast and Analysis 2021-2025 published by TechNavio in March 2021


July 2021 PERSONAL CARE


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