1 CHAPTER 1 SCOPE OF THE STUDY 1.1 INTRODUCTION ...

Increased distribution and advertising campaigns towards Ethnic cosmetics andtoiletries, has ensured the growth of this market in South Africa. Leading Ethnic haircare brands are enjoying increased shelf space and are present in most leading retailstores (Davies, 2007).Ethnic Cosmetics and Toiletries Market Segments in South Africaa) Baby Care Products current and future trends in South Africa:Current Trends of Baby Care ProductsGrowth potential is said to exist in the South African market due to, the increasingnumber of babies born in South Africa, rising education and awareness of the benefitsof using products manufactured specifically for babies and the expansion of the targetconsumer group due to the emergence of the black middle class. As a result of thepotential for growth, leading retailers are starting to offer more private label baby careproducts (Euromonitor International One, 2007:23).According to Euromonitor International One (2007:23) baby skin care products saw themost dynamic performance in South Africa in 2006. With increased education andawareness of these products, particularly among black South Africans, there wasincreased interest in such products among consumers. The black South Africanconsumer are explained as being more inclined to purchase a product that would beused to cleanse both a baby’s face and body, including their hair. (EuromonitorInternational One, 2007:23).The Future of Baby Care ProductsThe South African baby care environment is predicted to see growth of just over 57percent in constant value terms (see Appendix B, table 2.4). Performance is expected tobe stimulated by an expanding consumer group and an increase in social grants from32