Consists of the retail sale of dried pasta, dried & instant noodles, chilled pasta, chilled noodles, ambient pasta, and ambient noodles.

The market is valued according to retail selling price (RSP) and includes any applicable taxes.

The South African Pasta & Noodles market had total revenues of $224.5 million in 2022, representing a compound annual growth rate (CAGR) of 6.6% between 2017 and 2022.

Market consumption volume increased with a CAGR of 4.4% between 2017 and 2022, to reach a total of 84.4 million kilograms in 2022.

The performance of the market forecast for the period 2025 - 2027, which is expected to drive the market to a value of $257.5 million by the end of 2027.

Consumers also rediscovered the convenience of leftovers, which offer a convenient lunch for the following day.

Retail demand for rice is likely to remain elevated over the forecast period, as some local consumers move away from bread and maize due to the high unit prices. Maize price increases are expected over the forecast period as local yields are under pressure due to drought in key producing regions.

Social media offers a wealth of food recipes and inspiration and has revolutionised the way consumers share recipes globally. While culture and nostalgia continue to drive the dishes, consumers cook at home in South Africa, short-form video platforms such as TikTok and Instagram Reels have started to play a role in the types of meals they prepare. 

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2026: Private Labels Now Actively Threatening National Brands

The most significant development heading into 2026 is the intensifying pressure on established FMCG manufacturers. 

Tiger Brands, which owns Jungle Oats, All Gold, and Oros, has warned that the balance of power has shifted further towards retailers and value-focused shoppers. Competition has intensified across almost every food category, driven by multinational entrants, expanding local producers, and informal operators.  
Shoppers are increasingly trading down, switching brands, and buying on promotion, while retailer house brands have become a central feature of grocery baskets. 

Private labels are no longer confined to entry-level products, with retailers now offering premium ranges that compete directly with established branded goods.  

As reported by Competition Commission retail sector data, four major chains dominate national food retail, giving them significant influence over shelf space, pricing, and promotional strategies. Shoprite and Pick n Pay together account for more than half of grocery sales, with Shoprite continuing to gain share across income segments.  
Market Trajectory (2021–2026)
Private label has grown significantly over the past five years and from R71 billion in 2021 to over R98 billion in 2024,  momentum has continued into 2026. 

With consumers increasingly price sensitive, leading retailers continue to expand their portfolios to gain a competitive advantage and boost their margins.  
Private label brands now contribute approximately 25% of total retail sales and continue to grow, with the perception of these brands shifting positively.

Many consumers now recognise that private label products often match or exceed the quality of national brands, particularly in the premium segment.  
2026 Broader African Context
Research shows that 85% of South African shoppers are more willing to try new products from brands they already trust, meaning retailers that successfully align private label launches with existing brand credibility are more likely to increase adoption rates while improving margins and strengthening market share.  
Global supply disruptions and rising import costs are encouraging retailers to strengthen local sourcing strategies, with supermarkets expanding private label offerings and working more closely with domestic suppliers in response to packaging requirements and food safety regulations.  
Bottom Line: SA's private label market is entering a more aggressive phase in 2026, moving from "growth story" to active disruption of national brands, supported by retailer scale, price pressure, and rising consumer acceptance across all income tiers.

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Overall Personal Care Market in South Africa

Market Size & Growth
The South African cosmetics and personal care products market is a large and growing sector, with personal care products making up nearly 90 % of the total cosmetics & personal care market. Skincare and hair care are major segments. 
The market is expected to continue growing moderately over the next several years with consistent demand from both local and international consumers. 
Private‑Label Penetration in South Africa

1. Private Label Overall Share in Retail
Private‑label products across all FMCG categories (food, domestic goods, personal care, etc.) accounted for about 18 % of total sales value in South Africa in 2024, with growth of ~7.5 % year‑on‑year. 

Why this matters:
Personal care is part of that broader retail environment. Although personal care traditionally has lower private‑label share than groceries, consumers are increasingly adopting private‑label personal care items as quality improves and price sensitivity remains high. 

2. Private Label + Health & Beauty Trends
At major retailers like Clicks, private‑label and exclusive brands make up a significant portion of personal care and beauty sales (over ~31 % of front‑shop sales including those categories), driven by strong growth in private‑label fundamentals. 
What this means:
Retail‑brand products (including skin care, hair care, deodorants etc.) are expanding faster than many traditional branded items on the shelf.
Breakdown by Product Segment

1. Skin Care
Skin care is the largest segment within the personal care market in South Africa, and this segment also gets strong private‑label interest because it includes frequent‑use everyday products like moisturizers, cleansers, etc.
Within the private‑label cosmetics market (which includes skin care), South Africa accounted for about 1 % of global private‑label cosmetics revenue in 2024, with skincare leading other categories in revenue. 
Trend: Skin care private‑label products are especially growing due to consumer interest in natural and functional formulas.

2. Hair Care
While exact numbers for hair care private label alone aren’t as widely published, market reports indicate that:
Hair care is one of the key categories within the broader personal care market in South Africa alongside skincare and color cosmetics. 
Demand for specialized hair care (e.g., products for natural and textured hair types) continues to grow, which means private‑label providers can capture more niche segments. 

3. Cosmetics & Makeup
Private‑label cosmetics (makeup, color cosmetics) form a portion of the broader cosmetics ecosystem and are supported by local manufacturers and OEMs. 
Although international brands still dominate much of the premium makeup space, local and private‑label lines are gaining shelf space and attract price‑sensitive buyers. 

Private Label vs. National Brands
In South Africa’s personal care categories:
National (name) brands still hold the majority share overall, especially in premium skin care and high‑end cosmetics. 
Private‑label share is significantly growing, especially in more price‑sensitive everyday products like moisturizers, basic shampoos, body washes, and similar goods. 

Bizcommunity
Retailers like Clicks are expanding their private‑label offerings, which increases visibility and consumer trust in store brands. 

Key Takeaways (South Africa)
18 % of total FMCG sales value in South Africa comes from private‑label brands, including personal care — and this figure is climbing. 

Private‑label personal care products are growing in share as consumers increasingly trust store brands and value options. 
Skincare leads the private‑label cosmetics sector within South Africa, followed by opportunities in hair care and other categories.
Even though private label doesn’t yet dominate personal care overall, its share is increasing year by year, signalling strong future opportunities for private‑label hair care and other categories. 

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