In a powerful move to combat hygiene poverty in South Africa, Shoprite has introduced two essential toiletries—2-in-1 shampoo and conditioner, and a body wash—for just R5 each. These products, sold as concentrates in 50ml sachets, are designed to be diluted with 150ml of water, creating up to 20 washes. That’s just 25c per wash, making personal hygiene more accessible for millions.
This latest addition builds on Shoprite’s growing R5 value basket, which already includes affordable food and sanitary items aimed at easing the daily financial strain faced by South African households.
Shoprite’s Mission to Restore Dignity
The initiative follows an alarming report revealing that over 14 million South Africans suffer from hygiene poverty. This goes beyond just a lack of products—it’s a challenge rooted in poor sanitation infrastructure and unaffordable hygiene essentials such as soap, toothpaste, and menstrual care items.
Renaldo Phillips, general manager for private label and imports at Shoprite, said the company’s efforts are rooted in the belief that hygiene is a human right, not a luxury.
“No one should have to choose between having food and staying clean,” Phillips said.
The R5 toiletries aim to fill the gap in accessibility, especially for vulnerable communities who often have to stretch limited budgets just to afford the basics.
A Growing Basket of Essentials for R5
Since 2016, Shoprite’s R5 offerings have steadily grown. What started with 600g brown bread at R5 has expanded to include nutritious takeaway meals like the ox liver burger, sanitary pads (price frozen since 2021), and now, toiletries.
“More than just small change, the R5 coin is now a symbol of hope,” added Phillips.
Each week, over 1.8 million R5 products are subsidized across Shoprite’s supermarkets nationwide. This consistent availability makes a real difference in homes where even a few rand can mean going without.
The affordability of these products is made even more critical by the fact that most hygiene items—except for sanitary pads which were made VAT-exempt in 2019—are still taxed at the standard VAT rate, pushing prices higher for the poor.
Global Backing, Local Action
Both WHO and Unicef have long warned about the impact of hygiene poverty, citing serious risks to health, self-esteem, and education—especially for women and children. Shoprite’s new offering is more than a marketing strategy; it’s a social intervention rooted in empathy and impact.
By giving communities access to reliable, affordable personal care products, Shoprite is helping to restore dignity, improve wellness, and bridge the gap between survival and basic human rights.
