Household Care in South Africa
Euromonitor International's Household Care in South Africa market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
Buy online to access strategic market analysis and an interactive statistical database of volume and value market sizes, company and brand shares, distribution and pricing data.
Tables: 87 | Publication date: Oct 2008
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Air care; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products
Executive summary
Robust overall growth in 2007
Despite testing economic conditions, household care grew at double the rate of inflation during 2007. Consumers showed strong confidence and continued spending in the face of several price increases, interest rate hikes and the formalisation of the National Credit Act. Whilst several sectors, such chlorine bleach and polishes, experienced fairly stagnant growth levels, sectors characterised by high innovation, such as air care, toilet care products and insecticides, managed to entice consumers and grow in size.
Emerging market growth continues to underpin market expansion
As more South African consumers move up in the LSM ranks so the spending patterns and tastes of the market begin to reflect the change. Wealth in the South African economy is slowly beginning to filter down to previously disadvantages sectors of the society through affirmative action programmes, resulting in a strong class of upwardly mobile, ambitious and educated consumers with more disposable incomes and highly aspirational inclinations. These so-called “Black Diamonds” are attributed with fuelling growth in the economy, and evidence of this can be seen throughout household care products where growth is occurring within higher-priced, better quality products owing to the increasingly sophisticated tastes of consumers.
Multinationals dominate, while private label products grow in commoditised categories
South African consumers remain fiercely brand loyal to brands that are long-since established in the market. This is especially the case in sectors where product attributes such as efficacy and quality are of prime importance and require some degree of consumer trust. Within these sectors, brand equity appears to supersede price as the consumer is prepared to pay a premium price for the brand name. This is not the case within sectors where the products are highly commoditised. Here, the consumer is extremely price sensitive and value-for-money is found to be more relevant than quality. It is within these sectors that private label products are making headway as consumers associate less risk and more savings with the purchase of these products.
Retailers are gaining access to lower LSM markets
The lower LSM mass market, although poor, represents somewhat of a gold mine to most retailers, due to the sheer size and potential sales volume offered by this sector of the market. Previously, retailers have been reluctant to move into the townships where the majority of the urban mass markets reside, due to lack of cultural understanding, safety issues, inadequate facilities and lack of inroads into these markets. Conditions have changed recently, and there have been extensive development drives in these areas, with retail centres being built in all major townships across the country. These developments have provided retailers with low-risk access to these markets which were historically served by local spaza shops, benefiting from the increasing purchasing power of local residents.
Growth is expected to continue at more moderate levels
In the forecast period, growth in the household care market is expected to continue benefiting from the emerging consumer group. The market is expected to be affected by more cautionary spending where necessities are prioritised and luxuries are left off the shopping list. Of course, it is expected that the Football World Cup, to be hosted in South Africa in 2010, could result in economic growth as high as 6% for the year which is sure to filter down into all sectors of the economy providing a slight hike in growth for household care.
Table of contents
HOUSEHOLD CARE IN SOUTH AFRICA : MARKET INSIGHT
EXECUTIVE SUMMARY
Robust overall growth in 2007
Emerging market growth continues to underpin market expansion
Multinationals dominate, while private label products grow in commoditised categories
Retailers are gaining access to lower LSM markets
Growth is expected to continue at more moderate levels
KEY TRENDS AND DEVELOPMENTS
Emerging market continues to swell and spur economic growth
Retailers move aggressively into township areas
Inflationary pressures result in periodic price increases in 2007
Growth in retail sales expected to slow towards 2008
Capacity constraints stifle new product development
Consumers value convenience when selecting retailers and brands
Multinationals continue to dominate household care
MARKET INDICATORS
Table 1 Households 2002-2007
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2002-2007
Table 3 Sales of Household Care by Sector: % Value Growth 2002-2007
Table 4 Household Care Company Shares 2003-2007
Table 5 Household Care Brand Shares 2004-2007
Table 6 Penetration of Private Label by Sector 2003-2007
Table 7 Sales of Household Care by Distribution Format: % Analysis 2002-2007
Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2007
Table 9 Forecast Sales of Household Care by Sector: Value 2007-2012
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2007-2012
DEFINITIONS
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - SOUTH AFRICA
ACORN PRODUCTS (PTY) LTD - HOUSEHOLD CARE - SOUTH AFRICA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Acorn Products (Pty) Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Acorn Products (Pty) Ltd: Competitive Position 2007
ADCOCK INGRAM LTD - HOUSEHOLD CARE - SOUTH AFRICA
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Adcock Ingram Ltd: Key Facts
Summary 5 Tiger Brands Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 Adcock Ingram Ltd: Competitive Position 2007
AMKA PRODUCTS (PTY) LTD - HOUSEHOLD CARE - SOUTH AFRICA
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Amka Products (Pty) Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 8 Amka Products (Pty) Ltd: Competitive Position 2007
INCO LABS - HOUSEHOLD CARE - SOUTH AFRICA
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Inco Labs: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Inco Labs: Competitive Position 2007
LIQUI-SEAL PTY LTD - HOUSEHOLD CARE - SOUTH AFRICA
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Liqui-Seal (Pty) Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 12 Liqui-Seal (Pty) Ltd: Competitive Position 2007
LAUNDRY CARE IN SOUTH AFRICA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 11 Household Penetration of Washing Machines 2002-2007
SECTOR DATA
Table 12 Sales of Laundry Care by Subsector: Value 2002-2007
Table 13 Sales of Laundry Care by Subsector: % Value Growth 2002-2007
Table 14 Sales of Laundry Detergents by Type: Value 2002-2007
Table 15 Sales of Laundry Detergents by Type: % Value Growth 2002-2007
Table 16 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2007
Table 17 Sales of Laundry Aids by Type: Value 2002-2007
Table 18 Sales of Laundry Aids by Type: % Value Growth 2002-2007
Table 19 Laundry Care Company Shares 2003-2007
Table 20 Laundry Care Brand Shares 2004-2007
Table 21 Laundry Detergents Company Shares 2003-2007
Table 22 Laundry Detergents Brand Shares 2004-2007
Table 23 Laundry Aids Company Shares 2003-2007
Table 24 Laundry Aids Brand Shares 2004-2007
Table 25 Forecast Sales of Laundry Care by Subsector: Value 2007-2012
Table 26 Forecast Sales of Laundry Care by Subsector: % Value Growth 2007-2012
DISHWASHING PRODUCTS IN SOUTH AFRICA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 27 Household Penetration of Dishwashers 2002-2007
SECTOR DATA
Table 28 Sales of Dishwashing Products by Subsector: Value 2002-2007
Table 29 Sales of Dishwashing Products by Subsector: % Value Growth 2002-2007
Table 30 Dishwashing Products Company Shares 2003-2007
Table 31 Dishwashing Products Brand Shares 2004-2007
Table 32 Forecast Sales of Dishwashing Products by Subsector: Value 2007-2012
Table 33 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2007-2012
SURFACE CARE IN SOUTH AFRICA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 34 Sales of Surface Care by Subsector: Value 2002-2007
Table 35 Sales of Surface Care by Subsector: % Value Growth 2002-2007
Table 36 Sales of Wipes by Type: Value 2002-2007
Table 37 Sales of Wipes by Type: % Value Growth 2002-2007
Table 38 Surface Care Company Shares 2003-2007
Table 39 Surface Care Brand Shares 2004-2007
Table 40 Wipes Company Shares 2003-2007
Table 41 Wipes Brand Shares 2004-2007
Table 42 Forecast Sales of Surface Care by Subsector: Value 2007-2012
Table 43 Forecast Sales of Surface Care by Subsector: % Value Growth 2007-2012
CHLORINE BLEACH IN SOUTH AFRICA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Sales of Chlorine Bleach: Value 2002-2007
Table 45 Sales of Chlorine Bleach: % Value Growth 2002-2007
Table 46 Chlorine Bleach Company Shares 2003-2007
Table 47 Chlorine Bleach Brand Shares 2004-2007
Table 48 Forecast Sales of Chlorine Bleach: Value 2007-2012
Table 49 Forecast Sales of Chlorine Bleach: % Value Growth 2007-2012
TOILET CARE PRODUCTS IN SOUTH AFRICA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 50 Sales of Toilet Care Products by Subsector: Value 2002-2007
Table 51 Sales of Toilet Care Products by Subsector: % Value Growth 2002-2007
Table 52 Toilet Care Products Company Shares 2003-2007
Table 53 Toilet Care Products Brand Shares 2004-2007
Table 54 Forecast Sales of Toilet Care Products by Subsector: Value 2007-2012
Table 55 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2007-2012
POLISHES IN SOUTH AFRICA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 56 Sales of Polishes by Subsector: Value 2002-2007
Table 57 Sales of Polishes by Subsector: % Value Growth 2002-2007
Table 58 Polishes Company Shares 2003-2007
Table 59 Polishes Brand Shares 2004-2007
Table 60 Forecast Sales of Polishes by Subsector: Value 2007-2012
Table 61 Forecast Sales of Polishes by Subsector: % Value Growth 2007-2012
AIR CARE IN SOUTH AFRICA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 62 Sales of Air Care by Subsector: Value 2002-2007
Table 63 Sales of Air Care by Subsector: % Value Growth 2002-2007
Table 64 Air Care Fragrances Rankings by Value 2006-2007
Table 65 Air Care Company Shares 2003-2007
Table 66 Air Care Brand Shares 2004-2007
Table 67 Forecast Sales of Air Care by Subsector: Value 2007-2012
Table 68 Forecast Sales of Air Care by Subsector: % Value Growth 2007-2012
INSECTICIDES IN SOUTH AFRICA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 69 Sales of Insecticides by Subsector: Value 2002-2007
Table 70 Sales of Insecticides by Subsector: % Value Growth 2002-2007
Table 71 Spray Insecticides by Type: % Value Breakdown 2006-2007
Table 72 Insecticides Company Shares 2003-2007
Table 73 Insecticides Brand Shares 2004-2007
Table 74 Forecast Sales of Insecticides by Subsector: Value 2007-2012
Table 75 Forecast Sales of Insecticides by Subsector: % Value Growth 2007-2012