Household
Household Care

Household Care in South Africa

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.

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Tables: 89  |  Publication date: Nov 2009
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GBP1500.00

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Product coverage

Air care; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products

Executive summary

Economic downturn hinders growth in sales

Household care saw stronger current value growth during 2008 compared to the review period current value CAGR. However, this was mostly due to increasing prices for the majority of product areas. This was due to rising inflation and currency fluctuations, along with increased production and distribution costs and, in the case of laundry care, a shortage of raw materials. However, most product areas saw volume sales growth drop sharply in 2008, with some product areas seeing volume decline.

Consumers re-evaluate shopping and usage behaviour

The economic downturn and rising price of household care resulted in many consumers cutting back on their use of these products in 2008. Increased prices for basic food, heating and petrol eroded consumers’ disposable income levels. This hindered the growth of household care, as consumers reassessed their shopping and usage behaviour. The trend toward multifunctional household care intensified, boosting products such as multi-purpose cleaners. This occurred as consumers sought greater convenience and also view such products as offering better value-for-money.

Growing focus on price competition sees shift in share in 2008

Lever Bros (Pty) Ltd continued to enjoy a strong lead in household care in 2008. However, the company lost share marginally in value terms, due to growing price competition. Reckitt Benckiser South Africa (Pty) Ltd was among the leading multinationals to focus on price competition to boost sales. However, the leaders also faced growing competition from dynamic domestic company Bliss Chemicals (Pty) Ltd, which offers affordable hand wash detergents brand Maq. This brand gained share dramatically towards the end of the review period, thanks to strong promotion. There was also a growing challenge posed by private label, as consumers increasingly prioritised price over product benefits or branding due to the economic downturn.

Supermarkets/hypermarkets benefit from price promotions

Supermarkets/hypermarkets continued to dominate household care in 2008, gaining share further over the previous year. Consumers often prefer supermarkets/hypermarkets due to these outlets offering the widest range of products and bulk packs at a lower unit price. However, the attraction of supermarkets/hypermarkets grew further in 2008 over the previous year, thanks to these outlets offering the most attractive price promotion. Supermarkets/hypermarkets notably gained value share from higher-priced grocery retailers, such as convenience stores, forecourt retailers and independent small grocers. Mass merchandisers similarly gained value share in 2008 over the previous year thanks to the channel’s low prices and frequent price promotions.

Lower unit prices to support growth

Household care is expected to see continued strong growth during the forecast period. Growth is expected to be underpinned by rising urbanisation and improved living standards, as more South Africans move into government housing and access to water supplies improves. In addition, there is expected to be increased price competition in household care during the forecast period, with the growth of private label and the presence of cheaper imports set to put pressure on the price of the leading brands. This is expected to result in household care becoming more affordable to a wider range of income groups during the forecast period.

Table of contents

HOUSEHOLD CARE IN SOUTH AFRICA : MARKET INSIGHT

EXECUTIVE SUMMARY

Economic downturn hinders growth in sales

Consumers re-evaluate shopping and usage behaviour

Growing focus on price competition sees shift in share in 2008

Supermarkets/hypermarkets benefit from price promotions

Lower unit prices to support growth

KEY TRENDS AND DEVELOPMENTS

Eroded disposable income levels hinder growth

Urbanisation boosts interest in household care

Supermarkets/hypermarkets gains share further thanks to price promotions

Consumer priorities change with growing focus on price

Busier and poorer consumers demand multifunctional products

MARKET INDICATORS

Table 1 Households 2003-2008

MARKET DATA

Table 2 Sales of Household Care by Sector: Value 2003-2008

Table 3 Sales of Household Care by Sector: % Value Growth 2003-2008

Table 4 Household Care Company Shares 2004-2008

Table 5 Household Care Brand Shares 2005-2008

Table 6 Penetration of Private Label by Sector 2003-2008

Table 7 Sales of Household Care by Distribution Format: % Analysis 2003-2008

Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2008

Table 9 Forecast Sales of Household Care by Sector: Value 2008-2013

Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2008-2013

DEFINITIONS

Summary 1 Research Sources

LOCAL COMPANY PROFILES - SOUTH AFRICA

AMKA PRODUCTS (PTY) LTD - HOUSEHOLD CARE - SOUTH AFRICA

STRATEGIC DIRECTION

KEY FACTS

Summary 2 Amka Products (Pty) Ltd: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 3 Amka Products (Pty) Ltd: Competitive Position 2008

BLISS CHEMICALS (PTY) LTD - HOUSEHOLD CARE - SOUTH AFRICA

STRATEGIC DIRECTION

KEY FACTS

Summary 4 Bliss Chemicals (Pty) Ltd: Key Facts

COMPANY BACKGROUND

PRODUCTION

Summary 5 Bliss Chemicals (Pty) Ltd: Production Statistics 2007

COMPETITIVE POSITIONING

Summary 6 Bliss Chemicals (Pty) Ltd: Competitive Position 2008

CARBRO MANUFACTURING - HOUSEHOLD CARE - SOUTH AFRICA

STRATEGIC DIRECTION

KEY FACTS

Summary 7 Carbro Manufacturing: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 8 Carbro Manufacturing: Competitive Position 2008

TIGER BRANDS LTD - HOUSEHOLD CARE - SOUTH AFRICA

STRATEGIC DIRECTION

KEY FACTS

Summary 9 Tiger Brands: Key Facts

Summary 10 Tiger Brand Pty Ltd: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 11 Tiger Brands: Competitive Position 2008

UNSGAARD PACKAGING (PTY) LTD - HOUSEHOLD CARE - SOUTH AFRICA

STRATEGIC DIRECTION

KEY FACTS

Summary 12 Unsgaard Packaging (Pty) Ltd: Key Facts

Summary 13 Unsgaard Packaging (Pty) Ltd: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 14 Unsgaard Packaging (Pty) Ltd: Competitive Position 2008

LAUNDRY CARE IN SOUTH AFRICA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR INDICATORS

Table 11 Household Penetration of Washing Machines 2003-2008

SECTOR DATA

Table 12 Sales of Laundry Care by Subsector: Value 2003-2008

Table 13 Sales of Laundry Care by Subsector: % Value Growth 2003-2008

Table 14 Sales of Laundry Detergents by Type: Value 2003-2008

Table 15 Sales of Laundry Detergents by Type: % Value Growth 2003-2008

Table 16 Sales of Laundry Aids by Type: Value 2003-2008

Table 17 Sales of Laundry Aids by Type: % Value Growth 2003-2008

Table 18 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2008

Table 19 Laundry Care Company Shares 2004-2008

Table 20 Laundry Care Brand Shares 2005-2008

Table 21 Laundry Detergents Company Shares 2004-2008

Table 22 Laundry Detergents Brand Shares 2005-2008

Table 23 Laundry Aids Company Shares 2004-2008

Table 24 Laundry Aids Brand Shares 2005-2008

Table 25 Forecast Sales of Laundry Care by Subsector: Value 2008-2013

Table 26 Forecast Sales of Laundry Care by Subsector: % Value Growth 2008-2013

DISHWASHING PRODUCTS IN SOUTH AFRICA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR INDICATORS

Table 27 Household Penetration of Dishwashers 2003-2008

SECTOR DATA

Table 28 Sales of Dishwashing Products by Subsector: Value 2003-2008

Table 29 Sales of Dishwashing Products by Subsector: % Value Growth 2003-2008

Table 30 Dishwashing Products Company Shares 2004-2008

Table 31 Dishwashing Products Brand Shares 2005-2008

Table 32 Forecast Sales of Dishwashing Products by Subsector: Value 2008-2013

Table 33 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2008-2013

SURFACE CARE IN SOUTH AFRICA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 34 Sales of Surface Care by Subsector: Value 2003-2008

Table 35 Sales of Surface Care by Subsector: % Value Growth 2003-2008

Table 36 Sales of Household Care Wipes and Floor Cleaning Systems by Type: Value 2003-2008

Table 37 Sales of Household Care Wipes and Floor Cleaning Systems by Type: % Value Growth 2003-2008

Table 38 Surface Care Company Shares 2004-2008

Table 39 Surface Care Brand Shares 2005-2008

Table 40 Household Care Wipes and Floor Cleaning Systems Company Shares 2004-2008

Table 41 Household Care Wipes and Floor Cleaning Systems Brand Shares 2005-2008

Table 42 Forecast Sales of Surface Care by Subsector: Value 2008-2013

Table 43 Forecast Sales of Surface Care by Subsector: % Value Growth 2008-2013

CHLORINE BLEACH IN SOUTH AFRICA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 44 Sales of Chlorine Bleach: Value 2003-2008

Table 45 Sales of Chlorine Bleach: % Value Growth 2003-2008

Table 46 Chlorine Bleach Company Shares 2004-2008

Table 47 Chlorine Bleach Brand Shares 2005-2008

Table 48 Forecast Sales of Chlorine Bleach: Value 2008-2013

Table 49 Forecast Sales of Chlorine Bleach: % Value Growth 2008-2013

TOILET CARE PRODUCTS IN SOUTH AFRICA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 50 Sales of Toilet Care Products by Subsector: Value 2003-2008

Table 51 Sales of Toilet Care Products by Subsector: % Value Growth 2003-2008

Table 52 Toilet Care Products Company Shares 2004-2008

Table 53 Toilet Care Products Brand Shares 2005-2008

Table 54 Forecast Sales of Toilet Care Products by Subsector: Value 2008-2013

Table 55 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2008-2013

POLISHES IN SOUTH AFRICA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 56 Sales of Polishes by Subsector: Value 2003-2008

Table 57 Sales of Polishes by Subsector: % Value Growth 2003-2008

Table 58 Polishes Company Shares 2004-2008

Table 59 Polishes Brand Shares 2005-2008

Table 60 Forecast Sales of Polishes by Subsector: Value 2008-2013

Table 61 Forecast Sales of Polishes by Subsector: % Value Growth 2008-2013

AIR CARE IN SOUTH AFRICA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 62 Sales of Air Care by Subsector: Value 2003-2008

Table 63 Sales of Air Care by Subsector: % Value Growth 2003-2008

Table 64 Air Care Fragrances Rankings by Value 2006-2008

Table 65 Air Care Company Shares 2004-2008

Table 66 Air Care Brand Shares 2005-2008

Table 67 Forecast Sales of Air Care by Subsector: Value 2008-2013

Table 68 Forecast Sales of Air Care by Subsector: % Value Growth 2008-2013

INSECTICIDES IN SOUTH AFRICA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 69 Sales of Insecticides by Subsector: Value 2003-2008

Table 70 Sales of Insecticides by Subsector: % Value Growth 2003-2008

Table 71 Spray Insecticides by Type: % Value Breakdown 2006-2008

Table 72 Insecticides Company Shares 2004-2008

Table 73 Insecticides Brand Shares 2005-2008

Table 74 Forecast Sales of Insecticides by Subsector: Value 2008-2013

Table 75 Forecast Sales of Insecticides by Subsector: % Value Growth 2008-2013

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