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.
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Tables: 83 | Publication date: Jul 2007
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
Lack of overall growth in 2006
Overall household care showed a small decline in 2006, while growth had been largely inflationary for the past few years. Performance across ranges was more variable, but few showed growth well above inflation in 2006. As consumers began to feel the effects of higher interest rates, new product launches were insignificant and did not boost sales of household care to the same extent as in previous years. The focus was instead on consolidating established and new brands in a highly competitive marketplace.
Emerging consumer groups continue to provide impetus
The socio-economic shifts in South Africa remained evident in consumer purchasing patterns during 2006. The improved economic position of many low-income consumers sustained the economy-end of the industry, whilst the aspirant nature of the emergent middle class drove demand for branded goods at the expense of private label and small brands.
Multinationals remained dominant
Unilever continued to have the largest company share by a significant margin for the year, with Reckitt Benckiser and Colgate-Palmolive trailing behind. No South African company made it into the top ten in terms of company shares, although the combined value of private label goods did. Companies with strong heritage brands saw great benefits during the year.
Chained supermarkets extended their reach
Socio-economic development and urbanisation in the past few years resulted in notable extensions of supermarket chains into areas traditionally serviced by small local stores selling-on from wholesalers. Improved consumer access to branded goods, combined with better unit prices, helped bolster demand across South Africa. This is a trend that is expected to continue well into the forecast period.
South Africans are expected to feel the pinch
Rising inflation, lower disposable income and more rigorous consumer credit controls are expected to keep growth in household care products below or at inflation. Consumers are also likely to continue to favour known brands in their most basic variants while consumer sophistication will take time to catch up with the rapid growth that has accompanied the socio-economic development for the past three to five years.
Table of contents
HOUSEHOLD CARE IN SOUTH AFRICA : MARKET INSIGHT
EXECUTIVE SUMMARY
Lack of overall growth in 2006
Emerging consumer groups continue to provide impetus
Multinationals remained dominant
Chained supermarkets extended their reach
South Africans are expected to feel the pinch
KEY TRENDS AND DEVELOPMENTS
Emerging consumer groups drive development
Unit price increases put pressure on consumer choices
Social development and urbanisation offer further growth
Chained supermarkets continue to expand their reach
Innovation has slowed in favour of consolidation
MARKET INDICATORS
Table 1 Households 2001-2006
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2001-2006
Table 3 Sales of Household Care by Sector: % Value Growth 2001-2006
Table 4 Household Care Company Shares 2002-2006
Table 5 Household Care Brand Shares 2003-2006
Table 6 Penetration of Private Label by Sector 2002-2006
Table 7 Sales of Household Care by Distribution Format: % Analysis 2001/2006
Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2006
Table 9 Forecast Sales of Household Care by Sector: Value 2006-2011
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2006-2011
DEFINITIONS
LOCAL COMPANY PROFILES - SOUTH AFRICA
ADCOCK INGRAM LTD - HOUSEHOLD CARE - SOUTH AFRICA
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Adcock Ingram: Key Facts
Summary 2 Adcock Ingram: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Adcock Ingram: Competitive Position 2006
AMKA PRODUCTS (PTY) LTD - HOUSEHOLD CARE - SOUTH AFRICA
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Amka Products (PTY) Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 5 Amka Products (PTY) Ltd: Competitive Position 2006
BLISS - HOUSEHOLD CARE - SOUTH AFRICA
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Bliss Chemicals: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Bliss Chemicals (Pty) Ltd: Competitive Position 2006
CHET CHEMICALS PTY LTD - HOUSEHOLD CARE - SOUTH AFRICA
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Chet Industries (Pty) Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Chet Industries (Pty) Ltd: Competitive Position 2006
LAUNDRY CARE IN SOUTH AFRICA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 11 Household Penetration of Washing Machines 2001-2006
SECTOR DATA
Table 12 Sales of Laundry Care by Subsector: Value 2001-2006
Table 13 Sales of Laundry Care by Subsector: % Value Growth 2001-2006
Table 14 Sales of Laundry Detergents by Type: Value 2001-2006
Table 15 Sales of Laundry Detergents by Type: % Value Growth 2001-2006
Table 16 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2006
Table 17 Sales of Laundry Aids by Type: Value 2001-2006
Table 18 Sales of Laundry Aids by Type: % Value Growth 2001-2006
Table 19 Laundry Care Company Shares 2002-2006
Table 20 Laundry Care Brand Shares 2003-2006
Table 21 Laundry Detergents Company Shares 2002-2006
Table 22 Laundry Detergents Brand Shares 2003-2006
Table 23 Laundry Aids Company Shares 2002-2006
Table 24 Laundry Aids Brand Shares 2003-2006
Table 25 Forecast Sales of Laundry Care by Subsector: Value 2006-2011
Table 26 Forecast Sales of Laundry Care by Subsector: % Value Growth 2006-2011
DISHWASHING PRODUCTS IN SOUTH AFRICA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 27 Household Penetration of Dishwashers 2001-2006
SECTOR DATA
Table 28 Sales of Dishwashing Products by Subsector: Value 2001-2006
Table 29 Sales of Dishwashing Products by Subsector: % Value Growth 2001-2006
Table 30 Dishwashing Products Company Shares 2002-2006
Table 31 Dishwashing Products Brand Shares 2003-2006
Table 32 Forecast Sales of Dishwashing Products by Subsector: Value 2006-2011
Table 33 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2006-2011
SURFACE CARE IN SOUTH AFRICA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 34 Sales of Surface Care by Subsector: Value 2001-2006
Table 35 Sales of Surface Care by Subsector: % Value Growth 2001-2006
Table 36 Sales of Wipes by Type: Value 2001-2006
Table 37 Sales of Wipes by Type: % Value Growth 2001-2006
Table 38 Surface Care Company Shares 2002-2006
Table 39 Surface Care Brand Shares 2003-2006
Table 40 Wipes Company Shares 2002-2006
Table 41 Wipes Brand Shares 2003-2006
Table 42 Forecast Sales of Surface Care by Subsector: Value 2006-2011
Table 43 Forecast Sales of Surface Care by Subsector: % Value Growth 2006-2011
CHLORINE BLEACH IN SOUTH AFRICA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Sales of Chlorine Bleach: Value 2001-2006
Table 45 Sales of Chlorine Bleach: % Value Growth 2001-2006
Table 46 Chlorine Bleach Company Shares 2002-2006
Table 47 Chlorine Bleach Brand Shares 2003-2006
Table 48 Forecast Sales of Chlorine Bleach: Value 2006-2011
Table 49 Forecast Sales of Chlorine Bleach: % Value Growth 2006-2011
TOILET CARE PRODUCTS IN SOUTH AFRICA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 50 Sales of Toilet Care Products by Subsector: Value 2001-2006
Table 51 Sales of Toilet Care Products by Subsector: % Value Growth 2001-2006
Table 52 Toilet Care Products Company Shares 2002-2006
Table 53 Toilet Care Products Brand Shares 2003-2006
Table 54 Forecast Sales of Toilet Care Products by Subsector: Value 2006-2011
Table 55 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2006-2011
POLISHES IN SOUTH AFRICA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 56 Sales of Polishes by Subsector: Value 2001-2006
Table 57 Sales of Polishes by Subsector: % Value Growth 2001-2006
Table 58 Polishes Company Shares 2002-2006
Table 59 Polishes Brand Shares 2003-2006
Table 60 Forecast Sales of Polishes by Subsector: Value 2006-2011
Table 61 Forecast Sales of Polishes by Subsector: % Value Growth 2006-2011
AIR CARE IN SOUTH AFRICA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 62 Sales of Air Care by Subsector: Value 2001-2006
Table 63 Sales of Air Care by Subsector: % Value Growth 2001-2006
Table 64 Leading Air Care Fragrances: 2006
Table 65 Air Care Company Shares 2002-2006
Table 66 Air Care Brand Shares 2003-2006
Table 67 Forecast Sales of Air Care by Subsector: Value 2006-2011
Table 68 Forecast Sales of Air Care by Subsector: % Value Growth 2006-2011
INSECTICIDES IN SOUTH AFRICA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 69 Sales of Insecticides by Subsector: Value 2001-2006
Table 70 Sales of Insecticides by Subsector: % Value Growth 2001-2006
Table 71 Insecticides Company Shares 2002-2006
Table 72 Insecticides Brand Shares 2003-2006
Table 73 Forecast Sales of Insecticides by Subsector: Value 2006-2011
Table 74 Forecast Sales of Insecticides by Subsector: % Value Growth 2006-2011