print

Country Report

South Africa Flag Home Care in South Africa

Price: US$2,400

About this Report

EXECUTIVE SUMMARY

Constrained consumer spending impact consumer spending patterns

The majority of South African consumers remained under severe financial pressure during 2014, favouring low-priced products and forgoing purchases of discretionary items which are not seen as essential. However, consumer spending is set to increase from 2015 onwards, albeit at a slow pace, rising to 2011 levels only after 2016. The majority of consumers are therefore set to remain highly price conscious and less brand loyal as affordability becomes increasingly important when selecting products. This shift in consumer attitudes are set to provide future opportunities for affordable and brands as consumers continue to curb their spending.

Rising popularity of increasing range of private label products

The value share of private label products continued to increase in 2014. South African consumers have become less brand loyal in recent years due to economic pressure and the increased availability of economy brands. Private label has also gained increased consumer acceptance as consumers have become less sceptical about the quality of private label, with many coming to realise that these products offer reasonable quality at relatively low prices. In response, South Africa’s leading chained grocery retailers have expanded the number of private label home care products they offer so as to meet rising demand for these products.

Highly competitive retailing industry influences sales of home care

The South African retailing industry became increasingly competitive the end of the review period as growth slowed due to constrained consumer spending. Manufacturers and retailers are faced with increased input costs driven by the rising cost of raw materials and labour. Within this context, multinational companies continued to dominate home care at the end of the review period with Unilever, Reckitt Benckiser and SC Johnson the leading players. The majority of South African consumers prefer the reassurance of a strong global brand whenever they are able to afford it. These players also benefit from strong marketing support, widespread distribution and wide product ranges. However, domestic brands and private label products are becoming increasingly popular due to rising demand for affordable home care products among South African consumers.

Supermarkets remains the most popular retail distribution channel for home care

Supermarkets continued to dominate the retail distribution of home care at the end of the review period, maintaining a steady value share during 2014. Supermarkets continues to benefit from the wide range of home care products on offer, the convenience they offer and the popularity of their frequent price promotions. In addition, the increasing use of price promotions in supermarkets resulted in the channel gaining volume share during 2014, which also contributed to rising value sales of home care products through supermarkets.

Steady growth expected to continue building in home care over the forecast period

Home care in South Africa is expected to achieve slow but steady value growth during the forecast period at constant 2014 prices. Consumers are expected to maintain a certain level of demand for home care products, although consumers are likely to place more of a focus on economy brands and private label home care products during the forecast period. Nonetheless, value growth is expected to be slower across the industry than during the review period at constant 2014 prices due to the anticipated sluggish economic growth in the country and the ongoing constraints that this is expected to place on consumer spending.

Samples (FAQs about samples):

doc_pdf.png Sample Home Care Market Research Report

doc_excel_table.png Sample Home Care Data

Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

Discover the latest market trends and uncover sources of future market growth for the Home Care industry in South Africa with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Home Care industry in South Africa, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in South Africa for free:

The Home Care in South Africa market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Home Care in South Africa?
  • What are the major brands in South Africa?
  • What is the importance of the trend towards environmentally friendly products in home care?
  • What are the main growth drivers of the home care market in South Africa?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Home Care market research database.

Table of Contents

Home Care in South Africa - Industry Overview

EXECUTIVE SUMMARY

Constrained consumer spending impact consumer spending patterns

Rising popularity of increasing range of private label products

Highly competitive retailing industry influences sales of home care

Supermarkets remains the most popular retail distribution channel for home care

Steady growth expected to continue building in home care over the forecast period

KEY TRENDS AND DEVELOPMENTS

Consumer spending remains under pressure

South African consumers increasingly open to private label products as they become less brand loyal in general

Intense competition between major players remains a hallmark of the competitive landscape in home care as South Africans look for value

MARKET INDICATORS

  • Table 1 Households 2009-2014

MARKET DATA

  • Table 2 Sales of Home Care by Category: Value 2009-2014
  • Table 3 Sales of Home Care by Category: % Value Growth 2009-2014
  • Table 4 NBO Company Shares of Home Care: % Value 2010-2014
  • Table 5 LBN Brand Shares of Home Care: % Value 2011-2014
  • Table 6 Penetration of Private Label in Home Care by Category: % Value 2009-2014
  • Table 7 Distribution of Home Care by Format: % Value 2009-2014
  • Table 8 Distribution of Home Care by Format and Category: % Value 2014
  • Table 9 Forecast Sales of Home Care by Category: Value 2014-2019
  • Table 10 Forecast Sales of Home Care by Category: % Value Growth 2014-2019

SOURCES

  • Summary 1 Research Sources

Home Care in South Africa - Company Profiles

Bliss Chemicals (Pty) Ltd in Home Care (South Africa)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 Bliss Chemicals (Pty) Ltd: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 3 Bliss Chemicals (Pty) Ltd: Competitive Position 2014

Pick 'n' Pay Retailers (Pty) Ltd in Home Care (South Africa)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 4 Pick ‘n’ Pay Retailers (Pty) Ltd: Key Facts
  • Table 11 Summary2 Pick ‘n’ Pay Retailers (Pty) Ltd: Operational Indicators

COMPANY BACKGROUND

PRIVATE LABEL

  • Summary 5 Pick ‘n’ Pay Retailers (Pty) Ltd: Private Label Portfolio

INTERNET STRATEGY

  • Summary 6 Pick ‘n’ Pay Retailers (Pty) Ltd: Share of Sales Generated by Internet Retailing

Reckitt Benckiser South Africa (Pty) Ltd in Home Care (South Africa)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 7 Reckitt Benckiser South Africa (Pty) Ltd]: Key Facts

COMPANY BACKGROUND

PRODUCTION

  • Summary 8 Reckitt Benckiser South Africa (Pty) Ltd: Production Statistics 2014

COMPETITIVE POSITIONING

  • Summary 9 Reckitt Benckiser South Africa (Pty) Ltd : Competitive Position 2014

Tiger Brands Ltd in Home Care (South Africa)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 10 Tiger Brands Ltd: Key Facts
  • Summary 11 Tiger Brands Ltd: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 12 Tiger Brands Ltd: Competitive Position 2014

Unilever South Africa (Pty) Ltd in Home Care (South Africa)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 13 Unilever South Africa (Pty) Ltd: Key Facts

COMPANY BACKGROUND

PRODUCTION

  • Summary 14 Unilever South Africa (Pty) Ltd: Production Statistics 2014

COMPETITIVE POSITIONING

  • Summary 15 Unilever South Africa (Pty) Ltd : Competitive Position 2014

Air Care in South Africa - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 12 Sales of Air Care by Category: Value 2009-2014
  • Table 13 Sales of Air Care by Category: % Value Growth 2009-2014
  • Table 14 Sales of Electric Air Fresheners by Battery Operated vs Plug-in: % Value Breakdown 2009-2014
  • Table 15 Sales of Air Care by Fragrance: Value Ranking 2009-2014
  • Table 16 NBO Company Shares of Air Care: % Value 2010-2014
  • Table 17 LBN Brand Shares of Air Care: % Value 2011-2014
  • Table 18 Forecast Sales of Air Care by Category: Value 2014-2019
  • Table 19 Forecast Sales of Air Care by Category: % Value Growth 2014-2019

Bleach in South Africa - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 20 Sales of Bleach: Value 2009-2014
  • Table 21 Sales of Bleach: % Value Growth 2009-2014
  • Table 22 NBO Company Shares of Bleach: % Value 2010-2014
  • Table 23 LBN Brand Shares of Bleach: % Value 2011-2014
  • Table 24 Forecast Sales of Bleach: Value 2014-2019
  • Table 25 Forecast Sales of Bleach: % Value Growth 2014-2019

Dishwashing in South Africa - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 26 Household Possession of Dishwashers 2009-2014

CATEGORY DATA

  • Table 27 Sales of Dishwashing by Category: Value 2009-2014
  • Table 28 Sales of Dishwashing by Category: % Value Growth 2009-2014
  • Table 29 NBO Company Shares of Dishwashing: % Value 2010-2014
  • Table 30 LBN Brand Shares of Dishwashing: % Value 2011-2014
  • Table 31 Forecast Sales of Dishwashing by Category: Value 2014-2019
  • Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2014-2019

Home Insecticides in South Africa - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 33 Sales of Home Insecticides by Category: Value 2009-2014
  • Table 34 Sales of Home Insecticides by Category: % Value Growth 2009-2014
  • Table 35 Sales of Spray/Aerosol Insecticides by Type: % Value Breakdown 2009-2014
  • Table 36 NBO Company Shares of Home Insecticides: % Value 2010-2014
  • Table 37 LBN Brand Shares of Home Insecticides: % Value 2011-2014
  • Table 38 Forecast Sales of Home Insecticides by Category: Value 2014-2019
  • Table 39 Forecast Sales of Home Insecticides by Category: % Value Growth 2014-2019

Laundry Care in South Africa - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 40 Household Possession of Washing Machines 2009-2014

CATEGORY DATA

  • Table 41 Sales of Laundry Care by Category: Value 2009-2014
  • Table 42 Sales of Laundry Care by Category: % Value Growth 2009-2014
  • Table 43 Sales of Laundry Aids by Category: Value 2009-2014
  • Table 44 Sales of Laundry Aids by Category: % Value Growth 2009-2014
  • Table 45 Sales of Laundry Detergents by Category: Value 2009-2014
  • Table 46 Sales of Laundry Detergents by Category: % Value Growth 2009-2014
  • Table 47 Sales of Fabric Softeners by Standard vs Concentrated: % Value 2009-2014
  • Table 48 NBO Company Shares of Laundry Care: % Value 2010-2014
  • Table 49 LBN Brand Shares Laundry Care: % Value 2011-2014
  • Table 50 NBO Company Shares of Laundry Aids: % Value 2010-2014
  • Table 51 LBN Brand Shares of Laundry Aids: % Value 2011-2014
  • Table 52 NBO Company Shares of Laundry Detergents: % Value 2010-2014
  • Table 53 LBN Brand Shares of Laundry Detergents: % Value 2011-2014
  • Table 54 Forecast Sales of Laundry Care by Category: Value 2014-2019
  • Table 55 Forecast Sales of Laundry Care by Category: % Value Growth 2014-2019

Polishes in South Africa - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 56 Sales of Polishes by Category: Value 2009-2014
  • Table 57 Sales of Polishes by Category: % Value Growth 2009-2014
  • Table 58 NBO Company Shares of Polishes: % Value 2010-2014
  • Table 59 LBN Brand Shares of Polishes: % Value 2011-2014
  • Table 60 Forecast Sales of Polishes by Category: Value 2014-2019
  • Table 61 Forecast Sales of Polishes by Category: % Value Growth 2014-2019

Surface Care in South Africa - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 62 Sales of Surface Care by Category: Value 2009-2014
  • Table 63 Sales of Surface Care by Category: % Value Growth 2009-2014
  • Table 64 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2009-2014
  • Table 65 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2009-2014
  • Table 66 NBO Company Shares of Surface Care: % Value 2010-2014
  • Table 67 LBN Brand Shares of Surface Care: % Value 2011-2014
  • Table 68 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2010-2014
  • Table 69 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2011-2014
  • Table 70 Forecast Sales of Surface Care by Category: Value 2014-2019
  • Table 71 Forecast Sales of Surface Care by Category: % Value Growth 2014-2019

Toilet Care in South Africa - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 72 Sales of Toilet Care by Category: Value 2009-2014
  • Table 73 Sales of Toilet Care by Category: % Value Growth 2009-2014
  • Table 74 NBO Company Shares of Toilet Care: % Value 2010-2014
  • Table 75 LBN Brand Shares of Toilet Care: % Value 2011-2014
  • Table 76 Forecast Sales of Toilet Care by Category: Value 2014-2019
  • Table 77 Forecast Sales of Toilet Care by Category: % Value Growth 2014-2019

Segmentation

This market research report includes the following:

  • Home Care
    • Air Care
      • Candle Air Fresheners
      • Car Air Fresheners
      • Electric Air Fresheners
      • Gel Air Fresheners
      • Liquid Air Fresheners
      • Spray/Aerosol Air Fresheners
      • Other Air Care
    • Bleach
    • Dishwashing
      • Automatic Dishwashing
        • Automatic Dishwashing Liquids
        • Automatic Dishwashing Powders
        • Automatic Dishwashing Tablets
        • Dishwashing Additives
      • Hand Dishwashing
    • Home Insecticides
      • Electric Insecticides
      • Insecticide Baits
      • Insecticide Coils
      • Spray/Aerosol Insecticides
      • Other Home Insecticides
    • Laundry Care
      • Carpet Cleaners
      • Fabric Softeners
        • Dryer Sheets
        • Liquid Fabric Softeners
      • Laundry Aids
        • Colour Safe Laundry Bleach
        • Curtain Care
        • Fabric Fresheners
        • Home Dry Cleaning
        • Spot and Stain Removers
          • In-Wash Spot and Stain Removers
          • Pre-Wash Spot and Stain Removers
          • Starch/Ironing Aids
          • Water Softeners
          • Other Laundry Boosters
        • Laundry Detergents
          • Automatic Detergents
            • Powder Detergents
              • Standard Powder Detergents
              • Concentrated Powder Detergents
            • Detergent Tablets
              • Compact Powder Tablet Detergents
              • Liquid Tablet Detergents
            • Liquid Detergents
              • Standard Liquid Detergents
              • Concentrated Liquid Detergents
            • Standard Detergents
              • Standard Powder Detergents
              • Standard Liquid Detergents
            • Concentrated Detergents
              • Concentrated Powder Detergents
              • Concentrated Liquid Detergents
              • Compact Powder Tablet Detergents
              • Liquid Tablet Detergents
          • Other Detergents
            • Bar Detergents
            • Hand Wash Detergents
            • Fine Fabric Detergents
      • Polishes
        • Floor Polish
        • Furniture Polish
        • Metal Polish
        • Shoe Polish
      • Surface Care
        • Home Care Wipes and Floor Cleaning Systems
          • Dry Electro-Static Wipes
            • Starter Kits/Sweepers/Sticks (Dry Electro-Static)
            • Wipes and Refills (Dry Electro-Static)
          • Floor Cleaning Systems
            • Refills
              • Cleaning Solution
              • Refill Wipes/Pads
            • Starter Kits/Trigger Device
          • Impregnated Wet Wipes
            • All Purpose Cleaning Wipes
            • Furniture Polish Wipes
            • Toilet Care Wipes
            • Window/Glass Wipes
            • Other Impregnated Wipes
          • Starter Kits/Sweepers/Sticks (Excluding Wipes)
          • Wipes (Excluding Starter Kits/Sweepers/Sticks)
        • Bathroom Cleaners
        • Descalers
        • Drain Openers
        • Floor Cleaners
          • Standard Floor Cleaners
          • Wash and Wax Floor Cleaners
        • Home Care Disinfectants
        • Kitchen Cleaners
        • Multi-Purpose Cleaners
        • Oven Cleaners
        • Scouring Agents
        • Window/Glass Cleaners
      • Toilet Care
        • In-Cistern Devices
        • ITBs
          • Rim Blocks
          • Rim Liquids
        • Toilet Care Tablets/Powders
        • Toilet Cleaning Systems
        • Toilet Liquids

    Statistics Included

    For each category and subcategory you will receive the following data in Excel format:

    From Passport

    • Market Sizes
    • Company Shares
    • Brand Shares
    • Distribution
    • Pricing
    • Analysis by Fragrance
    • Analysis by power source
    • Analysis by Type
    • Possession Rates
    • Products by Ingredient
    • Standard/Concentrated Fabric Softeners

    Market size details:

    • Retail volume
    • Retail volume % growth
    • Retail volume per capita
    • Retail value retail selling price % growth
    • Retail value retail selling price local currency, USD, EUR, GBP, CHF, JPY
    • Retail value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
    • Retail value manufacturer selling price % growth
    • Retail value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
    • Retail value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
    • Retail volume alternative
    • Retail volume alternative % growth
    • Retail volume alternative per capita

    print

    Recently Viewed Items more ›

      Want to find out more about this report?

      If you purchase a report that is updated in the next 60 days, we will send you the new edition of the report and the data extract FREE!
      Our site uses cookies to improve functionality. Continue if you are happy with this or learn how to manage cookies by clicking here