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Country Report

South Africa Flag Home Care in South Africa

| Pages: 65

Price: US$2,650

About this Report

EXECUTIVE SUMMARY

Poor economic climate

South Africa’s economic climate remained rife with challenges in 2015, ranging from problems within the labour market to volatility in the exchange rate, the poor performance of exports and a rising costs of living. In an effort to curb currency depreciation and maintain price stability, the country faced two interest rate hikes in 2015. Households have faced increased constraints on disposable income with many South Africans struggling with high debt to income ratios. However, despite the challenges facing the economy home care continued to witness a positive performance owing to the rising demand for consumer goods.

Value proposition remains important

Given the rising pressure on household incomes, South Africans are increasingly demanding and responding to value offerings; these include, but are not limited to, promotional offers and private label products. Manufacturers are optimising on consumer demand for value and are increasingly expanding their private label portfolios and ensuring that competition remains rife. Home care in South Africa is also witnessing increasing trading down to value-oriented products.

Tough competition drives industry performance

The South African home care industry continued to face increased competition as leading players fought to maintain and acquire a share of much constrained consumer spending. In 2015, in an effort to overcome rising inflationary pressures and to revive volume sales, suppliers and retailers offered promotions across retail channels. These included, but were not limited to, price promotions and bundle offerings. International players continued to dominate the category owing mainly to their strong brand portfolios encompassing heritage brands which are associated with trust and quality. Tiger Consumer Brands Ltd remained the leading local branded player within the category in 2015.

Supermarkets remains the dominant distribution channel

Supermarkets remains the dominant channel for home care distribution in South Africa. The channel benefits from extensive coverage in South Africa, wide audience reach and large product assortment. Strong relationships with leading suppliers ensures competition on a store level is optimised. The supermarkets channel is also playing an increasingly important role in driving competition within the category owing mainly to the ever expanding private label portfolios of these chains.

Positive forecast performance

Despite the weak economic outlook, with the country continuing to face structural challenges, home care is anticipated to reflect positive value growth over the forecast period. Households are likely to continue supporting all home care product categories. Home care is also expected to remain competitive with promotions predicted to continue across the various distribution channels.

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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

Poor economic climate

Value proposition remains important

Tough competition drives industry performance

Supermarkets remains the dominant distribution channel

Positive forecast performance

KEY TRENDS AND DEVELOPMENTS

South Africa’s poor economic climate

Value propositions remain relevant

Private label raises competition

MARKET INDICATORS

  • Table 1 Households 2010-2015

MARKET DATA

  • Table 2 Sales of Home Care by Category: Value 2010-2015
  • Table 3 Sales of Home Care by Category: % Value Growth 2010-2015
  • Table 4 NBO Company Shares of Home Care: % Value 2011-2015
  • Table 5 LBN Brand Shares of Home Care: % Value 2012-2015
  • Table 6 Penetration of Private Label in Home Care by Category: % Value 2010-2015
  • Table 7 Distribution of Home Care by Format: % Value 2010-2015
  • Table 8 Distribution of Home Care by Format and Category: % Value 2015
  • Table 9 Forecast Sales of Home Care by Category: Value 2015-2020
  • Table 10 Forecast Sales of Home Care by Category: % Value Growth 2015-2020

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

COMPETITIVE POSITIONING

  • Summary 3 Bliss Chemicals (Pty) Ltd: Competitive Position 2015

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

COMPETITIVE POSITIONING

  • Summary 5 Pick ‘n’ Pay Retailers (Pty) Ltd: Competitive Position 2015

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

STRATEGIC DIRECTION

KEY FACTS

  • Summary 6 Reckitt Benckiser South Africa (Pty) Ltd: Key Facts

COMPETITIVE POSITIONING

  • Summary 7 Reckitt Benckiser South Africa (Pty) Ltd: Competitive Position 2015

Tiger Consumer Brands Ltd in Home Care (South Africa)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 8 Tiger Consumer Brands Ltd: Key Facts

COMPETITIVE POSITIONING

  • Summary 9 Tiger Consumer Brands Ltd: Competitive Position 2015

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

STRATEGIC DIRECTION

KEY FACTS

  • Summary 10 Unilever South Africa (Pty) Ltd: Key Facts

COMPETITIVE POSITIONING

  • Summary 11 Unilever South Africa (Pty) Ltd: Competitive Position 2015

Air Care in South Africa - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 11 Sales of Air Care by Category: Value 2010-2015
  • Table 12 Sales of Air Care by Category: % Value Growth 2010-2015
  • Table 13 Sales of Electric Air Fresheners by Battery Operated vs Plug-in: % Value 2010-2015
  • Table 14 Sales of Air Care by Fragrance: Value Ranking 2010-2015
  • Table 15 NBO Company Shares of Air Care: % Value 2011-2015
  • Table 16 LBN Brand Shares of Air Care: % Value 2012-2015
  • Table 17 Forecast Sales of Air Care by Category: Value 2015-2020
  • Table 18 Forecast Sales of Air Care by Category: % Value Growth 2015-2020

Bleach in South Africa - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 19 Sales of Bleach: Value 2010-2015
  • Table 20 Sales of Bleach: % Value Growth 2010-2015
  • Table 21 NBO Company Shares of Bleach: % Value 2011-2015
  • Table 22 LBN Brand Shares of Bleach: % Value 2012-2015
  • Table 23 Forecast Sales of Bleach: Value 2015-2020
  • Table 24 Forecast Sales of Bleach: % Value Growth 2015-2020

Dishwashing in South Africa - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 25 Household Possession of Dishwashers 2010-2015

CATEGORY DATA

  • Table 26 Sales of Dishwashing by Category: Value 2010-2015
  • Table 27 Sales of Dishwashing by Category: % Value Growth 2010-2015
  • Table 28 NBO Company Shares of Dishwashing: % Value 2011-2015
  • Table 29 LBN Brand Shares of Dishwashing: % Value 2012-2015
  • Table 30 Forecast Sales of Dishwashing by Category: Value 2015-2020
  • Table 31 Forecast Sales of Dishwashing by Category: % Value Growth 2015-2020

Home Insecticides in South Africa - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 32 Sales of Home Insecticides by Category: Value 2010-2015
  • Table 33 Sales of Home Insecticides by Category: % Value Growth 2010-2015
  • Table 34 Sales of Spray/Aerosol Insecticides by Type: % Value 2010-2015
  • Table 35 NBO Company Shares of Home Insecticides: % Value 2011-2015
  • Table 36 LBN Brand Shares of Home Insecticides: % Value 2012-2015
  • Table 37 Forecast Sales of Home Insecticides by Category: Value 2015-2020
  • Table 38 Forecast Sales of Home Insecticides by Category: % Value Growth 2015-2020

Laundry Care in South Africa - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 39 Household Possession of Washing Machines 2010-2015

CATEGORY DATA

  • Table 40 Sales of Laundry Care by Category: Value 2010-2015
  • Table 41 Sales of Laundry Care by Category: % Value Growth 2010-2015
  • Table 42 Sales of Laundry Aids by Category: Value 2010-2015
  • Table 43 Sales of Laundry Aids by Category: % Value Growth 2010-2015
  • Table 44 Sales of Laundry Detergents by Category: Value 2010-2015
  • Table 45 Sales of Laundry Detergents by Category: % Value Growth 2010-2015
  • Table 46 NBO Company Shares of Laundry Care: % Value 2011-2015
  • Table 47 LBN Brand Shares of Laundry Care: % Value 2012-2015
  • Table 48 NBO Company Shares of Laundry Aids: % Value 2011-2015
  • Table 49 LBN Brand Shares of Laundry Aids: % Value 2012-2015
  • Table 50 NBO Company Shares of Laundry Detergents: % Value 2011-2015
  • Table 51 LBN Brand Shares of Laundry Detergents: % Value 2012-2015
  • Table 52 Forecast Sales of Laundry Care by Category: Value 2015-2020
  • Table 53 Forecast Sales of Laundry Care by Category: % Value Growth 2015-2020

Polishes in South Africa - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 54 Sales of Polishes by Category: Value 2010-2015
  • Table 55 Sales of Polishes by Category: % Value Growth 2010-2015
  • Table 56 NBO Company Shares of Polishes: % Value 2011-2015
  • Table 57 LBN Brand Shares of Polishes: % Value 2012-2015
  • Table 58 Forecast Sales of Polishes by Category: Value 2015-2020
  • Table 59 Forecast Sales of Polishes by Category: % Value Growth 2015-2020

Surface Care in South Africa - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 60 Sales of Surface Care by Category: Value 2010-2015
  • Table 61 Sales of Surface Care by Category: % Value Growth 2010-2015
  • Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2010-2015
  • Table 63 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2010-2015
  • Table 64 NBO Company Shares of Surface Care: % Value 2011-2015
  • Table 65 LBN Brand Shares of Surface Care: % Value 2012-2015
  • Table 66 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2011-2015
  • Table 67 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2012-2015
  • Table 68 Forecast Sales of Surface Care by Category: Value 2015-2020
  • Table 69 Forecast Sales of Surface Care by Category: % Value Growth 2015-2020

Toilet Care in South Africa - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 70 Sales of Toilet Care by Category: Value 2010-2015
  • Table 71 Sales of Toilet Care by Category: % Value Growth 2010-2015
  • Table 72 NBO Company Shares of Toilet Care: % Value 2011-2015
  • Table 73 LBN Brand Shares of Toilet Care: % Value 2012-2015
  • Table 74 Forecast Sales of Toilet Care by Category: Value 2015-2020
  • Table 75 Forecast Sales of Toilet Care by Category: % Value Growth 2015-2020

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
    • Analysis by Fragrance
    • Analysis by power source
    • Analysis by Type
    • Dishwasher Tablets by Type
    • Possession Rates
    • Pricing
    • Products by Ingredient

    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 (tonnes)
    • Retail volume (tonnes) % growth
    • Retail volume (tonnes) per capita

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