Home Care in South Africa
Home care in 2023: The big picture
Table 1 Households 2018-2023
Table 2 Sales of Home Care by Category: Value 2018-2023
Table 3 Sales of Home Care by Category: % Value Growth 2018-2023
Table 4 NBO Company Shares of Home Care: % Value 2019-2023
Table 5 LBN Brand Shares of Home Care: % Value 2020-2023
Table 6 Penetration of Private Label in Home Care by Category: % Value 2018-2023
Table 7 Distribution of Home Care by Format: % Value 2018-2023
Table 8 Distribution of Home Care by Format and Category: % Value 2023
Table 9 Forecast Sales of Home Care by Category: Value 2023-2028
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2023-2028
Summary 1 Research Sources
Air Care in South Africa
Air care demand remains stable despite high inflation period
SC Johnson & Son’s Glade brand leads the competition
Solid demand for air care over the forecast period
Areas of expansion for air care to explore
Table 11 Sales of Air Care by Category: Value 2018-2023
Table 12 Sales of Air Care by Category: % Value Growth 2018-2023
Table 13 Sales of Air Care by Fragrance: Value Ranking 2021-2023
Table 14 NBO Company Shares of Air Care: % Value 2019-2023
Table 15 LBN Brand Shares of Air Care: % Value 2020-2023
Table 16 Forecast Sales of Air Care by Category: Value 2023-2028
Table 17 Forecast Sales of Air Care by Category: % Value Growth 2023-2028
Bleach in South Africa
Stable demand for bleach but Domestos is adversely impacted by inflation
Thinner consistency of Jik Bleach supports growth due to affordability in addition to discounted offers
Omo's launch of bleach widens brand visibility beyond laundry care
Bleach demand to remain steady, while Harpic turns to baking soda and thicker consistency
Inflation to continue driving value sales, benefiting private label
Players adapt to emerging loyalty programmes
Table 18 Sales of Bleach: Value 2018-2023
Table 19 Sales of Bleach: % Value Growth 2018-2023
Table 20 NBO Company Shares of Bleach: % Value 2019-2023
Table 21 LBN Brand Shares of Bleach: % Value 2020-2023
Table 22 Forecast Sales of Bleach: Value 2023-2028
Table 23 Forecast Sales of Bleach: % Value Growth 2023-2028
Dishwashing in South Africa
Electricity tariffs and scheduled power outages slow automatic dishwashing growth
New market entrants and private label attempt to compete with larger brands
Private label gains further share in hand dishwashing amid inflationary pressures
Despite strong growth of Maq Dishwashing Liquid, Sunlight's diversity will ensure it remains category leader
Private label and Finish to further benefit from loyalty programmes
Limited use of dishwashers due to power outages set to stabilise over forecast period
Table 24 Household Possession of Dishwashers 2017-2022
Table 25 Sales of Dishwashing by Category: Value 2018-2023
Table 26 Sales of Dishwashing by Category: % Value Growth 2018-2023
Table 27 NBO Company Shares of Dishwashing: % Value 2019-2023
Table 28 LBN Brand Shares of Dishwashing: % Value 2020-2023
Table 29 Forecast Sales of Dishwashing by Category: Value 2023-2028
Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2023-2028
Home Insecticides in South Africa
Fast-killing products used to quell cockroach outbreak, boosting sales volumes
Electric insecticides have longer shelf life due to scheduled power outages, with aerosol format used as a substitute
Tiger Consumer Brands completes plant upgrades, Doom insecticide price per litre likely to be lower
Fewer power outages will benefit electric insecticide sales
Weak performance for insecticide coils as alternatives offer convenience and safety
Foggers/bombs emerge as a short-term alternative to fumigation
Table 31 Sales of Home Insecticides by Category: Value 2018-2023
Table 32 Sales of Home Insecticides by Category: % Value Growth 2018-2023
Table 33 Sales of Spray/Aerosol Insecticides by Type: % Value 2018-2023
Table 34 NBO Company Shares of Home Insecticides: % Value 2019-2023
Table 35 LBN Brand Shares of Home Insecticides: % Value 2020-2023
Table 36 Forecast Sales of Home Insecticides by Category: Value 2023-2028
Table 37 Forecast Sales of Home Insecticides by Category: % Value Growth 2023-2028
Laundry Care in South Africa
New entrant is suitable as both automatic and hand wash detergent
Carpet cleaner brands adapt to consumers’ disposable incomes by adding value
Sta-Soft adds longer-lasting freshness
Affordability and diversification will be core factors driving choice of laundry care
Maq creates specific value and expands product range to strengthen share
Sta-Soft adds a new fragrance and bigger bottle to compete with emerging players
Table 38 Household Possession of Washing Machines 2018-2023
Table 39 Sales of Laundry Care by Category: Value 2018-2023
Table 40 Sales of Laundry Care by Category: % Value Growth 2018-2023
Table 41 Sales of Laundry Aids by Category: Value 2018-2023
Table 42 Sales of Laundry Aids by Category: % Value Growth 2018-2023
Table 43 Sales of Laundry Detergents by Category: Value 2018-2023
Table 44 Sales of Laundry Detergents by Category: % Value Growth 2018-2023
Table 45 NBO Company Shares of Laundry Care: % Value 2019-2023
Table 46 LBN Brand Shares of Laundry Care: % Value 2020-2023
Table 47 NBO Company Shares of Laundry Aids: % Value 2019-2023
Table 48 LBN Brand Shares of Laundry Aids: % Value 2020-2023
Table 49 NBO Company Shares of Laundry Detergents: % Value 2019-2023
Table 50 LBN Brand Shares of Laundry Detergents: % Value 2020-2023
Table 51 Forecast Sales of Laundry Care by Category: Value 2023-2028
Table 52 Forecast Sales of Laundry Care by Category: % Value Growth 2023-2028
Polishes in South Africa
Falling demand for polishes during high inflation period
Reckitt Benckiser retains dominance of polishes in 2023
Kiwi remains South Africa’s leading shoe polish brand
Further declining demand for polishes expected over the forecast period
Opportunity for share gain through bulk packaging
Table 53 Sales of Polishes by Category: Value 2018-2023
Table 54 Sales of Polishes by Category: % Value Growth 2018-2023
Table 55 NBO Company Shares of Polishes: % Value 2019-2023
Table 56 LBN Brand Shares of Polishes: % Value 2020-2023
Table 57 Forecast Sales of Polishes by Category: Value 2023-2028
Table 58 Forecast Sales of Polishes by Category: % Value Growth 2023-2028
Surface Care in South Africa
Larger packs of multi-purpose cleaners boost brand loyalty through affordability
Post-pandemic, leading players gain share, making use of marketing campaigns
More affordable oven cleaners grow, while air fryer ownership presents a new dynamic in surface care
Private label to gain further ground, despite Handy Andy's popularity
Dual-purpose surface cleaners to gain momentum over the forecast period
Vim's fragrances boast self-care while private label and smaller players can gain further share through affordability
Table 59 Sales of Surface Care by Category: Value 2018-2023
Table 60 Sales of Surface Care by Category: % Value Growth 2018-2023
Table 61 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2018-2023
Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2018-2023
Table 63 NBO Company Shares of Surface Care: % Value 2019-2023
Table 64 LBN Brand Shares of Surface Care: % Value 2020-2023
Table 65 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2023
Table 66 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2023
Table 67 Forecast Sales of Surface Care by Category: Value 2023-2028
Table 68 Forecast Sales of Surface Care by Category: % Value Growth 2023-2028
Toilet Care in South Africa
Consumers review purchases, comparing lower prices with known brand quality
Improving sanitation in South Africa supports toilet care demand
Fragrance is key to further brand growth
Specific value is key, with Harpic launching 50% thicker bleach with baking soda
Toilet care purchases depend on popularity of multi-purpose cleaners
Ambi-Pur Flush reintroduces odour-eliminating technology
Table 69 Sales of Toilet Care by Category: Value 2018-2023
Table 70 Sales of Toilet Care by Category: % Value Growth 2018-2023
Table 71 NBO Company Shares of Toilet Care: % Value 2019-2023
Table 72 LBN Brand Shares of Toilet Care: % Value 2020-2023
Table 73 Forecast Sales of Toilet Care by Category: Value 2023-2028
Table 74 Forecast Sales of Toilet Care by Category: % Value Growth 2023-2028