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Country Report

South Africa Flag Home Care in South Africa

| Pages: 76

Price: US$2,400

About this Report

EXECUTIVE SUMMARY

Lower purchasing power changes consumers’ shopping patterns

2013 was a good year for home care in South Africa. Even though consumers had to face difficult economic conditions, such as lower purchasing power, home care was dynamic thanks to growing demand for cheaper but still efficient alternatives. Nonetheless, the fragile economic climate led consumers to cut back in order to save, resulting in a quest for more affordable products. This therefore gave private label the opportunity to become a fierce competitor to branded products, thanks to the high quality of these products.

The impact of inflation on home care

Inflation and the rising cost of living impacted consumers’ purchasing patterns in South Africa. Consumers became more price-conscious due to the high level of unemployment and the poor prospect of pay increases. This therefore led retailers and brand owners to remain dynamic in terms of the competition, Price discounting and promotional activities reached an important level in 2013, to maintain sales and encourage consumers to spend. This was also boosted by massive advertising campaigns in order to gain more brand recognition and loyalty, contributing to the value growth of home care in 2013.

A challenging competitive landscape

Home care is very dynamic, driven by the strong presence of international players such as Unilever South Africa, domestic manufacturers such as Tiger Brands and private label. International players enjoy strong brand recognition thanks to global leading brands and the ability to offer products targeting specific consumer groups. Private label gained popularity within home care in South Africa, as consumers looked for affordable alternatives due to their restricted purchasing power.

The dominance of supermarkets

Supermarkets remained the leading distribution channel within home care in South Africa in 2013. This distribution channel offers more convenience to consumers in terms of wider product ranges, promotional activities and price competition. In addition, price promotions in supermarkets enabled retailers to maintain a certain level of volume sales, also resulting in an increase in value sales in 2013.

Value sales growth expected to 2018

Home care is expected to continue to register value growth in South Africa over the forecast period at constant 2013 prices. Consumers are expected to maintain a certain level of purchasing thanks to growing health concerns, such as bacteria and germs due to rising pollution in urban areas. Nonetheless, value growth is expected to be slower than in the review period at constant 2013 prices, due to predicted sluggish economic growth resulting in slow growth in job prospects. Consumers are therefore expected to move to cheaper alternatives in order to save.

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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

Lower purchasing power changes consumers’ shopping patterns

The impact of inflation on home care

A challenging competitive landscape

The dominance of supermarkets

Value sales growth expected to 2018

KEY TRENDS AND DEVELOPMENTS

Purchasing power is impacted by the challenging economic conditions

Cleanliness is a growth driver in home care

Intense competition between key players

MARKET INDICATORS

  • Table 1 Households 2008-2013

MARKET DATA

  • Table 2 Sales of Home Care by Category: Value 2008-2013
  • Table 3 Sales of Home Care by Category: % Value Growth 2008-2013
  • Table 4 NBO Company Shares of Home Care: % Value 2009-2013
  • Table 5 LBN Brand Shares of Home Care: % Value 2010-2013
  • Table 6 Penetration of Private Label in Home Care by Category: % Value 2008-2013
  • Table 7 Distribution of Home Care by Format: % Value 2008-2013
  • Table 8 Distribution of Home Care by Format and Category: % Value 2013
  • Table 9 Forecast Sales of Home Care by Category: Value 2013-2018
  • Table 10 Forecast Sales of Home Care by Category: % Value Growth 2013-2018

SOURCES

  • Summary 1 Research Sources

Home Care in South Africa - Company Profiles

Amka Products (Pty) Ltd in Home 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 2013

Dis-Chem Pharmacies (Pty) Ltd in Home Care (South Africa)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 4 Dis-Chem Pharmacies (Pty) Ltd: Key Facts
  • Summary 5 Dis-Chem Pharmacies Ltd: Operational Indicators

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

COMPETITIVE POSITIONING

  • Summary 6 Dis-Chem Pharmacies Ltd: Competitive Position 2013

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

STRATEGIC DIRECTION

KEY FACTS

  • Summary 7 Pick ’n’ Pay Retailers (Pty) Ltd: Key Facts
  • Summary 8 Pick ’n’ Pay Retailers (Pty) Ltd: Operational Indicators

INTERNET STRATEGY

  • Summary 9 Pick ’n’ Pay Retailers (Pty) Ltd: Share of Sales Generated by Internet Retailing

COMPANY BACKGROUND

PRIVATE LABEL

  • Summary 10 Pick ’n’ Pay Retailers (Pty) Ltd: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 11 Pick ’n’ Pay Retailers (Pty) Ltd: Competitive Position 2013

Procter & Gamble (Pty) Ltd in Home Care (South Africa)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 12 Procter & Gamble (Pty) Ltd: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 13 Procter & Gamble (Pty) Ltd: Competitive Position 2013

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

STRATEGIC DIRECTION

KEY FACTS

  • Summary 14 Reckitt Benckiser South Africa (Pty) Ltd: Key Facts

COMPANY BACKGROUND

PRODUCTION

  • Summary 15 Reckitt Benckiser South Africa (Pty) Ltd: Production Statistics 2013

COMPETITIVE POSITIONING

  • Summary 16 Reckitt Benckiser South Africa (Pty) Ltd: Competitive Position 2013

Tiger Brands Ltd in Home Care (South Africa)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 17 Tiger Brands Ltd: Key Facts
  • Summary 18 Tiger Brands Ltd: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 19 Tiger Brands Ltd: Competitive Position 2013

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

STRATEGIC DIRECTION

KEY FACTS

  • Summary 20 Unilever South Africa (Pty) Ltd: Key Facts

COMPANY BACKGROUND

PRODUCTION

  • Summary 21 Unilever South Africa (Pty) Ltd: Production Statistics 2013

COMPETITIVE POSITIONING

  • Summary 22 Unilever South Africa (Pty) Ltd: Competitive Position 2013

Air Care in South Africa - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 11 Sales of Air Care by Category: Value 2008-2013
  • Table 12 Sales of Air Care by Category: % Value Growth 2008-2013
  • Table 13 Sales of Electric Air Fresheners by Battery Operated vs Plug-in: % Value Breakdown 2008-2013
  • Table 14 Sales of Air Care by Fragrance: Value Ranking 2008-2013
  • Table 15 NBO Company Shares of Air Care: % Value 2009-2013
  • Table 16 LBN Brand Shares of Air Care: % Value 2010-2013
  • Table 17 Forecast Sales of Air Care by Category: Value 2013-2018
  • Table 18 Forecast Sales of Air Care by Category: % Value Growth 2013-2018

Bleach in South Africa - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 19 Sales of Bleach: Value 2008-2013
  • Table 20 Sales of Bleach: % Value Growth 2008-2013
  • Table 21 NBO Company Shares of Bleach: % Value 2009-2013
  • Table 22 LBN Brand Shares of Bleach: % Value 2010-2013
  • Table 23 Forecast Sales of Bleach: Value 2013-2018
  • Table 24 Forecast Sales of Bleach: % Value Growth 2013-2018

Dishwashing in South Africa - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 25 Household Possession of Dishwashers 2008-2013

CATEGORY DATA

  • Table 26 Sales of Dishwashing by Category: Value 2008-2013
  • Table 27 Sales of Dishwashing by Category: % Value Growth 2008-2013
  • Table 28 NBO Company Shares of Dishwashing: % Value 2009-2013
  • Table 29 LBN Brand Shares of Dishwashing: % Value 2010-2013
  • Table 30 Forecast Sales of Dishwashing by Category: Value 2013-2018
  • Table 31 Forecast Sales of Dishwashing by Category: % Value Growth 2013-2018

Home Insecticides in South Africa - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 32 Sales of Home Insecticides by Category: Value 2008-2013
  • Table 33 Sales of Home Insecticides by Category: % Value Growth 2008-2013
  • Table 34 Sales of Spray/Aerosol Insecticides by Type: % Value Breakdown 2008-2013
  • Table 35 NBO Company Shares of Home Insecticides: % Value 2009-2013
  • Table 36 LBN Brand Shares of Home Insecticides: % Value 2010-2013
  • Table 37 Forecast Sales of Home Insecticides by Category: Value 2013-2018
  • Table 38 Forecast Sales of Home Insecticides by Category: % Value Growth 2013-2018

Laundry Care in South Africa - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 39 Household Possession of Washing Machines 2008-2013

CATEGORY DATA

  • Table 40 Sales of Laundry Care by Category: Value 2008-2013
  • Table 41 Sales of Laundry Care by Category: % Value Growth 2008-2013
  • Table 42 Sales of Laundry Aids by Category: Value 2008-2013
  • Table 43 Sales of Laundry Aids by Category: % Value Growth 2008-2013
  • Table 44 Sales of Laundry Detergents by Category: Value 2008-2013
  • Table 45 Sales of Laundry Detergents by Category: % Value Growth 2008-2013
  • Table 46 Sales of Fabric Softeners by Standard vs Concentrated: % Value 2008-2013
  • Table 47 NBO Company Shares of Laundry Care: % Value 2009-2013
  • Table 48 LBN Brand Shares Laundry Care: % Value 2010-2013
  • Table 49 NBO Company Shares of Laundry Aids: % Value 2009-2013
  • Table 50 LBN Brand Shares of Laundry Aids: % Value 2010-2013
  • Table 51 NBO Company Shares of Laundry Detergents: % Value 2009-2013
  • Table 52 LBN Brand Shares of Laundry Detergents: % Value 2010-2013
  • Table 53 Forecast Sales of Laundry Care by Category: Value 2013-2018
  • Table 54 Forecast Sales of Laundry Care by Category: % Value Growth 2013-2018

Polishes in South Africa - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 55 Sales of Polishes by Category: Value 2008-2013
  • Table 56 Sales of Polishes by Category: % Value Growth 2008-2013
  • Table 57 NBO Company Shares of Polishes: % Value 2009-2013
  • Table 58 LBN Brand Shares of Polishes: % Value 2010-2013
  • Table 59 Forecast Sales of Polishes by Category: Value 2013-2018
  • Table 60 Forecast Sales of Polishes by Category: % Value Growth 2013-2018

Surface Care in South Africa - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 61 Sales of Surface Care by Category: Value 2008-2013
  • Table 62 Sales of Surface Care by Category: % Value Growth 2008-2013
  • Table 63 Sales of Household Care Wipes and Floor Cleaning Systems by Category: Value 2008-2013
  • Table 64 Sales of Household Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2008-2013
  • Table 65 NBO Company Shares of Surface Care: % Value 2009-2013
  • Table 66 LBN Brand Shares of Surface Care: % Value 2010-2013
  • Table 67 NBO Company Shares of Household Care Wipes and Floor Cleaning Systems: % Value 2009-2013
  • Table 68 LBN Brand Shares of Household Care Wipes and Floor Cleaning Systems: % Value 2010-2013
  • Table 69 Forecast Sales of Surface Care by Category: Value 2013-2018
  • Table 70 Forecast Sales of Surface Care by Category: % Value Growth 2013-2018

Toilet Care in South Africa - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 71 Sales of Toilet Care by Category: Value 2008-2013
  • Table 72 Sales of Toilet Care by Category: % Value Growth 2008-2013
  • Table 73 NBO Company Shares of Toilet Care: % Value 2009-2013
  • Table 74 LBN Brand Shares of Toilet Care: % Value 2010-2013
  • Table 75 Forecast Sales of Toilet Care by Category: Value 2013-2018
  • Table 76 Forecast Sales of Toilet Care by Category: % Value Growth 2013-2018

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
        • Concentrated Spray/Aerosol Air Fresheners
        • Standard 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
          • Household 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
              • Wet Floor Wipes
                • Starter Kits/Sweepers/Sticks (Wet)
                • Wipes and Refills (Wet)
              • 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
          • Household Antiseptics/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 Mousse/Foam
          • 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
      • 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

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