print

Country Report

Home Care in South Africa

Price: US$2,400

About this Report

EXECUTIVE SUMMARY

Review period growth fuelled by focus on hygiene but hindered by economy

Home care benefited from a growing consumer focus on hygiene during the review period, as a result of increasingly crowded and polluted cities. However, many consumers faced strong economic constraints during the review period, with unemployment rising and strong rises in food, electricity and housing costs. This particularly impacted low-income consumers, who account for the majority of the population in South Africa and resulted in many seeking to economise in home care, thus constraining sales growth.

Cost-conscious consumers attracted by price promotions and multifunctional products

Declining constant value disposable income levels for many consumers in 2012 resulted in a strong focus on price in home care at the end of the review period. This resulted in constant value unit price decline for many product areas, as the leading players and retailers competed for share through price promotions. In addition, this focus on value boosted sales of multifunctional products such as multi-purpose cleaners, household antiseptics/disinfectants and hand wash detergents.

Multinationals dominate but face a growing challenge from private label

Multinationals continued to dominate sales of home care at the end of the review period, with Unilever, Reckitt Benckiser and SC Johnson being the leading players. Most consumers prefer the reassurance of a strong global brand, with these players also benefiting from strong marketing support, wide distribution and wide product ranges. However, all three of these leaders lost value share in 2012 over the previous year. This was due to consumers' financial constraints, with many switching to private label as a result. The strongest share gain seen among the major players was thus for Pick 'n Pay, a leading retailer that offers a wide and increasingly well-regarded private label range of home care.

Supermarkets continues to dominate sales

Supermarkets continued to dominate the distribution of home care at the end of the review period, maintaining a steady value share in 2012 over the previous year. This channel benefits from offering a wide product range, convenience and frequent price promotions. The increasing use of price promotions in supermarkets meanwhile resulted in the channel gaining share in volume terms in 2012, while maintaining a steady value share.

Steady growth to continue over forecast period

Home care is expected to continue to see a slow but steady constant value sales growth during the forecast period. Growth will continue to benefit from consumers' increasing focus on hygiene and cleanliness and from population growth. However, growth will be constrained by softening volume growth and increasing maturity in major product areas such as bleach, hand dishwashing, hand wash detergents and multi-purpose cleaners. In addition, widespread poverty will constrain growth and will prevent many consumers from trading up to more specialised or higher-priced home care such as polishes, household care wipes and floor cleaning systems or spot and stain removers.

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

Review period growth fuelled by focus on hygiene but hindered by economy

Cost-conscious consumers attracted by price promotions and multifunctional products

Multinationals dominate but face a growing challenge from private label

Supermarkets continues to dominate sales

Steady growth to continue over forecast period

KEY TRENDS AND DEVELOPMENTS

Economic factors continue to constrain value sales growth

Pollution and overcrowded cities fuel a stronger focus on cleanliness

Multinationals face growing challenge from private label and domestic player Tiger Brands in many areas

Heavy income disparity shapes different income groups' demands

MARKET INDICATORS

  • Table 1 Households 2007-2012

MARKET DATA

  • Table 2 Sales of Home Care by Category: Value 2007-2012
  • Table 3 Sales of Home Care by Category: % Value Growth 2007-2012
  • Table 4 Home Care Company Shares 2008-2012
  • Table 5 Home Care Brand Shares 2009-2012
  • Table 6 Penetration of Private Label by Category 2007-2012
  • Table 7 Sales of Home Care by Distribution Format: % Analysis 2007-2012
  • Table 8 Sales of Home Care by Category and Distribution Format: % Analysis 2012
  • Table 9 Forecast Sales of Home Care by Category: Value 2012-2017
  • Table 10 Forecast Sales of Home Care by Category: % Value Growth 2012-2017

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 2012

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

STRATEGIC DIRECTION

KEY FACTS

  • Summary 4 Bliss Chemicals (Pty) Ltd: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 5 Bliss Chemicals (Pty) Ltd: Competitive Position 2012

Carbro Manufacturing in Home Care (South Africa)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 6 Carbro Manufacturing: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 7 Carbro Manufacturing: Competitive Position 2012

Tiger Brands Ltd in Home Care (South Africa)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 8 Tiger Brands Ltd: Key Facts
  • Summary 9 Tiger Brands Ltd: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 10 Tiger Brands Ltd: Competitive Position 2012

Unsgaard Packaging (Pty) Ltd in Home Care (South Africa)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 11 Unsgaard Packaging (Pty) Ltd: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 12 Unsgaard Packaging (Pty) Ltd: Competitive Position 2012

Air Care in South Africa - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 11 Sales of Air Care by Category: Value 2007-2012
  • Table 12 Sales of Air Care by Category: % Value Growth 2007-2012
  • Table 13 Battery Operated vs Plug-in Electric Air Fresheners: % Value Breakdown 2008-2012
  • Table 14 Air Care Fragrances Rankings by Value 2007-2012
  • Table 15 Air Care Company Shares 2008-2012
  • Table 16 Air Care Brand Shares 2009-2012
  • Table 17 Forecast Sales of Air Care by Category: Value 2012-2017
  • Table 18 Forecast Sales of Air Care by Category: % Value Growth 2012-2017

Bleach in South Africa - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 19 Sales of Bleach: Value 2007-2012
  • Table 20 Sales of Bleach: % Value Growth 2007-2012
  • Table 21 Bleach Company Shares 2008-2012
  • Table 22 Bleach Brand Shares 2009-2012
  • Table 23 Forecast Sales of Bleach: Value 2012-2017
  • Table 24 Forecast Sales of Bleach: % Value Growth 2012-2017

Dishwashing in South Africa - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 25 Household Possession of Dishwashers 2007-2012

CATEGORY DATA

  • Table 26 Sales of Dishwashing by Category: Value 2007-2012
  • Table 27 Sales of Dishwashing by Category: % Value Growth 2007-2012
  • Table 28 Dishwashing Company Shares 2008-2012
  • Table 29 Dishwashing Brand Shares 2009-2012
  • Table 30 Forecast Sales of Dishwashing by Category: Value 2012-2017
  • Table 31 Forecast Sales of Dishwashing by Category: % Value Growth 2012-2017

Home Insecticides in South Africa - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 32 Sales of Home Insecticides by Category: Value 2007-2012
  • Table 33 Sales of Home Insecticides by Category: % Value Growth 2007-2012
  • Table 34 Spray/Aerosol Insecticides by Type: % Value Breakdown 2007-2012
  • Table 35 Home Insecticides Company Shares 2008-2012
  • Table 36 Home Insecticides Brand Shares 2009-2012
  • Table 37 Forecast Sales of Home Insecticides by Category: Value 2012-2017
  • Table 38 Forecast Sales of Home Insecticides by Category: % Value Growth 2012-2017

Laundry Care in South Africa - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 39 Household Possession of Washing Machines 2007-2012

CATEGORY DATA

  • Table 40 Sales of Laundry Care by Category: Value 2007-2012
  • Table 41 Sales of Laundry Care by Category: % Value Growth 2007-2012
  • Table 42 Sales of Laundry Aids by Category: Value 2007-2012
  • Table 43 Sales of Laundry Aids by Category: % Value Growth 2007-2012
  • Table 44 Sales of Laundry Detergents by Category: Value 2007-2012
  • Table 45 Sales of Laundry Detergents by Category: % Value Growth 2007-2012
  • Table 46 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2007-2012
  • Table 47 Laundry Care Company Shares 2008-2012
  • Table 48 Laundry Care Brand Shares 2009-2012
  • Table 49 Laundry Aids Company Shares 2008-2012
  • Table 50 Laundry Aids Brand Shares 2009-2012
  • Table 51 Laundry Detergents Company Shares 2008-2012
  • Table 52 Laundry Detergents Brand Shares 2009-2012
  • Table 53 Forecast Sales of Laundry Care by Category: Value 2012-2017
  • Table 54 Forecast Sales of Laundry Care by Category: % Value Growth 2012-2017

Polishes in South Africa - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 55 Sales of Polishes by Category: Value 2007-2012
  • Table 56 Sales of Polishes by Category: % Value Growth 2007-2012
  • Table 57 Polishes Company Shares 2008-2012
  • Table 58 Polishes Brand Shares 2009-2012
  • Table 59 Forecast Sales of Polishes by Category: Value 2012-2017
  • Table 60 Forecast Sales of Polishes by Category: % Value Growth 2012-2017

Surface Care in South Africa - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 61 Sales of Surface Care by Category: Value 2007-2012
  • Table 62 Sales of Surface Care by Category: % Value Growth 2007-2012
  • Table 63 Sales of Household Care Wipes and Floor Cleaning Systems by Category: Value 2007-2012
  • Table 64 Sales of Household Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2007-2012
  • Table 65 Surface Care Company Shares 2008-2012
  • Table 66 Surface Care Brand Shares 2009-2012
  • Table 67 Household Care Wipes and Floor Cleaning Systems Company Shares 2008-2012
  • Table 68 Household Care Wipes and Floor Cleaning Systems Brand Shares 2009-2012
  • Table 69 Forecast Sales of Surface Care by Category: Value 2012-2017
  • Table 70 Forecast Sales of Surface Care by Category: % Value Growth 2012-2017

Toilet Care in South Africa - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 71 Sales of Toilet Care by Category: Value 2007-2012
  • Table 72 Sales of Toilet Care by Category: % Value Growth 2007-2012
  • Table 73 Toilet Care Company Shares 2008-2012
  • Table 74 Toilet Care Brand Shares 2009-2012
  • Table 75 Forecast Sales of Toilet Care by Category: Value 2012-2017
  • Table 76 Forecast Sales of Toilet Care by Category: % Value Growth 2012-2017

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
      • 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

      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!