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Country Report

Dishwashing in

Dishwashing in South Africa

14 pages, Feb 2019

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Hand dishwashing methods and formats remain dominant

As in laundry care, hand washing methods and formats remain dominant in dishwashing. Dishwashing machines remain affordable only to the privileged percentage of the middle- and upper-middle income classes.

Hand dishwashing approaches maturity, but remains dominant

As many consumers continue to use hand dish washing methods, hand dishwashing is relatively mature, with innovation only witnessed in the introduction of scented formats. However, the category remains extremely popular due to the low average unit prices and effectiveness of these products.

Intense competition results in increased promotional activities

Promotional activities for automatic dishwashing products are evident throughout the year as the product is available in all leading retailing channels and players continue to compete for share in a competitive environment. Private label offerings are often emphasised as they enjoy prime positioning on shelves alongside the leading brands.

COMPETITIVE LANDSCAPE

Performance varies across products

Automatic dishwashing powders recorded a retail volume decline over the review period. This is most likely because the product is used in washing machines, with penetration rates of these appliances remaining relatively low.

Unilever South Africa continues to lead, while Reckitt Benckiser South Africa competes with private label

Unilever South Africa retained its strong lead in dishwashing in 2018. In second place, Reckitt Benckiser South Africa faced intense competition from private label offerings from Pick 'n' Pay Retailers and Shoprite Checkers.

Support for entry level and private label offerings expected over the forecast period

The future performance of dishwashing products is anticipated to be driven by the popularity of entry level and private label products, mainly due to their lower-than-average unit prices. However, despite the increasing popularity of entry level alternatives, dishwashing as a whole is likely to enjoy support from upper-middle to higher-income consumers, most notably as these consumers are able to afford dishwashing machines.

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Samples

Dishwashing Market Sample Report Dishwashing Market Sample Data

Overview

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.

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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 Dishwashing 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 Dishwashing industry in South Africa, our research will save you time and money while empowering you to make informed, profitable decisions.

The Dishwashing 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 Dishwashing in South Africa?
What are the major brands in South Africa?
What is the dishwasher penetration rate in South Africa?
What are the key new product launches in the dishwashing products market?

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.

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Dishwashing in South Africa - Category analysis

HEADLINES

PROSPECTS

Hand dishwashing methods and formats remain dominant

Hand dishwashing approaches maturity, but remains dominant

Intense competition results in increased promotional activities

COMPETITIVE LANDSCAPE

Performance varies across products

Unilever South Africa continues to lead, while Reckitt Benckiser South Africa competes with private label

Support for entry level and private label offerings expected over the forecast period

CATEGORY INDICATORS

Table 1 Household Possession of Dishwashers 2013-2018

CATEGORY DATA

Table 2 Sales of Dishwashing by Category: Value 2013-2018
Table 3 Sales of Dishwashing by Category: % Value Growth 2013-2018
Table 4 NBO Company Shares of Dishwashing: % Value 2014-2018
Table 5 LBN Brand Shares of Dishwashing: % Value 2015-2018
Table 6 Forecast Sales of Dishwashing by Category: Value 2018-2023
Table 7 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023

Home Care in South Africa - Industry Overview

EXECUTIVE SUMMARY

Consumers trading down to cheaper alternatives due to challenging economic conditions

Players with a focus on consumer needs and preferences thrive in the challenging environment

Brand heritage and recognition continues to bode well for leading players, while product affordability remains significant

Some players are able to develop new product offerings in response to challenges

Forecast period growth anticipated to remain flat, driven by dishwashing and laundry care

MARKET INDICATORS

Table 8 Households 2013-2018

MARKET DATA

Table 9 Sales of Home Care by Category: Value 2013-2018
Table 10 Sales of Home Care by Category: % Value Growth 2013-2018
Table 11 NBO Company Shares of Home Care: % Value 2014-2018
Table 12 LBN Brand Shares of Home Care: % Value 2015-2018
Table 13 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 14 Distribution of Home Care by Format: % Value 2013-2018
Table 15 Distribution of Home Care by Format and Category: % Value 2018
Table 16 Forecast Sales of Home Care by Category: Value 2018-2023
Table 17 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

Megatrends

Country Report

Dishwashing in South Africa

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Executive Summary

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PROSPECTS

Hand dishwashing methods and formats remain dominant

Hand dishwashing approaches maturity, but remains dominant

Intense competition results in increased promotional activities

COMPETITIVE LANDSCAPE

Performance varies across products

Unilever South Africa continues to lead, while Reckitt Benckiser South Africa competes with private label

Support for entry level and private label offerings expected over the forecast period

Samples

Overview

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Samples (FAQs about samples):

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Table of Contents

Dishwashing in South Africa - Category analysis

HEADLINES

PROSPECTS

Hand dishwashing methods and formats remain dominant

Hand dishwashing approaches maturity, but remains dominant

Intense competition results in increased promotional activities

COMPETITIVE LANDSCAPE

Performance varies across products

Unilever South Africa continues to lead, while Reckitt Benckiser South Africa competes with private label

Support for entry level and private label offerings expected over the forecast period

CATEGORY INDICATORS

CATEGORY DATA

Home Care in South Africa - Industry Overview

EXECUTIVE SUMMARY

Consumers trading down to cheaper alternatives due to challenging economic conditions

Players with a focus on consumer needs and preferences thrive in the challenging environment

Brand heritage and recognition continues to bode well for leading players, while product affordability remains significant

Some players are able to develop new product offerings in response to challenges

Forecast period growth anticipated to remain flat, driven by dishwashing and laundry care

MARKET INDICATORS

MARKET DATA

SOURCES

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