Surface Care in South Africa

PROSPECTS

Multipurpose cleaners records the fastest growth

Multipurpose cleaners recorded the fastest growth in surface care in both volume and value terms in 2019, and also continued to be the largest product in the overall category. The main benefit of multipurpose cleaners lies in their versatility, as they can fulfil multiple functions, which gives them the edge over task-specific products.

Consumers looking for convenience and effectiveness

Convenience continues to emerge as an important trend within the home care industry as well as surface care in particular. Convenience is also one of the main drivers of the popularity of multipurpose cleaning products, as consumers can use them to clean almost all surfaces.

Bleach remains a constraint on growth of individual surface care offerings

Bleach remains a constant threat to the growth of categories within surface care, as many cash-strapped South African consumers use bleach to clean most surfaces in their homes. Furthermore, bleach is much cheaper per litre than dedicated surface care products, such as kitchen or bathroom cleaners.

COMPETITIVE LANDSCAPE

Handy Andy remains a trusted favourite in South African homes

Unilever South Africa’s Handy Andy remains the leading brand in surface care, as it is arguably one of the best-known brand names in South African households and has proved its worth among consumers across the whole income spectrum. Handy Andy Cream accounts for almost half of sales in multipurpose cleaners, which is the largest category.

Refills and larger pack sizes gain popularity as consumers aim to cut costs

Since being launched during the review period, refill packs are gaining traction in the surface care industry, as consumers seek to save money by purchasing refills and topping up their original bottles. Refills are available for both branded and private label products, thereby catering for all consumers.

Several smaller categories expected to decline over the forecast period

Several smaller categories, especially descalers, are expected to decline in volume terms over the forecast period. Some of these smaller categories are losing importance as a result of the continued preference for multifunctionality among consumers.

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