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Country Report

Surface Care in

Surface Care in South Africa

Feb 2021

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!

2020 IMPACT

Demand for surface care boosted by home quarantine measures

Surface care sales were boosted significantly by the pandemic and widespread concern over the capability for COVID-19 to live on surfaces for more than 24 hours. The pandemic has revived growth in home care disinfectants, which was previously stagnating, while marginally boosting growth in multi-purpose and other task-specific surface cleaners.

Convenience trend driving interest in multi-purpose cleaners

Multi-purpose cleaners continue to see strong growth in surface care in both volume and value terms, and also remain the largest product in the overall category. The main benefit of multi-purpose cleaners lies in their versatility, as they can fulfil multiple functions, which gives them the edge over task-specific products.

Strong brand loyalty key to Unilever’s continued success

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 multi-purpose cleaners, which is the largest category.

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Surface Care Market Sample Report Surface Care 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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Overview

Discover the latest market trends and uncover sources of future market growth for the Surface 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 Surface Care industry in South Africa, our research will save you time and money while empowering you to make informed, profitable decisions.

The Surface 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 Surface Care in South Africa?
What are the major brands in South Africa?
What are the fastest growth categories within surface care?
What are the key new product launches in the polishes 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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Surface Care in South Africa - Category analysis

KEY DATA FINDINGS

2020 IMPACT

Demand for surface care boosted by home quarantine measures

Convenience trend driving interest in multi-purpose cleaners

Strong brand loyalty key to Unilever’s continued success

RECOVERY AND OPPORTUNITIES

Demand for surface care boosted by rising hygiene-consciousness

Hectic pace of modern life fuelling interest in convenience and effectiveness

Many low-income consumers continue to use bleach as substitute

CATEGORY DATA

Table 1 Sales of Surface Care by Category: Value 2015-2020
Table 2 Sales of Surface Care by Category: % Value Growth 2015-2020
Table 3 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020
Table 4 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020
Table 5 NBO Company Shares of Surface Care: % Value 2016-2020
Table 6 LBN Brand Shares of Surface Care: % Value 2017-2020
Table 7 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2020
Table 8 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2020
Table 9 Forecast Sales of Surface Care by Category: Value 2020-2025
Table 10 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025

Home Care in South Africa - Industry Overview

EXECUTIVE SUMMARY

COVID-19 impact on home care

COVID-19 country impact

Company response

Retailing shift

What next for home care?

Chart 1 Home Care Value Sales Growth Scenarios: 2018-2025
Chart 2 Home Care Impact of Drivers on Value Sales: 2018-2025

MARKET INDICATORS

Table 11 Households 2015-2020

MARKET DATA

Table 12 Sales of Home Care by Category: Value 2015-2020
Table 13 Sales of Home Care by Category: % Value Growth 2015-2020
Table 14 NBO Company Shares of Home Care: % Value 2016-2020
Table 15 LBN Brand Shares of Home Care: % Value 2017-2020
Table 16 Penetration of Private Label in Home Care by Category: % Value 2015-2020
Table 17 Distribution of Home Care by Format: % Value 2015-2020
Table 18 Distribution of Home Care by Format and Category: % Value 2020
Table 19 Forecast Sales of Home Care by Category: Value 2020-2025
Table 20 Forecast Sales of Home Care by Category: % Value Growth 2020-2025

Megatrends

Country Report

Surface Care in South Africa

New Report Guarantee

Executive Summary

New Report Guarantee

2020 IMPACT

Demand for surface care boosted by home quarantine measures

Convenience trend driving interest in multi-purpose cleaners

Strong brand loyalty key to Unilever’s continued success

Samples

Overview

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Samples (FAQs about samples):

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Table of Contents

Surface Care in South Africa - Category analysis

KEY DATA FINDINGS

2020 IMPACT

Demand for surface care boosted by home quarantine measures

Convenience trend driving interest in multi-purpose cleaners

Strong brand loyalty key to Unilever’s continued success

RECOVERY AND OPPORTUNITIES

Demand for surface care boosted by rising hygiene-consciousness

Hectic pace of modern life fuelling interest in convenience and effectiveness

Many low-income consumers continue to use bleach as substitute

CATEGORY DATA

Home Care in South Africa - Industry Overview

EXECUTIVE SUMMARY

COVID-19 impact on home care

COVID-19 country impact

Company response

Retailing shift

What next for home care?

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

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