Surface Care in South Africa

PROSPECTS

Multi-purpose cleaners remain popular among price-sensitive consumers

Multi-purpose cleaners continued to record the highest retail value sales in surface care in 2018. The main benefit of this format is its ability to provide greater value and versatility than single-use products.

Consumers seek convenience and effectivness

Convenience and effectiveness remain key in surface care, in which differentiation is difficult as a number of products make the same claims. Despite the proven efficiency of some brands, many cash-strapped consumers are seeking cheaper alternatives.

Bleach continues to threathen growth of individual surface care offerings

Bleach remains popular in the country, especially amongst lower-income consumers who use it for a number of household cleaning purposes. Bleach is commonly used for cleaning surfaces, and it therefore poses a direct threat to surface care products and more specifically to multi-purpose cleaners as bleach is used in much the same way, but is offered at a fraction of the price.

COMPETITIVE LANDSCAPE

Handy Andy remains a South African heritage brand

Handy Andy from Unilever South Africa remains the leading brand in surface care. Its strong position was cemented over the review period and it is arguably one of the most recognised household cleaning brand names in the country.

Refill packs increasingly popular in response to rising average unit prices of primary offerings

As consumers continue to seek value, refill packs were introduced by major players and retailers alike to meet this demand. Refill packs were also introduced by private label products.

Smaller categories to decline over the forecast period

As multi-purpose cleaners remains the prevalent product in surface care and bleach continues to threaten performance, smaller categories are set to lag over the forecast period. Disinfectants are becoming obsolete as bleach and multi-purpose cleaners perform the same function.

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