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Country Report

Surface Care in

Surface Care in South Africa

16 pages, Feb 2018

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

Multi-purpose cleaners remains key category

One of the key attributes of the overall category is that consumers seek convenience and value. Despite the preference for proven brands, many are willing to trade down to cheaper alternatives as household incomes become more constrained.

Convenience and value are key attributes when choosing products

Convenience and value remain key attributes for surface care products, as it is especially difficult to differentiate between brands in this category. Despite a general preference for proven brands, many consumers look at cheaper alternatives as incomes shrink.

Bleach threatens overall category

The popularity of bleach products continues to pose a threat to surface care. Many lower-income households, especially as bleak economic conditions continue, could potentially seek value offerings and trade down to cheaper alternatives, such as bleach products instead of multi-purpose cleaners.

COMPETITIVE LANDSCAPE

There is little movement among international leading players

Unilever continued to lead sales in surface care with almost half of value sales, followed by SC Johnson & Son of South Africa and Reckitt Benckiser with much lower respective value shares. Unilever remains strong in this category, largely because of its strong presence in multi-purpose cleaners with its Handy Andy Cream product, arguably one of the most common household cleaning brand names in South Africa.

Handy Andy products maintain strong position

With regards to multi-purpose cleaners, the most lucrative product category found within surface care, Unilever’s very popular Handy Andy Cream continued to dominate with nearly half of value sales. The position of Handy Andy can be attributed to its standing as a common household brand that proved its worth in both lower- and higher-income households.

Refill packs and private label offerings fuel sales

Surface care products are increasingly represented by private label alternatives. In an attempt to capture sales share and growth, these products are positioned on shelves alongside leading brands.

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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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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 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.

Euromonitor International

Euromonitor International

Megatrends

Country Report

Surface Care in South Africa

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Multi-purpose cleaners remains key category

Convenience and value are key attributes when choosing products

Bleach threatens overall category

COMPETITIVE LANDSCAPE

There is little movement among international leading players

Handy Andy products maintain strong position

Refill packs and private label offerings fuel sales

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

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Megatrends

Country Report

Surface Care in South Africa

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Multi-purpose cleaners remains key category

Convenience and value are key attributes when choosing products

Bleach threatens overall category

COMPETITIVE LANDSCAPE

There is little movement among international leading players

Handy Andy products maintain strong position

Refill packs and private label offerings fuel sales

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Why buy this report?

Want to find out more about this report?

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