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Learn moreFeb 2019
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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.
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 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.
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.
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.
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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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:
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This industry report originates from Passport, our Home Care market research database.
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.