DISHWASHING IN SOUTH AFRICA

Euromonitor International

February 2019

LIST OF CONTENTS AND TABLES

Headlines

Prospects

Hand Dishwashing Methods and Formats Remain Dominant

Hand Dishwashing Approaches Maturity, But Remains Dominant

Intense Competition Results in Increased Promotional Activities

Competitive Landscape

Performance Varies Across Products

Unilever South Africa Continues To Lead, While Reckitt Benckiser South Africa Competes With Private Label

Support for Entry Level and Private Label Offerings Expected Over the Forecast Period

Category Indicators

Table 1 Household Possession of Dishwashers 2013-2018

Category Data

Table 2 Sales of Dishwashing by Category: Value 2013-2018

Table 3 Sales of Dishwashing by Category: % Value Growth 2013-2018

Table 4 NBO Company Shares of Dishwashing: % Value 2014-2018

Table 5 LBN Brand Shares of Dishwashing: % Value 2015-2018

Table 6 Forecast Sales of Dishwashing by Category: Value 2018-2023

Table 7 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023

Executive Summary

Consumers Trading Down To Cheaper Alternatives Due To Challenging Economic Conditions

Players With A Focus on Consumer Needs and Preferences Thrive in the Challenging Environment

Brand Heritage and Recognition Continues To Bode Well for Leading Players, While Product Affordability Remains Significant

Some Players Are Able To Develop New Product Offerings in Response To Challenges

Forecast Period Growth Anticipated To Remain Flat, Driven by Dishwashing and Laundry Care

Market Indicators

Table 8 Households 2013-2018

Market Data

Table 9 Sales of Home Care by Category: Value 2013-2018

Table 10 Sales of Home Care by Category: % Value Growth 2013-2018

Table 11 NBO Company Shares of Home Care: % Value 2014-2018

Table 12 LBN Brand Shares of Home Care: % Value 2015-2018

Table 13 Penetration of Private Label in Home Care by Category: % Value 2013-2018

Table 14 Distribution of Home Care by Format: % Value 2013-2018

Table 15 Distribution of Home Care by Format and Category: % Value 2018

Table 16 Forecast Sales of Home Care by Category: Value 2018-2023

Table 17 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

Sources

Summary 1 Research Sources

As in laundry care, hand washing methods and formats remain dominant in dishwashing. Dishwashing machines remain affordable only to the privileged percentage of the middle- and upper-middle income classes. Among low-income households these machines are perceived as non-essential and therefore hand dishwashing formats continue to account for the vast majority of value sales and this is set to remain the case over the forecast period.

Euromonitor International's Dishwashing in South Africa market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2023 illustrate how the market is set to change.

Product coverage: Automatic Dishwashing, Hand Dishwashing.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Dishwashing market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

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