Home Care in South Africa

HOME CARE IN SOUTH AFRICA

Euromonitor International

February 2019

LIST OF CONTENTS AND TABLES

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 1 Households 2013-2018

Market Data

Table 2 Sales of Home Care by Category: Value 2013-2018

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

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

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

Table 6 Penetration of Private Label in Home Care by Category: % Value 2013-2018

Table 7 Distribution of Home Care by Format: % Value 2013-2018

Table 8 Distribution of Home Care by Format and Category: % Value 2018

Table 9 Forecast Sales of Home Care by Category: Value 2018-2023

Table 10 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

Sources

Summary 1 Research Sources

Headlines

Prospects

Promotional Acitivity Remains Popular

Performance Influenced by Consumer Preferences

Value Offers As Differentiators

Competitive Landscape

Glade by SC Johnson & Son of South Africa Remains the Leading Brand

Liquid Air Fresheners Losing Appeal As Gel Air Fresheners Continue To Grow in Popularity

Private Label From Pick & Pay Retailers and Clicks Bodes Well for Competition in the Category

Category Data

Table 11 Sales of Air Care by Category: Value 2013-2018

Table 12 Sales of Air Care by Category: % Value Growth 2013-2018

Table 13 Sales of Air Care by Fragrance: Value Ranking 2013-2018

Table 14 NBO Company Shares of Air Care: % Value 2014-2018

Table 15 LBN Brand Shares of Air Care: % Value 2015-2018

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

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

Headlines

Prospects

Bleach Remains Relevant As A Cost-effective Solution for Household Cleaning

Retailers Promote Private Label More Aggresively

Bleach Remains An Affordable Disinfectant

Competitive Landscape

Consumers Demand Value for Money

Listeriosis Outbreak Increases Demand for Bleach

Promotions Mitigate Price Increases

Category Data

Table 18 Sales of Bleach: Value 2013-2018

Table 19 Sales of Bleach: % Value Growth 2013-2018

Table 20 NBO Company Shares of Bleach: % Value 2014-2018

Table 21 LBN Brand Shares of Bleach: % Value 2015-2018

Table 22 Forecast Sales of Bleach: Value 2018-2023

Table 23 Forecast Sales of Bleach: % Value Growth 2018-2023

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 24 Household Possession of Dishwashers 2013-2018

Category Data

Table 25 Sales of Dishwashing by Category: Value 2013-2018

Table 26 Sales of Dishwashing by Category: % Value Growth 2013-2018

Table 27 NBO Company Shares of Dishwashing: % Value 2014-2018

Table 28 LBN Brand Shares of Dishwashing: % Value 2015-2018

Table 29 Forecast Sales of Dishwashing by Category: Value 2018-2023

Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023

Headlines

Prospects

Electric Insecticides Continue To Appeal To Consumers Who Prefer Preventive Measures

Claims on Packaging Promote Product Effectivness

Other Home Insecticides Gaining Traction Based on Efficacy

Competitive Landscape

Tiger Consumer Brands Continues To Lead Home Insecticies With Its Heritage Doom Brand

Slight Declines in Retail Value Growth in 2018

Insecticides Shift From Outdoor Insect Repellents To Home Insecticides

Category Data

Table 31 Sales of Home Insecticides by Category: Value 2013-2018

Table 32 Sales of Home Insecticides by Category: % Value Growth 2013-2018

Table 33 Sales of Spray/Aerosol Insecticides by Type: % Value 2013-2018

Table 34 NBO Company Shares of Home Insecticides: % Value 2014-2018

Table 35 LBN Brand Shares of Home Insecticides: % Value 2015-2018

Table 36 Forecast Sales of Home Insecticides by Category: Value 2018-2023

Table 37 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023

Headlines

Prospects

Cross Industry Convergence Benefits Major Players

Bar Soap Formats Remain Popular for the Mass Market

Hand Wash Detergents Remain Prevalent, Especially Amongst Lower-income Segments

Competitive Landscape

Leading Unilever South Africa Brands Remain the Popular Choice

Private Label Continues To Emerge in Response To Demand for More Affordable Alternatives

Value Continues To Appeal To Consumers

Category Indicators

Table 38 Household Possession of Washing Machines 2013-2018

Category Data

Table 39 Sales of Laundry Care by Category: Value 2013-2018

Table 40 Sales of Laundry Care by Category: % Value Growth 2013-2018

Table 41 Sales of Laundry Aids by Category: Value 2013-2018

Table 42 Sales of Laundry Aids by Category: % Value Growth 2013-2018

Table 43 Sales of Laundry Detergents by Category: Value 2013-2018

Table 44 Sales of Laundry Detergents by Category: % Value Growth 2013-2018

Table 45 NBO Company Shares of Laundry Care: % Value 2014-2018

Table 46 LBN Brand Shares of Laundry Care: % Value 2015-2018

Table 47 NBO Company Shares of Laundry Aids: % Value 2014-2018

Table 48 LBN Brand Shares of Laundry Aids: % Value 2015-2018

Table 49 NBO Company Shares of Laundry Detergents: % Value 2014-2018

Table 50 LBN Brand Shares of Laundry Detergents: % Value 2015-2018

Table 51 Forecast Sales of Laundry Care by Category: Value 2018-2023

Table 52 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

Headlines

Prospects

Polishes Records Retail Value Growth, With A Retail Volume Decline

Only Shoe Polish Records Both Retail Value and Volume Growth

Conusmer Segments Utilise Different Product Offerings

Competitive Landscape

Reckitt Benckiser South Africa Continues To Lead

Kiwi Remains the Leading Shoe Polish Brand

Polishes Expected To Stagnate in Retail Volume Terms

Category Data

Table 53 Sales of Polishes by Category: Value 2013-2018

Table 54 Sales of Polishes by Category: % Value Growth 2013-2018

Table 55 NBO Company Shares of Polishes: % Value 2014-2018

Table 56 LBN Brand Shares of Polishes: % Value 2015-2018

Table 57 Forecast Sales of Polishes by Category: Value 2018-2023

Table 58 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

Headlines

Prospects

Multi-purpose Cleaners Remain Popular Among Price-sensitive Consumers

Consumers Seek Convenience and Effectivness

Bleach Continues To Threathen Growth of Individual Surface Care Offerings

Competitive Landscape

Handy Andy Remains A South African Heritage Brand

Refill Packs Increasingly Popular in Response To Rising Average Unit Prices of Primary Offerings

Smaller Categories To Decline Over the Forecast Period

Category Data

Table 59 Sales of Surface Care by Category: Value 2013-2018

Table 60 Sales of Surface Care by Category: % Value Growth 2013-2018

Table 61 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018

Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018

Table 63 NBO Company Shares of Surface Care: % Value 2014-2018

Table 64 LBN Brand Shares of Surface Care: % Value 2015-2018

Table 65 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2018

Table 66 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2018

Table 67 Forecast Sales of Surface Care by Category: Value 2018-2023

Table 68 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Headlines

Prospects

Bleach and Other Mutli-purpose Products Continue To Threaten Toilet Care

Toilet Liquids/foam Continues To Lead Growth As the Largest Product in Toilet Care

Consumers Willing To Trade Down To Cheaper Alternatives

Competitive Landscape

Emphasis on New Forumulas As Share Growth Becomes More Difficult

Leading Players Anticipated To Face Competition From Entry Level and Private Label

New Product Developments Launched in Order To Remain Relavent

Category Data

Table 69 Sales of Toilet Care by Category: Value 2013-2018

Table 70 Sales of Toilet Care by Category: % Value Growth 2013-2018

Table 71 NBO Company Shares of Toilet Care: % Value 2014-2018

Table 72 LBN Brand Shares of Toilet Care: % Value 2015-2018

Table 73 Forecast Sales of Toilet Care by Category: Value 2018-2023

Table 74 Forecast Sales of Toilet Care by Category: % Value Growth 2018-2023