LAUNDRY CARE IN SOUTH AFRICA

Euromonitor International

February 2019

LIST OF CONTENTS AND TABLES

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 1 Household Possession of Washing Machines 2013-2018

Category Data

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

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

Table 4 Sales of Laundry Aids by Category: Value 2013-2018

Table 5 Sales of Laundry Aids by Category: % Value Growth 2013-2018

Table 6 Sales of Laundry Detergents by Category: Value 2013-2018

Table 7 Sales of Laundry Detergents by Category: % Value Growth 2013-2018

Table 8 NBO Company Shares of Laundry Care: % Value 2014-2018

Table 9 LBN Brand Shares of Laundry Care: % Value 2015-2018

Table 10 NBO Company Shares of Laundry Aids: % Value 2014-2018

Table 11 LBN Brand Shares of Laundry Aids: % Value 2015-2018

Table 12 NBO Company Shares of Laundry Detergents: % Value 2014-2018

Table 13 LBN Brand Shares of Laundry Detergents: % Value 2015-2018

Table 14 Forecast Sales of Laundry Care by Category: Value 2018-2023

Table 15 Forecast Sales of Laundry Care 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 16 Households 2013-2018

Market Data

Table 17 Sales of Home Care by Category: Value 2013-2018

Table 18 Sales of Home Care by Category: % Value Growth 2013-2018

Table 19 NBO Company Shares of Home Care: % Value 2014-2018

Table 20 LBN Brand Shares of Home Care: % Value 2015-2018

Table 21 Penetration of Private Label in Home Care by Category: % Value 2013-2018

Table 22 Distribution of Home Care by Format: % Value 2013-2018

Table 23 Distribution of Home Care by Format and Category: % Value 2018

Table 24 Forecast Sales of Home Care by Category: Value 2018-2023

Table 25 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

Sources

Summary 1 Research Sources

Laundry care remains highly competitive in South Africa. Cross industry convergence continues as major players aim to increase their shares with non-price related competition. Such initiatives are becoming increasingly popular and it is expected that they will continue into the forecast period as more players identify the mutually beneficial implications. However, this tactic can only be employed by major players as they have the expertise, in addition to research and development teams which are...

Euromonitor International's Laundry Care 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: Carpet Cleaners, Fabric Softeners, Laundry Aids, Laundry Detergents.

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

Why buy this report?
* Get a detailed picture of the Laundry Care 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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