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Home Care in South Africa

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    Report

  • 60 Pages
  • March 2024
  • Region: South Africa
  • Euromonitor International
  • ID: 2321648
Overall demand for home care in South Africa remained stable in 2023, despite some variations in performance across the categories. While there may be a difference between high-income and low-income individuals in South Africa, the impact of elevated inflation changed overall consumer behaviour. Rather than shopping for premium goods, even some affluent consumers sought more competitive prices or bulk purchases to save money.

The Home 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 2028 illustrate how the market is set to change.

Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.

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

Why buy this report?

  • Get a detailed picture of the Home 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.

Table of Contents

HOME CARE IN SOUTH AFRICA
EXECUTIVE SUMMARY
  • Home care in 2023: The big picture
  • 2023 key trends
  • Competitive landscape
  • Retailing developments
  • What next for home care?
MARKET INDICATORS
  • Table 1 Households 2018-2023
MARKET DATA
  • Table 2 Sales of Home Care by Category: Value 2018-2023
  • Table 3 Sales of Home Care by Category: % Value Growth 2018-2023
  • Table 4 NBO Company Shares of Home Care: % Value 2019-2023
  • Table 5 LBN Brand Shares of Home Care: % Value 2020-2023
  • Table 6 Penetration of Private Label in Home Care by Category: % Value 2018-2023
  • Table 7 Distribution of Home Care by Format: % Value 2018-2023
  • Table 8 Distribution of Home Care by Format and Category: % Value 2023
  • Table 9 Forecast Sales of Home Care by Category: Value 2023-2028
  • Table 10 Forecast Sales of Home Care by Category: % Value Growth 2023-2028
DISCLAIMER
SOURCES
  • Summary 1 Research Sources
LAUNDRY CARE IN SOUTH AFRICAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • New entrant is suitable as both automatic and hand wash detergent
  • Carpet cleaner brands adapt to consumers’ disposable incomes by adding value
  • Sta-Soft adds longer-lasting freshness
PROSPECTS AND OPPORTUNITIES
  • Affordability and diversification will be core factors driving choice of laundry care
  • Maq creates specific value and expands product range to strengthen share
  • Sta-Soft adds a new fragrance and bigger bottle to compete with emerging players
CATEGORY INDICATORS
  • Table 11 Household Possession of Washing Machines 2018-2023
CATEGORY DATA
  • Table 12 Sales of Laundry Care by Category: Value 2018-2023
  • Table 13 Sales of Laundry Care by Category: % Value Growth 2018-2023
  • Table 14 Sales of Laundry Aids by Category: Value 2018-2023
  • Table 15 Sales of Laundry Aids by Category: % Value Growth 2018-2023
  • Table 16 Sales of Laundry Detergents by Category: Value 2018-2023
  • Table 17 Sales of Laundry Detergents by Category: % Value Growth 2018-2023
  • Table 18 NBO Company Shares of Laundry Care: % Value 2019-2023
  • Table 19 LBN Brand Shares of Laundry Care: % Value 2020-2023
  • Table 20 NBO Company Shares of Laundry Aids: % Value 2019-2023
  • Table 21 LBN Brand Shares of Laundry Aids: % Value 2020-2023
  • Table 22 NBO Company Shares of Laundry Detergents: % Value 2019-2023
  • Table 23 LBN Brand Shares of Laundry Detergents: % Value 2020-2023
  • Table 24 Forecast Sales of Laundry Care by Category: Value 2023-2028
  • Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2023-2028
DISHWASHING IN SOUTH AFRICAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Electricity tariffs and scheduled power outages slow automatic dishwashing growth
  • New market entrants and private label attempt to compete with larger brands
  • Private label gains further share in hand dishwashing amid inflationary pressures
PROSPECTS AND OPPORTUNITIES
  • Despite strong growth of Maq Dishwashing Liquid, Sunlight's diversity will ensure it remains category leader
  • Private label and Finish to further benefit from loyalty programmes
  • Limited use of dishwashers due to power outages set to stabilise over forecast period
CATEGORY INDICATORS
  • Table 26 Household Possession of Dishwashers 2017-2022
CATEGORY DATA
  • Table 27 Sales of Dishwashing by Category: Value 2018-2023
  • Table 28 Sales of Dishwashing by Category: % Value Growth 2018-2023
  • Table 29 NBO Company Shares of Dishwashing: % Value 2019-2023
  • Table 30 LBN Brand Shares of Dishwashing: % Value 2020-2023
  • Table 31 Forecast Sales of Dishwashing by Category: Value 2023-2028
  • Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2023-2028
SURFACE CARE IN SOUTH AFRICAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Larger packs of multi-purpose cleaners boost brand loyalty through affordability
  • Post-pandemic, leading players gain share, making use of marketing campaigns
  • More affordable oven cleaners grow, while air fryer ownership presents a new dynamic in surface care
PROSPECTS AND OPPORTUNITIES
  • Private label to gain further ground, despite Handy Andy's popularity
  • Dual-purpose surface cleaners to gain momentum over the forecast period
  • Vim's fragrances boast self-care while private label and smaller players can gain further share through affordability
CATEGORY DATA
  • Table 33 Sales of Surface Care by Category: Value 2018-2023
  • Table 34 Sales of Surface Care by Category: % Value Growth 2018-2023
  • Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2018-2023
  • Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2018-2023
  • Table 37 NBO Company Shares of Surface Care: % Value 2019-2023
  • Table 38 LBN Brand Shares of Surface Care: % Value 2020-2023
  • Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2023
  • Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2023
  • Table 41 Forecast Sales of Surface Care by Category: Value 2023-2028
  • Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2023-2028
BLEACH IN SOUTH AFRICAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Stable demand for bleach but Domestos is adversely impacted by inflation
  • Thinner consistency of Jik Bleach supports growth due to affordability in addition to discounted offers
  • Omo's launch of bleach widens brand visibility beyond laundry care
PROSPECTS AND OPPORTUNITIES
  • Bleach demand to remain steady, while Harpic turns to baking soda and thicker consistency
  • Inflation to continue driving value sales, benefiting private label
  • Players adapt to emerging loyalty programmes
CATEGORY DATA
  • Table 43 Sales of Bleach: Value 2018-2023
  • Table 44 Sales of Bleach: % Value Growth 2018-2023
  • Table 45 NBO Company Shares of Bleach: % Value 2019-2023
  • Table 46 LBN Brand Shares of Bleach: % Value 2020-2023
  • Table 47 Forecast Sales of Bleach: Value 2023-2028
  • Table 48 Forecast Sales of Bleach: % Value Growth 2023-2028
TOILET CARE IN SOUTH AFRICAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Consumers review purchases, comparing lower prices with known brand quality
  • Improving sanitation in South Africa supports toilet care demand
  • Fragrance is key to further brand growth
PROSPECTS AND OPPORTUNITIES
  • Specific value is key, with Harpic launching 50% thicker bleach with baking soda
  • Toilet care purchases depend on popularity of multi-purpose cleaners
  • Ambi-Pur Flush reintroduces odour-eliminating technology
CATEGORY DATA
  • Table 49 Sales of Toilet Care by Category: Value 2018-2023
  • Table 50 Sales of Toilet Care by Category: % Value Growth 2018-2023
  • Table 51 NBO Company Shares of Toilet Care: % Value 2019-2023
  • Table 52 LBN Brand Shares of Toilet Care: % Value 2020-2023
  • Table 53 Forecast Sales of Toilet Care by Category: Value 2023-2028
  • Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2023-2028
POLISHES IN SOUTH AFRICAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Falling demand for polishes during high inflation period
  • Reckitt Benckiser retains dominance of polishes in 2023
  • Kiwi remains South Africa’s leading shoe polish brand
PROSPECTS AND OPPORTUNITIES
  • Further declining demand for polishes expected over the forecast period
  • Opportunity for share gain through bulk packaging
CATEGORY DATA
  • Table 55 Sales of Polishes by Category: Value 2018-2023
  • Table 56 Sales of Polishes by Category: % Value Growth 2018-2023
  • Table 57 NBO Company Shares of Polishes: % Value 2019-2023
  • Table 58 LBN Brand Shares of Polishes: % Value 2020-2023
  • Table 59 Forecast Sales of Polishes by Category: Value 2023-2028
  • Table 60 Forecast Sales of Polishes by Category: % Value Growth 2023-2028
AIR CARE IN SOUTH AFRICAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Air care demand remains stable despite high inflation period
  • SC Johnson & Son’s Glade brand leads the competition
PROSPECTS AND OPPORTUNITIES
  • Solid demand for air care over the forecast period
  • Areas of expansion for air care to explore
CATEGORY DATA
  • Table 61 Sales of Air Care by Category: Value 2018-2023
  • Table 62 Sales of Air Care by Category: % Value Growth 2018-2023
  • Table 63 Sales of Air Care by Fragrance: Value Ranking 2021-2023
  • Table 64 NBO Company Shares of Air Care: % Value 2019-2023
  • Table 65 LBN Brand Shares of Air Care: % Value 2020-2023
  • Table 66 Forecast Sales of Air Care by Category: Value 2023-2028
  • Table 67 Forecast Sales of Air Care by Category: % Value Growth 2023-2028
HOME INSECTICIDES IN SOUTH AFRICAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Fast-killing products used to quell cockroach outbreak, boosting sales volumes
  • Electric insecticides have longer shelf life due to scheduled power outages, with aerosol format used as a substitute
  • Tiger Consumer Brands completes plant upgrades, Doom insecticide price per litre likely to be lower
PROSPECTS AND OPPORTUNITIES
  • Fewer power outages will benefit electric insecticide sales
  • Weak performance for insecticide coils as alternatives offer convenience and safety
  • Foggers/bombs emerge as a short-term alternative to fumigation
CATEGORY DATA
  • Table 68 Sales of Home Insecticides by Category: Value 2018-2023
  • Table 69 Sales of Home Insecticides by Category: % Value Growth 2018-2023
  • Table 70 Sales of Spray/Aerosol Insecticides by Type: % Value 2018-2023
  • Table 71 NBO Company Shares of Home Insecticides: % Value 2019-2023
  • Table 72 LBN Brand Shares of Home Insecticides: % Value 2020-2023
  • Table 73 Forecast Sales of Home Insecticides by Category: Value 2023-2028
  • Table 74 Forecast Sales of Home Insecticides by Category: % Value Growth 2023-2028