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Home Care in South Africa

Home Care in South Africa

Overall, home care in South Africa registered solid growth in 2021, as sales continued to be boosted by the lingering impact of the pandemic, while the economy moved towards recovery following a year of turmoil witnessed in 2020. The key categories to benefit from the emergence of COVID-19, namely laundry care, dishwashing, bleach, surface care and toilet care, continued to be driven be pandemic-related drivers, while others that were deemed to be less essential, have recovered somewhat; the loc...

Euromonitor International's 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 2026 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.

Home Care in South Africa

List Of Contents And Tables

HOME CARE IN SOUTH AFRICA
EXECUTIVE SUMMARY
Home care in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for home care?
CHART 1 Home Care Value Sales Growth Scenarios: 2019-2026
CHART 2 Home Care Impact of Drivers on Value Sales: 2019-2026
MARKET INDICATORS
Table 1 Households 2016-2021
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2016-2021
Table 3 Sales of Home Care by Category: % Value Growth 2016-2021
Table 4 NBO Company Shares of Home Care: % Value 2017-2021
Table 5 LBN Brand Shares of Home Care: % Value 2018-2021
Table 6 Penetration of Private Label in Home Care by Category: % Value 2016-2021
Table 7 Distribution of Home Care by Format: % Value 2016-2021
Table 8 Distribution of Home Care by Format and Category: % Value 2021
Table 9 Forecast Sales of Home Care by Category: Value 2021-2026
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN SOUTH AFRICA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Laundry care remains stable, benefiting from essential nature
Unilever maintains dominance, followed at a distance by Procter & Gamble and Bliss Brands
Hygiene and fragrance continue to emerge as key trends
PROSPECTS AND OPPORTUNITIES
Laundry care set to grow as the pandemic subsides, while hygiene will remain an area of focus
Liquid detergents and fabric softeners expected to drive the category
Opportunities for growth via product innovation and claims
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2016-2021
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2016-2021
Table 13 Sales of Laundry Care by Category: % Value Growth 2016-2021
Table 14 Sales of Laundry Aids by Category: Value 2016-2021
Table 15 Sales of Laundry Aids by Category: % Value Growth 2016-2021
Table 16 Sales of Laundry Detergents by Category: Value 2016-2021
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2016-2021
Table 18 NBO Company Shares of Laundry Care: % Value 2017-2021
Table 19 LBN Brand Shares of Laundry Care: % Value 2018-2021
Table 20 NBO Company Shares of Laundry Aids: % Value 2017-2021
Table 21 LBN Brand Shares of Laundry Aids: % Value 2018-2021
Table 22 NBO Company Shares of Laundry Detergents: % Value 2017-2021
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2018-2021
Table 24 Forecast Sales of Laundry Care by Category: Value 2021-2026
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2021-2026
DISHWASHING IN SOUTH AFRICA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Demand for dishwashing remains strong, driven by remote working and frequent home cooking
Unilever remains leading player in dishwashing, followed by Reckitt Benckiser
Sustainability continues to trail product efficacy during the pandemic
PROSPECTS AND OPPORTUNITIES
Dishwashing sales set to grow, as remote working gains traction and home cooking remains popular
Automatic dishwasher tablets to post strongest growth
E-commerce, private label to grow in popularity, while sustainability gains fresh focus
CATEGORY INDICATORS
Table 26 Household Possession of Dishwashers 2015-2020
CATEGORY DATA
Table 27 Sales of Dishwashing by Category: Value 2016-2021
Table 28 Sales of Dishwashing by Category: % Value Growth 2016-2021
Table 29 NBO Company Shares of Dishwashing: % Value 2017-2021
Table 30 LBN Brand Shares of Dishwashing: % Value 2018-2021
Table 31 Forecast Sales of Dishwashing by Category: Value 2021-2026
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2021-2026
SURFACE CARE IN SOUTH AFRICA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Surface care maintains pandemic-driven momentum
Unilever maintains convincing lead, followed at some distance by SC Johnson & Son and Reckitt Benckiser
Evolving household cleaning routines, a key category driver
PROSPECTS AND OPPORTUNITIES
Frequent cleaning and disinfecting set to boost sales over the forecast period
Multi-purpose cleaners to remain most dynamic performer, as incomes remain tight over the forecast period
Antibacterial surface cleaners pose scope for growth, while sustainability issues resurface
CATEGORY DATA
Table 33 Sales of Surface Care by Category: Value 2016-2021
Table 34 Sales of Surface Care by Category: % Value Growth 2016-2021
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2016-2021
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2016-2021
Table 37 NBO Company Shares of Surface Care: % Value 2017-2021
Table 38 LBN Brand Shares of Surface Care: % Value 2018-2021
Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2021
Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2018-2021
Table 41 Forecast Sales of Surface Care by Category: Value 2021-2026
Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2021-2026
BLEACH IN SOUTH AFRICA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Demand for bleach remains high, as the pandemic persists
Unilever maintains lead with Domestos, while private label gains share
Home hygiene a key category driver, while multifunctionality remains a key priority
PROSPECTS AND OPPORTUNITIES
Bleach sales anticipated to remain strong due to “new normal”
Private label likely to gain further share over forecast period, while multinational companies must innovate to remain competitive
Despite being highly commoditised, several product developments are taking place within bleach in other markets
CATEGORY DATA
Table 43 Sales of Bleach: Value 2016-2021
Table 44 Sales of Bleach: % Value Growth 2016-2021
Table 45 NBO Company Shares of Bleach: % Value 2017-2021
Table 46 LBN Brand Shares of Bleach: % Value 2018-2021
Table 47 Forecast Sales of Bleach: Value 2021-2026
Table 48 Forecast Sales of Bleach: % Value Growth 2021-2026
TOILET CARE IN SOUTH AFRICA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Frequent toilet cleaning continues to drive category growth
SC Johnson & Son maintains lead of fairly consolidated competitive landscape
High standards of home hygiene a key trend within toilet care
PROSPECTS AND OPPORTUNITIES
Demand for toilet care set to remain high over the forecast period
Toilet liquids/foam expected to post strongest growth over the forecast period
Sustainability and improved access to sanitation offer growth potential
CATEGORY DATA
Table 69 Sales of Toilet Care by Category: Value 2016-2021
Table 70 Sales of Toilet Care by Category: % Value Growth 2016-2021
Table 71 NBO Company Shares of Toilet Care: % Value 2017-2021
Table 72 LBN Brand Shares of Toilet Care: % Value 2018-2021
Table 73 Forecast Sales of Toilet Care by Category: Value 2021-2026
Table 74 Forecast Sales of Toilet Care by Category: % Value Growth 2021-2026
POLISHES IN SOUTH AFRICA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Polish sales maintain sluggish growth trajectory
Improving demand for shoe polish
Reckitt Benckiser retains dominance of polishes
PROSPECTS AND OPPORTUNITIES
Polishes expected to record sluggish performance over the forecast period
Shoe polish to be most dynamic performer
Floor polish to maintain some resilience with higher value growth
CATEGORY DATA
Table 49 Sales of Polishes by Category: Value 2016-2021
Table 50 Sales of Polishes by Category: % Value Growth 2016-2021
Table 51 NBO Company Shares of Polishes: % Value 2017-2021
Table 52 LBN Brand Shares of Polishes: % Value 2018-2021
Table 53 Forecast Sales of Polishes by Category: Value 2021-2026
Table 54 Forecast Sales of Polishes by Category: % Value Growth 2021-2026
AIR CARE IN SOUTH AFRICA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Air care grows, as incomes recover amidst the global pandemic
SC Johnson & Son retains leadership of consolidated competitive landscape
Heightened levels of hygiene in the home prove to be a key trend driving sales
PROSPECTS AND OPPORTUNITIES
Stable demand anticipated for air care over the forecast period
Electric air fresheners set to post stronger growth over the forecast period
Sustainability, niche products and hygiene set to boost sales
CATEGORY DATA
Table 55 Sales of Air Care by Category: Value 2016-2021
Table 56 Sales of Air Care by Category: % Value Growth 2016-2021
Table 57 Sales of Air Care by Fragrance: Value Ranking 2019-2021
Table 58 NBO Company Shares of Air Care: % Value 2017-2021
Table 59 LBN Brand Shares of Air Care: % Value 2018-2021
Table 60 Forecast Sales of Air Care by Category: Value 2021-2026
Table 61 Forecast Sales of Air Care by Category: % Value Growth 2021-2026
HOME INSECTICIDES IN SOUTH AFRICA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Home insecticides maintains stable growth, as the economy recovers
Stringent cleaning routines ensure limited pest invasions in the home
Tiger Consumer Brands retains convincing leadership due to strong portfolio
PROSPECTS AND OPPORTUNITIES
Improving demand for home insecticides over the forecast period
Electric insecticides to be a key innovation-driven category, reinforced by affordability
Sustainability poses key growth opportunity for insecticide manufacturers
CATEGORY DATA
Table 62 Sales of Home Insecticides by Category: Value 2016-2021
Table 63 Sales of Home Insecticides by Category: % Value Growth 2016-2021
Table 64 Sales of Spray/Aerosol Insecticides by Type: % Value 2016-2021
Table 65 NBO Company Shares of Home Insecticides: % Value 2017-2021
Table 66 LBN Brand Shares of Home Insecticides: % Value 2018-2021
Table 67 Forecast Sales of Home Insecticides by Category: Value 2021-2026
Table 68 Forecast Sales of Home Insecticides by Category: % Value Growth 2021-2026

Report Title: Home Care in South Africa


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