Home Care in South Africa
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 growth in popularity of private label and cheaper brands demonstra...
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 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?
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 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.
Home Care in South Africa
Euromonitor International
March 2024
LIST OF CONTENTS AND TABLES
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 AFRICA
KEY 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 AFRICA
KEY 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 AFRICA
KEY 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 AFRICA
KEY 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 AFRICA
KEY 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 AFRICA
KEY 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 AFRICA
KEY 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 AFRICA
KEY 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
Euromonitor International
March 2024
LIST OF CONTENTS AND TABLES
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 AFRICA
KEY 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 AFRICA
KEY 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 AFRICA
KEY 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 AFRICA
KEY 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 AFRICA
KEY 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 AFRICA
KEY 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 AFRICA
KEY 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 AFRICA
KEY 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
