Just Released: "Laundry Care in South Africa"

From: Fast Market Research, Inc.
Published: Tue Jul 01 2014

South Africa faced ongoing economic problems at the end of the review period, with high unemployment and inflation. Low-income consumers suffered most from these trends, with many seeing their real disposable income levels decline over the last 10 years and poverty remaining widespread. These trends resulted in a stronger focus on price in laundry care for many consumers, which in turn encouraged stronger price competition among the leading players. A focus on price also continued to boost sales growth for private label at the end of the review period, with these products offering reasonable quality and the reassurance of a retailer's brand name.

Competitive Landscape

Unilever dominated laundry care throughout the review period and accounted for 58% value share in 2012. The company's economy brand Sunlight has a strong history in South Africa and a wide appeal among low-income consumers, accounting for a striking 89% value share in bar detergents and ranking second in hand wash detergents with 20% share. This is the leading brand in overall laundry care, accounting for 27% value in 2012 due to the large low-income consumer base in the country. The company's mid-priced brand Omo meanwhile ranked second in overall laundry care with 19% value share in the year and led sales of both automatic and hand wash detergents.

Full Report Details at
- http://www.fastmr.com/prod/841599_laundry_care_in_south_africa.aspx?afid=301

Industry Prospects

There is expected to be growing competition within laundry care during the forecast period. During the review period, Unilever saw little challenge to its dominance. However, the entry of Proctor & Gamble's Ariel in the first half of 2013 is expected to dramatically change the competitive environment in laundry care. Ariel will be strongly promoted at the start of the review period and is expected to use attractive price promotions in order to encourage trial purchases. The brand is expected to prove hugely successful and is likely to erode the share of Unilever, Colgate-Palmolive and leading domestic players such as Bliss.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Laundry Care industry in South Africa with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Laundry Care industry in South Africa, our research will save you time and money while empowering you to make informed, profitable decisions.

The Laundry Care in South Africa market research report includes:

* Analysis of key supply-side and demand trends
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth

About Fast Market Research

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