New Market Research Report: Air Care in South Africa

South African society is becoming increasingly urbanised and the number of South African people living in cities increased by 7% over the course of the review period. The country’s densely populated cities are considerably more polluted that its rural areas and as South Africa’s urban pollution increased over the course of the review period, increasing numbers of consumers turned to air care products to help them keep their personal environment clean and odour-free.

Competitive Landscape

SC Johnson maintained its leading position in air care throughout the review period as its value share increased to 39% in 2014, up from 38% in 2013.The company offers a wide range of air care products in South Africa through its Glade and Rally brands. The company also remains dominant in car air fresheners and gel air fresheners, with a 54% value share in car air fresheners and a 69% value share gel air fresheners in 2014. The company also led electric air fresheners in 2014 with a 45% value share and spray/aerosol air fresheners with a 36% value share. The company’s Glade brand continues to benefit from the wide range of products it offers, its strong global reputation and its highly effective advertising campaigns including television advertising, in-store promotions and print advertising campaigns. The company’s Rally brand, meanwhile, focuses solely on car air fresheners. Rally is a well-established brand which is available in a wide range of retail outlets.

Full Report Details at
- http://www.fastmr.com/prod/977649_air_care_in_south_africa.aspx?afid=301

Industry Prospects

Air care is expected to continue recording positive value growth in South Africa over the forecast period, with rising sales in the category driven mainly by population growth and continued urbanisation as well as a corresponding increase in air pollution levels in South Africa’s largest cities. This is making it more important for consumers to freshen and sanitise their homes and this is likely to continue bolstering growth in air care products during the forecast period. Air care is expected to increase in value at a CAGR of 3% in constant 2014 terms over during the review period, rising to ZAR818 million in 2019. This is set to be a slower rate of growth than the 4% value CAGR recorded in the category in constant 2014 terms over the review period. According to data collected by Euromonitor International, consumer spending in South Africa has been in gradual decline since 2011. Consumer spending is expected to remain subdued during the forecast period. However, consumer spending is expected to begin increasing once again from 2015 onwards, albeit at a slow pace and 2011 sales levels and are not expected to be achieved before the end of 2016.

Report Overview

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

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