Toilet Care in South Africa - New Report Available

Toilet care in South Africa remained a category characterised largely by price promotions towards the end of the review period as manufacturers sought to promote their products and retailers sought to increase volume sales. Faced with severe financial constraints, the majority of South African consumers have also become less brand loyal than previously, a situation which is leading them to increasingly purchasing toilet care brands which they perceive can offer them acceptable quality at affordable prices rather than always purchasing their preferred brand. Toilet care remains a major expense for South African consumers as the relatively large households in South Africa continue to drive increased usage of toilet care products, certainly more so than in other countries in the Middle East and Africa region.

Competitive Landscape

Unilever maintained its leading position in toilet care in 2014 with a 37% current value share. The company managed to increase its value share by one percentage point over the course of the year due to the dominance of its Domestos brand in toilet liquids. Domestos enjoys strong consumer loyalty due to its reputation as an effective toilet cleaner and the brand maintained its 55% value share in toilet liquids in 2014. The company also continues to benefit from its extensive television advertising campaigns which aim to promote the company’s entire range of home care products, including toilet care products. These campaigns are commonly broadcast on the channels of South Africa’s national broadcaster SABC.

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Industry Prospects

Toilet care is expected to register a strong performance in South Africa during the forecast period as the number of South African households with flush toilets continues to increase. However, the category is set to begin showing signs of maturity during the forecast period as a result of the limited numbers of consumers who are able to afford toilet care products other than toilet liquids. Toilet care is also expected to continue experiencing competition from more affordable home care categories such as bleach. Bleach is likely to remain popular in South Africa for the foreseeable future, especially among low-income and middle-income consumers, many of whom often prefer bleach not only because of its affordability, but also because it offers the added convenience of multiple applications, obviating the need to purchase and store numerous different home care products.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Toilet 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.

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