1. Home Care in South Africa
Report Details:
Published:July 2012
No. of Pages: 65
Price: Single User License – US$2400
Home care achieved double digit value growth whilst volume growth remained fairly static in 2011.
Whilst the recent economic climate resulted in decreased disposable incomes, rising prices
contributed to the uplift in value sales experienced during the year. Down trading and promotional
offers contributed to volume sales while innovation and new product launches also continued to
stimulate consumer interest in the market.
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 2016 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.
Euromonitor International has over 40 years'' experience of publishing market research reports,
business reference books and online information systems. With offices in London, Chicago,
Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a
network of over 800 analysts worldwide, Euromonitor International has a unique capability to
develop reliable information resources to help drive informed strategic planning.

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Major points covered in Table of Contents of this report include
HOME CARE IN SOUTH AFRICA
Euromonitor International
July 2012
LIST OF CONTENTS AND TABLES
Executive Summary
Home Care Experiences Double-digit Growth in 2011
Cash Strapped Consumers Seek Products With Added Value in 2011
Global Giants Continue To Dominate Home Care
Supermarkets Remains the Largest Distribution Channel for Home Care
Growth Set To Continue Over the Forecast Period
Key Trends and Developments
Consumers Continue To Feel the Impact of Economic Downturn in 2011
Banded and Multipacks Continue To Drive Volume Sales in 2011
Innovation Targets Upper Income Groups in 2011
Private Label Offerings Develop in Both Sophistication and Variety
Urbanisation Continues To Boost Interest in Home Care in 2011
Market Indicators
Table 1 Households 2006-2011
Market Data
Table 2 Sales of Home Care by Category: Value 2006-2011
Table 3 Sales of Home Care by Category: % Value Growth 2006-2011
Table 4 Home Care Company Shares 2007-2011
Table 5 Home Care Brand Shares 2008-2011
Table 6 Penetration of Private Label by Category 2006-2011
Table 7 Sales of Home Care by Distribution Format: % Analysis 2006-2011
Table 8 Sales of Home Care by Category and Distribution Format: % Analysis 2011
Table 9 Forecast Sales of Home Care by Category: Value 2011-2016
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2011-2016
Definitions
Sources
Summary 1 Research Sources
Amka Products (pty) Ltd in Home Care (south Africa)
Strategic Direction
Key Facts
Summary 2 Amka Products (Pty) Ltd: Key Facts
Company Background
Production

3. Competitive Positioning
Summary 3 Amka Products (Pty) Ltd: Competitive Position 2011
Bliss Chemicals (pty) Ltd in Home Care (south Africa)
Strategic Direction
Key Facts
Summary 4 Bliss Chemicals (Pty) Ltd: Key Facts
Company Background
Production
Competitive Positioning
Summary 5 Bliss Chemicals (Pty) Ltd: Competitive Position 2011
Carbro Manufacturing in Home Care (south Africa)
Strategic Direction
Key Facts
Summary 6 Carbro Manufacturing: Key Facts
Company Background
Production
Competitive Positioning
Summary 7 Carbro Manufacturing: Competitive Position 2011
Tiger Brands Ltd in Home Care (south Africa)
Strategic Direction
Key Facts
Summary 8 Tiger Brands Ltd: Key Facts
Company Background
Production
Competitive Positioning
Summary 9 Tiger Brands Ltd: Competitive Position 2011
Unsgaard Packaging (pty) Ltd in Home Care (south Africa)
Strategic Direction
Key Facts
Summary 10 Unsgaard Packaging (Pty) Ltd: Key Facts
Summary 11 Unsgaard Packaging (Pty) Ltd: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 12 Unsgaard Packaging (Pty) Ltd: Competitive Position 2011
Headlines
Trends
Competitive Landscape
Prospects
Category Data
Table 11 Sales of Air Care by Category: Value 2006-2011
Table 12 Sales of Air Care by Category: % Value Growth 2006-2011

4. Table 13 Battery Operated vs Plug-in Electric Air Fresheners: % Value Breakdown 2008-2011
Table 14 Air Care Fragrances Rankings by Value 2006-2011
Table 15 Air Care Company Shares 2007-2011
Table 16 Air Care Brand Shares 2008-2011
Table 17 Forecast Sales of Air Care by Category: Value 2011-2016
Table 18 Forecast Sales of Air Care by Category: % Value Growth 2011-2016
Headlines
Trends
Competitive Landscape
Prospects
Category Data
Table 19 Sales of Bleach: Value 2006-2011
Table 20 Sales of Bleach: % Value Growth 2006-2011
Table 21 Bleach Company Shares 2007-2011
Table 22 Bleach Brand Shares 2008-2011
Table 23 Forecast Sales of Bleach: Value 2011-2016
Table 24 Forecast Sales of Bleach: % Value Growth 2011-2016
Headlines
Trends
Competitive Landscape
Prospects
Category Indicators
Table 25 Household Possession of Dishwashers 2006-2011
Category Data
Table 26 Sales of Dishwashing by Category: Value 2006-2011
Table 27 Sales of Dishwashing by Category: % Value Growth 2006-2011
Table 28 Dishwashing Company Shares 2007-2011
Table 29 Dishwashing Brand Shares 2008-2011
Table 30 Forecast Sales of Dishwashing by Category: Value 2011-2016
Table 31 Forecast Sales of Dishwashing by Category: % Value Growth 2011-2016
Headlines
Trends
Competitive Landscape
Prospects
Category Data
Table 32 Sales of Home Insecticides by Category: Value 2006-2011
Table 33 Sales of Home Insecticides by Category: % Value Growth 2006-2011
Table 34 Spray/Aerosol Insecticides by Type: % Value Breakdown 2008-2011
Table 35 Home Insecticides Company Shares 2007-2011
Table 36 Home Insecticides Brand Shares 2008-2011
Table 37 Forecast Sales of Home Insecticides by Category: Value 2011-2016
Table 38 Forecast Sales of Home Insecticides by Category: % Value Growth 2011-2016

5. Headlines
Trends
Competitive Landscape
Prospects
Category Indicators
Table 39 Household Possession of Washing Machines 2006-2011
Category Data
Table 40 Sales of Laundry Care by Category: Value 2006-2011
Table 41 Sales of Laundry Care by Category: % Value Growth 2006-2011
Table 42 Sales of Laundry Aids by Category: Value 2006-2011
Table 43 Sales of Laundry Aids by Category: % Value Growth 2006-2011
Table 44 Sales of Laundry Detergents by Category: Value 2006-2011
Table 45 Sales of Laundry Detergents by Category: % Value Growth 2006-2011
Table 46 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2006-2011
Table 47 Laundry Care Company Shares 2007-2011
Table 48 Laundry Care Brand Shares 2008-2011
Table 49 Laundry Aids Company Shares 2007-2011
Table 50 Laundry Aids Brand Shares 2008-2011
Table 51 Laundry Detergents Company Shares 2007-2011
Table 52 Laundry Detergents Brand Shares 2008-2011
Table 53 Forecast Sales of Laundry Care by Category: Value 2011-2016
Table 54 Forecast Sales of Laundry Care by Category: % Value Growth 2011-2016
Headlines
Trends
Competitive Landscape
Prospects
Category Data
Table 55 Sales of Polishes by Category: Value 2006-2011
Table 56 Sales of Polishes by Category: % Value Growth 2006-2011
Table 57 Polishes Company Shares 2007-2011
Table 58 Polishes Brand Shares 2008-2011
Table 59 Forecast Sales of Polishes by Category: Value 2011-2016
Table 60 Forecast Sales of Polishes by Category: % Value Growth 2011-2016
Headlines
Trends
Competitive Landscape
Prospects
Category Data
Table 61 Sales of Surface Care by Category: Value 2006-2011
Table 62 Sales of Surface Care by Category: % Value Growth 2006-2011
Table 63 Sales of Household Care Wipes and Floor Cleaning Systems by Category: Value 2006-
2011

6. Table 64 Sales of Household Care Wipes and Floor Cleaning Systems by Category: % Value
Growth 2006-2011
Table 65 Surface Care Company Shares 2007-2011
Table 66 Surface Care Brand Shares 2008-2011
Table 67 Household Care Wipes and Floor Cleaning Systems Company Shares 2007-2011
Table 68 Household Care Wipes and Floor Cleaning Systems Brand Shares 2008-2011
Table 69 Forecast Sales of Surface Care by Category: Value 2011-2016
Table 70 Forecast Sales of Surface Care by Category: % Value Growth 2011-2016
Headlines
Trends
Competitive Landscape
Prospects
Category Data
Table 71 Sales of Toilet Care by Category: Value 2006-2011
Table 72 Sales of Toilet Care by Category: % Value Growth 2006-2011
Table 73 Toilet Care Company Shares 2007-2011
Table 74 Toilet Care Brand Shares 2008-2011
Table 75 Forecast Sales of Toilet Care by Category: Value 2011-2016
Table 76 Forecast Sales of Toilet Care by Category: % Value Growth 2011-2016
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