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Multifunctionality Drives Growth in Home Care Products
Home care in South Africa exhibited robust growth in 2025, driven by the essential nature of its products and increasing hygiene awareness among consumers. Laundry care continued to dominate the market, benefiting from a rising population and a steady increase in median disposable income per household. The market is forecast to maintain strong growth, with a current value CAGR of 7% to reach ZAR65,160 million by 2030. Key drivers include multifunctionality and health and wellness trends, with consumers seeking products that offer multiple benefits and effective cleaning and hygiene solutions.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Care industry in South Africa with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Air Care
- Bleach
- Dishwashing
- Home Insecticides
- Laundry Care
- Polishes
- Surface Care
- Toilet Care
If you're in the Home Care industry in South Africa, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Home Care in South Africa report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Home Care in South Africa?
- Which are the leading brands in Home Care in South Africa?
- How are products distributed in Home Care in South Africa?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Home Care in South Africa
Multifunctionality Drives Growth in Home Care Products
Key Data Insights
Chart 1 Key Industry Trends for Home Care
Multifunctionality Drives Growth in Home Care Products
Chart 2 Handy Andy Launches Multipurpose Bleach
Laundry Care Dominates Market Share with Sustained Demand
Shifting Consumer Demand Rives Innovation in Product Formats
Chart 3 Unilever Launches Domestos Power Foam
Chart 4 Value Sales of Home Care 2020-2030
Chart 5 Volume Sales of Home Care 2020-2030
Chart 6 Value Sales of Home Care by Category 2025
While Price Sensitivity Is Set to Remain High, Promotional Activity Is Expected to Drive Home Care Growth
Health and Wellness Trends Expected to Drive Growth in Laundry Care and Surface Care
Chart 7 Analyst Insight for Home Care
Evolving Product Formats and Convenience-Driven Innovation Anticipated to Remain Relevant
Chart 8 Forecast Value Sales of Home Care 2020-2030
Chart 9 Forecast Value Sales of Home Care by Category 2025-2030
Unilever South Africa (Pty) Ltd Maintains Lead in Concentrated Home Care Market
Chart 10 Company Shares of Home Care 2025
Chart 11 Brand Shares of Home Care 2025
Supermarkets Dominate Home Care Distribution with Strong Presence
Retail E-Commerce Displays Flat Performance but Is Set to Gain Traction through Loyalty and Rewards Programmes
Chart 12 Retail Channels for Home Care 2020-2025
Chart 13 Economic Context for Home Care
Chart 14 Real Gdp Growth 2020-2030
Chart 15 Inflation 2020-2030
Chart 16 Consumer Context for Home Care
Chart 17 Population 2020-2030
Chart 18 Consumer Expenditure 2020-2030
Chart 19 Population by Generation 2025
Air Care in South Africa
Key Data Insights
Mood-Boosting Fragrances Drive Air Care Value Growth
Chart 20 Key Industry Trends for Air Care
Mood-Boosting Fragrances Drive Air Care Value Growth
Chart 21 Godrej Aer Boasts Mood-Boosting Ingreients
Spray/Aerosol Air Fresheners Dominate Market Share, Driven by Comfort and Convenience
Consumer Preferences for Health and Wellness Drive Demand for Products That Improve Indoor Air Quality
Chart 22 Value Sales of Air Care 2020-2030
Chart 23 Volume Sales of Air Care 2020-2030
Chart 24 Value Sales of Air Care by Category 2025
Increasing Urbanisation and Affluent Consumers Anticipated to Drive Air Care Growth
Spray/Aerosol Air Fresheners Will Maintain Dominance, While Car Air Fresheners Is Set to Lead Growth
Promotions Anticipated to Drive Sales and Shape Competitive Landscape
Chart 25 Forecast Value Sales of Air Care 2020-2030
Chart 26 Forecast Value Sales of Air Care by Category 2025-2030
Glade and Air Wick Maintain Lead through Strong Branding
Chart 27 Analyst Insight for Air Care
Chart 28 Company Shares of Air Care 2025
Chart 29 Brand Shares of Air Care 2025
Supermarkets Drive Air-Care Sales through Wide Reach
Retail E-Commerce Experiences Flat Performance
Chart 30 Retail Channels for Air Care 2020-2025
Chart 31 Economic Context for Air Care
Chart 32 Real Gdp Growth 2020-2030
Chart 33 Inflation 2020-2030
Chart 34 Consumer Context for Air Care
Chart 35 Population 2020-2030
Chart 36 Consumer Expenditure 2020-2030
Chart 37 Population by Generation 2025
Bleach in South Africa
Key Data Insights
Household Demand for Effective Cleaning Agents Drives Growth
Chart 38 Key Industry Trends for Bleach
Household Demand for Effective Cleaning Agents Drives Growth
Chart 39 The Cleaning Bleach Spray
Growing Urbanisation and Multifunctionality Drive Bleach Sales
Chart 40 Value Sales of Bleach 2020-2030
Chart 41 Volume Sales of Bleach 2020-2030
Consumers Set to Continue to Value Bleach for Its Effectiveness and Versatility
Private Label Products Gain Popularity Due to Competitive Pricing
Chart 42 Forecast Value Sales of Bleach 2020-2030
Unilever South Africa (Pty)?Ltd’S Domestos Leads with Trusted Brand Reputation
Chart 43 Company Shares of Bleach 2025
Chart 44 Brand Shares of Bleach 2025
Supermarkets Drive Bleach Sales with Wide Penetration and Convenience
Retail E-Commerce Gains Traction with Convenience and Promotions
Chart 45 Retail Channels for Bleach 2020-2025
Chart 46 Economic Context for Bleach
Chart 47 Real Gdp Growth 2020-2030
Chart 48 Inflation 2020-2030
Chart 49 Consumer Context for Bleach
Chart 50 Population 2020-2030
Chart 51 Consumer Expenditure 2020-2030
Chart 52 Population by Generation 2025
Dishwashing in South Africa
Key Data Insights
Consumers Downtrade to Private Label as Spending Power Weakens
Chart 53 Key Industry Trends for Dishwashing
Consumers Downtrade to Private Label as Spending Power Weakens
Chart 54 Brands Refill Via SKUBU’s Automated Refill Store
Evolving Product Formats Drive Sales for Leading Brands
Chart 55 Sunlight Platinum Ultra Power Launch
Cold Wash Trend Gains Momentum as Energy Costs Rise
Chart 56 Value Sales of Dishwashing 2020-2030
Chart 57 Volume Sales of Dishwashing 2020-2030
Chart 58 Value Sales of Dishwashing by Category 2025
Consumers Anticipated to Continue Seeking Value and Innovation
Increasing Urbanisation Set to Drive Automatic Dishwashing Growth
Health and Wellness Trends Anticipated to Be a Key Driver of Product Innovation
Chart 59 Forecast Value Sales of Dishwashing 2020-2030
Chart 60 Forecast Value Sales of Dishwashing by Category 2025-2030
Unilever South Africa (Pty) Ltd Maintains Lead through Sunlight’S Innovation
Chart 61 Analyst Insight for Dishwashing
Chart 62 Company Shares of Dishwashing 2025
Chart 63 Brand Shares of Dishwashing 2025
Supermarkets Dominate Dishwashing Sales with Strong Presence
Retail E-Commerce Grows Due to Omnichannel Expansion
Chart 64 Retail Channels for Dishwashing 2020-2025
Chart 65 Economic Context for Dishwashing
Chart 66 Real Gdp Growth 2020-2030
Chart 67 Inflation 2020-2030
Chart 68 Consumer Context for Dishwashing
Chart 69 Population 2020-2030
Chart 70 Consumer Expenditure 2020-2030
Chart 71 Population by Generation 2025
Home Insecticides in South Africa
Key Data Insights
Increasing Urbanisation Drives Demand for Effective Pest Control Solutions
Chart 72 Key Industry Trends for Home Insecticides
Increasing Urbanisation Drives Demand for Effective Pest Control Solutions
Chart 73 Raid Launches Essentials Water-Based & Odourless Multi Insect Killer
The Rise of Health and Wellness Trends Supports Home Insecticides’ Growth
Spray/Aerosol Insecticides Dominate Sales, While Electric Insecticides Experiences Dynamic Growth
Chart 74 Value Sales of Home Insecticides 2020-2030
Chart 75 Volume Sales of Home Insecticides 2020-2030
Chart 76 Value Sales of Home Insecticides by Category 2025
Brands Anticipated to Prioritise Affordability to Offset Future Decline
Spray/Aerosol Insecticides Set to Remain Dominant, While Electric Insecticides Show Promise
Innovation and Affordability to Shape Future Growth
Chart 77 Forecast Value Sales of Home Insecticides 2020-2030
Chart 78 Forecast Value Sales of Home Insecticides by Category 2025-2030
Tiger Consumer Brands Ltd and Reckitt Benckiser South Africa (Pty)?Ltd Lead Market with Trusted Brands
Chart 79 Analyst Insight for Home Insecticides
Chart 80 Company Shares of Home Insecticides 2025
Chart 81 Brand Shares of Home Insecticides 2025
Supermarkets Drive Home Insecticides’ Sales with Wide Reach
Retail E-Commerce Exhibits Slow, Stable Growth
Chart 82 Retail Channels for Home Insecticides 2020-2025
Chart 83 Economic Context for Home Insecticides
Chart 84 Real Gdp Growth 2020-2030
Chart 85 Inflation 2020-2030
Chart 86 Consumer Context for Home Insecticides
Chart 87 Population 2020-2030
Chart 88 Consumer Expenditure 2020-2030
Chart 89 Population by Generation 2025
Laundry Care in South Africa
Key Data Insights
Rising Urbanisation and Private Label Growth Drive Laundry Care Sales
Chart 90 Key Industry Trends for Laundry Care
Rising Urbanisation and Private Label Growth Drive Laundry Care Sales
Chart 91 Shoprite Checkers (Pty) Ltd Launches Simple Truth
Laundry Detergents Dominate Sales with Multifunctionality Trend
Chart 92 Unilever Launches Sunlight 5-in-1 Handwash Powder
Evolving Product Formats Support Growth in Laundry Detergents and Fabric Softeners
Chart 93 Value Sales of Laundry Care 2020-2030
Chart 94 Volume Sales of Laundry Care 2020-2030
Chart 95 Value Sales of Laundry Care by Category 2025
Laundry Care Growth Expected to Be Driven by Consumer Demand for Affordability
Laundry Detergents Maintain Dominance with Multifunctionality
Cold Washing Set to Become Significant as Consumers Prioritise Lowering Utility Bills
Chart 96 Forecast Value Sales of Laundry Care 2020-2030
Chart 97 Forecast Value Sales of Laundry Care by Category 2025-2030
Unilever South Africa (Pty)?Ltd and Procter & Gamble (Pty)?Ltd Dominate with Strong Brand Portfolios
Chart 98 Company Shares of Laundry Care 2025
Chart 99 Brand Shares of Laundry Care 2025
Supermarkets Drive Laundry Care Sales through Wide Reach
Retail E-Commerce Gains Traction through Convenience and Competitive Pricing
Chart 100 Retail Channels for Laundry Care 2020-2025
Chart 101 Economic Context for Laundry Care
Chart 102 Real Gdp Growth 2020-2030
Chart 103 Inflation 2020-2030
Chart 104 Consumer Context for Laundry Care
Chart 105 Population 2020-2030
Chart 106 Consumer Expenditure 2020-2030
Chart 107 Population by Generation 2025
Polishes in South Africa
Key Data Insights
Consumers Cut Back on Discretionary Spending on Polishes
Chart 108 Key Industry Trends for Polishes
Consumers Cut Back on Discretionary Spending on Polishes
Largest Category Faces Challenges From Economic Constraints
Shoe Polish Drives Growth with Value Sales
Chart 109 Value Sales of Polishes 2020-2030
Chart 110 Volume Sales of Polishes 2020-2030
Chart 111 Value Sales of Polishes by Category 2025
Consumers Continue to Prioritise Essentials over Discretionary Spending
Floor Polish Remains Largest Category, While Shoe Polish Experiences Positive Value Growth
Promotions Emerge as Key Trend and Opportunity
Chart 112 Forecast Value Sales of Polishes 2020-2030
Chart 113 Forecast Value Sales of Polishes by Category 2025-2030
Leading Brands Maintain Dominance through Strong Reputation
Chart 114 Company Shares of Polishes 2025
Chart 115 Brand Shares of Polishes 2025
Supermarkets Dominate Polish Sales with Wide Penetration
Retail E-Commerce Remains Stable in Polish Sales
Chart 116 Retail Channels for Polishes 2020-2025
Chart 117 Economic Context for Polishes
Chart 118 Real Gdp Growth 2020-2030
Chart 119 Inflation 2020-2030
Chart 120 Consumer Context for Polishes
Chart 121 Population 2020-2030
Chart 122 Consumer Expenditure 2020-2030
Chart 123 Population by Generation 2025
Surface Care in South Africa
Key Data Insights
Refill Packaging and Health Concerns Drive Sales Growth
Chart 124 Key Industry Trends for Surface Care
Refill Packaging and Health Concerns Drive Sales Growth
Chart 125 Handy Andy's Cleaning Cream Refills
Multi-Purpose Cleaners Dominate Sales as Multifunctionality Gains Traction
Innovative Packaging and Hygiene Initiatives Shape Consumer Behaviour
Chart 126 Value Sales of Surface Care 2020-2030
Chart 127 Volume Sales of Surface Care 2020-2030
Chart 128 Value Sales of Surface Care by Category 2025
Consumer Demand for Affordability Anticipated to Influence Businesses’ Innovation Strategies
Multi-Purpose Cleaners Set to Lead with Convenience and Value, While Kitchen Cleaners Set to Experience Dynamic Growth
Chart 129 Analyst Insight for Surface Care
Increasing Penetration of Grocery Delivery Platforms Will Present an Opportunity for Surface Care
Chart 130 Forecast Value Sales of Surface Care 2020-2030
Chart 131 Forecast Value Sales of Surface Care by Category 2025-2030
Unilever South Africa (Pty)?Ltd and Sc Johnson &?Son of South Africa Lead with Strong Brand Portfolios
Chart 132 Company Shares of Surface Care 2025
Chart 133 Brand Shares of Surface Care 2025
Supermarkets Dominate Sales with Wide Penetration
Retail E-Commerce Experiences Stable Growth
Chart 134 Retail Channels for Surface Care 2020-2025
Chart 135 Economic Context for Surface Care
Chart 136 Real Gdp Growth 2020-2030
Chart 137 Inflation 2020-2030
Chart 138 Consumer Context for Surface Care
Chart 139 Population 2020-2030
Chart 140 Consumer Expenditure 2020-2030
Chart 141 Population by Generation 2025
Toilet Care in South Africa
Key Data Insights
Evolving Product Formats Shape Toilet Cares’ Growth
Chart 142 Key Industry Trends for Toilet Care
Evolving Product Formats Shape Toilet Cares’ Growth
Chart 143 Unilever Launches Domestos Power Foam
Toilet Liquids/Foam Remains the Largest Category, While Itbs Exhibits Dynamic Growth
Consumer Demand for Health and Hygiene Continues to Influence Toilet Care
Chart 144 Value Sales of Toilet Care 2020-2030
Chart 145 Volume Sales of Toilet Care 2020-2030
Chart 146 Value Sales of Toilet Care by Category 2025
Increasing Urbanisation Set to Drive Future Toilet Care Sales Growth
Toilet Liquids/Foam Remains Largest Due to Affordability and Efficacy
Consumer Demand for Value-Added Products Set T O Influence Brand Loyalty
Chart 147 Forecast Value Sales of Toilet Care 2020-2030
Chart 148 Forecast Value Sales of Toilet Care by Category 2025-2030
Leading Brands Dominate Toilet Care with Strong Branding
Chart 149 Company Shares of Toilet Care 2025
Chart 150 Brand Shares of Toilet Care 2025
Supermarkets Remain Dominant Channel for Toilet Care Sales
Retail E-Commerce Displays Flat Performance
Chart 151 Retail Channels for Toilet Care 2020-2025
Chart 152 Economic Context for Toilet Care
Chart 153 Real Gdp Growth 2020-2030
Chart 154 Inflation 2020-2030
Chart 155 Consumer Context for Toilet Care
Chart 156 Population 2020-2030
Chart 157 Consumer Expenditure 2020-2030
Chart 158 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Home Care
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- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
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- Carpet Fresheners
- Odour Neutralisers
- Refrigerator Fresheners
- Waste Bin Fresheners
- Other Other Air Care
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- Bleach
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- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
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- Hand Dishwashing
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- Electric Insecticides
- Insecticide Baits
- Insecticide Coils
- Spray/Aerosol Insecticides
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- Foggers/Bombs
- In-Home Insect Repellents
- Moth Proofers
- Other Other Home Insecticides
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- Carpet Cleaners
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- Dryer Sheets
- Liquid Fabric Softeners
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- Colour Safe Laundry Bleach
- Fabric Fresheners
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- In-Wash Spot and Stain Removers
- Pre-Wash Spot and Stain Removers
- Starch/Ironing Aids
- Water Softeners
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- Blues/Bluing
- Colour Catchers
- Colour Enhancers
- Laundry Sanitiser
- Scent Booster
- Whiteners
- Other Other Laundry Aids
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- Standard Powder Detergents
- Concentrated Powder Detergents
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- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Standard Liquid Detergents
- Concentrated Liquid Detergents
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- Standard Powder Detergents
- Standard Liquid Detergents
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- Concentrated Powder Detergents
- Concentrated Liquid Detergents
- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Bar Detergents
- Hand Wash Detergents
- Fine Fabric Detergents
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- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- Bathroom Cleaners
- Descalers
- Drain Openers
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- Standard Floor Cleaners
- Wash and Wax Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
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- In-Cistern Devices
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- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
Home Care
This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.
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This report originates from Passport, our Home Care research and analysis database.
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