Competitive Landscape
Unilever South Africa (Pty)?Ltd and Sc Johnson &?Son of South Africa Lead with Strong Brand Portfolios
Surface care in South Africa remained concentrated in 2025, with the top two companies, Unilever South Africa (Pty) Ltd and SC Johnson & Son of South Africa, holding a significant share of 44% and 13% respectively. Unilever’s leading position can be attributed to its strong brand portfolio, particularly Handy Andy, which is the most trusted multi-purpose cleaner.
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Overview:
Understand the latest market trends and future growth opportunities for the Surface 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.
If you're in the Surface 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 Surface 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 Surface Care in South Africa?
- Which are the leading brands in Surface Care in South Africa?
- How are products distributed in Surface 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 Surface Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Surface Care in South Africa - Category analysis
Key Data Insights
Refill Packaging and Health Concerns Drive Sales Growth
Refill Packaging and Health Concerns Drive Sales Growth
Multi-Purpose Cleaners Dominate Sales as Multifunctionality Gains Traction
Innovative Packaging and Hygiene Initiatives Shape Consumer Behaviour
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
Increasing Penetration of Grocery Delivery Platforms Will Present an Opportunity for Surface Care
Unilever South Africa (Pty)?Ltd and Sc Johnson &?Son of South Africa Lead with Strong Brand Portfolios
Supermarkets Dominate Sales with Wide Penetration
Retail E-Commerce Experiences Stable Growth
Home Care in South Africa - Industry Overview
Multifunctionality Drives Growth in Home Care Products
Key Data Insights
Multifunctionality Drives Growth in Home Care Products
Laundry Care Dominates Market Share with Sustained Demand
Shifting Consumer Demand Rives Innovation in Product Formats
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
Evolving Product Formats and Convenience-Driven Innovation Anticipated to Remain Relevant
Unilever South Africa (Pty) Ltd Maintains Lead in Concentrated Home Care Market
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
Country Reports Disclaimer
The following categories and subcategories are included:
Surface Care
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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
Surface Care
This is the aggregation of multi-purpose, bathroom, oven , kitchen, window/glass, and floor cleaners, descalers, drain openers, scouring agents, household antiseptics and wipes.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Surface Care research and analysis database.
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