Air Care in South Africa
February 2020

List OF CONTENTS AND TABLES

HEADLINES
PROSPECTS
Promotional activity remains popular in the review period
Air care performance largely driven by consumer preference and budget
Value offerings continue to stand out
COMPETITIVE LANDSCAPE
SC Johnson & Son of South Africa’s Glade the leading brand
Liquid air fresheners struggles as other formats continue to grow in popularity
Private label has a limited share
CATEGORY DATA
Table 1 Sales of Air Care by Category: Value 2014-2019
Table 2 Sales of Air Care by Category: % Value Growth 2014-2019
Table 3 Sales of Air Care by Fragrance: Value Ranking 2018-2019
Table 4 NBO Company Shares of Air Care: % Value 2015-2019
Table 5 LBN Brand Shares of Air Care: % Value 2016-2019
Table 6 Forecast Sales of Air Care by Category: Value 2019-2024
Table 7 Forecast Sales of Air Care by Category: % Value Growth 2019-2024
EXECUTIVE SUMMARY
Home care will continue to operate in a challenging economic climate
Customer-centric players thrive in a challenging environment
Brand heritage and loyalty bodes well for leading players, but affordability remains important
Innovation persists in response to macroeconomic challenges
Growth in the forecast period will be driven by laundry care and dishwashing
MARKET INDICATORS
Table 8 Households 2014-2019
MARKET DATA
Table 9 Sales of Home Care by Category: Value 2014-2019
Table 10 Sales of Home Care by Category: % Value Growth 2014-2019
Table 11 NBO Company Shares of Home Care: % Value 2015-2019
Table 12 LBN Brand Shares of Home Care: % Value 2016-2019
Table 13 Penetration of Private Label in Home Care by Category: % Value 2014-2019
Table 14 Distribution of Home Care by Format: % Value 2014-2019
Table 15 Distribution of Home Care by Format and Category: % Value 2019
Table 16 Forecast Sales of Home Care by Category: Value 2019-2024
Table 17 Forecast Sales of Home Care by Category: % Value Growth 2019-2024
SOURCES
Summary 1 Research Sources