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Manufacture of Soap and Cleaning Products, Wax and Polishes
The manufacture of cleaning products, wax and polishes is a well-established industry in South Africa where several multinational companies and major home-grown players compete. The annual retail sales value of cleaning products is estimated to be around R20bn, with the largest segment being laundry care. Personal hygiene products and cleaning agents have traditionally been regarded as essential items, but economic pressures have altered consumer spending patterns and household cleaning products are no longer considered a necessity.
Customer loyalty is declining, with consumers increasingly shopping around for discounts, trading down or trying different products that offer better value for money, and established brands continue to lose market share to cheaper private label brands. The decline in disposable income continues to drive demand for smaller unit sizes and for products packaged in economical refill packets. Consumers are also increasingly switching from laundry care products in powder and bar format to more concentrated cleaning products in liquid, liquid tablet or pod form.
Low Barriers to Entry
There has been a proliferation of informal micro-manufacturers of cleaning and hygiene products, many of whom have successfully transitioned to the formal sector. Industry growth drivers include South Africa’s growing middle-class, population expansion, urbanisation, and the provision of social housing, water and sanitation to previously unserved communities.
This report on the manufacture of soap and cleaning products, wax and polishes includes comprehensive information on laundry care, dishwashing cleaners, surface care, wax products and personal care products. It reports on the size and state of the industry and the factors that influence it. There are profiles of 49 companies including the major multinational players such as Unilever, Reckitt Benckiser, Colgate-Palmolive, and Johnson & Johnson, major local players such as Tiger Consumer Brands, Bliss Brands, Shield Chemicals and Amka Products, and contract manufacturers such as Beige Holdings.