South Africa Cleaning Products Market - Growth, Trends, Covid-19 Impact And Forecast (2021 - 2026)

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In South Africa, the COVID-19 pandemic significantly impacted the lives of consumers, with home seclusion and lockdowns throughout 2020 driving consumers to spend more time at home. The health threat and home seclusion changed the areas in which consumers prioritize expenditure, including cleaning products, such as surface care, toilet care, bleach, and polishes South Africa was already in an economic recession prior to the coronavirus (COVID-19) pandemic, due to structurally weak government finances, ongoing electricity shortages, lacklustre industry growth, and diminishing business and consumer confidence. As a result of the lockdowns imposed, the consumer goods industry in South Africa is facing severe disruption, and cleaning equipment and products are facing the same.

Over the long term, the cleaning products market is constantly expanding, and it is one of the most important franchising sectors in the country. The increasing urbanization, better living standards, availability of new and innovative surface cleaning products, and the increasing demand from commercial users are expected to drive the growth of the cleaning ...
... products market in the country.

In addition, the increasing construction activities in residential sector, owing to rising the population, propelled the real estate market in the country. This augmented the growth of the cleaning equipment and products market.

The development of innovative, yet cost-effective, powerful, and efficient new cleaning products is vital in industrial and institutional applications to keep abreast of the constantly developing cleaning technologies.

Key Market Trends

South Africa's Uber for Home Hygiene

South Africa's growing number of households and disposable income resulted in an increased consumer purchasing power for home care and home hygiene products, which is eventually driving the sales of household cleaning products across the residential sector of the country.

The adoption of cleaning equipment, such as steam cleaners and vacuum cleaners, followed by the adoption of eco-friendly chemicals in residential settings, is primarily driven by the need to achieve a hygienic and chemical-free cleaning of floors, walls, and kitchens. Cleaning equipment are gaining traction, as deep cleaning and sanitization of carpets at homes are growing. Kitchen and carpets form the largest application end user in the residential segment, primarily for cleaning equipment.

Additionally, the growing demand for cleaning products, such as powders and gels, and high economies scale enabled the market to witness the proliferation of private label brands at retail shelves through various promotional offers and discounts. For instance, Pick n Pay, one of largest supermarket chain stores in South Africa, offers a range of cleaning products under its private label, PnP brand, that are certified as vegan, cruelty free, and not tested on animals.​

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Growth in Commercial Real Estate Section of the Country

South Africa is Africa's second-biggest economy, with an estimated population of 57.7 million and an estimated GDP per capita of USD 6,377 in 2018. As South Africa's economy exited recession, there is optimistic sentiment in the real estate market. The food and beverage industry, commercial buildings, such as restaurants and entertainment malls, and households contribute to the maximum demand generation for the cleaning products market.

With the growing healthcare industry and the need to maintain clean floors, the demand for the cleaning machines is also growing. In 2018, the number of tourists in South Africa amounted to 16.44 million, a figure that steadily increased over the past five years, and it is expected to see growth in the future.

This eventually resulted in a rapid expansion in the hospitality industry of the country. Thus, with strong growth in the South African commercial real estate market, which includes office buildings, hotels, malls, multifamily housing buildings, farm land, warehouses, and garages, the demand for cleaning products also increased, thereby driving the market studied.

Competitive Landscape

The market is highly competitive with the presence or regional and global level pplayers such as Alfred Kärcher SE & Co. KG. Nilfisk Group, Dyson James Ltd, Tevo Pty Ltd, and Verimark Holdings Ltd, among others. The high prevalence of virus/germs acquired infections has increased the awareness about home and public hygiene.

Companies in the South Africa cleaning products market are strategically adding innovative sanitating machines in order to increase their market value and give a competitive edge. On the other hand, companies also provide customized cleaning equipment as per the client requirements and their business need, such as CEMSA offers customized equipment solution in order offer services as per their hygiene standards, which eventually boost the company sales growth.

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