Urbanization Spurs Growth in South Africa’s Cleaning Industry

South Africa’s cleaning industry – inclusive of soap, cleaning products, wax and polishes – has been growing due to urbanization, a growing population, changing consumer preferences and heightened awareness of good hygiene practices, according to Research and Markets.

For home use, laundry care is the largest product category, followed by household cleaners and dishwashing detergents. Analysts say revenue increased substantially in 2023.

The industry is affected by customers’ affordability issues due to the poor economy. A significant number of South African shoppers buy private brands, and private labels are gaining market share on major brands.

Analysts say pressure on disposable income is likely to intensify, pushing consumers to look for affordable alternatives. While still small, the organic segment has created opportunities for small, local manufacturers to enter the market.

Population growth, urbanization, a growing middle class and an increasing number of women working are driving growth for convenient and less time-consuming laundry options.

The detergents segment is also being driven by growing hygiene consciousness. Liquid detergent sales are expected to increase in the next five years, driven by their ease of use and convenience.

Home and laundry care, and industrial cleaning, are expected to record steady growth.

For our coverage of the home cleaning market, go here.