Raymond Chimhandamba, Handas Consulting04.05.19
South Africa
According to Euromonitor International’s 2018 Wipes Report, value sales for wipes increased by 10% in 2017 to reach ZAR749 million or US$55 million in South Africa. Leading brands continued with aggressive promotional activities to gain market share. Of this value, homecare wipes and floor cleaning systems represented ZAR3 million or US$214,000 in sales, which increased by 5% in 2017. Average unit prices are also moving upwards.
In baby wipes, private label offerings are on the rise, and Johnson & Johnson leads the category with a 27% value share. More and more private label products are appearing alongside leading brands on shelves, especially in the top retailers such as Pick ‘n Pay and pharmacies such as Clicks.
Private label brands are placed strategically next to leading brands as a way to increase sales. Pampers wipes are placed next to the company’s diapers, as a way to encourage impulse purchases. Consumers’ demand for conve
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