Dallas, TX -- (ReleaseWire) -- 11/18/2011 -- The South Africa Tissue and Hygiene market research report by Euromonitor International says economic recovery to support forecast period growth and covers market size, major brands and other competitive intelligence on the Tissue and Hygiene industry in South Africa.
Economic recovery encourages consumer spending
South Africa is said to have been growing at 4.5% a year from 2005 to 2009; however, in 2010 it grew by 6%. The Governor of the reserve bank Gill Marcus, 2011 kept the interest rate constant at 6.5% in January, after confirming that current economic conditions had in fact improved and consumers had increased their spending. The first half of 2010’s improvement was due to the temporary benefits of the 2010 FIFA World Cup, which saw consumer confidence increase.
Government gives free sanitary protection
The South African president Jacob Zuma announced in January 2011 that the Government would provide free sanitary protection to those that are in need. This was after statistics showed that 60% of women in South Africa cannot afford basic sanitary protection products such as towels and tampons. Other statistics show that the highest school dropout rate for teenagers is among girls who are beginning their menstrual cycles. Young high school girls who cannot afford sanitary protection usually miss one week out of a month of school when they have their period.
Kimberly-Clark’s premium toilet paper processing plant
Kimberly-Clark Southern Africa (Holdings) Pty Ltd launched a premium toilet paper processing plant worth more than R100 million at its Enstra mill in Springs. As a group, Kimberly-Clark accounts for a 24% value share of tissue and hygiene sales in South Africa and its volume share is predicted to increase in the toilet paper category. The company’s strategy is to take advantage of the penetration opportunities presented by premium toilet paper, namely 2-ply and 3-ply products. Kimberly-Clark’s statistics show that 74% of South Africans use toilet paper and out these only 40% of the high-income users use premium toilet paper.
Supermarkets/hypermarkets channel dominates
Supermarkets/hypermarkets continued to lead sales of tissue and hygiene products in 2010. These outlets benefit from offering consumers cheaper prices and price promotions and a wide range of private label products, all of which proved highly attractive during the economic downturn seen in 2010. The supermarkets/hypermarkets channel also possesses strong decision-making power, which in turn affects which products gain wide retail distribution and their level of success. In wipes for example, many supermarkets/hypermarkets cut back on the shelf space offered to these products, which served to hinder sales.
Economic recovery to support forecast period growth
As the economy improves, South Africans will find they have more disposable income to spend on tissue and hygiene products. Manufacturers will, meanwhile, benefit from bigger budgets to research products, innovate and to effectively promote premium products. Constant value growth is thus set to rise during the forecast period in comparison with that seen during the review period.
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