Please find below, studies on the FMCG sector.

• Is TV the only real option for the household items sector?

  The household products industry is stable, mature and saturated. Multinational companies control the majority of the market share, while local producers fight for an insignificant piece of the market share.

  Evident from the media coverage, household products are heavily reliant on advertisement and in particular TVC’s. PR activities are little to non-existent, with the exception of Crest, Comfort, Lux, Dove and JIF who had primarily 1 PR clipping each for the month. None of the other household products seem to engage in any PR activity for the timeframe monitored (Dec. 15, 2007 – Jan. 15, 2008).

• Personal Care products still rely on mass market advertising

  About a year ago, the household products industry was described as stable, mature and saturated. Multinational companies controlled the majority of the market share, while local producers fought for an insignificant piece of the pie.

  Despite the economic climate changing considerably for most sectors in light of the economic crisis, very little seems to have changed for this sector from the previous year. Saturation may be the only changing variable, as competition stiffens and fewer remain, whether merited by their success in price competition or by brand recognition advantage.

• Region's household cleaning sector not immune to world events

  The household cleaning industry, like most industries, is facing hard times with the volatile economic climate. Yet opportunities arise, such as the reduction in advertising costs, new methods for communicating marketing messages to the customers and taking bald risks while others struggle to survive.