Footwear saw slow retail volume growth rates during most of the review period, along with solid current value growth. However, in 2020 the category turned to decline by both measures.
The COVID-19 pandemic led to changes in the lifestyles of many consumers, such as the move by many to a home-based working environment. Although this was first seen during the initial long hard lockdown period, it continued for many throughout the year.
Sportswear brands continued to hold strong positions in footwear in South Africa in 2020, with adidas and Nike, for instance, maintaining the two leading positions in value terms. These brands are well-known to consumers and have widespread distribution both through their own stores and also other stores across the country and via e-commerce.
Footwear is set to continue to decline in both retail volume and current value terms in 2021. A new more virulent form of the COVID-19 virus was circulating in the country at the beginning of 2021, which will hamper the return to growth.
South African consumers are known to be sneaker-lovers, as demonstrated by the leading positions of the brands adidas and Nike, with Reebok in fourth place. This makes sense, as the majority of the working masses belong to the informal sector, and therefore require comfortable shoes.
COVID-19 lockdown regulations led to the closure of non-essential stores, which encouraged an increase in the development of online shopping channels and sales activity. This increased the digital presence of footwear players, which offer more options to consumers online in terms of styles, brands and prices.
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Understand the latest market trends and future growth opportunities for the Footwear industry in South Africa with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Footwear industry in South Africa, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Footwear research and analysis database.
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