Home and Garden in South Africa

June 2021
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Overview:

Understand the latest market trends and future growth opportunities for the Home and Garden 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.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Gardening
  • Home Furnishings
  • Home Improvement
  • Homewares

If you're in the Home and Garden 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.

The Home and Garden in South Africa report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Home and Garden in South Africa?
  • Which are the leading brands in Home and Garden in South Africa?
  • How are products distributed in Home and Garden in South Africa?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • Have home seclusion and social distancing measures following COVID-19 benefited sales of Home and Garden?
  • Has the economic fall-out of COVID-19 negatively or positively impacted consumer interest and demand for Home and Garden?
  • Where is future growth expected to be most dynamic?

Home and Garden in South Africa

EXECUTIVE SUMMARY

COVID-19 impact on home and garden
COVID-19 country impact
Company response
Retailing shift
What next for home and garden?

MARKET DATA

Table 1 Sales of Home and Garden by Category: Value 2015-2020 Table 2 Sales of Home and Garden by Category: % Value Growth 2015-2020 Table 3 NBO Company Shares of Home and Garden: % Value 2016-2020 Table 4 LBN Brand Shares of Home and Garden: % Value 2017-2020 Table 5 Penetration of Private Label in Home and Garden by Category: % Value 2015-2020 Table 6 Distribution of Home and Garden by Format: % Value 2015-2020 Table 7 Distribution of Home and Garden by Format and Category: % Value 2020 Table 8 Forecast Sales of Home and Garden by Category: Value 2020-2025 Table 9 Forecast Sales of Home and Garden by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Gardening in South Africa

KEY DATA FINDINGS

2020 IMPACT

Consumers pay more attention to their gardens during lockdown
As drought eases, retail current value sales of lawn mowers stabilise
Regional players continue to lead

RECOVERY AND OPPORTUNITIES

Urbanisation and post-pandemic economic rebound will drive robust growth in gardening demand
Horticulture will remain the main driver of growth, as apartment dwellers buy more indoor plants
Lawn mower sales will return to growth, but renewed drought could disrupt this

CATEGORY DATA

Table 10 Sales of Gardening by Category: Value 2015-2020 Table 11 Sales of Gardening by Category: % Value Growth 2015-2020 Table 12 NBO Company Shares of Gardening: % Value 2016-2020 Table 13 LBN Brand Shares of Gardening: % Value 2017-2020 Table 14 Distribution of Gardening by Format: % Value 2015-2020 Table 15 Forecast Sales of Gardening by Category: Value 2020-2025 Table 16 Forecast Sales of Gardening by Category: % Value Growth 2020-2025

Home Furnishings in South Africa

KEY DATA FINDINGS

2020 IMPACT

Nesting instinct outweighs economic shock of pandemic to drive acceleration in retail current value sales growth
LED eclipses other light sources
Competitive pricing helps Mr Price maintain its leadership

RECOVERY AND OPPORTUNITIES

Post-pandemic economic rebound will boost demand for home furnishings among younger consumers
Increased socialising will boost demand for outdoor living, particularly barbeques
Direct-to-consumer model could be a growth opportunity for local furniture manufacturers

CATEGORY DATA

Table 17 Sales of Home Furnishings by Category: Value 2015-2020 Table 18 Sales of Home Furnishings by Category: % Value Growth 2015-2020 Table 19 NBO Company Shares of Home Furnishings: % Value 2016-2020 Table 20 LBN Brand Shares of Home Furnishings: % Value 2017-2020 Table 21 LBN Brand Shares of Light Sources: % Value 2017-2020 Table 22 Distribution of Home Furnishings by Format: % Value 2015-2020 Table 23 Forecast Sales of Home Furnishings by Category: Value 2020-2025 Table 24 Forecast Sales of Home Furnishings by Category: % Value Growth 2020-2025

Home Improvement in South Africa

KEY DATA FINDINGS

2020 IMPACT

Homebound consumers get busy with home maintenance and DIY
Price competition intensifies in decorate paint, where private labels continue to gain ground
E-commerce is growing, but home improvement chains remain dominant

RECOVERY AND OPPORTUNITIES

Home improvement demand growth will remain robust, as consumers take on more jobs themselves
Manufacturers will double down on promotional offers and discounting in an effort to lure price-sensitive consumers
As 5G makes internet access faster and more accessible, e-commerce will continue to grow in popularity

CATEGORY DATA

Table 25 Sales of Home Improvement by Category: Value 2015-2020 Table 26 Sales of Home Improvement by Category: % Value Growth 2015-2020 Table 27 NBO Company Shares of Home Improvement: % Value 2016-2020 Table 28 LBN Brand Shares of Home Improvement: % Value 2017-2020 Table 29 Distribution of Home Improvement by Format: % Value 2015-2020 Table 30 Forecast Sales of Home Improvement by Category: Value 2020-2025 Table 31 Forecast Sales of Home Improvement by Category: % Value Growth 2020-2025

Homewares in South Africa

KEY DATA FINDINGS

2020 IMPACT

With consumers eating more at home, lockdown boosts demand for homewares
Competitive pricing, wide distribution and a portfolio of on-trend homewares help Mr Price Group Ltd maintain its lead in homewares
Growth in home ownership continues to buoy homewares demand

RECOVERY AND OPPORTUNITIES

Post-pandemic economic rebound and urbanisation will support robust growth
E-commerce will continue to grow in importance, as retailers and manufacturers increase their investment in it
As more supermarkets open in low-income areas, private label will grow in popularity in homewares

CATEGORY DATA

Table 32 Sales of Homewares by Category: Value 2015-2020 Table 33 Sales of Homewares by Category: % Value Growth 2015-2020 Table 34 Sales of Homewares by Material: % Value 2015-2020 Table 35 NBO Company Shares of Homewares: % Value 2016-2020 Table 36 LBN Brand Shares of Homewares: % Value 2017-2020 Table 37 Distribution of Homewares by Format: % Value 2015-2020 Table 38 Forecast Sales of Homewares by Category: Value 2020-2025 Table 39 Forecast Sales of Homewares by Category: % Value Growth 2020-2025
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This report originates from Passport, our Home and Garden research and analysis database.

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