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Country Report

Home and Garden in

Home and Garden in South Africa

Jun 2020

US$2,100

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Executive Summary

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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Growth is driven by increasing urbanisation, however, levels are stifled due to the challenging economy, and consumers focus on DIY

In 2019, home and garden in South Africa recorded steady levels of growth, albeit slightly lower than growth the previous year. Growth in the industry was driven by home paints, horticulture and hardware, with the rise of urbanisation and apartment living boosting value sales in all these areas.

Rising apartment living, DIY trends, and the growing preference for LED bulbs shapes the landscape in 2019

Urbanisation and rising apartment living, especially amongst younger consumers, influenced sales and positively impacted growth in sales in home and garden for 2019. This was especially the case for gardening, where middle- to higher-income homeowners focused on personalising their properties through gardening, often with DIY involved.

Mr Price Group Ltd leads the landscape, as private label has a challenging year, competing against established brands

In 2019, Mr Price Group Ltd retained its lead of the competitive landscape, benefiting from offering a range of goods in homewares and home furnishings. The player led homewares in 2019, being active in offering new product developments to the landscape, benefiting from releasing seasonal ranges and trends that appeal to the rising urban population.

E-commerce, warehouse clubs and non-traditional furnishing stores are becoming a growing threat to traditional retailers on the landscape

Growth across the forecast period is driven by home improvements, as consumers continue to invest in their properties

Growth across the forecast period is predicted to increase year-on-year, with LED lamps, decorative paints, indoor plants and home improvements, driving this growth forwards.

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Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Home and Garden industry in South Africa with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Home and Garden industry in South Africa, our research will save you time and money while empowering you to make informed, profitable decisions.

The Home and Garden in South Africa market research report includes:

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

Our market research reports answer questions such as:

What is the market size of Home and Garden in South Africa?
What are the major brands in South Africa?
Is DIY suffering or benefiting from consumer austerity?
How are emerging channels like internet retailing performing against leading ones like DIY and hardware stores?
Where is Do-it-for-me constraining sales of Do-It-Yourself?
In which countries are Home and Garden Specialists opening more outlets?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our DIY and Gardening market research database.

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Home and Garden in South Africa

EXECUTIVE SUMMARY

Growth is driven by increasing urbanisation, however, levels are stifled due to the challenging economy, and consumers focus on DIY

Rising apartment living, DIY trends, and the growing preference for LED bulbs shapes the landscape in 2019

Mr Price Group Ltd leads the landscape, as private label has a challenging year, competing against established brands

E-commerce, warehouse clubs and non-traditional furnishing stores are becoming a growing threat to traditional retailers on the landscape

Growth across the forecast period is driven by home improvements, as consumers continue to invest in their properties

MARKET DATA

Table 1 Sales of Home and Garden by Category: Value 2014-2019
Table 2 Sales of Home and Garden by Category: % Value Growth 2014-2019
Table 3 NBO Company Shares of Home and Garden: % Value 2015-2019
Table 4 LBN Brand Shares of Home and Garden: % Value 2016-2019
Table 5 Distribution of Home and Garden by Format: % Value 2014-2019
Table 6 Distribution of Home and Garden by Format and Category: % Value 2019
Table 7 Forecast Sales of Home and Garden by Category: Value 2019-2024
Table 8 Forecast Sales of Home and Garden by Category: % Value Growth 2019-2024

CORONAVIRUS (COVID-19)

SOURCES

Summary 1 Research Sources

Gardening in South Africa

HEADLINES

PROSPECTS

Urbanisation boosts sales for gardening, which remains a pastime more evident among suburban homeowners

The challenging economic environment makes it difficult for many to purchase a house, stifling growth for gardening

Lawnmowers are back in business, as drought restrictions are removed

COMPETITIVE LANDSCAPE

No change at the top as gardening is led by players with strong brand presence, available through multiple retailers across the country

New players are hesitant to enter the landscape, as gardening is not considered a priority by many

Growth is low for the forecast period as many consumers become more conscious of their water use in the garden

CATEGORY DATA

Table 9 Sales of Gardening by Category: Value 2014-2019
Table 10 Sales of Gardening by Category: % Value Growth 2014-2019
Table 11 NBO Company Shares of Gardening: % Value 2015-2019
Table 12 LBN Brand Shares of Gardening: % Value 2016-2019
Table 13 Distribution of Gardening by Format: % Value 2014-2019
Table 14 Forecast Sales of Gardening by Category: Value 2019-2024
Table 15 Forecast Sales of Gardening by Category: % Value Growth 2019-2024

Home Furnishings in South Africa

HEADLINES

PROSPECTS

The economic environment puts a strain on sales, however many consumers turn to DIY solutions for cheaper alternatives

Younger people are renting more apartments, boosting demand for modern and urban-inspired home furnishings

LED bulbs and LED lamps gain popularity as consumers appreciate the cost efficiency of these items

COMPETITIVE LANDSCAPE

Mr Price continues to lead with its competitive prices, as Lewis Group remains a key competitor, despite losing share over the review period

Warehouse clubs and non-traditional furniture players become big competition, having low price-points for their modern offerings

Barbeques remain a popular activity in South Africa, and as such, smaller players continue to evolve the competitive landscape

CATEGORY DATA

Table 16 Sales of Home Furnishings by Category: Value 2014-2019
Table 17 Sales of Home Furnishings by Category: % Value Growth 2014-2019
Table 18 NBO Company Shares of Home Furnishings: % Value 2015-2019
Table 19 LBN Brand Shares of Home Furnishings: % Value 2016-2019
Table 20 LBN Brand Shares of Light Sources: % Value 2016-2019
Table 21 Distribution of Home Furnishings by Format: % Value 2014-2019
Table 22 Forecast Sales of Home Furnishings by Category: Value 2019-2024
Table 23 Forecast Sales of Home Furnishings by Category: % Value Growth 2019-2024

Home Improvement in South Africa

HEADLINES

PROSPECTS

To maintain sales when consumers are price-sensitive, players focus on low price-points, deals and promotions

Private label offerings have success in home paints, however, brands are chosen in other areas, benefiting from established consumer trust

Do-it-yourself home improvement activities remain relevant for homeowners

COMPETITIVE LANDSCAPE

Despite the heightened competition, Kansai Plascon continues to lead the landscape, running successful price promotions on its products

Leroy Merlin enters the landscape, bringing competition to Builders Warehouse, Cashbuild and Brights Hardware stores

Wholesale Housing Supplies aligns with Stanley Black & Decker to improve profits for both businesses

CATEGORY DATA

Table 24 Sales of Home Improvement by Category: Value 2014-2019
Table 25 Sales of Home Improvement by Category: % Value Growth 2014-2019
Table 26 NBO Company Shares of Home Improvement: % Value 2015-2019
Table 27 LBN Brand Shares of Home Improvement: % Value 2016-2019
Table 28 Distribution of Home Improvement by Format: % Value 2014-2019
Table 29 Forecast Sales of Home Improvement by Category: Value 2019-2024
Table 30 Forecast Sales of Home Improvement by Category: % Value Growth 2019-2024

Homewares in South Africa

HEADLINES

PROSPECTS

Kitchen utensils and food storage record growth, driven by a wide range of product choice and an extensive range of private label goods

A preference for colour and unique, interesting designs boosts growth in homewares

Consumer demands for quality, non-toxic goods with long life-spans drives growth for homewares

COMPETITIVE LANDSCAPE

Mr Price Group leads the landscape, as Tupperware South Africa remains in second place, appealing to mass consumers in the country

Innovative in-store approaches are set to boost the industry forward, attracting consumers with fresh, appealing concepts

Hendler & Hart looks to boost sales, by expanding its product range with premium offerings from Tefal and Krups

CATEGORY DATA

Table 31 Sales of Homewares by Category: Value 2014-2019
Table 32 Sales of Homewares by Category: % Value Growth 2014-2019
Table 33 Sales of Homewares by Material: % Value 2014-2019
Table 34 NBO Company Shares of Homewares: % Value 2015-2019
Table 35 LBN Brand Shares of Homewares: % Value 2016-2019
Table 36 Distribution of Homewares by Format: % Value 2014-2019

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Megatrends

Country Report

Home and Garden in South Africa

New Report Guarantee

Executive Summary

New Report Guarantee

Growth is driven by increasing urbanisation, however, levels are stifled due to the challenging economy, and consumers focus on DIY

Rising apartment living, DIY trends, and the growing preference for LED bulbs shapes the landscape in 2019

Mr Price Group Ltd leads the landscape, as private label has a challenging year, competing against established brands

E-commerce, warehouse clubs and non-traditional furnishing stores are becoming a growing threat to traditional retailers on the landscape

Growth across the forecast period is driven by home improvements, as consumers continue to invest in their properties

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Home and Garden in South Africa

EXECUTIVE SUMMARY

Growth is driven by increasing urbanisation, however, levels are stifled due to the challenging economy, and consumers focus on DIY

Rising apartment living, DIY trends, and the growing preference for LED bulbs shapes the landscape in 2019

Mr Price Group Ltd leads the landscape, as private label has a challenging year, competing against established brands

E-commerce, warehouse clubs and non-traditional furnishing stores are becoming a growing threat to traditional retailers on the landscape

Growth across the forecast period is driven by home improvements, as consumers continue to invest in their properties

MARKET DATA

CORONAVIRUS (COVID-19)

SOURCES

Gardening in South Africa

HEADLINES

PROSPECTS

Urbanisation boosts sales for gardening, which remains a pastime more evident among suburban homeowners

The challenging economic environment makes it difficult for many to purchase a house, stifling growth for gardening

Lawnmowers are back in business, as drought restrictions are removed

COMPETITIVE LANDSCAPE

No change at the top as gardening is led by players with strong brand presence, available through multiple retailers across the country

New players are hesitant to enter the landscape, as gardening is not considered a priority by many

Growth is low for the forecast period as many consumers become more conscious of their water use in the garden

CATEGORY DATA

Home Furnishings in South Africa

HEADLINES

PROSPECTS

The economic environment puts a strain on sales, however many consumers turn to DIY solutions for cheaper alternatives

Younger people are renting more apartments, boosting demand for modern and urban-inspired home furnishings

LED bulbs and LED lamps gain popularity as consumers appreciate the cost efficiency of these items

COMPETITIVE LANDSCAPE

Mr Price continues to lead with its competitive prices, as Lewis Group remains a key competitor, despite losing share over the review period

Warehouse clubs and non-traditional furniture players become big competition, having low price-points for their modern offerings

Barbeques remain a popular activity in South Africa, and as such, smaller players continue to evolve the competitive landscape

CATEGORY DATA

Home Improvement in South Africa

HEADLINES

PROSPECTS

To maintain sales when consumers are price-sensitive, players focus on low price-points, deals and promotions

Private label offerings have success in home paints, however, brands are chosen in other areas, benefiting from established consumer trust

Do-it-yourself home improvement activities remain relevant for homeowners

COMPETITIVE LANDSCAPE

Despite the heightened competition, Kansai Plascon continues to lead the landscape, running successful price promotions on its products

Leroy Merlin enters the landscape, bringing competition to Builders Warehouse, Cashbuild and Brights Hardware stores

Wholesale Housing Supplies aligns with Stanley Black & Decker to improve profits for both businesses

CATEGORY DATA

Homewares in South Africa

HEADLINES

PROSPECTS

Kitchen utensils and food storage record growth, driven by a wide range of product choice and an extensive range of private label goods

A preference for colour and unique, interesting designs boosts growth in homewares

Consumer demands for quality, non-toxic goods with long life-spans drives growth for homewares

COMPETITIVE LANDSCAPE

Mr Price Group leads the landscape, as Tupperware South Africa remains in second place, appealing to mass consumers in the country

Innovative in-store approaches are set to boost the industry forward, attracting consumers with fresh, appealing concepts

Hendler & Hart looks to boost sales, by expanding its product range with premium offerings from Tefal and Krups

CATEGORY DATA

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Want to find out more about this report?

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