Homewares in South Africa

PROSPECTS

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

The frequency of buying in homewares in 2019, contributed to its positive growth, especially in food storage and kitchen utensils. The shorter lifespan of homeware products, which require renewal over time, is likely to continue driving growth for the area, over the forecast period.

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

Increasing homeownership in 2019 and rising apartment living continued to impact sales of products in homewares. Many millennial buyers find trusted, recognisable brands more appealing, opting for those will interest design while looking for a sufficient level of quality.

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

Consumer expectations based on quality drove homewares forward in 2019. Consumers continued to demand homeware products which were quality goods, non-toxic and with a longer lifespan.

COMPETITIVE LANDSCAPE

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

Mr Price Group Ltd continued to lead the landscape in 2019, with Tupperware South Africa coming in second place. Mr Price Group continued to enjoy support from consumers, who appreciate its lower price points, wide product distribution and offering of very popular, on-trend homeware products.

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

New product developments and innovations, including new store concepts, are likely to drive growth in the homeware competitive landscape. For example, Edgars launched its new open experience concept store in 2019.

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

One of the major providers of cookware globally, Groupe SEB, entered into an agreement with the South African manufacturer of cookware under the Hendler & Hart name, over the review period. This move is aimed at allowing the local company to drive sales and push distribution of premium ranges from Tefal and Krups brands.

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