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Country Report

Personal Accessories in

Personal Accessories in South Africa

Sep 2020

US$1,210

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Executive Summary

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COVID-19 impact on personal accessories

South Africa was already experiencing ongoing economic instability pre-COVID-19, with many local consumers continuing to suffer from declining disposable incomes, the rising cost of living and restricted access to credit. This scenario had resulted in continual low confidence for low- to mid-income consumers who were forced to prioritise their discretionary spending on perceived non-essential items such as personal accessories.

COVID-19 country impact

The initial hard lockdown covered 26 March to 30 April. During this time, borders were closed to tourists but not for the distribution of goods, while interprovincial travel was banned and domestic and international tourist flights ceased.

Company response

Personal accessories in South Africa remained a highly fragmented competitive landscape in 2019, led by Busby Trading SA (Pty) Ltd, which locally distributes global brands of bags such as Nike and Guess. Dominant value share continued to be held by smaller players under “others”, which tend to have a limited presence in just one category.

Retailing shift

Leisure and personal goods specialist retailers remained the dominant distribution channel for personal accessories in South Africa, particularly for products such as watches, fine jewellery and luxury handbags and luggage; affluent consumers who purchase these types of products appreciate the personal service that they receive from sales advisors in addition to being able to touch and handle the items before making, an often, expensive purchasing decision. While an increasing number of branded stores are starting to offer e-commerce, many local consumers remain cautious about making online purchases of luxury personal accessories.

What next for personal accessories?

Overall personal accessories is predicted to experience insignificant volume growth for much of the forecast period, with the average unit price set to decline in value terms at constant 2020 prices. This is likely to be due to the number of promotions offered by retailers in order to move product following lockdown, although this will be a continuation of a trend which already emerged towards the end of the review period due to the ongoing price sensitivity of low- to mid-income consumers continuing to feel restricted by declining disposable incomes.

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Personal Goods Market Sample Data

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 Personal Accessories 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 Personal Accessories industry in South Africa, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in South Africa for free:

The Personal Accessories in South Africa market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volumes and 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:

How are sales of luggage, backpacks and sports bags impacted by tourism flows?
Are sales of real jewellery catching up on costume jewellery in South Africa?
Is mechanical, quartz digital or quartz analogue driving sales of watches in South Africa?

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 personal goods market research database.

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Personal Accessories in South Africa

EXECUTIVE SUMMARY

COVID-19 impact on personal accessories

COVID-19 country impact

Company response

Retailing shift

What next for personal accessories?

MARKET DATA

Table 1 Sales of Personal Accessories by Category: Volume 2015-2020
Table 2 Sales of Personal Accessories by Category: Value 2015-2020
Table 3 Sales of Personal Accessories by Category: % Volume Growth 2015-2020
Table 4 Sales of Personal Accessories by Category: % Value Growth 2015-2020
Table 5 NBO Company Shares of Personal Accessories: % Value 2015-2019
Table 6 LBN Brand Shares of Personal Accessories: % Value 2016-2019
Table 7 Distribution of Personal Accessories by Format: % Value 2015-2020
Table 8 Forecast Sales of Personal Accessories by Category: Volume 2020-2025
Table 9 Forecast Sales of Personal Accessories by Category: Value 2020-2025
Table 10 Forecast Sales of Personal Accessories by Category: % Volume Growth 2020-2025
Table 11 Forecast Sales of Personal Accessories by Category: % Value Growth 2020-2025

DISCLAIMER

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DEFINITIONS

SOURCES

Summary 1 Research Sources

Bags and Luggage in South Africa

KEY DATA FINDINGS

2020 IMPACT

Demand for bags and luggage impacted by movement and travel restrictions and closure of schools and many workplaces during lockdown

Bags and luggage remains a highly fragmented competitive landscape in 2019 with a wide range of brands covering all income groups

Local consumers of bags and luggage prefer to visit store-based specialist retailers to inspect goods prior to purchase, leaving limited room for e-commerce

RECOVERY AND OPPORTUNITIES

Return to schools and workplaces in latter part of 2020 may support demand for backpacks and crossbody bags

Luggage set to take longer to recover as travel restrictions are gradually eased and consumers regain their confidence

Younger affluent South Africans likely to drive demand for more innovative products and flamboyant designs

CATEGORY DATA

Table 12 Sales of Bags and Luggage by Category: Volume 2015-2020
Table 13 Sales of Bags and Luggage by Category: Value 2015-2020
Table 14 Sales of Bags and Luggage by Category: % Volume Growth 2015-2020
Table 15 Sales of Bags and Luggage by Category: % Value Growth 2015-2020
Table 16 Sales of Luggage by Type: % Value 2015-2020
Table 17 NBO Company Shares of Bags and Luggage: % Value 2015-2019
Table 18 LBN Brand Shares of Bags and Luggage: % Value 2016-2019
Table 19 Distribution of Bags and Luggage by Format: % Value 2015-2020
Table 20 Forecast Sales of Bags and Luggage by Category: Volume 2020-2025
Table 21 Forecast Sales of Bags and Luggage by Category: Value 2020-2025
Table 22 Forecast Sales of Bags and Luggage by Category: % Volume Growth 2020-2025
Table 23 Forecast Sales of Bags and Luggage by Category: % Value Growth 2020-2025

Jewellery in South Africa

KEY DATA FINDINGS

2020 IMPACT

Lockdown measures place particular pressure on fine jewellery with lack of foreign tourism and postponement of weddings

Jewellery remains highly fragmented landscape in 2019 with private label continuing to record strong performance due to price sensitivity amongst lower-income consumers

Despite initial mining closures, smaller diamond cutters look to creating their own jewellery with positive results

RECOVERY AND OPPORTUNITIES

Slower recovery for fine jewellery despite predictions of weddings resuming late 2020/early 2021

Affordable costume jewellery will continue to dominate demand

Store-based specialist retailers will continue to be preferred by consumers of fine jewellery

CATEGORY DATA

Table 24 Sales of Jewellery by Category: Volume 2015-2020
Table 25 Sales of Jewellery by Category: Value 2015-2020
Table 26 Sales of Jewellery by Category: % Volume Growth 2015-2020
Table 27 Sales of Jewellery by Category: % Value Growth 2015-2020
Table 28 Sales of Costume Jewellery by Type: % Value 2015-2020
Table 29 Sales of Fine Jewellery by Type: % Value 2015-2020
Table 30 Sales of Fine Jewellery by Collection: % Value 2015-2020
Table 31 Sales of Fine Jewellery by Metal: % Value 2015-2020
Table 32 NBO Company Shares of Jewellery: % Value 2015-2019
Table 33 LBN Brand Shares of Jewellery: % Value 2016-2019
Table 34 Distribution of Jewellery by Format: % Value 2015-2020
Table 35 Forecast Sales of Jewellery by Category: Volume 2020-2025
Table 36 Forecast Sales of Jewellery by Category: Value 2020-2025
Table 37 Forecast Sales of Jewellery by Category: % Volume Growth 2020-2025
Table 38 Forecast Sales of Jewellery by Category: % Value Growth 2020-2025

Watches in South Africa

KEY DATA FINDINGS

2020 IMPACT

Economic instability and increasing reliance on smartphones for timekeeping already negative influences on consumers’ attitudes towards basic and mid watches prior to lockdown

The Swatch Group retains leadership of watches in 2019 with wide portfolio, but private label continues to record good growth in basic quartz analogue

Swatch announces loss of sales in July 2020 due to pandemic but is hopeful of swift rebound

RECOVERY AND OPPORTUNITIES

Marginal volume growth predicted for watches as many local consumers prioritise spending, while niche area of high watches will continue to be supported by affluent consumer base

Mid mechanical offers more affordable option to aspirational customers of classic-looking timepieces

Security and personal attention associated with specialist retailers will continue to attract consumers of watches in South Africa

CATEGORY DATA

Table 39 Sales of Watches by Category: Volume 2015-2020
Table 40 Sales of Watches by Category: Value 2015-2020
Table 41 Sales of Watches by Category: % Volume Growth 2015-2020
Table 42 Sales of Watches by Category: % Value Growth 2015-2020
Table 43 Sales of Watches by Price Band: Volume 2015-2020
Table 44 Sales of Watches by Price Band: Value 2015-2020
Table 45 Sales of Watches by Price Band: % Volume Growth 2015-2020
Table 46 Sales of Watches by Price Band: % Value Growth 2015-2020
Table 47 NBO Company Shares of Watches: % Value 2015-2019
Table 48 LBN Brand Shares of Watches: % Value 2016-2019
Table 49 Distribution of Watches by Format: % Value 2015-2020
Table 50 Forecast Sales of Watches by Category: Volume 2020-2025
Table 51 Forecast Sales of Watches by Category: Value 2020-2025
Table 52 Forecast Sales of Watches by Category: % Volume Growth 2020-2025
Table 53 Forecast Sales of Watches by Category: % Value Growth 2020-2025
Table 54 Forecast Sales of Watches by Price Band: Volume 2020-2025
Table 55 Forecast Sales of Watches by Price Band: Value 2020-2025
Table 56 Forecast Sales of Watches by Price Band: % Volume Growth 2020-2025
Table 57 Forecast Sales of Watches by Price Band: % Value Growth 2020-2025

Writing Instruments in South Africa

KEY DATA FINDINGS

2020 IMPACT

Home learning due to school closures during lockdown supports demand for basic writing instruments

Globally-renowned brands continue to lead writing instruments in 2019 due to consumer trust in their quality and wide distribution networks

Economic instability encourages lower-income consumers to search for promotional discounts, while back-to-school remains important sales period

RECOVERY AND OPPORTUNITIES

Back-to-school period may offer respite for some writing instruments but promotional deals are likely to be extended

Mechanical pencils and pencil lead refills set to record above average volume growth over course of the forecast period

Despite emergence of digital devices in classrooms, the need to develop core skills in writing amongst younger children likely to support some demand for basic writing instruments

CATEGORY DATA

Table 58 Sales of Writing Instruments by Category: Volume 2015-2020
Table 59 Sales of Writing Instruments by Category: Value 2015-2020
Table 60 Sales of Writing Instruments by Category: % Volume Growth 2015-2020
Table 61 Sales of Writing Instruments by Category: % Value Growth 2015-2020
Table 62 NBO Company Shares of Writing Instruments: % Value 2015-2019
Table 63 LBN Brand Shares of Writing Instruments: % Value 2016-2019
Table 64 Distribution of Writing Instruments by Format: % Value 2015-2020
Table 65 Forecast Sales of Writing Instruments by Category: Volume 2020-2025
Table 66 Forecast Sales of Writing Instruments by Category: Value 2020-2025
Table 67 Forecast Sales of Writing Instruments by Category: % Volume Growth 2020-2025
Table 68 Forecast Sales of Writing Instruments by Category: % Value Growth 2020-2025

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Megatrends

Country Report

Personal Accessories in South Africa

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on personal accessories

COVID-19 country impact

Company response

Retailing shift

What next for personal accessories?

Samples

Overview

Why buy this report?

Samples: FAQs about samples

Want to find out more about this report?

Table of Contents

Personal Accessories in South Africa

EXECUTIVE SUMMARY

COVID-19 impact on personal accessories

COVID-19 country impact

Company response

Retailing shift

What next for personal accessories?

MARKET DATA

DISCLAIMER

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DEFINITIONS

SOURCES

Bags and Luggage in South Africa

KEY DATA FINDINGS

2020 IMPACT

Demand for bags and luggage impacted by movement and travel restrictions and closure of schools and many workplaces during lockdown

Bags and luggage remains a highly fragmented competitive landscape in 2019 with a wide range of brands covering all income groups

Local consumers of bags and luggage prefer to visit store-based specialist retailers to inspect goods prior to purchase, leaving limited room for e-commerce

RECOVERY AND OPPORTUNITIES

Return to schools and workplaces in latter part of 2020 may support demand for backpacks and crossbody bags

Luggage set to take longer to recover as travel restrictions are gradually eased and consumers regain their confidence

Younger affluent South Africans likely to drive demand for more innovative products and flamboyant designs

CATEGORY DATA

Jewellery in South Africa

KEY DATA FINDINGS

2020 IMPACT

Lockdown measures place particular pressure on fine jewellery with lack of foreign tourism and postponement of weddings

Jewellery remains highly fragmented landscape in 2019 with private label continuing to record strong performance due to price sensitivity amongst lower-income consumers

Despite initial mining closures, smaller diamond cutters look to creating their own jewellery with positive results

RECOVERY AND OPPORTUNITIES

Slower recovery for fine jewellery despite predictions of weddings resuming late 2020/early 2021

Affordable costume jewellery will continue to dominate demand

Store-based specialist retailers will continue to be preferred by consumers of fine jewellery

CATEGORY DATA

Watches in South Africa

KEY DATA FINDINGS

2020 IMPACT

Economic instability and increasing reliance on smartphones for timekeeping already negative influences on consumers’ attitudes towards basic and mid watches prior to lockdown

The Swatch Group retains leadership of watches in 2019 with wide portfolio, but private label continues to record good growth in basic quartz analogue

Swatch announces loss of sales in July 2020 due to pandemic but is hopeful of swift rebound

RECOVERY AND OPPORTUNITIES

Marginal volume growth predicted for watches as many local consumers prioritise spending, while niche area of high watches will continue to be supported by affluent consumer base

Mid mechanical offers more affordable option to aspirational customers of classic-looking timepieces

Security and personal attention associated with specialist retailers will continue to attract consumers of watches in South Africa

CATEGORY DATA

Writing Instruments in South Africa

KEY DATA FINDINGS

2020 IMPACT

Home learning due to school closures during lockdown supports demand for basic writing instruments

Globally-renowned brands continue to lead writing instruments in 2019 due to consumer trust in their quality and wide distribution networks

Economic instability encourages lower-income consumers to search for promotional discounts, while back-to-school remains important sales period

RECOVERY AND OPPORTUNITIES

Back-to-school period may offer respite for some writing instruments but promotional deals are likely to be extended

Mechanical pencils and pencil lead refills set to record above average volume growth over course of the forecast period

Despite emergence of digital devices in classrooms, the need to develop core skills in writing amongst younger children likely to support some demand for basic writing instruments

CATEGORY DATA

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