Market Report, "Homewares in South Africa", published

From: Fast Market Research, Inc.
Published: Tue Aug 11 2015

The growth of private label continued to expand during the review period; this can be attributed to consumers’ increasing price sensitivity and demand for affordable brands. Notable is the increasing presence of homewares products within grocery retailers, especially supermarkets. The popularity of supermarkets is also driven by greater brand variety offered through this channel. Additionally, supermarkets offer cash-strapped consumers more affordable products, due to more frequent discounts and product promotions.

Competitive Landscape

Tupperware Brands Corp led the category, with a value share of 11% in 2014. Tupperware has a strong brand heritage in South Africa and has been operational in the country for over 15 years, offering a vast range of food storage products. Tupperware also benefits from a wide sales network through its agents, allowing the company to increase its presence in South Africa. The company has agents that are spread out across the country. Despite its strong presence in South Africa, Tupperware’s shareholding continues to face pressure from the increasing presence of counterfeit products, which are mainly sourced from Asian markets. These products are sold through informal markets by street vendors or Chinese shopping centres, informally known as "China towns".

Full Report Details at

Industry Prospects

Homewares is set to record a contracting value CAGR of 1% at constant 2014 prices, over the forecast period. Growth during the forecast period is expected to be similar to the review period where a CAGR of 1% at constant prices was also recorded.

Homewares Market Research

Analyse key trends and developments in South Africa for all product categories, competitors and channels.

Evaluate the market position and financial performance of the leading national and international market players.

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