New market study, "Home Improvement in South Africa", has been published

The use of paid labour to carry out large home improvement task is a traditional practice in South Africa. Additionally, the level of consumer income greatly influences perception of home improvement in South Africa. Consumers in the higher LSM bracket hire professionals to carry out home improvement tasks such as painting and changing floor coverings. Middle income consumers also use paid labour, however, increasing labour costs are motivating these consumers to engage in DIY activities. Lower income consumers on the other hand carry out their own home improvement tasks or hire friends who predominantly do home improvement jobs for middle- and high-income consumers at a lower fee.

Full Report Details at
- http://www.fastmr.com/prod/1015128_home_improvement_south_africa.aspx?afid=301

Competitive Landscape

Eureka DIY Solutions Pty Ltd leads the category with a 9% value share in 2014. Eureka has built a formidable brand image over the years and continues to have a strong presence in South Africa. Eureka’s market shareholding is driven by its dominance in hardware, with a value share of 67% in 2014. The hardware category continues to be fragmented with many small family-oriented players. Apart from Eureka, most of these entities have no marketing strategies; Eureka advertises its products on TV, radio and in niche magazines.

Industry Prospects

Home improvement is expected to see a value CAGR of 2% at constant 2014 prices over the forecast period. Growth during this time is expected to be slower the review period, due to weak consumer confidence that is triggered by increasing household indebtedness.

Home Improvement 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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