COMPETITIVE LANDSCAPE
International brands maintain lead through strong reputation and desirability
The footwear market in South Africa is led by global names. In 2025, adidas (South Africa) Pty Ltd held the lead with 11% share, followed by Nike South Africa Pty Ltd with 10% share, and with The Foschini Group Ltd maintaining 3%.
Counterfeit products fuelled by growing social platforms and e-commerce
E-commerce continues to grow in South Africa, with more players having an online presence either through their own omnichannel strategies or by partnering with multi-brand online platforms such as Superbalist. This trend is expected to continue, providing consumers with greater access and visibility to brands, and driving price competition.
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Overview:
Understand the latest market trends and future growth opportunities for the Footwear industry in South Africa with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Footwear industry in South Africa, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Footwear in South Africa report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Footwear in South Africa?
- Which are the leading brands in South Africa?
- How are products distributed in South Africa?
- How is the rise of e-commerce shaping demand?
- What % of apparel and footwear sales are made via grocery retailers?
- Do consumers want premium quality or fast fashion?
- How will COVID-19 and recession impact demand?
- How important is sustainability in Footwear in South Africa?
- Where is future growth expected to be most dynamic?
Footwear in South Africa - Category analysis
KEY DATA FINDINGS
Athleisure and aspiration are reshaping South Africa’s footwear
Premium and local brands benefit from “sneaker-head” culture and replacement needs
Value-driven consumers and aspirational purchases create polarised market segments
Wellness culture and broader fashion trends influence new brand offerings
Demand for affordable footwear and versatile athleisure wear to support sales
International brands maintain lead through strong reputation and desirability
Counterfeit products fuelled by growing social platforms and e-commerce
Apparel specialists dominate offline sales with consumers preferring the in-store experience
Retail e-commerce gains traction with an omnichannel presence
Apparel and Footwear in South Africa - Industry Overview
Affordable products attract many but athleisure and aspirational positioning also appeals
Apparel and footwear sales supported by market polarisation and shifting consumer preferences
Market polarisation is a key driver in market growth and development
Resale platforms normalise second-hand clothing sales
Shein remains a competitive challenger to local retailers, despite tax reforms
Athleisure, affordability, and aspirational purchases to continue driving spending
Normalisation of resale and sustainability to force companies to re-strategise
Local brands maintain lead, adapting to changing consumer preferences and tax regulations
Competitive nature of emerging brands to increase strategic positioning of local players
Retail offline continues to dominate sales, albeit with a strong omnichannel presence
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Footwear
- Children's Footwear
- Men's Footwear
- Women's Footwear
Footwear
This is the aggregation of children's footwear, men's footwear and women's footwear. Includes all men’s, women’s and children’s outdoor and indoor shoes made of materials as leather, fabric or plastic. Outdoor shoes includes all dress shoes, trainers, sports shoes, sandals, boots, pumps, and high heels. Indoor shoes includes house-shoes and slippers. Items must be new when sold to the consumer; second-hand/used footwear is excluded. Antique and/or vintage footwear is also excluded. Sports footwear (broken out as a separate category) is included in total footwear figure. One pair of footwear constitutes one volume unit.
See all of our definitionsWhy 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 report originates from Passport, our Footwear research and analysis database.
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