Home and garden in 2024: The big picture
The home and garden market in South Africa recorded robust growth in current value terms in 2024, although this was largely fuelled by rising prices. While inflation eased compared to 2023, it continued to erode consumer purchasing power, encouraging greater caution around discretionary spending.
2024 key trends
Home furnishings represented the largest category within the South African home and garden market in 2024. Demand for premium bed and bath textiles remained robust, as consumers prioritised products enhancing comfort, hygiene, and wellness, such as quick-dry waffle towels, anti-allergy pillow protectors, and heavyweight cotton duvet covers.
Competitive landscape
Mr Price Group Ltd, through its Mr Price Home brand, led the overall home and garden market in 2024, supported by a combination of competitive pricing, on-trend design and a robust omnichannel strategy. In addition, the company’s focus on local sourcing and in-house product development enabled rapid renewals of its indoor living collections, including space-saving bedroom furniture, modular living-room suites, and adaptable storage solutions tailored to hybrid working and home-schooling needs.
Retail developments
Home product specialists remained the leading distribution channel within South Africa’s home and garden market in 2024. Specialist retailers such as Stodels expanded their footprint while enriching the customer experience through expert guidance, loyalty schemes, in-store cafés, and South African Nursery Association accredited services.
What next for home and garden?
The home and garden market in South Africa is projected to grow in constant value terms (at 2024 prices) over the forecast period, supported by a combination of public-sector programmes, evolving consumer behaviours, and more resilient supply chains. Government initiatives such as DALRRD’s Increased Household Agricultural Production Support scheme are expected to drive participation in home gardening through subsidised seed kits, hands-on training, and extension services.
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Overview:
Understand the latest market trends and future growth opportunities for the Home and Garden 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Gardening
- Home Furnishings
- Home Improvement
- Homewares
If you're in the Home and Garden 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 Home and Garden 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 Home and Garden in South Africa?
- Which are the leading brands in Home and Garden in South Africa?
- How are products distributed in Home and Garden in South Africa?
- How is the rise of e-commerce changing the retail and competitive landscape?
- Have home seclusion and social distancing measures following COVID-19 benefited sales of Home and Garden?
- Has the economic fall-out of COVID-19 negatively or positively impacted consumer interest and demand for Home and Garden?
- Where is future growth expected to be most dynamic?
Home and Garden in South Africa
Home and garden in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for home and garden?
DISCLAIMER
Home Improvement in South Africa
KEY DATA FINDINGS
Home paint continues as most popular product, offering high visual impact at low cost
Kansai Plascon leads home improvement, while Mitco makes notable gains
Home products specialist retailers lead distribution, while second-hand stores gain traction
Increased investment in household renovation projects to drive home improvement sales
Advanced water-damage prevention solutions to lead product innovation
Solar-integrated roofing gains momentum as energy independence becomes a household priority
Gardening in South Africa
KEY DATA FINDINGS
Rising food prices lead to home gardening boom
Peebles Plants leads market thanks to strategic Investment in new plant varieties and innovative cultivation techniques
Home improvement and gardening stores lead as supermarkets and e-commerce gain ground
Growth to be supported by public sector initiatives
Sustainability and smart capabilities to shape innovation
Subscription-based services offer promising growth avenue
Homewares in South Africa
KEY DATA FINDINGS
Kitchen and dining upgrades fuel homeware sales
Majors for Minors is most dynamic player, thanks to introduction of innovative food storage solutions
Grocery retailers emerge as the most dynamic distribution channel for homewares, leveraging high customer footfall and established loyalty programmes
Homewares to benefit from rising demand for affordable and multifunctional products
3-D printing expected to shape future product innovation
Distribution channels for homewares in South Africa set to undergo a strategic transformation, shaped by enhanced omnichannel integration
Home Furnishings in South Africa
KEY DATA FINDINGS
Indoor living dominates home furnishing sales, with trend towards multifunctional living spaces
Massmart Holdings expands through omnichannel innovation
Players respond to demand for one-stop shopping convenience
Further growth in home furnishings, supported by rising demand for lighting solutions
Health and sustainability expected to shape new product development
Retailers to opt for smaller-format urban locations to optimise operational efficiency
The following categories and subcategories are included:
Home and Garden
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- Bathroom and Sanitaryware
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- Carpets
- Floor Tiles
- Wooden Flooring
- Other Floor Covering
- Hand Tools
- Hardware
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- Lacquer and Varnish
- Decorative Paint
- Kitchen Sinks
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- Corded Drills
- Cordless Drills
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- Other Corded Power Tools
- Other Cordless Power Tools
- Power Tool Accessories
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- Wall Tiles
- Wallpaper
- Other Home Improvement
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- Fertiliser
- Soil
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- Pest Control
- Herbicides
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- Gardening Hand Tools
- Gardening Power Tools
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- Walk Power Lawn Mowers
- Riding Lawn Mowers
- Robotic Lawn Mowers
- Watering
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- Indoor Plants
- Seeds
- Other Horticulture
- Pots and Planters
- Other Gardening
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- Beverageware
- Cutlery
- Dinnerware
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- Ovenware
- Stove Top Cookware
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- Food Storage
- Kitchen Utensils
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- Bath Textiles
- Bed Textiles
- Kitchen and Dining Textiles
- Living Room Textiles
- Rugs
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- Beds
- Chests of Drawers
- Mattresses
- Wardrobes
- Dining Furniture
- Home Office Furniture
- Kitchen Furniture
- Living Room Furniture
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- Sofa Beds
- Other Sofas
- Other Sitting Furniture
- Storage Furniture
- Other Indoor Furniture
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- Blinds
- Curtains
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- Charcoal Barbecues
- Electric Barbecues
- Gas Barbecues
- Outdoor Furniture
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- Lighting Fixtures
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- Incandescent Lamps
- Halogen Lamps
- Linear Fluorescent Lamps (LFL)
- Compact Fluorescent Lamps (CFL)
- Light-Emitting Diode Lamps (LED)
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Home and Garden
This project has a strict focus on sales to consumers only. Trade and professional sales are excluded. Home and garden refers to gardening, home improvement, homewares and home furnishings.
See all of our definitionsWhy buy this report?
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This report originates from Passport, our Home and Garden research and analysis database.
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