South Africa’s personal accessories market thrives on affordable luxury and sustainability
The personal accessories category in South Africa is experiencing significant growth, driven by younger consumers and the increasing acceptance of second-hand fashion, with retail value sales reaching ZAR32.6 billion in 2025, representing 9% growth from the previous year. This growth is driven by economic pressures and rising living costs, making consumers more price-sensitive and inclined towards value-focused and affordable luxury items. To succeed in this category, brands should focus on offering affordable luxury and sustainable products, enhancing their digital presence, and providing a seamless online shopping experience.
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Overview:
Understand the latest market trends and future growth opportunities for the Personal Accessories 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:
- Bags and Luggage
- Jewellery
- Watches
- Writing Instruments
If you're in the Personal Accessories 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 Personal Accessories 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 Personal Accessories in South Africa?
- Which are the leading brands in Personal Accessories in South Africa?
- How significant is tourism in determining sales and demand for Personal Accessories in South Africa?
- How are COVID-19 and global recession impacting demand for Personal Accessories in South Africa?
- In the wake of COVID-19, how soon can Personal Accessories be expected to recover? Where are the opportunities for growth now?
- Where is future growth expected to be most significant?
Personal Accessories in South Africa
South Africa’s personal accessories market thrives on affordable luxury and sustainability
Market polarisation drives retailers to expand value-focused offerings
Bags and luggage remains the largest category, with dynamic growth
Gen Z consumer driving demand for sustainability and inclusivity
Retailers adapt to consumer behaviour with value offerings
Resale platforms support demand for second-hand bags through affordability
Connected watches set to be the fastest growing subcategory
Leading companies maintain lead amid market polarisation
Offline retail dominates sales through specialists
Retail e-commerce drives growth with convenience and enhancements
COUNTRY REPORTS DISCLAIMER
Bags and Luggage in South Africa
KEY DATA FINDINGS
Market polarisation and resale platforms drive category growth
Price sensitivity drives brands to expand affordable offerings
Bags drive category sales through premium quality
Resale and rental normalise second-hand fashion
Affordability and sustainable consumption will drive demand on second-hand platforms
Agility and trend-driven offerings support e-commerce expansion
Busby trading and Woolworths maintain the lead through innovation
Local brands strengthen their positions with unique, story-driven products
Offline retail dominates sales through physical stores
Retail e-commerce gains traction with convenience and wider selection
Jewellery in South Africa
KEY DATA FINDINGS
Lab-grown diamonds and investment appeal drive jewellery market growth
Lab-grown diamonds and investment potential drive sales
Market polarisation leads to customisation and personalisation
Investment potential fuels demand for fine jewellery
Affluent consumers will drive luxury jewellery demand despite economic uncertainty
Lab-grown diamonds will increase access to costume jewellery
Investment potential set to fuel demand for fine jewellery
Leading companies maintain share in a fragmented market
Offline retail dominates through jewellery and watch specialists
Retail e-commerce grows steadily despite offline dominance
Lab-grown diamonds and investment potential drive innovation
Traditional and Connected Watches in South Africa
KEY DATA FINDINGS
Gen Z consumers fuel growth in connected watches market
Gen Z consumers drive sales of wellness-focused connected watches
Connected watches drive growth with innovative features
Market polarisation shapes consumer preferences and sales channels
Aspirational consumers will drive growth for affordable luxury brands
Connected watches set to outpace traditional watches in growth and adoption
Sustainability and authentication expexted to shape business strategies and consumer trust
Garmin maintains its lead through innovation and reliability
Connected watch brands prioritise wellness technology and design
Consumers prefer physical stores for experiential purchasing
Enhanced user experience drives steady e-commerce growth
Resale market grows as consumers seek affordable luxury timepieces
Writing Instruments in South Africa
KEY DATA FINDINGS
Market polarisation intensifies competition and reshapes retailer strategies
Market polarisation forces retailers to reconsider pricing strategies
Gen Z drives demand for unique and premium products
Bic’s donation campaign drives sales through social impact
Younger consumers to sustain personalised writing instruments demand
Pens will remain largest segment despite slow growth
Bic maintains strong lead with quality and social initiatives
Non-grocery retailers lead sales with strong e-commerce growth
Retail e-commerce gains traction with improved services
Omnichannel presence becomes increasingly important for retailers
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Personal Accessories
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- Backpacks
- Business Bags
- Crossbody Bags
- Duffel Bags
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- Non-Luxury Handbags
- Luxury Handbags
- Wallet and Coin Pouches
- Other Small Bags
- Luggage
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- Costume Jewellery
- Fine Jewellery
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- Basic Mechanical Watches
- Mid Mechanical Watches
- High Mechanical Watches
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- Basic Quartz Analogue Watches
- Mid Quartz Analogue Watches
- High Quartz Analogue Watches
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- Basic Quartz Digital Watches
- Mid Quartz Digital Watches
- High Quartz Digital Watches
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- Basic Quartz Analogue Watches
- Basic Quartz Digital Watches
- Basic Mechanical Watches
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- Mid Quartz Analogue Watches
- Mid Quartz Digital Watches
- Mid Mechanical Watches
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- High Quartz Analogue Watches
- High Quartz Digital Watches
- High Mechanical Watches
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- Basic Activity Watch (Analogue)
- Mid Activity Watch (Analogue)
- High Activity Watch (Analogue)
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- Basic Activity Watch (Digital)
- Mid Activity Watch (Digital)
- High Activity Watch (Digital)
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- Basic Smart Wearables
- Mid Smart Wearables
- High Smart Wearables
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- Colouring
- Markers and Highlighters
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- Graphite Pencils
- Mechanical Pencils
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- Ball Point Pens
- Fountain Pens
- Roller Ball Pens
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- Pen Inkwells and Refills
- Pencil Lead Refills
- Other Writing Accessories
Personal Accessories
Personal Accessories refers to a diversified group of personal products including Bags & Luggage, Jewellery, Watches and Writing instruments.
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 Personal Accessories research and analysis database.
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