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.
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.
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.
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.
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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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:
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.
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 definitionsThis report originates from Passport, our Home and Garden research and analysis database.
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