South Africans’ affinity for premium products is keeping sales of quality kitchen products on the front burner.
High-income consumers, undeterred by high interest rates and a depressed economy, have been snapping up designer kitchenware, with some of the leading labels such as Le Creuset, which specialises in cast iron crockery and cookware, selling some single items for thousands of rand.
Statistics portal Statista estimates revenue generated in the kitchenware market in 2024 at R485m.
Greg Aubin, a research analyst at Euromonitor International, said an ongoing trend for home cooking versus dining out — spurred on by the tough economic climate — has improved sales of homeware items such as stove-top cookware, kitchen utensils and dinnerware.
While the majority of South Africans are still focused on value for money during these times, “this does not mean they look only at buying the cheapest product, but rather at long-lasting, durable products at affordable prices”.
“This could mean they are willing to spend more on premium brands if they perceive the quality to be better,” he said.
The eat-at-home trend, spurred on by the poor economy, has had a positive impact on the improved sales of pots and pans, kitchen utensils and dinnerware
Aubin believes the upper end of the market will remain loyal to premium brands such as Le Creuset.
Le Creuset, a global brand owned by South African-born Paul van Zuydam, has 41 retail stores in the country and is planning to open another at the Mall of the North in Polokwane, said Le Creuset Africa CEO Ben Paine.
Le Creuset has one store outside South Africa, in Namibia, but plans to expand to other neighbouring countries.
Most of its colourful cast iron pots, bowls, plates and cups are sold in Gauteng, followed by the Western Cape and KwaZulu-Natal — but the company is also seeing growth outside the golden triangle.
“We are seeing good numbers coming from coastal areas and regional towns,” said Paine. Online sales contribute significantly to sales, accounting for more than 25%.
The company employs 300 people locally and Paine expects local operations to continue growing despite economic headwinds.
He said there had been no “significant change” in shopping trends in the past few years.
According to a report by market intelligence and advisory centre 6Wresearch, the South African cookware market is experiencing growth and is expected to continue its upward trajectory. This increased demand for quality cookware has driven manufacturers to come up with innovative solutions to meet different market segments. One of the factors driving growth is sustainability, which has become an important element in the cookware market, leading to a greater focus on the usage of eco-friendly materials such as ceramic or cast iron.
The firm said the market was competitive, with Le Creuset, AMC Cookware and Mellerware, among the top players.
Aubin said South African consumers often prioritise durability and quality when purchasing cookware and other homeware items. They look for products that can withstand frequent use and are resistant to wear and tear. Stainless steel and cast-iron are popular choices due to their durability and ability to distribute heat evenly.
“Sustainability also remains a key focus for consumers in South Africa, leading to a growing demand for items such as kitchen utensils made from eco-friendly materials. Though not speaking directly to premium brands, often higher-end brands focus on sustainability as a selling point and thus could explain the demand for these products,” said Aubin.
Paine said Le Creuset’s popular items were its iconic enamelled cast iron cookware and colourful stoneware ranges. He expects continued integration of the kitchen into other areas of the home, reflecting the increase in home entertainment and socialising.
Le Creuset was founded in 1925 in France and was bought by Zuydam in 1988. It has stores in Europe, the UK, US and Asia and employs 5,000 people.
Aubin said though the economic outlook was better, with inflation and interest rates set to ease, South African consumers will continue to seek value for money, especially from supermarkets, driving up demand for lower-priced and private label products.
Private label lines such as those of Woolworths and Mr Price Home are expected to become increasingly popular as these retailers continue to improve product quality while remaining affordable.
Would you like to comment on this article?
Sign up (it's quick and free) or sign in now.
Please read our Comment Policy before commenting.