Africa: Toy Market 2024

Toy Market Size in Africa

After two years of growth, the African toy market decreased by -2.4% to $X in 2021. The total consumption indicated noticeable growth from 2012 to 2021: its value increased at an average annual rate of +4.9% over the last nine years. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2021 figures, consumption increased by +5.5% against 2018 indices. The level of consumption peaked at $X in 2020, and then shrank in the following year.

Toy Production in Africa

In value terms, toy production contracted modestly to $X in 2021 estimated in export price. The total production indicated a tangible increase from 2012 to 2021: its value increased at an average annual rate of +4.8% over the last nine-year period. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2021 figures, production increased by +6.0% against 2018 indices. The pace of growth appeared the most rapid in 2016 when the production volume increased by 41%. The level of production peaked at $X in 2020, and then shrank modestly in the following year.

Toy Exports

Exports in Africa

In 2021, approx. X tons of dolls and toys were exported in Africa; with an increase of 17% on the previous year's figure. Total exports indicated a notable expansion from 2012 to 2021: its volume increased at an average annual rate of +4.7% over the last nine-year period. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2021 figures, exports decreased by -22.0% against 2019 indices. The most prominent rate of growth was recorded in 2019 when exports increased by 45%. As a result, the exports attained the peak of X tons. From 2020 to 2021, the growth of the exports failed to regain momentum.

In value terms, toy exports skyrocketed to $X in 2021. The total export value increased at an average annual rate of +5.7% over the period from 2012 to 2021; however, the trend pattern indicated some noticeable fluctuations being recorded throughout the analyzed period. As a result, the exports reached the peak and are likely to continue growth in the immediate term.

Exports by Country

South Africa was the major exporter of dolls and toys in Africa, with the volume of exports reaching X tons, which was approx. 46% of total exports in 2021. It was distantly followed by Tunisia (X tons) and Morocco (X tons), together making up a 47% share of total exports.

From 2012 to 2021, the biggest increases were recorded for Tunisia (with a CAGR of +11.4%), while shipments for the other leaders experienced more modest paces of growth.

In value terms, Tunisia ($X) remains the largest toy supplier in Africa, comprising 58% of total exports. The second position in the ranking was held by South Africa ($X), with a 22% share of total exports.

In Tunisia, toy exports increased at an average annual rate of +10.1% over the period from 2012-2021. In the other countries, the average annual rates were as follows: South Africa (+2.3% per year) and Morocco (-1.1% per year).

Export Prices by Country

The export price in Africa stood at $X per ton in 2021, rising by 8.8% against the previous year. Overall, the export price continues to indicate a relatively flat trend pattern. The growth pace was the most rapid in 2020 when the export price increased by 47%. The level of export peaked in 2021 and is likely to see gradual growth in the immediate term.

Prices varied noticeably by country of origin: amid the top suppliers, the country with the highest price was Tunisia ($X per ton), while South Africa ($X per ton) was amongst the lowest.

From 2012 to 2021, the most notable rate of growth in terms of prices was attained by Tunisia (-1.2%), while the other leaders experienced a decline in the export price figures.

Toy Imports

Imports in Africa

In 2021, approx. X tons of dolls and toys were imported in Africa; rising by 20% against the previous year. The total import volume increased at an average annual rate of +3.1% over the period from 2012 to 2021; however, the trend pattern indicated some noticeable fluctuations being recorded in certain years. Over the period under review, imports reached the maximum at X tons in 2019; however, from 2020 to 2021, imports stood at a somewhat lower figure.

In value terms, toy imports skyrocketed to $X in 2021. Total imports indicated strong growth from 2012 to 2021: its value increased at an average annual rate of +6.4% over the last nine years. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. As a result, imports attained the peak and are likely to continue growth in the immediate term.

Imports by Country

South Africa was the major importing country with an import of about X tons, which resulted at 28% of total imports. It was distantly followed by Morocco (X tons), Algeria (X tons) and Libya (X tons), together making up a 20% share of total imports. The following importers - Nigeria (X tons), Cote d'Ivoire (X tons), Ghana (X tons), Egypt (X tons), Kenya (X tons), Tanzania (X tons), Senegal (X tons), Tunisia (X tons) and Angola (X tons) - together made up 28% of total imports.

South Africa experienced a relatively flat trend pattern with regard to volume of imports of dolls and toys. At the same time, Senegal (+28.5%), Tanzania (+24.6%), Ghana (+21.8%), Kenya (+20.9%), Algeria (+18.0%), Cote d'Ivoire (+11.1%), Libya (+5.1%) and Morocco (+4.6%) displayed positive paces of growth. Moreover, Senegal emerged as the fastest-growing importer imported in Africa, with a CAGR of +28.5% from 2012-2021. Tunisia experienced a relatively flat trend pattern. By contrast, Angola (-1.7%), Nigeria (-11.1%) and Egypt (-11.7%) illustrated a downward trend over the same period. From 2012 to 2021, the share of Algeria, Ghana, Kenya, Tanzania, Senegal and Cote d'Ivoire increased by +4.9, +3.1, +2.5, +2.3, +2 and +2 percentage points, respectively. The shares of the other countries remained relatively stable throughout the analyzed period.

In value terms, South Africa ($X) constitutes the largest market for imported dolls and toys in Africa, comprising 26% of total imports. The second position in the ranking was taken by Morocco ($X), with an 8.7% share of total imports. It was followed by Algeria, with an 8% share.

From 2012 to 2021, the average annual rate of growth in terms of value in South Africa totaled -1.6%. In the other countries, the average annual rates were as follows: Morocco (+8.7% per year) and Algeria (+26.3% per year).

Import Prices by Country

In 2021, the import price in Africa amounted to $X per ton, surging by 9.2% against the previous year. Over the last nine-year period, it increased at an average annual rate of +3.2%. The most prominent rate of growth was recorded in 2014 an increase of 19%. Over the period under review, import prices hit record highs in 2021 and is likely to see steady growth in years to come.

There were significant differences in the average prices amongst the major importing countries. In 2021, amid the top importers, the country with the highest price was Egypt ($X per ton), while Nigeria ($X per ton) was amongst the lowest.

From 2012 to 2021, the most notable rate of growth in terms of prices was attained by Cote d'Ivoire (+14.2%), while the other leaders experienced more modest paces of growth.

Source: IndexBox Platform

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