SADC: Toy Market 2024

Toy Market Size in SADC

After two years of growth, the SADC toy market decreased by -3.9% to $X in 2021. The total consumption indicated a strong increase from 2012 to 2021: its value increased at an average annual rate of +6.1% 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 +19.3% against 2018 indices. As a result, consumption reached the peak level of $X. From 2017 to 2021, the growth of the market remained at a lower figure.

Toy Production in SADC

In value terms, toy production dropped to $X in 2021 estimated in export price. The total production indicated a prominent expansion from 2012 to 2021: its value increased at an average annual rate of +6.0% over the last nine years. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2021 figures, production increased by +18.6% against 2018 indices. The most prominent rate of growth was recorded in 2016 with an increase of 58% against the previous year. The level of production peaked at $X in 2020, and then dropped in the following year.

Toy Exports

Exports in SADC

In 2021, approx. X tons of dolls and toys were exported in SADC; rising by 32% on the year before. Over the period under review, exports saw pronounced growth. The most prominent rate of growth was recorded in 2019 when exports increased by 106% against the previous year. 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 +2.6% from 2012 to 2021; however, the trend pattern indicated some noticeable fluctuations being recorded in certain years. Over the period under review, the exports attained the maximum at $X in 2014; however, from 2015 to 2021, the exports remained at a lower figure.

Exports by Country

South Africa dominates exports structure, amounting to X tons, which was near 94% of total exports in 2021. Mauritius (X tons) followed a long way behind the leaders.

South Africa was also the fastest-growing in terms of the dolls and toys exports, with a CAGR of +3.9% from 2012 to 2021. Mauritius experienced a relatively flat trend pattern. While the share of South Africa (+4 p.p.) increased significantly, the shares of the other countries remained relatively stable throughout the analyzed period.

In value terms, South Africa ($X) remains the largest toy supplier in SADC, comprising 79% of total exports. The second position in the ranking was taken by Mauritius ($X), with a 14% share of total exports.

In South Africa, toy exports increased at an average annual rate of +2.3% over the period from 2012-2021.

Export Prices by Country

The export price in SADC stood at $X per ton in 2021, picking up by 23% against the previous year. Overall, the export price, however, showed a relatively flat trend pattern. The most prominent rate of growth was recorded in 2020 an increase of 58%. Over the period under review, the export prices attained the peak figure at $X per ton in 2013; however, from 2014 to 2021, the export prices failed to regain momentum.

There were significant differences in the average prices amongst the major exporting countries. In 2021, amid the top suppliers, the country with the highest price was Mauritius ($X per ton), while South Africa totaled $X per ton.

From 2012 to 2021, the most notable rate of growth in terms of prices was attained by Mauritius (+1.9%).

Toy Imports

Imports in SADC

Toy imports soared to X tons in 2021, picking up by 51% compared with the previous year. The total import volume increased at an average annual rate of +1.9% over the period from 2012 to 2021; however, the trend pattern indicated some noticeable fluctuations being recorded throughout the analyzed period. Over the period under review, imports attained the maximum at X tons in 2019; however, from 2020 to 2021, imports remained at a lower figure.

In value terms, toy imports skyrocketed to $X in 2021. Over the period under review, imports continue to indicate a relatively flat trend pattern. The level of import peaked at $X in 2014; however, from 2015 to 2021, imports remained at a lower figure.

Imports by Country

South Africa prevails in imports structure, reaching X tons, which was near 68% of total imports in 2021. Tanzania (X tons) took a 6.7% share (based on physical terms) of total imports, which put it in second place, followed by Angola (4.5%). The following importers - Madagascar (X tons), Mozambique (X tons), Democratic Republic of the Congo (X tons), Namibia (X tons), Mauritius (X tons), Zambia (X tons) and Botswana (X tons) - together made up 18% 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, Tanzania (+24.6%), Democratic Republic of the Congo (+18.1%), Madagascar (+16.9%), Mozambique (+11.3%), Botswana (+9.9%), Mauritius (+2.2%) and Zambia (+1.8%) displayed positive paces of growth. Moreover, Tanzania emerged as the fastest-growing importer imported in SADC, with a CAGR of +24.6% from 2012-2021. By contrast, Angola (-1.7%) and Namibia (-1.8%) illustrated a downward trend over the same period. Tanzania (+5.6 p.p.), Madagascar (+2.5 p.p.), Democratic Republic of the Congo (+2.3 p.p.) and Mozambique (+1.8 p.p.) significantly strengthened its position in terms of the total imports, while Angola and South Africa saw its share reduced by -1.7% and -11.2% from 2012 to 2021, respectively. The shares of the other countries remained relatively stable throughout the analyzed period.

In value terms, South Africa ($X) constitutes the largest market for imported dolls and toys in SADC, comprising 69% of total imports. The second position in the ranking was held by Tanzania ($X), with a 6.7% share of total imports. It was followed by Angola, with a 5.8% share.

From 2012 to 2021, the average annual growth rate of value in South Africa amounted to -1.6%. In the other countries, the average annual rates were as follows: Tanzania (+39.0% per year) and Angola (-0.0% per year).

Import Prices by Country

The import price in SADC stood at $X per ton in 2021, rising by 2.1% against the previous year. Overall, the import price, however, showed a slight contraction. The pace of growth was the most pronounced in 2020 an increase of 10% against the previous year. Over the period under review, import prices hit record highs at $X per ton in 2015; however, from 2016 to 2021, import prices remained at a lower figure.

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 Mauritius ($X per ton), while Mozambique ($X per ton) was amongst the lowest.

From 2012 to 2021, the most notable rate of growth in terms of prices was attained by Tanzania (+11.5%), while the other leaders experienced more modest paces of growth.

Source: IndexBox Platform