+353-1-416-8900REST OF WORLD
+44-20-3973-8888REST OF WORLD
1-917-300-0470EAST COAST U.S
1-800-526-8630U.S. (TOLL FREE)

Consumer Appliances in South Africa

  • PDF Icon

    Report

  • 114 Pages
  • December 2023
  • Region: South Africa
  • Euromonitor International
  • ID: 2789320
The pandemic has dramatically changed South Africans’ lifestyles in many ways, a trend that is greatly benefiting demand for consumer appliances. For instance, many businesses have now adopted remote/hybrid working models, meaning that employees still spend greater time at home working whilst trying to juggle household chores. Therefore, they are increasingly looking to invest in convenient, time-saving appliances that support their efforts and fulfil their needs.

The Consumer Appliances in South Africa report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2018-2022, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, format trends or distribution issues. Forecasts to 2027 illustrate how the market is set to change.

Product coverage: Major Appliances, Small Appliances.

Data coverage: Market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

  • Get a detailed picture of the Consumer Appliances market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

CONSUMER APPLIANCES IN SOUTH AFRICA
EXECUTIVE SUMMARY
  • Changing lifestyles in South Africa influence demand for consumer appliances
  • Load shedding restricts greater penetration of many appliances
  • Economic challenges reduce local consumers’ brand loyalty
  • E-commerce provides alternative option to increase revenue for retailers
  • In-store representatives are key to driving brand success
MARKET INDICATORS
  • Table 1 Household Penetration of Selected Total Stock Consumer Appliances by Category 2018-2024
  • Table 2 Replacement Cycles of Consumer Appliances by Category 2018-2024
MARKET DATA
  • Table 3 Sales of Consumer Appliances by Category: Volume 2018-2023
  • Table 4 Sales of Consumer Appliances by Category: Value 2018-2023
  • Table 5 Sales of Consumer Appliances by Category: % Volume Growth 2018-2023
  • Table 6 Sales of Consumer Appliances by Category: % Value Growth 2018-2023
  • Table 7 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2018-2023
  • Table 8 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2018-2023
  • Table 9 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2018-2023
  • Table 10 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2018-2023
  • Table 11 Sales of Small Appliances by Category: Volume 2018-2023
  • Table 12 Sales of Small Appliances by Category: Value 2018-2023
  • Table 13 Sales of Small Appliances by Category: % Volume Growth 2018-2023
  • Table 14 Sales of Small Appliances by Category: % Value Growth 2018-2023
  • Table 15 NBO Company Shares of Major Appliances: % Volume 2019-2023
  • Table 16 LBN Brand Shares of Major Appliances: % Volume 2020-2023
  • Table 17 NBO Company Shares of Small Appliances: % Volume 2019-2023
  • Table 18 LBN Brand Shares of Small Appliances: % Volume 2020-2023
  • Table 19 Distribution of Major Appliances by Format: % Volume 2018-2023
  • Table 20 Distribution of Small Appliances by Format: % Volume 2018-2023
  • Table 21 Forecast Sales of Consumer Appliances by Category: Volume 2023-2028
  • Table 22 Forecast Sales of Consumer Appliances by Category: Value 2023-2028
  • Table 23 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2023-2028
  • Table 24 Forecast Sales of Consumer Appliances by Category: % Value Growth 2023-2028
  • Table 25 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2023-2028
  • Table 26 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2023-2028
  • Table 27 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2023-2028
  • Table 28 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2023-2028
  • Table 29 Forecast Sales of Small Appliances by Category: Volume 2023-2028
  • Table 30 Forecast Sales of Small Appliances by Category: Value 2023-2028
  • Table 31 Forecast Sales of Small Appliances by Category: % Volume Growth 2023-2028
  • Table 32 Forecast Sales of Small Appliances by Category: % Value Growth 2023-2028
DISCLAIMER
SOURCES
  • Summary 1 Research Sources
REFRIGERATION APPLIANCES IN SOUTH AFRICAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Refrigeration remains a necessity in South Africa despite prevailing economic conditions
  • Demand for greater energy efficiency grows in line with increasing cost of electricity
  • Retailers look to drive sales through e-commerce
PROSPECTS AND OPPORTUNITIES
  • Retail volume sales set to remain restricted due to consumers’ disposable incomes
  • Loyalty expected to remain a key success driver for established brands
  • E-commerce likely to expand as distribution channel over forecast period
CATEGORY DATA
  • Table 33 Sales of Refrigeration Appliances by Category: Volume 2018-2023
  • Table 34 Sales of Refrigeration Appliances by Category: Value 2018-2023
  • Table 35 Sales of Refrigeration Appliances by Category: % Volume Growth 2018-2023
  • Table 36 Sales of Refrigeration Appliances by Category: % Value Growth 2018-2023
  • Table 37 Sales of Freezers by Format: % Volume 2018-2023
  • Table 38 Sales of Freezers by Volume Capacity: % Volume 2018-2023
  • Table 39 Sales of Fridge Freezers by Format: % Volume 2018-2023
  • Table 40 Sales of Fridge Freezers by Volume Capacity: % Volume 2018-2023
  • Table 41 Sales of Fridge Freezers by Smart Appliances: % Volume 2019-2023
  • Table 42 Sales of Fridges by Volume Capacity: % Volume 2018-2023
  • Table 43 NBO Company Shares of Refrigeration Appliances: % Volume 2019-2023
  • Table 44 LBN Brand Shares of Refrigeration Appliances: % Volume 2020-2023
  • Table 45 NBO Company Shares of Built-in Fridge Freezers: % Volume 2019-2023
  • Table 46 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2019-2023
  • Table 47 NBO Company Shares of Built-in Fridges: % Volume 2019-2023
  • Table 48 NBO Company Shares of Freestanding Fridges: % Volume 2019-2023
  • Table 49 Distribution of Refrigeration Appliances by Format: % Volume 2018-2023
  • Table 50 Production of Refrigeration Appliances: Total Volume 2018-2023
  • Table 51 Forecast Sales of Refrigeration Appliances by Category: Volume 2023-2028
  • Table 52 Forecast Sales of Refrigeration Appliances by Category: Value 2023-2028
  • Table 53 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2023-2028
  • Table 54 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2023-2028
HOME LAUNDRY APPLIANCES IN SOUTH AFRICAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Increasing demand for convenience influences sales of home laundry appliances
  • Power outages hamper stronger retail volume sales across the country
  • E-commerce continues to expand presence as a distribution channel
PROSPECTS AND OPPORTUNITIES
  • New features expected to influence brand dominance over the forecast period
  • Limited household income expected to be deterrent to stronger penetration of lower LSM segment
  • Online sales of home laundry appliances likely to further grow
CATEGORY DATA
  • Table 55 Sales of Home Laundry Appliances by Category: Volume 2018-2023
  • Table 56 Sales of Home Laundry Appliances by Category: Value 2018-2023
  • Table 57 Sales of Home Laundry Appliances by Category: % Volume Growth 2018-2023
  • Table 58 Sales of Home Laundry Appliances by Category: % Value Growth 2018-2023
  • Table 59 Sales of Automatic Washer Dryers by Smart Appliances: % Volume 2018-2023
  • Table 60 Sales of Automatic Washing Machines by Format: % Volume 2018-2023
  • Table 61 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2018-2023
  • Table 62 Sales of Automatic Washing Machines by Smart Appliances: % Volume 2019-2023
  • Table 63 NBO Company Shares of Home Laundry Appliances: % Volume 2019-2023
  • Table 64 LBN Brand Shares of Home Laundry Appliances: % Volume 2020-2023
  • Table 65 Distribution of Home Laundry Appliances by Format: % Volume 2018-2023
  • Table 66 Production of Home Laundry Appliances: Total Volume 2018-2023
  • Table 67 Forecast Sales of Home Laundry Appliances by Category: Volume 2023-2028
  • Table 68 Forecast Sales of Home Laundry Appliances by Category: Value 2023-2028
  • Table 69 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2023-2028
  • Table 70 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2023-2028
DISHWASHERS IN SOUTH AFRICAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Changing consumer lifestyles influence demand for dishwashers
  • South Africa’s energy crisis restricts growth and penetration of dishwashers
  • Loyalty remains the key to survival for most brands in South Africa
PROSPECTS AND OPPORTUNITIES
  • Future growth set to be driven by mid- to high-income consumers
  • Increasing engagement with consumers expected to boost sales
  • Retailers expected to further shift attention online as e-commerce continues to penetrate distribution of dishwashers
CATEGORY DATA
  • Table 71 Sales of Dishwashers by Category: Volume 2018-2023
  • Table 72 Sales of Dishwashers by Category: Value 2018-2023
  • Table 73 Sales of Dishwashers by Category: % Volume Growth 2018-2023
  • Table 74 Sales of Dishwashers by Category: % Value Growth 2018-2023
  • Table 75 Sales of Dishwashers by Format: % Volume 2018-2023
  • Table 76 Sales of Dishwashers by Smart Appliances: % Volume 2019-2023
  • Table 77 NBO Company Shares of Dishwashers: % Volume 2019-2023
  • Table 78 LBN Brand Shares of Dishwashers: % Volume 2020-2023
  • Table 79 Distribution of Dishwashers by Format: % Volume 2018-2023
  • Table 80 Production of Dishwashers: Total Volume 2018-2023
  • Table 81 Forecast Sales of Dishwashers by Category: Volume 2023-2028
  • Table 82 Forecast Sales of Dishwashers by Category: Value 2023-2028
  • Table 83 Forecast Sales of Dishwashers by Category: % Volume Growth 2023-2028
  • Table 84 Forecast Sales of Dishwashers by Category: % Value Growth 2023-2028
LARGE COOKING APPLIANCES IN SOUTH AFRICAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Gas format of large cooking appliances gaining popularity in South Africa
  • Credit boosts sales of large cooking appliances in South Africa
  • Broad product range key to brand dominance
PROSPECTS AND OPPORTUNITIES
  • Energy efficiency expected to be a factor in consumers’ purchasing decisions
  • Hire purchase sales expected to boost demand for large cooking appliances
  • Limited disposable incomes set to restrict stronger demand from low LSM segment
CATEGORY DATA
  • Table 85 Sales of Large Cooking Appliances by Category: Volume 2018-2023
  • Table 86 Sales of Large Cooking Appliances by Category: Value 2018-2023
  • Table 87 Sales of Large Cooking Appliances by Category: % Volume Growth 2018-2023
  • Table 88 Sales of Large Cooking Appliances by Category: % Value Growth 2018-2023
  • Table 89 Sales of Built-in Hobs by Format: % Volume 2018-2023
  • Table 90 Sales of Ovens by Smart Appliances: % Volume 2019-2023
  • Table 91 NBO Company Shares of Large Cooking Appliances: % Volume 2019-2023
  • Table 92 LBN Brand Shares of Large Cooking Appliances: % Volume 2020-2023
  • Table 93 NBO Company Shares of Built-in Hobs: % Volume 2019-2023
  • Table 94 NBO Company Shares of Ovens: % Volume 2019-2023
  • Table 95 NBO Company Shares of Cooker Hoods: % Volume 2019-2023
  • Table 96 NBO Company Shares of Built-in Cooker Hoods: % Volume 2019-2023
  • Table 97 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2019-2023
  • Table 98 NBO Company Shares of Cookers: % Volume 2019-2023
  • Table 99 NBO Company Shares of Range Cookers: % Volume 2019-2023
  • Table 100 Distribution of Large Cooking Appliances by Format: % Volume 2018-2023
  • Table 101 Production of Large Cooking Appliances: Total Volume 2018-2023
  • Table 102 Forecast Sales of Large Cooking Appliances by Category: Volume 2023-2028
  • Table 103 Forecast Sales of Large Cooking Appliances by Category: Value 2023-2028
  • Table 104 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2023-2028
  • Table 105 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2023-2028
MICROWAVES IN SOUTH AFRICAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Increasing need for convenience boosts sales of microwaves in South Africa
  • Load shedding causes mixed sentiment towards use of microwaves
  • More affordable options threaten dominance of leading brands
PROSPECTS AND OPPORTUNITIES
  • Lower unit prices expected to sustain demand from less affluent consumers
  • Specific features expected to be main selling point over the forecast period
CATEGORY DATA
  • Table 106 Sales of Microwaves by Category: Volume 2018-2023
  • Table 107 Sales of Microwaves by Category: Value 2018-2023
  • Table 108 Sales of Microwaves by Category: % Volume Growth 2018-2023
  • Table 109 Sales of Microwaves by Category: % Value Growth 2018-2023
  • Table 110 Sales of Microwaves by Smart Appliances: % Volume 2019-2023
  • Table 111 NBO Company Shares of Microwaves: % Volume 2019-2023
  • Table 112 LBN Brand Shares of Microwaves: % Volume 2020-2023
  • Table 113 Distribution of Microwaves by Format: % Volume 2018-2023
  • Table 114 Production of Microwaves: Total Volume 2018-2023
  • Table 115 Forecast Sales of Microwaves by Category: Volume 2023-2028
  • Table 116 Forecast Sales of Microwaves by Category: Value 2023-2028
  • Table 117 Forecast Sales of Microwaves by Category: % Volume Growth 2023-2028
  • Table 118 Forecast Sales of Microwaves by Category: % Value Growth 2023-2028
FOOD PREPARATION APPLIANCES IN SOUTH AFRICAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Higher number of consumers frequently prepare meals at home
  • Shortage in power supply slows volume growth of food preparation appliances
  • Consumers are becoming increasingly health conscious in South Africa
PROSPECTS AND OPPORTUNITIES
  • Social media set to further boost volume sales over the forecast period
  • Retailers expected to increasingly shift online in a bid to lower operational costs
  • Lower unit price expected to be key driver of volume sales for mass brands
CATEGORY DATA
  • Table 119 Sales of Food Preparation Appliances by Category: Volume 2018-2023
  • Table 120 Sales of Food Preparation Appliances by Category: Value 2018-2023
  • Table 121 Sales of Food Preparation Appliances by Category: % Volume Growth 2018-2023
  • Table 122 Sales of Food Preparation Appliances by Category: % Value Growth 2018-2023
  • Table 123 NBO Company Shares of Food Preparation Appliances: % Volume 2019-2023
  • Table 124 LBN Brand Shares of Food Preparation Appliances: % Volume 2020-2023
  • Table 125 Distribution of Food Preparation Appliances by Format: % Volume 2018-2023
  • Table 126 Forecast Sales of Food Preparation Appliances by Category: Volume 2023-2028
  • Table 127 Forecast Sales of Food Preparation Appliances by Category: Value 2023-2028
  • Table 128 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2023-2028
  • Table 129 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2023-2028
SMALL COOKING APPLIANCES IN SOUTH AFRICAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Exposure to various ways of cooking boosts demand for small cooking appliances
  • Sales representatives key to success of most small cooking appliances
  • E-commerce sales continue to grow from low base
PROSPECTS AND OPPORTUNITIES
  • Consumer awareness expected to continue growing over the forecast period
  • Leading distribution channels expected to sustain category sales
CATEGORY DATA
  • Table 130 Sales of Small Cooking Appliances by Category: Volume 2018-2023
  • Table 131 Sales of Small Cooking Appliances by Category: Value 2018-2023
  • Table 132 Sales of Small Cooking Appliances by Category: % Volume Growth 2018-2023
  • Table 133 Sales of Small Cooking Appliances by Category: % Value Growth 2018-2023
  • Table 134 Sales of Freestanding Hobs by Format: % Volume 2018-2023
  • Table 135 NBO Company Shares of Small Cooking Appliances: % Volume 2019-2023
  • Table 136 LBN Brand Shares of Small Cooking Appliances: % Volume 2020-2023
  • Table 137 Distribution of Small Cooking Appliances by Format: % Volume 2018-2023
  • Table 138 Forecast Sales of Small Cooking Appliances by Category: Volume 2023-2028
  • Table 139 Forecast Sales of Small Cooking Appliances by Category: Value 2023-2028
  • Table 140 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2023-2028
  • Table 141 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2023-2028
VACUUM CLEANERS IN SOUTH AFRICAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Changing consumer lifestyles influence demand for vacuum cleaners
  • South Africans increasingly attracted to robotic vacuum cleaners
  • Pre-sales support key to pushing volume sales
PROSPECTS AND OPPORTUNITIES
  • Robotic vacuum cleaners expected to gain popularity over the forecast period
  • Consumers set to retain preference for physical stores over e-commerce
CATEGORY DATA
  • Table 142 Sales of Vacuum Cleaners by Category: Volume 2018-2023
  • Table 143 Sales of Vacuum Cleaners by Category: Value 2018-2023
  • Table 144 Sales of Vacuum Cleaners by Category: % Volume Growth 2018-2023
  • Table 145 Sales of Vacuum Cleaners by Category: % Value Growth 2018-2023
  • Table 146 Sales of Robotic Vacuum Cleaners by Smart Appliances: % Volume 2019-2023
  • Table 147 NBO Company Shares of Vacuum Cleaners: % Volume 2019-2023
  • Table 148 LBN Brand Shares of Vacuum Cleaners: % Volume 2020-2023
  • Table 149 Distribution of Vacuum Cleaners by Format: % Volume 2018-2023
  • Table 150 Forecast Sales of Vacuum Cleaners by Category: Volume 2023-2028
  • Table 151 Forecast Sales of Vacuum Cleaners by Category: Value 2023-2028
  • Table 152 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2023-2028
  • Table 153 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2023-2028
PERSONAL CARE APPLIANCES IN SOUTH AFRICAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Increasing awareness of personal grooming boosts category sales
  • Social media helps boost product awareness in South Africa
  • Hair care appliances comprise significant share of personal care appliances
PROSPECTS AND OPPORTUNITIES
  • Personal grooming awareness expected to drive future sales growth
  • E-commerce expected to boost volume sales of personal care appliances
CATEGORY DATA
  • Table 154 Sales of Personal Care Appliances by Category: Volume 2018-2023
  • Table 155 Sales of Personal Care Appliances by Category: Value 2018-2023
  • Table 156 Sales of Personal Care Appliances by Category: % Volume Growth 2018-2023
  • Table 157 Sales of Personal Care Appliances by Category: % Value Growth 2018-2023
  • Table 158 Sales of Body Shavers by Format: % Volume 2018-2023
  • Table 159 Sales of Hair Care Appliances by Format: % Volume 2018-2023
  • Table 160 NBO Company Shares of Personal Care Appliances 2019-2023
  • Table 161 LBN Brand Shares of Personal Care Appliances 2020-2023
  • Table 162 Distribution of Personal Care Appliances by Format: % Volume 2018-2023
  • Table 163 Forecast Sales of Personal Care Appliances by Category: Volume 2023-2028
  • Table 164 Forecast Sales of Personal Care Appliances by Category: Value 2023-2028
  • Table 165 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2023-2028
  • Table 166 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2023-2028
AIR TREATMENT PRODUCTS IN SOUTH AFRICAKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Changing consumer lifestyles influence demand for air treatment products
  • Power supply challenges hamper potential for stronger penetration in South Africa
  • Established brands continue to dominate the category
PROSPECTS AND OPPORTUNITIES
  • Beyond cooling fans, demand will remain restricted to mid- to high-income consumers
  • Retail offline expected to remain leading destination over the forecast period
CATEGORY DATA
  • Table 167 Sales of Air Treatment Products by Category: Volume 2018-2023
  • Table 168 Sales of Air Treatment Products by Category: Value 2018-2023
  • Table 169 Sales of Air Treatment Products by Category: % Volume Growth 2018-2023
  • Table 170 Sales of Air Treatment Products by Category: % Value Growth 2018-2023
  • Table 171 Sales of Air Conditioners by Smart Appliances: % Volume 2019-2023
  • Table 172 NBO Company Shares of Air Treatment Products: % Volume 2019-2023
  • Table 173 LBN Brand Shares of Air Treatment Products: % Volume 2020-2023
  • Table 174 Distribution of Air Treatment Products by Format: % Volume 2018-2023
  • Table 175 Production of Air Conditioners: Total Volume 2018-2023
  • Table 176 Forecast Sales of Air Treatment Products by Category: Volume 2023-2028
  • Table 177 Forecast Sales of Air Treatment Products by Category: Value 2023-2028
  • Table 178 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2023-2028
  • Table 179 Forecast Sales of Air Treatment Products by Category: % Value Growth 2023-2028