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Consumer Appliances in South Africa

  • ID: 2789320
  • Report
  • January 2021
  • Region: South Africa, Africa
  • 127 pages
  • Euromonitor International
Consumer appliances will witness a strong decline in 2020 due to COVID-19. The pandemic resulted in thousands of job losses and economic hardship across the country. This led to many households limiting their purchases to essential products, such as food and personal/home-hygiene items. Consumer appliances are generally not considered essential by South African consumers and therefore many held off on buying new ones in 2020.

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 2016-2020, 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 2025 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.
Note: Product cover images may vary from those shown
EXECUTIVE SUMMARY
  • COVID-19 impact on consumer appliances
  • COVID-19 country impact
  • Company response
  • Retailing shift
  • What next for consumer appliances?
MARKET INDICATORS
  • Table 1 Household Penetration of Selected Total Stock Consumer Appliances by Category 2015-2020
  • Table 2 Replacement Cycles of Consumer Appliances by Category 2015-2020
  • Table 3 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2020-2025
  • Table 4 Forecast Replacement Cycles of Consumer Appliances by Category 2020-2025
MARKET DATA
  • Table 5 Sales of Consumer Appliances by Category: Volume 2015-2020
  • Table 6 Sales of Consumer Appliances by Category: Value 2015-2020
  • Table 7 Sales of Consumer Appliances by Category: % Volume Growth 2015-2020
  • Table 8 Sales of Consumer Appliances by Category: % Value Growth 2015-2020
  • Table 9 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2015-2020
  • Table 10 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2015-2020
  • Table 11 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2015-2020
  • Table 12 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2015-2020
  • Table 13 Sales of Small Appliances by Category: Volume 2015-2020
  • Table 14 Sales of Small Appliances by Category: Value 2015-2020
  • Table 15 Sales of Small Appliances by Category: % Volume Growth 2015-2020
  • Table 16 Sales of Small Appliances by Category: % Value Growth 2015-2020
  • Table 17 NBO Company Shares of Major Appliances: % Volume 2016-2020
  • Table 18 LBN Brand Shares of Major Appliances: % Volume 2017-2020
  • Table 19 NBO Company Shares of Small Appliances: % Volume 2016-2020
  • Table 20 LBN Brand Shares of Small Appliances: % Volume 2017-2020
  • Table 21 Distribution of Major Appliances by Format: % Volume 2015-2020
  • Table 22 Distribution of Small Appliances by Format: % Volume 2015-2020
  • Table 23 Forecast Sales of Consumer Appliances by Category: Volume 2020-2025
  • Table 24 Forecast Sales of Consumer Appliances by Category: Value 2020-2025
  • Table 25 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2020-2025
  • Table 26 Forecast Sales of Consumer Appliances by Category: % Value Growth 2020-2025
  • Table 27 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2020-2025
  • Table 28 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2020-2025
  • Table 29 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2020-2025
  • Table 30 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2020-2025
  • Table 31 Forecast Sales of Small Appliances by Category: Volume 2020-2025
  • Table 32 Forecast Sales of Small Appliances by Category: Value 2020-2025
  • Table 33 Forecast Sales of Small Appliances by Category: % Volume Growth 2020-2025
  • Table 34 Forecast Sales of Small Appliances by Category: % Value Growth 2020-2025
DISCLAIMER

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

SOURCES
  • Summary 1 Research Sources
KEY DATA FINDINGS

2020 IMPACT
  • Declining sales for refrigeration appliances as category suffers under non-essential item temporary ban
  • Expensive fridge freezers experience decreased demand due to consumers’ economic instability
  • Large-scale investment by category leaders persists
  • LG leads innovation in refrigeration
  • CHART 1 nstaView Side by Side Fridge, Door-in-Door™
RECOVERY AND OPPORTUNITIES
  • Swift expected recovery of category despite elongating replacement cycles
  • E-commerce set to rise as manufacturers gain consumers’ trust
  • Energy efficiency expected to remain key in new product development
CATEGORY DATA
  • Table 35 Sales of Refrigeration Appliances by Category: Volume 2015-2020
  • Table 36 Sales of Refrigeration Appliances by Category: Value 2015-2020
  • Table 37 Sales of Refrigeration Appliances by Category: % Volume Growth 2015-2020
  • Table 38 Sales of Refrigeration Appliances by Category: % Value Growth 2015-2020
  • Table 39 Sales of Freezers by Format: % Volume 2015-2020
  • Table 40 Sales of Freezers by Volume Capacity: % Volume 2015-2020
  • Table 41 Sales of Fridge Freezers by Format: % Volume 2015-2020
  • Table 42 Sales of Fridge Freezers by Volume Capacity: % Volume 2015-2020
  • Table 43 Sales of Fridge Freezers by Connected Appliances: % Volume 2016-2020
  • Table 44 Sales of Fridges by Volume Capacity: % Volume 2015-2020
  • Table 45 NBO Company Shares of Refrigeration Appliances: % Volume 2016-2020
  • Table 46 LBN Brand Shares of Refrigeration Appliances: % Volume 2017-2020
  • Table 47 NBO Company Shares of Built-in Fridge Freezers: % Volume 2016-2020
  • Table 48 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2016-2020
  • Table 49 NBO Company Shares of Built-in Fridges: % Volume 2016-2020
  • Table 50 NBO Company Shares of Freestanding Fridges: % Volume 2016-2020
  • Table 51 Distribution of Refrigeration Appliances by Format: % Volume 2015-2020
  • Table 52 Production of Refrigeration Appliances: Total Volume 2015-2020
  • Table 53 Forecast Sales of Refrigeration Appliances by Category: Volume 2020-2025
  • Table 54 Forecast Sales of Refrigeration Appliances by Category: Value 2020-2025
  • Table 55 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2020-2025
  • Table 56 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2020-2025
KEY DATA FINDINGS

2020 IMPACT
  • E-commerce purchases unable to offset the damage caused by the temporary non-essential item ban
  • Companies with strong e-commerce benefit; competitive landscape remains stable
  • Water and energy-efficiency remain key concerns for consumers and manufacturers
  • LG launches TWINWash brand allowing for simultaneous load washing
  • CHART 2 12kg Wash/8kg Dry + 2kg TWINWash Front Loader Washing Machine
RECOVERY AND OPPORTUNITIES
  • Automatic washing machines expected to be the driver for category recovery
  • Sales set to benefit from health-concerned consumers and growth of laundry care
  • Shift towards e-commerce as shopping-from-home is expected to persist
CATEGORY DATA
  • Table 57 Sales of Home Laundry Appliances by Category: Volume 2015-2020
  • Table 58 Sales of Home Laundry Appliances by Category: Value 2015-2020
  • Table 59 Sales of Home Laundry Appliances by Category: % Volume Growth 2015-2020
  • Table 60 Sales of Home Laundry Appliances by Category: % Value Growth 2015-2020
  • Table 61 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2015-2020
  • Table 62 Sales of Automatic Washing Machines by Format: % Volume 2015-2020
  • Table 63 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2015-2020
  • Table 64 Sales of Automatic Washing Machines by Connected Appliances: % Volume 2016-2020
  • Table 65 NBO Company Shares of Home Laundry Appliances: % Volume 2016-2020
  • Table 66 LBN Brand Shares of Home Laundry Appliances: % Volume 2017-2020
  • Table 67 Distribution of Home Laundry Appliances by Format: % Volume 2015-2020
  • Table 68 Production of Home Laundry Appliances: Total Volume 2015-2020
  • Table 69 Forecast Sales of Home Laundry Appliances by Category: Volume 2020-2025
  • Table 70 Forecast Sales of Home Laundry Appliances by Category: Value 2020-2025
  • Table 71 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2020-2025
  • Table 72 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2020-2025
KEY DATA FINDINGS

2020 IMPACT
  • Decreased sales but increased penetration as lockdown creates demand amongst first-time buyers
  • BSH Home Appliances solidifies position as top player
  • Size and functionality remain key, though sustainability is gaining attention
  • Defy and Finish team up to create hamper offer
  • CHART 3 Free Finish hamper with purchase of Defy Appliance’s dishwasher
RECOVERY AND OPPORTUNITIES
  • Home cooking and hygiene trends expected to boost demand
  • Environmental awareness to continue affecting consumers’ purchasing decisions
  • Rise of e-commerce expected as cross-industry partnerships flourish
CATEGORY DATA
  • Table 73 Sales of Dishwashers by Category: Volume 2015-2020
  • Table 74 Sales of Dishwashers by Category: Value 2015-2020
  • Table 75 Sales of Dishwashers by Category: % Volume Growth 2015-2020
  • Table 76 Sales of Dishwashers by Category: % Value Growth 2015-2020
  • Table 77 Sales of Dishwashers by Format: % Volume 2015-2020
  • Table 78 Sales of Dishwashers by Connected Appliances: % Volume 2016-2020
  • Table 79 NBO Company Shares of Dishwashers: % Volume 2016-2020
  • Table 80 LBN Brand Shares of Dishwashers: % Volume 2017-2020
  • Table 81 Distribution of Dishwashers by Format: % Volume 2015-2020
  • Table 82 Production of Dishwashers: Total Volume 2015-2020
  • Table 83 Forecast Sales of Dishwashers by Category: Volume 2020-2025
  • Table 84 Forecast Sales of Dishwashers by Category: Value 2020-2025
  • Table 85 Forecast Sales of Dishwashers by Category: % Volume Growth 2020-2025
  • Table 86 Forecast Sales of Dishwashers by Category: % Value Growth 2020-2025
KEY DATA FINDINGS

2020 IMPACT
  • Economic impact of COVID-19 leads to declining interest in category
  • Interruption to property market negatively impacts category sales
  • Defy Appliances retains top position; Smeg gains ground with premium products
  • Defy expands portfolio with efficiency slimline oven
  • CHART 4 efy Slimline ThermoFan+ and Undercounter Oven
RECOVERY AND OPPORTUNITIES
  • Property market affects growth in large cooking appliances
  • Cooking appliance preferences differ among households
  • E-commerce set to rise, though not as much as for other categories
CATEGORY DATA
  • Table 87 Sales of Large Cooking Appliances by Category: Volume 2015-2020
  • Table 88 Sales of Large Cooking Appliances by Category: Value 2015-2020
  • Table 89 Sales of Large Cooking Appliances by Category: % Volume Growth 2015-2020
  • Table 90 Sales of Large Cooking Appliances by Category: % Value Growth 2015-2020
  • Table 91 Sales of Built-in Hobs by Format: % Volume 2015-2020
  • Table 92 Sales of Ovens by Connected Appliances: % Volume 2016-2020
  • Table 93 NBO Company Shares of Large Cooking Appliances: % Volume 2016-2020
  • Table 94 LBN Brand Shares of Large Cooking Appliances: % Volume 2017-2020
  • Table 95 NBO Company Shares of Built-in Hobs: % Volume 2016-2020
  • Table 96 NBO Company Shares of Ovens: % Volume 2016-2020
  • Table 97 NBO Company Shares of Cooker Hoods: % Volume 2016-2020
  • Table 98 NBO Company Shares of Built-in Cooker Hoods: % Volume 2016-2020
  • Table 99 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2016-2020
  • Table 100 NBO Company Shares of Cookers: % Volume 2016-2020
  • Table 101 NBO Company Shares of Range Cookers: % Volume 2016-2020
  • Table 102 Distribution of Large Cooking Appliances by Format: % Volume 2015-2020
  • Table 103 Production of Large Cooking Appliances: Total Volume 2015-2020
  • Table 104 Forecast Sales of Large Cooking Appliances by Category: Volume 2020-2025
  • Table 105 Forecast Sales of Large Cooking Appliances by Category: Value 2020-2025
  • Table 106 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2020-2025
  • Table 107 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2020-2025
KEY DATA FINDINGS

2020 IMPACT
  • Sales ban and store closures limits opportunities for consumers to make purchases
  • Freestanding microwaves continue to be the preferred choice for consumers
  • Share of e-commerce continues to grow
  • Uncertainty caused by pandemic limit category innovation
RECOVERY AND OPPORTUNITIES
  • Convenience trend set to aid category recovery
  • Replacement cycles to lengthen as consumers strive to save money
  • Private label set to gain category share; e-commerce sales to rise
CATEGORY DATA
  • Table 108 Sales of Microwaves by Category: Volume 2015-2020
  • Table 109 Sales of Microwaves by Category: Value 2015-2020
  • Table 110 Sales of Microwaves by Category: % Volume Growth 2015-2020
  • Table 111 Sales of Microwaves by Category: % Value Growth 2015-2020
  • Table 112 Sales of Microwaves by Connected Appliances: % Volume 2016-2020
  • Table 113 NBO Company Shares of Microwaves: % Volume 2016-2020
  • Table 114 LBN Brand Shares of Microwaves: % Volume 2017-2020
  • Table 115 Distribution of Microwaves by Format: % Volume 2015-2020
  • Table 116 Production of Microwaves: Total Volume 2015-2020
  • Table 117 Forecast Sales of Microwaves by Category: Volume 2020-2025
  • Table 118 Forecast Sales of Microwaves by Category: Value 2020-2025
  • Table 119 Forecast Sales of Microwaves by Category: % Volume Growth 2020-2025
  • Table 120 Forecast Sales of Microwaves by Category: % Value Growth 2020-2025
KEY DATA FINDINGS

2020 IMPACT
  • More time at home and foodservice closures lead to more home cooking
  • Convenience trend persists and influences consumers’ purchasing decisions
  • Mass merchandisers remain leading channel, while e-commerce continues to grow
  • Innovation deterred by economic uncertainty
RECOVERY AND OPPORTUNITIES
  • Working from home trend set to boost category recovery
  • Health trend set to be key in product innovation
  • Increased exposure to online recipes set to boost category sales
CATEGORY DATA
  • Table 121 Sales of Food Preparation Appliances by Category: Volume 2015-2020
  • Table 122 Sales of Food Preparation Appliances by Category: Value 2015-2020
  • Table 123 Sales of Food Preparation Appliances by Category: % Volume Growth 2015-2020
  • Table 124 Sales of Food Preparation Appliances by Category: % Value Growth 2015-2020
  • Table 125 NBO Company Shares of Food Preparation Appliances: % Volume 2016-2020
  • Table 126 LBN Brand Shares of Food Preparation Appliances: % Volume 2017-2020
  • Table 127 Distribution of Food Preparation Appliances by Format: % Volume 2015-2020
  • Table 128 Forecast Sales of Food Preparation Appliances by Category: Volume 2020-2025
  • Table 129 Forecast Sales of Food Preparation Appliances by Category: Value 2020-2025
  • Table 130 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2020-2025
  • Table 131 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2020-2025
KEY DATA FINDINGS

2020 IMPACT
  • Decreased demand softened by increased home cooking occasions
  • Private label maintains stable share, proving affordability remains attractive to cash-strapped consumers
  • Increased time online boosts e-commerce sales
  • Product bundles used to incentivise consumer purchases
  • CHART 5 hilips partners with Nature’s Garden to offer food and small cooking appliances bundles
RECOVERY AND OPPORTUNITIES
  • Working from home trend set to aid category recovery
‘Coffee Culture’ to continue boosting sales of coffee machines
  • E-commerce on the rise as channel gains consumers’ trust
CATEGORY DATA
  • Table 132 Sales of Small Cooking Appliances by Category: Volume 2015-2020
  • Table 133 Sales of Small Cooking Appliances by Category: Value 2015-2020
  • Table 134 Sales of Small Cooking Appliances by Category: % Volume Growth 2015-2020
  • Table 135 Sales of Small Cooking Appliances by Category: % Value Growth 2015-2020
  • Table 136 Sales of Freestanding Hobs by Format: % Volume 2015-2020
  • Table 137 NBO Company Shares of Small Cooking Appliances: % Volume 2016-2020
  • Table 138 LBN Brand Shares of Small Cooking Appliances: % Volume 2017-2020
  • Table 139 Distribution of Small Cooking Appliances by Format: % Volume 2015-2020
  • Table 140 Forecast Sales of Small Cooking Appliances by Category: Volume 2020-2025
  • Table 141 Forecast Sales of Small Cooking Appliances by Category: Value 2020-2025
  • Table 142 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2020-2025
  • Table 143 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2020-2025
KEY DATA FINDINGS

2020 IMPACT
  • High-income consumers provide some new demand amongst declining sales
  • Sales hindered as many households see vacuum cleaners as non-essential
  • E-commerce boosted during pandemic, though in-store retailing remains dominant
  • No notable releases due to harsh economic climate
RECOVERY AND OPPORTUNITIES
  • Strong growth expected due to declining demand for domestic work
  • Convenience trend set to boost sales of robotic and stick formats
  • Design and functionality to remain key drivers of sales
CATEGORY DATA
  • Table 144 Sales of Vacuum Cleaners by Category: Volume 2015-2020
  • Table 145 Sales of Vacuum Cleaners by Category: Value 2015-2020
  • Table 146 Sales of Vacuum Cleaners by Category: % Volume Growth 2015-2020
  • Table 147 Sales of Vacuum Cleaners by Category: % Value Growth 2015-2020
  • Table 148 Sales of Robotic Vacuum Cleaners by Connected Appliances: % Volume 2016-2020
  • Table 149 NBO Company Shares of Vacuum Cleaners: % Volume 2016-2020
  • Table 150 LBN Brand Shares of Vacuum Cleaners: % Volume 2017-2020
  • Table 151 Distribution of Vacuum Cleaners by Format: % Volume 2015-2020
  • Table 152 Forecast Sales of Vacuum Cleaners by Category: Volume 2020-2025
  • Table 153 Forecast Sales of Vacuum Cleaners by Category: Value 2020-2025
  • Table 154 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2020-2025
  • Table 155 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2020-2025
KEY DATA FINDINGS

2020 IMPACT
  • Products associated with health and wellness products soften the decline of sales
  • Drugstores/parapharmacies and supermarkets boost presence of affordable brands
  • Home of Living Brands retains lead while private label gains share
  • Dyson launches supersonic hair dryer for high-end consumers
  • CHART 6 Dyson Supersonic Hairdryer
RECOVERY AND OPPORTUNITIES
  • Sales set to be boosted by more time outside the home
  • Private label to stimulate emergence of lower-cost brands
  • E-commerce and drugstores/parapharmacies to continue gaining share
CATEGORY DATA
  • Table 156 Sales of Personal Care Appliances by Category: Volume 2015-2020
  • Table 157 Sales of Personal Care Appliances by Category: Value 2015-2020
  • Table 158 Sales of Personal Care Appliances by Category: % Volume Growth 2015-2020
  • Table 159 Sales of Personal Care Appliances by Category: % Value Growth 2015-2020
  • Table 160 Sales of Body Shavers by Format: % Volume 2015-2020
  • Table 161 Sales of Hair Care Appliances by Format: % Volume 2015-2020
  • Table 162 NBO Company Shares of Personal Care Appliances 2016-2020
  • Table 163 LBN Brand Shares of Personal Care Appliances 2017-2020
  • Table 164 Distribution of Personal Care Appliances by Format: % Volume 2015-2020
  • Table 165 Forecast Sales of Personal Care Appliances by Category: Volume 2020-2025
  • Table 166 Forecast Sales of Personal Care Appliances by Category: Value 2020-2025
  • Table 167 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2020-2025
  • Table 168 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2020-2025
KEY DATA FINDINGS

2020 IMPACT
  • Working from home policies reduce demand for large air conditioners
  • Non-essential status of air treatment appliances greatly reduces demand
  • Rising share for e-commerce and drugstores/parapharmacies
  • LG wearable air purifier
  • CHART 7 G PuriCare Wearable Air Purifier
RECOVERY AND OPPORTUNITIES
  • Increased time at home expected to boost demand for good air quality
  • Category growth set to be facilitated by home-hygiene trends
  • Climate expected to remain a significant driver of growth
CATEGORY DATA
  • Table 169 Sales of Air Treatment Products by Category: Volume 2015-2020
  • Table 170 Sales of Air Treatment Products by Category: Value 2015-2020
  • Table 171 Sales of Air Treatment Products by Category: % Volume Growth 2015-2020
  • Table 172 Sales of Air Treatment Products by Category: % Value Growth 2015-2020
  • Table 173 Sales of Air Conditioners by Connected Appliances: % Volume 2016-2020
  • Table 174 NBO Company Shares of Air Treatment Products: % Volume 2016-2020
  • Table 175 LBN Brand Shares of Air Treatment Products: % Volume 2017-2020
  • Table 176 Distribution of Air Treatment Products by Format: % Volume 2015-2020
  • Table 177 Production of Air Conditioners: Total Volume 2015-2020
  • Table 178 Forecast Sales of Air Treatment Products by Category: Volume 2020-2025
  • Table 179 Forecast Sales of Air Treatment Products by Category: Value 2020-2025
  • Table 180 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2020-2025
  • Table 181 Forecast Sales of Air Treatment Products by Category: % Value Growth 2020-2025
Note: Product cover images may vary from those shown
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