Consumer Appliances in South Africa
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. Some examples include the need...
Euromonitor International's 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?
Euromonitor International's 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.
Consumer Appliances in South Africa
Euromonitor International
December 2023
LIST OF CONTENTS AND TABLES
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 AFRICA
KEY 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 AFRICA
KEY 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 AFRICA
KEY 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 AFRICA
KEY 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 AFRICA
KEY 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 AFRICA
KEY 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 AFRICA
KEY 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 AFRICA
KEY 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 AFRICA
KEY 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 AFRICA
KEY 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
Euromonitor International
December 2023
LIST OF CONTENTS AND TABLES
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 AFRICA
KEY 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 AFRICA
KEY 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 AFRICA
KEY 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 AFRICA
KEY 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 AFRICA
KEY 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 AFRICA
KEY 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 AFRICA
KEY 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 AFRICA
KEY 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 AFRICA
KEY 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 AFRICA
KEY 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
