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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. Furthermore, during the government-imposed lockdown from late-March un...
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 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.TABLE OF CONTENTS
List OF CONTENTS AND TABLES
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 2020-2025MARKET 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 2020-2025DISCLAIMER
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
SOURCES
Summary 1 Research SourcesKEY 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 2020-2025KEY 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 2020-2025KEY 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 2020-2025KEY 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 2020-2025KEY 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 2020-2025KEY 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 2020-2025KEY 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 2020-2025KEY 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 2020-2025KEY 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 2020-2025KEY 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