Consumer Electronics in South Africa
Euromonitor International's Consumer Electronics in South Africa report offers a comprehensive guide to the size and shape of the audio and video products market at a national level. It provides the latest retail sales data, 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, distribution or pricing issues. Forecasts illustrate how the market is set to change.
Tables: 159 | Publication date: Apr 2009
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Computers; In-car consumer electronics (aftermarket); In-home consumer electronics; Portable consumer electronics
Executive summary
Brand competition induces favourable market performance
The market for consumer electronics exhibited positive growth over the review period as performances in all sectors surpassed that achieved during the previous year. Competition among brand manufacturers increased as the pace of technologically inspired new product launches combined with favourable developments in the distribution channels to create benefits that added value to consumers’ lifestyles. New developments such as the broadcasting digital migration and the expansion in the national broadband capacity were instrumental in driving remarkable performances in visual products, mobile phones and computers.
Challenging trading conditions impact on the economy
Trading conditions in the environment were extremely challenging. The implementation of the National Credit Act restricted consumer access to credit. This was compounded by high interest rates and high inflation figures and all indications pointed to a depressed outlook. Although there was a revision of performance forecasts, the market demonstrated a high level of resilience that defied initial predictions and posted positive growth performances. Most organisations were able to report pleasing performance results.
Technological developments influences shorter replacement cycles
The fastest growing product categories were mobile phone handsets and laptops. Mobile phones grew by virtue of the rapid pace of new product development which motivates consumers to constantly upgrade their handsets. The lowering of prices due to increased competition has resulted in shorter replacement cycles. Laptops have benefitted from the increased use of the internet as broadband capacity expanded. It is also important to note the renewed interest in digital televisions that has developed as a result of the country migrating to digital broadcasting.
Loss of brand loyalty as market fragmentation takes effect
The market is increasingly becoming fragmented due to the proliferation of many competing brands. Previously it was characteristic to have a few mainstream brands dominating the share of the market because of brand loyalty and the favourable perception that they commanded in the market place. There has been a marked entry of new players who are matching the established brands in terms of quality and are successfully capturing market share by persuading consumers to switch brands.
New product development to sustain future growth
The forecast period is expected to continue exhibiting the positive growth trends that have materialised in the market during the review period. Innovation and creativity will be the benchmark for new product development. The levels of competition will persist as the established brands battle to maintain their positions in the market. Consumers will benefit from lowered prices which will result in the reduction of replacement cycles and offset higher demand levels.
Table of contents
CONSUMER ELECTRONICS IN SOUTH AFRICA : MARKET INSIGHT
EXECUTIVE SUMMARY
Brand competition induces favourable market performance
Challenging trading conditions impact on the economy
Technological developments influences shorter replacement cycles
Loss of brand loyalty as market fragmentation takes effect
New product development to sustain future growth
KEY TRENDS AND DEVELOPMENTS
Economic performance demonstrates resilience
Technology defines competitive advantage
Effective distribution channels makes a difference
Market driven product solutions enhances success prospects
Urbanisation radically transforms consumer lifestyles
MARKET DATA
Table 1 Sales of Consumer Electronics by Sector: Volume 2003-2008
Table 2 Sales of Consumer Electronics by Sector: % Volume Breakdown 2003-2008
Table 3 Sales of Consumer Electronics by Sector: % Volume Growth 2003-2008
Table 4 Sales of Consumer Electronics by Sector: Value 2003-2008
Table 5 Sales of Consumer Electronics by Sector: % Value Breakdown 2003-2008
Table 6 Sales of Consumer Electronics by Sector: % Value Growth 2003-2008
Table 7 Consumer Electronics Company Shares 2003-2007
Table 8 Consumer Electronics Brand Shares 2004-2007
Table 9 Sales of Consumer Electronics by Distribution Format 2003-2008
Table 10 Forecast Sales of Consumer Electronics by Sector: Volume 2008-2013
Table 11 Forecast Sales of Consumer Electronics by Sector: % Volume Breakdown 2008-2013
Table 12 Forecast Sales of Consumer Electronics by Sector: % Volume Growth 2008-2013
Table 13 Forecast Sales of Consumer Electronics by Sector: Value 2008-2013
Table 14 Forecast Sales of Consumer Electronics by Sector: % Value Breakdown 2008-2013
Table 15 Forecast Sales of Consumer Electronics by Sector: % Value Growth 2008-2013
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - SOUTH AFRICA
AMALGAMATED APPLIANCE HOLDINGS (PTY) LTD - CONSUMER ELECTRONICS - SOUTH AFRICA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Amalgamated Appliances Holdings (Pty)Ltd: Key Facts
Summary 3 Amalgamated Appliances Holdings (Pty)Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 4 Amalgamated Appliances Holdings (Pty)Ltd: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 5 Amalgamated Appliances Holdings (Pty)Ltd: Competitive Position 2007
MUSTEK INC - CONSUMER ELECTRONICS - SOUTH AFRICA
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Mustek Limited: Key Facts
Summary 7 Mustek Limited: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 8 Mustek Limited: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 9 Mustek Limited: Competitive Position 2007
NU-WORLD HOLDINGS LTD - CONSUMER ELECTRONICS - SOUTH AFRICA
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Nu-World Holdings Limited: Key Facts
Summary 11 Nu-World Holdings Limited: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 12 Nu-World Holdings Limited: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 13 Nu-World Holdings Limited: Competitive Position 2007
SAHARA COMPUTERS (PTY) LTD - CONSUMER ELECTRONICS - SOUTH AFRICA
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Sahara Computers: Key Facts
Summary 15 Sahara Computers: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 16 Sahara Computers: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 17 Sahara Computers: Competitive Position 2007
SINOPRIMA INVESTMENTS & MANUFACTURING SA PTY LTD - CONSUMER ELECTRONICS - SOUTH AFRICA
STRATEGIC DIRECTION
KEY FACTS
Summary 18 Sinoprima Investments &Manufacturing SA Pty Ltd
Summary 19 Sinoprima Investments&Manufacturing SA Pty Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 20 Sinoprima Investments&Manufacturing SA Pty Ltd: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 21 Sinoprima Investments&Manufacturing SA Pty Ltd: Competitive Position 2007
TELEVISIONS AND PROJECTORS IN SOUTH AFRICA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
New Product Developments
Summary 22 Televisions and Projectors: New Product Launches 2007- 2008
SECTOR DATA
Table 16 Sales of Televisions and Projectors by Sector: Volume 2003-2008
Table 17 Sales of Televisions and Projectors by Sector: % Volume Growth 2003-2008
Table 18 Sales of Televisions and Projectors by Sector: Value 2003-2008
Table 19 Sales of Televisions and Projectors by Sector: % Value Growth 2003-2008
Table 20 Sales of Digital Televisions by Type 2003-2008
Table 21 Televisions and Projectors Company Shares 2003-2007
Table 22 Televisions and Projectors Brand Shares 2004-2007
Table 23 Sales of Televisions and Projectors by Distribution Format 2003-2008
Table 24 Forecast Sales of Televisions and Projectors by Sector: Volume 2008-2013
Table 25 Forecast Sales of Televisions and Projectors by Sector: % Volume Growth 2008-2013
Table 26 Forecast Sales of Televisions and Projectors by Sector: Value 2008-2013
Table 27 Forecast Sales of Televisions and Projectors by Sector: % Value Growth 2008-2013
VCRS AND DVD PLAYERS IN SOUTH AFRICA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
New Product Developments
Summary 23 VCRs and DVD Players: New Product Launches 2007- 2008
SECTOR DATA
Table 28 Sales of VCRS and DVD Players by Sector: Volume 2003-2008
Table 29 Sales of VCRS and DVD Players by Sector: % Volume Growth 2003-2008
Table 30 Sales of VCRS and DVD Players by Sector: Value 2003-2008
Table 31 Sales of VCRS and DVD Players by Sector: % Value Growth 2003-2008
Table 32 VCRS and DVD Players Company Shares 2003-2007
Table 33 VCRS and DVD Players Brand Shares 2004-2007
Table 34 Sales of VCRS and DVD Players by Distribution Format 2003-2008
Table 35 Forecast Sales of VCRS and DVD Players by Sector: Volume 2008-2013
Table 36 Forecast Sales of VCRS and DVD Players by Sector: % Volume Growth 2008-2013
Table 37 Forecast Sales of VCRS and DVD Players by Sector: Value 2008-2013
Table 38 Forecast Sales of VCRS and DVD Players by Sector: % Value Growth 2008-2013
TV AND VCR/DVD COMBINATIONS IN SOUTH AFRICA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
New Product Developments
Summary 24 TV and VCR/DVD Combinations: New Product Launches 2007- 2008
SECTOR DATA
Table 39 Sales of TV and VCR/ DVD Combinations: Volume 2003-2008
Table 40 Sales of TV and VCR/ DVD Combinations: % Volume Growth 2003-2008
Table 41 Sales of TV and VCR/ DVD Combinations: Value 2003-2008
Table 42 Sales of TV and VCR/ DVD Combinations: % Value Growth 2003-2008
Table 43 TV and VCR/ DVD Combinations Company Shares 2003-2007
Table 44 TV and VCR/ DVD Combinations Brand Shares 2004-2007
Table 45 Sales of TV and VCR/ DVD Combinations by Distribution Format 2003-2008
Table 46 Forecast Sales of TV and VCR/ DVD Combinations: Volume 2008-2013
Table 47 Forecast Sales of TV and VCR/ DVD Combinations: % Volume Growth 2008-2013
Table 48 Forecast Sales of TV and VCR/ DVD Combinations: Value 2008-2013
Table 49 Forecast Sales of TV and VCR/ DVD Combinations: % Value Growth 2008-2013
HOME AUDIO AND CINEMA IN SOUTH AFRICA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
New Product Developments
Summary 25 Home Audio and Cinema Products: New Product Launches 2007- 2008
SECTOR DATA
Table 50 Sales of Home Audio and Cinema Products by Sector: Volume 2003-2008
Table 51 Sales of Home Audio and Cinema Products by Sector: % Volume Growth 2003-2008
Table 52 Sales of Home Audio and Cinema Products by Sector: Value 2003-2008
Table 53 Sales of Home Audio and Cinema Products by Sector: % Value Growth 2003-2008
Table 54 Home Audio and Cinema Products Company Shares 2003-2007
Table 55 Home Audio and Cinema Products Brand Shares 2004-2007
Table 56 Sales of Home Audio and Cinema Products by Distribution Format 2003-2008
Table 57 Forecast Sales of Home Audio and Cinema Products by Sector: Volume 2008-2013
Table 58 Forecast Sales of Home Audio and Cinema Products by Sector: % Volume Growth 2008-2013
Table 59 Forecast Sales of Home Audio and Cinema Products by Sector: Value 2008-2013
Table 60 Forecast Sales of Home Audio and Cinema Products by Sector: % Value Growth 2008-2013
CAMERAS IN SOUTH AFRICA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
New Product Developments
Summary 26 Cameras: New Product Launches 2007- 2008
SECTOR DATA
Table 61 Sales of Cameras by Sector: Volume 2003-2008
Table 62 Sales of Cameras by Sector: % Volume Growth 2003-2008
Table 63 Sales of Cameras by Sector: Value 2003-2008
Table 64 Sales of Cameras by Sector: % Value Growth 2003-2008
Table 65 Cameras Company Shares 2003-2007
Table 66 Cameras Brand Shares 2004-2007
Table 67 Sales of Cameras by Distribution Format 2003-2008
Table 68 Forecast Sales of Cameras by Sector: Volume 2008-2013
Table 69 Forecast Sales of Cameras by Sector: % Volume Growth 2008-2013
Table 70 Forecast Sales of Cameras by Sector: Value 2008-2013
Table 71 Forecast Sales of Cameras by Sector: % Value Growth 2008-2013
CAMCORDERS IN SOUTH AFRICA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
New Product Developments
Summary 27 Camcorders: New Product Launches 2007- 2008
SECTOR DATA
Table 72 Sales of Camcorders by Sector: Volume 2003-2008
Table 73 Sales of Camcorders by Sector: % Volume Growth 2003-2008
Table 74 Sales of Camcorders by Sector: Value 2003-2008
Table 75 Sales of Camcorders by Sector: % Value Growth 2003-2008
Table 76 Camcorders Company Shares 2003-2007
Table 77 Camcorders Brand Shares 2004-2007
Table 78 Sales of Camcorders by Distribution Format 2003-2008
Table 79 Forecast Sales of Camcorders by Sector: Volume 2008-2013
Table 80 Forecast Sales of Camcorders by Sector: % Volume Growth 2008-2013
Table 81 Forecast Sales of Camcorders by Sector: Value 2008-2013
Table 82 Forecast Sales of Camcorders by Sector: % Value Growth 2008-2013
PORTABLE MEDIA PLAYERS IN SOUTH AFRICA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
New Product Developments
Summary 28 Portable Media Players: New Product Launches 2007- 2008
SECTOR DATA
Table 83 Sales of Portable Media Players by Sector: Volume 2003-2008
Table 84 Sales of Portable Media Players by Sector: % Volume Growth 2003-2008
Table 85 Sales of Portable Media Players by Sector: Value 2003-2008
Table 86 Sales of Portable Media Players by Sector: % Value Growth 2003-2008
Table 87 Sales of Portable MP3 Players by Type 2003-2008
Table 88 Portable Media Players Company Shares 2003-2007
Table 89 Portable Media Players Brand Shares 2004-2007
Table 90 Sales of Portable Media Players by Distribution Format 2003-2008
Table 91 Forecast Sales of Portable Media Players by Sector: Volume 2008-2013
Table 92 Forecast Sales of Portable Media Players by Sector: % Volume Growth 2008-2013
Table 93 Forecast Sales of Portable Media Players by Sector: Value 2008-2013
Table 94 Forecast Sales of Portable Media Players by Sector: % Value Growth 2008-2013
MOBILE PHONES IN SOUTH AFRICA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
New Product Developments
Summary 29 Mobile Phones: New Product Launches 2007- 2008
SECTOR DATA
Table 95 Sales of Mobile Phones: Volume 2003-2008
Table 96 Sales of Mobile Phones: % Volume Growth 2003-2008
Table 97 Sales of Mobile Phones: Value 2003-2008
Table 98 Sales of Mobile Phones: % Value Growth 2003-2008
Table 99 Sales of Mobile Phones by Type 2003-2008
Table 100 Mobile Phones Company Shares 2003-2007
Table 101 Mobile Phones Brand Shares 2004-2007
Table 102 Sales of Mobile Phones by Distribution Format 2003-2008
Table 103 Forecast Sales of Mobile Phones: Volume 2008-2013
Table 104 Forecast Sales of Mobile Phones: % Volume Growth 2008-2013
Table 105 Forecast Sales of Mobile Phones: Value 2008-2013
Table 106 Forecast Sales of Mobile Phones: % Value Growth 2008-2013
IN-CAR CONSUMER ELECTRONICS (AFTERMARKET) IN SOUTH AFRICA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
New Product Developments
Summary 30 In-car Consumer Electronics: New Product Launches 2007- 2008
SECTOR DATA
Table 107 Sales of In-car Consumer Electronics by Sector: Volume 2003-2008
Table 108 Sales of In-car Consumer Electronics by Sector: % Volume Growth 2003-2008
Table 109 Sales of In-car Consumer Electronics by Sector: Value 2003-2008
Table 110 Sales of In-car Consumer Electronics by Sector: % Value Growth 2003-2008
Table 111 In-car Consumer Electronics Company Shares 2003-2007
Table 112 In-car Consumer Electronics Brand Shares 2004-2007
Table 113 Sales of In-car Consumer Electronics by Distribution Format 2003-2008
Table 114 Forecast Sales of In-car Consumer Electronics by Sector: Volume 2008-2013
Table 115 Forecast Sales of In-car Consumer Electronics by Sector: % Volume Growth 2008-2013
Table 116 Forecast Sales of In-car Consumer Electronics by Sector: Value 2008-2013
Table 117 Forecast Sales of In-car Consumer Electronics by Sector: % Value Growth 2008-2013
COMPUTERS IN SOUTH AFRICA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
New Product Developments
Summary 31 Computers: New Product Launches 2007- 2008
SECTOR DATA
Table 118 Sales of Computers by Sector: Volume 2003-2008
Table 119 Sales of Computers by Sector: % Volume Growth 2003-2008
Table 120 Sales of Computers by Sector: Value 2003-2008
Table 121 Sales of Computers by Sector: % Value Growth 2003-2008
Table 122 Computers Company Shares 2003-2007
Table 123 Computers Brand Shares 2004-2007
Table 124 Sales of Computers by Distribution Format 2003-2008
Table 125 Forecast Sales of Computers by Sector: Volume 2008-2013
Table 126 Forecast Sales of Computers by Sector: % Volume Growth 2008-2013
Table 127 Forecast Sales of Computers by Sector: Value 2008-2013
Table 128 Forecast Sales of Computers by Sector: % Value Growth 2008-2013