Domestic Electrical Appliances in South Africa
Euromonitor International's Domestic Electrical Appliances in South Africa market report offers a comprehensive guide to the size and shape of the 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, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
Tables: 196 | Publication date: Nov 2008
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
Large kitchen appliances; Small electrical appliances
Executive summary
Economic overview
The South African economy did not perform well in 2007. Consumer debt is at the highest level the country has ever seen, inflation is 5% above target and interest rates are rising. Furthermore, the rand has weakened significantly, making imports more expensive for the average South African consumer. In the wake of a global credit crunch, it is likely that the South African economy will continue to perform badly in 2008.
Introduction of the National Credit Act
The introduction of the National Credit Act is an important factor in the poor performance of the domestic electrical appliance market in 2007. The act was introduced in June 2007 and has been detrimental to the performance of the industry. Whereas consumers could previously enjoy similar credit facilities from several companies, they now have a set amount of credit to spread over all their available credit facilities. The white goods market has been the worst affected as it tends to be the larger, more expensive appliances that are bought on credit.
Building boom starts to fade
Although it was previously expected that the building and property boom would continue strongly until 2010, the market, through external factors, has not been able to hold up and seems to have already reached a premature peak. This has contributed to the ailing of the DEA market as the building of new homes plays a significant role in the domestic electrical appliance market. However, the decline has just only begun, and the full effect of this trend will be seen in 2008 and 2009. It is expected, however, that the 2010 FIFA World Cup will counteract the negative impact this decline will have on the DEA market.
Companies continue to move towards the premium segment
There are a number of factors driving companies towards the premium segment rather than the lower- and middle-income segments. In an ailing economy, lower-income groups tend to be the worst affected and companies involved in this segment will experience the greatest loss. Furthermore, the competition at the lower end has continued to be fierce due to the growth of cheap Chinese imports. The profit margins offered in the premium segment are far superior and thus present a much more attractive proposition, which is why companies are looking to the premium segment as part of their long-term strategy.
China continues to impact the market
Whether it is through an insatiable need for raw materials or cheap exports from a labour-intensive economy, China continues to impact business the world over. In the domestic electrical appliance market, raw materials costs are rising, placing margins under pressure. However, China is continuing to produce cheap exports and this affects the market on a number of levels, ranging from quality of products through to intensifying competition at the lower end of the market. Thus, although raw material costs are rising, cheap imports are placing downward pressure on retail prices. Although production costs in China are growing, it is likely that the Chinese economy will continue to affect the price of domestic electrical appliances for some time.
Table of contents
DOMESTIC ELECTRICAL APPLIANCES IN SOUTH AFRICA : MARKET INSIGHT
EXECUTIVE SUMMARY
Economic overview
Introduction of the National Credit Act
Building boom starts to fade
Companies continue to move towards the premium segment
China continues to impact the market
KEY TRENDS AND DEVELOPMENTS
The National Credit Act
Changing lifestyles and social structures
Eskom electricity crisis
Significant decrease in disposable income
Vanity prevails
MARKET INDICATORS
Table 1 Household Ownership of Durable Goods 2007
Table 2 Household Penetration of Selected Total Stock Domestic Electrical Appliances by Sector/Subsector 2002-2007
Table 3 Replacement Cycles of Domestic Electrical Appliances by Sector 2007
MARKET DATA
Table 4 Sales of Domestic Electrical Appliances by Sector: Volume 2002-2007
Table 5 Sales of Domestic Electrical Appliances by Sector: Value 2002-2007
Table 6 Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2002-2007
Table 7 Sales of Domestic Electrical Appliances by Sector: % Value Growth 2002-2007
Table 8 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2002-2007
Table 9 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2002-2007
Table 10 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2002-2007
Table 11 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2002-2007
Table 12 Company Shares of Large Kitchen Appliances 2003-2007
Table 13 Brand Shares of Large Kitchen Appliances 2004-2007
Table 14 Company Shares of Small Kitchen Appliances (Non-cooking) 2003-2007
Table 15 Brand Shares of Small Kitchen Appliances (Non-cooking) 2004-2007
Table 16 Large Kitchen Appliances by Distribution Format: % Breakdown 2002-2007
Table 17 Forecast Sales of Domestic Electrical Appliances by Sector: Volume 2007-2012
Table 18 Forecast Sales of Domestic Electrical Appliances by Sector: Value 2007-2012
Table 19 Forecast Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2007-2012
Table 20 Forecast Sales of Domestic Electrical Appliances by Sector: % Value Growth 2007-2012
Table 21 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2007-2012
Table 22 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2007-2012
Table 23 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2007-2012
Table 24 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2007-2012
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - SOUTH AFRICA
AMALGAMATED APPLIANCE HOLDINGS (PTY) LTD - DOMESTIC ELECTRICAL APPLIANCES - SOUTH AFRICA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Amalgamated Appliance Holdings (Pty) Ltd: Key Facts
Summary 3 Amalgamated Appliance Holdings (Pty) Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Amalgamated Appliance Holdings (Pty) Ltd: Competitive Position 2007
DEFY APPLIANCES LTD - DOMESTIC ELECTRICAL APPLIANCES - SOUTH AFRICA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Defy Appliances Ltd: Key Facts
Summary 6 Defy Appliances Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 7 Defy Appliances Ltd: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 8 Defy Appliances Ltd: Competitive Position 2007
KENWOOD HOME APPLIANCES PTY LTD - DOMESTIC ELECTRICAL APPLIANCES - SOUTH AFRICA
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Kenwood Home Appliances Pty Ltd: Key Facts
Summary 10 Kenwood Home Appliances Pty Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 11 Kenwood Home Appliances Pty Ltd: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 12 Kenwood Home Appliances Pty Ltd: Competitive Position 2007
LG ELECTRONICS SA PTY LTD - DOMESTIC ELECTRICAL APPLIANCES - SOUTH AFRICA
STRATEGIC DIRECTION
KEY FACTS
Summary 13 LG Electronics SA Pty Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 14 LG Electronics SA Pty Ltd: Competitive Position 2007
NU-WORLD HOLDINGS LTD - DOMESTIC ELECTRICAL APPLIANCES - SOUTH AFRICA
STRATEGIC DIRECTION
KEY FACTS
Summary 15 Nu-World Holdings Ltd: Key Facts
Summary 16 Nu-World Holdings Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 17 Nu-World Holdings Ltd: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 18 Nu-World Holdings Ltd: Competitive Position 2007
REFRIGERATION APPLIANCES IN SOUTH AFRICA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 25 Retail Sales of Wine 2002-2012
Table 26 Sales of Chilled Food v Frozen Food 2002-2012
Table 27 Sales of Fresh Food 2002-2012
SECTOR DATA
Table 28 Sales of Refrigeration Appliances by Subsector: Volume 2002-2007
Table 29 Sales of Refrigeration Appliances by Subsector: Value 2002-2007
Table 30 Sales of Refrigeration Appliances by Subsector: % Volume Growth 2002-2007
Table 31 Sales of Refrigeration Appliances by Subsector: % Value Growth 2002-2007
Table 32 Sales of Fridge Freezers by Format: % Breakdown 2003-2007
Table 33 Sales of Fridges by Format: % Breakdown 2003-2007
Table 34 Sales of Freezers by Format: % Breakdown 2003-2007
Table 35 Sales of Fridge Freezers by Volume Capacity: % Breakdown 2003-2007
Table 36 Sales of Fridges by Volume Capacity: % Breakdown 2003-2007
Table 37 Sales of Freezers by Volume Capacity: % Breakdown 2003-2007
Table 38 Sales of Electric Wine Coolers/Chillers by Format: % Breakdown 2003-2007
Table 39 Company Shares of Refrigeration Appliances 2003-2007
Table 40 Brand Shares of Refrigeration Appliances 2004-2007
Table 41 Company Shares of Built-in Fridge Freezers 2003-2007
Table 42 Company Shares of Freestanding Fridge Freezers 2003-2007
Table 43 Company Shares of Built-in Fridges 2003-2007
Table 44 Company Shares of Freestanding Fridges 2003-2007
Table 45 Forecast Sales of Refrigeration Appliances by Subsector: Volume 2007-2012
Table 46 Forecast Sales of Refrigeration Appliances by Subsector: Value 2007-2012
Table 47 Forecast Sales of Refrigeration Appliances by Subsector: % Volume Growth 2007-2012
Table 48 Forecast Sales of Refrigeration Appliances by Subsector: % Value Growth 2007-2012
HOME LAUNDRY APPLIANCES IN SOUTH AFRICA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 49 Sales of Home Laundry Appliances by Subsector: Volume 2002-2007
Table 50 Sales of Home Laundry Appliances by Subsector: Value 2002-2007
Table 51 Sales of Home Laundry Appliances by Subsector: % Volume Growth 2002-2007
Table 52 Sales of Home Laundry Appliances by Subsector: % Value Growth 2002-2007
Table 53 Sales of Automatic Washing Machines by Format: % Breakdown 2002-2007
Table 54 Sales of Automatic Washing Machines by Volume Capacity: % Breakdown 2005-2007
Table 55 Sales of AutomaticTumble Dryers by Format: % Breakdown 2003-2007
Table 56 Company Shares of Home Laundry Appliances 2003-2007
Table 57 Brand Shares of Home Laundry Appliances 2004-2007
Table 58 Forecast Sales of Home Laundry Appliances by Subsector: Volume 2007-2012
Table 59 Forecast Sales of Home Laundry Appliances by Subsector: Value 2007-2012
Table 60 Forecast Sales of Home Laundry Appliances by Subsector: % Volume Growth 2007-2012
Table 61 Forecast Sales of Home Laundry Appliances by Subsector: % Value Growth 2007-2012
DISHWASHERS IN SOUTH AFRICA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 62 Sales of Dishwashers by Subsector: Volume 2002-2007
Table 63 Sales of Dishwashers by Subsector: Value 2002-2007
Table 64 Sales of Dishwashers by Subsector: % Volume Growth 2002-2007
Table 65 Sales of Dishwashers by Subsector: % Value Growth 2002-2007
Table 66 Sales of Dishwashers by Format: % Breakdown 2003-2007
Table 67 Company Shares of Dishwashers 2003-2007
Table 68 Brand Shares of Dishwashers 2004-2007
Table 69 Forecast Sales of Dishwashers by Subsector: Volume 2007-2012
Table 70 Forecast Sales of Dishwashers by Subsector: Value 2007-2012
Table 71 Forecast Sales of Dishwashers by Subsector: % Volume Growth 2007-2012
Table 72 Forecast Sales of Dishwashers by Subsector: % Value Growth 2007-2012
LARGE COOKING APPLIANCES IN SOUTH AFRICA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 73 Sales of Large Cooking Appliances by Subsector: Volume 2002-2007
Table 74 Sales of Large Cooking Appliances by Subsector: Value 2002-2007
Table 75 Sales of Large Cooking Appliances by Subsector: % Volume Growth 2002-2007
Table 76 Sales of Large Cooking Appliances by Subsector: % Value Growth 2002-2007
Table 77 Sales of Cookers by Gas/Electric: % Breakdown 2002-2007
Table 78 Sales of Ovens by Standard/Multifunctional: % Breakdown 2002-2007
Table 79 Sales of Built-in Hobs by Format: % Breakdown 2002-2007
Table 80 Sales of Freestanding Hobs by Format: % Breakdown 2002-2007
Table 81 Company Shares of Large Cooking Appliances 2003-2007
Table 82 Brand Shares of Large Cooking Appliances 2004-2007
Table 83 Company Shares of Cookers 2003-2007
Table 84 Company Shares of Ovens 2003-2007
Table 85 Company Shares of Hobs 2003-2007
Table 86 Company Shares of Built-in Hobs 2003-2007
Table 87 Company Shares of Freestanding Hobs 2003-2007
Table 88 Company Shares of Cooker Hoods 2003-2007
Table 89 Company Shares of Built-in Cooker Hoods 2003-2007
Table 90 Company Shares of Freestanding Cooker Hoods 2003-2007
Table 91 Forecast Sales of Large Cooking Appliances by Subsector: Volume 2007-2012
Table 92 Forecast Sales of Large Cooking Appliances by Subsector: Value 2007-2012
Table 93 Forecast Sales of Large Cooking Appliances by Subsector: % Volume Growth 2007-2012
Table 94 Forecast Sales of Large Cooking Appliances by Subsector: % Value Growth 2007-2012
MICROWAVES IN SOUTH AFRICA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 95 Retail Sales of Ready Made Meals 2002-2012
SECTOR DATA
Table 96 Sales of Microwaves by Subsector: Volume 2002-2007
Table 97 Sales of Microwaves by Subsector: Value 2002-2007
Table 98 Sales of Microwaves by Subsector: % Volume Growth 2002-2007
Table 99 Sales of Microwaves by Subsector: % Value Growth 2002-2007
Table 100 Company Shares of Microwaves 2003-2007
Table 101 Brand Shares of Microwaves 2004-2007
Table 102 Microwaves by Distribution Format: % Analysis 2002-2007
Table 103 Forecast Sales of Microwaves by Subsector: Volume 2007-2012
Table 104 Forecast Sales of Microwaves by Subsector: Value 2007-2012
Table 105 Forecast Sales of Microwaves by Subsector: % Volume Growth 2007-2012
Table 106 Forecast Sales of Microwaves by Subsector: % Value Growth 2007-2012
FOOD PREPARATION APPLIANCES IN SOUTH AFRICA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 107 Sales of Food Preparation Appliances by Subsector: Volume 2002-2007
Table 108 Sales of Food Preparation Appliances by Subsector: Value 2002-2007
Table 109 Sales of Food Preparation Appliances by Subsector: % Volume Growth 2002-2007
Table 110 Sales of Food Preparation Appliances by Subsector: % Value Growth 2002-2007
Table 111 Company Shares of Food Preparation Appliances 2003-2007
Table 112 Brand Shares of Food Preparation Appliances 2004-2007
Table 113 Forecast Sales of Food Preparation Appliances by Subsector: Volume 2007-2012
Table 114 Forecast Sales of Food Preparation Appliances by Subsector: Value 2007-2012
Table 115 Forecast Sales of Food Preparation Appliances by Subsector: % Volume Growth 2007-2012
Table 116 Forecast Sales of Food Preparation Appliances by Subsector: % Value Growth 2007-2012
SMALL COOKING APPLIANCES IN SOUTH AFRICA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 117 Retail Sales of Coffee 2002-2012
Table 118 Share of Coffee Pods % Breakdown 2004-2007
SECTOR DATA
Table 119 Sales of Small Cooking Appliances by Subsector: Volume 2002-2007
Table 120 Sales of Small Cooking Appliances by Subsector: Value 2002-2007
Table 121 Sales of Small Cooking Appliances by Subsector: % Volume Growth 2002-2007
Table 122 Sales of Small Cooking Appliances by Subsector: % Value Growth 2002-2007
Table 123 Unit Sales of Coffee Machines by Format: % Breakdown 2003-2007
Table 124 Company Shares of Small Cooking Appliances 2003-2007
Table 125 Brand Shares of Small Cooking Appliances 2004-2007
Table 126 Forecast Sales of Small Cooking Appliances by Subsector: Volume 2007-2012
Table 127 Forecast Sales of Small Cooking Appliances by Subsector: Value 2007-2012
Table 128 Forecast Sales of Small Cooking Appliances by Subsector: % Volume Growth 2007-2012
Table 129 Forecast Sales of Small Cooking Appliances by Subsector: % Value Growth 2007-2012
SMALL KITCHEN APPLIANCES (NON-COOKING) IN SOUTH AFRICA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 130 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2002-2007
Table 131 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2002-2007
Table 132 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2002-2007
Table 133 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2002-2007
Table 134 Company Shares of Small Kitchen Appliances (Non-cooking) 2003-2007
Table 135 Brand Shares of Small Kitchen Appliances (Non-cooking) 2004-2007
Table 136 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2007-2012
Table 137 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2007-2012
Table 138 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2007-2012
Table 139 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2007-2012
VACUUM CLEANERS IN SOUTH AFRICA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 140 Sales of Vacuum Cleaners by Subsector: Volume 2002-2007
Table 141 Sales of Vacuum Cleaners by Subsector: Value 2002-2007
Table 142 Sales of Vacuum Cleaners by Subsector: % Volume Growth 2002-2007
Table 143 Sales of Vacuum Cleaners by Subsector: % Value Growth 2002-2007
Table 144 Unit Sales of Vacuum Cleaners by Format: % Breakdown 2003-2007
Table 145 Unit Sales of Vacuum Cleaners by Power Source: % Breakdown 2003-2007
Table 146 Company Shares of Vacuum Cleaners 2003-2007
Table 147 Brand Shares of Vacuum Cleaners 2004-2007
Table 148 Forecast Sales of Vacuum Cleaners by Subsector: Volume 2007-2012
Table 149 Forecast Sales of Vacuum Cleaners by Subsector: Value 2007-2012
Table 150 Forecast Sales of Vacuum Cleaners by Subsector: % Volume Growth 2007-2012
Table 151 Forecast Sales of Vacuum Cleaners by Subsector: % Value Growth 2007-2012
IRONS IN SOUTH AFRICA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 152 Sales of Irons: 2002-2007
Table 153 Sales of Irons: % Growth 2002-2007
Table 154 Unit Sales of Irons by Format: % Breakdown 2003-2007
Table 155 Company Shares of Irons 2003-2007
Table 156 Brand Shares of Irons 2004-2007
Table 157 Forecast Sales of Irons: 2007-2012
Table 158 Forecast Sales of Irons: % Growth 2007-2012
PERSONAL CARE APPLIANCES IN SOUTH AFRICA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 159 Sales of Personal Care Appliances: 2002-2007
Table 160 Sales of Personal Care Appliances: % Growth 2002-2007
Table 161 Sales of Hair Care Appliances by Format: % Breakdown 2002-2007
Table 162 Sales of Body Shavers by Type: % Breakdown 2002-2007
Table 163 Company Shares of Personal Care Appliances 2003-2007
Table 164 Brand Shares of Personal Care Appliances 2004-2007
Table 165 Forecast Sales of Personal Care Appliances: 2007-2012
Table 166 Forecast Sales of Personal Care Appliances: % Growth 2007-2012
AIR TREATMENT PRODUCTS IN SOUTH AFRICA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 167 Sales of Air Treatment Products: 2002-2007
Table 168 Sales of Air Treatment Products: % Growth 2002-2007
Table 169 Company Shares of Air Treatment Products 2003-2007
Table 170 Brand Shares of Air Treatment Products 2004-2007
Table 171 Forecast Sales of Air Treatment Products: 2007-2012
Table 172 Forecast Sales of Air Treatment Products: % Growth 2007-2012
HEATING APPLIANCES IN SOUTH AFRICA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 173 Retail Sales of Heating Appliances: 2002-2007
Table 174 Retail Sales of Heating Appliances: % Growth 2002-2007
Table 175 Company Shares of Heating Appliances 2003-2007
Table 176 Brand Shares of Heating Appliances 2004-2007
Table 177 Forecast Sales of Heating Appliances: 2007-2012
Table 178 Forecast Sales of Heating Appliances: % Growth 2007-2012