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: 190 | Publication date: Jul 2009
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- 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 summary
In 2008, the South African economy continued to decline into what many believe to be an impending recession which will last well into 2009, and possibly longer. The decline comes as part of the economic cycle, and the fact that the South African economy has shown unprecedented growth since 2002. It is understood that no economy can grow indefinitely, but the question looms as to the severity of the current economic decline. Debt is at an all-time high in South Africa, which significantly affects consumer disposable incomes and sales of retail goods, including sales within the domestic electrical appliances market. Furthermore, with the new national credit act having come into full effect, consumer access to credit declined drastically in 2008. This was coupled with a decline in the housing market, which also severely affected sales of domestic electrical appliances.
White goods suffer
Large kitchen appliances, also known as white goods, did not perform well in 2008, as the segment declined by 9% in volume terms and 10% in current value terms. This was a result of the turbulent economic situation, as well as reduced access to credit and lack of disposable incomes. Also affecting the market was the decreased demand for housing which was experienced in 2008. Most affected were non-essential white goods, such as dishwashers and home laundry appliances. Furthermore, it is likely that 2008 is only the beginning of this decline.
Eskom highlights the need for energy-efficiency
In late 2007 and early 2008, Eskom experienced severe shortages with the electricity supply in the country. Although a number of people were blamed, it emerged that Eskom knew that this was a possibility years in advance. It then announced “load shedding”, whereby areas around the country would have no electricity during certain times of the day. It also emphasised the need for consumers to be more energy-conscious, with huge campaigns on television, as well as door-to-door representatives. This made consumers very aware about energy-efficiency, and made them start to think along the lines of energy-efficient appliances.
Korean companies perform well
Korean companies LG Electronics SA Pty Ltd and Samsung Electronics SA Pty Ltd seem to have positioned themselves very well in the South African market. Although maintaining a cheaper price tag, these companies offer value for money products with a host of electronic features which are usually only found in more premium appliances. Korea as a country has positioned itself very well in the electronics industry, and this is partly how LG and Samsung are able to produce the products they do for the good price tag. South African consumers have responded very well to LG and Samsung’s offerings, and these two companies have gained a significant market share, particularly in the white goods categories.
Poorer quality
It seems that the industry standard of quality has greatly declined over the last few years. This comes as a result of cheaper labour, usually found in the Far East, in countries such as China. The replacement cycle of most goods in the domestic electrical appliances market has been cut by as much as 25% in some cases. Although poor quality from China is not a new story, consumers seem to be starting to react differently. Although lower income consumers continue to be dominated by price, middle and upper income consumers have started to actively choose products which have better guarantees and warranties and are generally better quality. This can be seen particularly in small electrical appliances, where the price difference between lower end and premium goods is smaller.
Table of contents
DOMESTIC ELECTRICAL APPLIANCES IN SOUTH AFRICA : MARKET INSIGHT
EXECUTIVE SUMMARY
Economic summary
White goods suffer
Eskom highlights the need for energy-efficiency
Korean companies perform well
Poorer quality
KEY TRENDS AND DEVELOPMENTS
Economic overview
Energy-efficient appliances come into the limelight
The credit crunch halts the black, middle income population
Price vs quality
Housing market crash
Korean companies seem to have positioned themselves well
MARKET INDICATORS
Table 1 Household Penetration of Selected Total Stock Domestic Electrical Appliances by Sector/Subsector 2003-2008
Table 2 Replacement Cycles of Domestic Electrical Appliances by Sector 2008
MARKET DATA
Table 3 Sales of Domestic Electrical Appliances by Sector: Volume 2003-2008
Table 4 Sales of Domestic Electrical Appliances by Sector: Value 2003-2008
Table 5 Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2003-2008
Table 6 Sales of Domestic Electrical Appliances by Sector: % Value Growth 2003-2008
Table 7 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2003-2008
Table 8 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2003-2008
Table 9 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2003-2008
Table 10 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2003-2008
Table 11 Company Shares of Large Kitchen Appliances 2004-2008
Table 12 Brand Shares of Large Kitchen Appliances 2005-2008
Table 13 Company Shares of Small Kitchen Appliances (Non-cooking) 2004-2008
Table 14 Brand Shares of Small Kitchen Appliances (Non-cooking) 2005-2008
Table 15 Large Kitchen Appliances by Distribution Format: % Breakdown 2003-2008
Table 16 Forecast Sales of Domestic Electrical Appliances by Sector: Volume 2008-2013
Table 17 Forecast Sales of Domestic Electrical Appliances by Sector: Value 2008-2013
Table 18 Forecast Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2008-2013
Table 19 Forecast Sales of Domestic Electrical Appliances by Sector: % Value Growth 2008-2013
Table 20 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2008-2013
Table 21 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2008-2013
Table 22 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2008-2013
Table 23 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2008-2013
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
Summary 4 Amalgamated Appliance Holdings (Pty) Ltd: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 5 Amalgamated Appliance Holdings (Pty) Ltd: Competitive Position 2008
DEFY APPLIANCES LTD - DOMESTIC ELECTRICAL APPLIANCES - SOUTH AFRICA
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Defy Appliances Ltd: Key Facts
Summary 7 Defy Appliances Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 8 Defy Appliances Ltd: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 9 Defy Appliances Ltd: Competitive Position 2008
KENWOOD HOME APPLIANCES PTY LTD - DOMESTIC ELECTRICAL APPLIANCES - SOUTH AFRICA
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Kenwood Home Appliances Pty Ltd: Key Facts
Summary 11 Kenwood Home Appliances Pty Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 12 Kenwood Home Appliances Pty Ltd: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 13 Kenwood Home Appliances Pty LtdCompetitive Position 2008
LG ELECTRONICS SA PTY LTD - DOMESTIC ELECTRICAL APPLIANCES - SOUTH AFRICA
STRATEGIC DIRECTION
KEY FACTS
Summary 14 LG Electronics SA Pty Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 15 LG Electronics SA Pty Ltd: Competitive Position 2008
NU-WORLD HOLDINGS LTD - DOMESTIC ELECTRICAL APPLIANCES - SOUTH AFRICA
STRATEGIC DIRECTION
KEY FACTS
Summary 16 Nu-World Holdings Ltd: Key Facts
Summary 17 Nu-World Holdings Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 18 Nu-World Holdings Ltd: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 19 Nu-World Holdings Ltd: Competitive Position 2008
REFRIGERATION APPLIANCES IN SOUTH AFRICA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 24 Sales of Refrigeration Appliances by Subsector: Volume 2003-2008
Table 25 Sales of Refrigeration Appliances by Subsector: Value 2003-2008
Table 26 Sales of Refrigeration Appliances by Subsector: % Volume Growth 2003-2008
Table 27 Sales of Refrigeration Appliances by Subsector: % Value Growth 2003-2008
Table 28 Sales of Fridge Freezers by Format: % Breakdown 2004-2008
Table 29 Sales of Fridges by Format: % Breakdown 2004-2008
Table 30 Sales of Freezers by Format: % Breakdown 2004-2008
Table 31 Sales of Fridge Freezers by Volume Capacity: % Breakdown 2004-2008
Table 32 Sales of Fridges by Volume Capacity: % Breakdown 2004-2008
Table 33 Sales of Freezers by Volume Capacity: % Breakdown 2004-2008
Table 34 Sales of Electric Wine Coolers/Chillers by Format: % Breakdown 2004-2008
Table 35 Company Shares of Refrigeration Appliances 2004-2008
Table 36 Brand Shares of Refrigeration Appliances 2005-2008
Table 37 Company Shares of Built-in Fridge Freezers 2004-2008
Table 38 Company Shares of Freestanding Fridge Freezers 2004-2008
Table 39 Company Shares of Built-in Fridges 2004-2008
Table 40 Company Shares of Freestanding Fridges 2004-2008
Table 41 Forecast Sales of Refrigeration Appliances by Subsector: Volume 2008-2013
Table 42 Forecast Sales of Refrigeration Appliances by Subsector: Value 2008-2013
Table 43 Forecast Sales of Refrigeration Appliances by Subsector: % Volume Growth 2008-2013
Table 44 Forecast Sales of Refrigeration Appliances by Subsector: % Value Growth 2008-2013
HOME LAUNDRY APPLIANCES IN SOUTH AFRICA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 45 Sales of Home Laundry Appliances by Subsector: Volume 2003-2008
Table 46 Sales of Home Laundry Appliances by Subsector: Value 2003-2008
Table 47 Sales of Home Laundry Appliances by Subsector: % Volume Growth 2003-2008
Table 48 Sales of Home Laundry Appliances by Subsector: % Value Growth 2003-2008
Table 49 Sales of Automatic Washing Machines by Format: % Breakdown 2003-2008
Table 50 Sales of Automatic Washing Machines by Volume Capacity: % Breakdown 2005-2008
Table 51 Sales of AutomaticTumble Dryers by Format: % Breakdown 2004-2008
Table 52 Company Shares of Home Laundry Appliances 2004-2008
Table 53 Brand Shares of Home Laundry Appliances 2005-2008
Table 54 Forecast Sales of Home Laundry Appliances by Subsector: Volume 2008-2013
Table 55 Forecast Sales of Home Laundry Appliances by Subsector: Value 2008-2013
Table 56 Forecast Sales of Home Laundry Appliances by Subsector: % Volume Growth 2008-2013
Table 57 Forecast Sales of Home Laundry Appliances by Subsector: % Value Growth 2008-2013
DISHWASHERS IN SOUTH AFRICA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 58 Sales of Dishwashers by Subsector: Volume 2003-2008
Table 59 Sales of Dishwashers by Subsector: Value 2003-2008
Table 60 Sales of Dishwashers by Subsector: % Volume Growth 2003-2008
Table 61 Sales of Dishwashers by Subsector: % Value Growth 2003-2008
Table 62 Sales of Dishwashers by Format: % Breakdown 2004-2008
Table 63 Company Shares of Dishwashers 2004-2008
Table 64 Brand Shares of Dishwashers 2005-2008
Table 65 Forecast Sales of Dishwashers by Subsector: Volume 2008-2013
Table 66 Forecast Sales of Dishwashers by Subsector: Value 2008-2013
Table 67 Forecast Sales of Dishwashers by Subsector: % Volume Growth 2008-2013
Table 68 Forecast Sales of Dishwashers by Subsector: % Value Growth 2008-2013
LARGE COOKING APPLIANCES IN SOUTH AFRICA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 69 Sales of Large Cooking Appliances by Subsector: Volume 2003-2008
Table 70 Sales of Large Cooking Appliances by Subsector: Value 2003-2008
Table 71 Sales of Large Cooking Appliances by Subsector: % Volume Growth 2003-2008
Table 72 Sales of Large Cooking Appliances by Subsector: % Value Growth 2003-2008
Table 73 Sales of Cookers by Gas/Electric: % Breakdown 2003-2008
Table 74 Sales of Ovens by Standard/Multifunctional: % Breakdown 2003-2008
Table 75 Sales of Built-in Hobs by Format: % Breakdown 2003-2008
Table 76 Sales of Freestanding Hobs by Format: % Breakdown 2003-2008
Table 77 Company Shares of Large Cooking Appliances 2004-2008
Table 78 Brand Shares of Large Cooking Appliances 2005-2008
Table 79 Company Shares of Cookers 2004-2008
Table 80 Company Shares of Ovens 2004-2008
Table 81 Company Shares of Hobs 2004-2008
Table 82 Company Shares of Built-in Hobs 2004-2008
Table 83 Company Shares of Freestanding Hobs 2004-2008
Table 84 Company Shares of Cooker Hoods 2004-2008
Table 85 Company Shares of Built-in Cooker Hoods 2004-2008
Table 86 Company Shares of Freestanding Cooker Hoods 2004-2008
Table 87 Forecast Sales of Large Cooking Appliances by Subsector: Volume 2008-2013
Table 88 Forecast Sales of Large Cooking Appliances by Subsector: Value 2008-2013
Table 89 Forecast Sales of Large Cooking Appliances by Subsector: % Volume Growth 2008-2013
Table 90 Forecast Sales of Large Cooking Appliances by Subsector: % Value Growth 2008-2013
MICROWAVES IN SOUTH AFRICA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 91 Sales of Microwaves by Subsector: Volume 2003-2008
Table 92 Sales of Microwaves by Subsector: Value 2003-2008
Table 93 Sales of Microwaves by Subsector: % Volume Growth 2003-2008
Table 94 Sales of Microwaves by Subsector: % Value Growth 2003-2008
Table 95 Company Shares of Microwaves 2004-2008
Table 96 Brand Shares of Microwaves 2005-2008
Table 97 Microwaves by Distribution Format: % Analysis 2003-2008
Table 98 Forecast Sales of Microwaves by Subsector: Volume 2008-2013
Table 99 Forecast Sales of Microwaves by Subsector: Value 2008-2013
Table 100 Forecast Sales of Microwaves by Subsector: % Volume Growth 2008-2013
Table 101 Forecast Sales of Microwaves by Subsector: % Value Growth 2008-2013
FOOD PREPARATION APPLIANCES IN SOUTH AFRICA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 102 Sales of Food Preparation Appliances by Subsector: Volume 2003-2008
Table 103 Sales of Food Preparation Appliances by Subsector: Value 2003-2008
Table 104 Sales of Food Preparation Appliances by Subsector: % Volume Growth 2003-2008
Table 105 Sales of Food Preparation Appliances by Subsector: % Value Growth 2003-2008
Table 106 Company Shares of Food Preparation Appliances 2004-2008
Table 107 Brand Shares of Food Preparation Appliances 2005-2008
Table 108 Forecast Sales of Food Preparation Appliances by Subsector: Volume 2008-2013
Table 109 Forecast Sales of Food Preparation Appliances by Subsector: Value 2008-2013
Table 110 Forecast Sales of Food Preparation Appliances by Subsector: % Volume Growth 2008-2013
Table 111 Forecast Sales of Food Preparation Appliances by Subsector: % Value Growth 2008-2013
SMALL COOKING APPLIANCES IN SOUTH AFRICA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 112 Sales of Small Cooking Appliances by Subsector: Volume 2003-2008
Table 113 Sales of Small Cooking Appliances by Subsector: Value 2003-2008
Table 114 Sales of Small Cooking Appliances by Subsector: % Volume Growth 2003-2008
Table 115 Sales of Small Cooking Appliances by Subsector: % Value Growth 2003-2008
Table 116 Unit Sales of Coffee Machines by Format: % Breakdown 2004-2008
Table 117 Company Shares of Small Cooking Appliances 2004-2008
Table 118 Brand Shares of Small Cooking Appliances 2005-2008
Table 119 Forecast Sales of Small Cooking Appliances by Subsector: Volume 2008-2013
Table 120 Forecast Sales of Small Cooking Appliances by Subsector: Value 2008-2013
Table 121 Forecast Sales of Small Cooking Appliances by Subsector: % Volume Growth 2008-2013
Table 122 Forecast Sales of Small Cooking Appliances by Subsector: % Value Growth 2008-2013
SMALL KITCHEN APPLIANCES (NON-COOKING) IN SOUTH AFRICA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 123 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2003-2008
Table 124 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2003-2008
Table 125 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2003-2008
Table 126 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2003-2008
Table 127 Company Shares of Small Kitchen Appliances (Non-cooking) 2004-2008
Table 128 Brand Shares of Small Kitchen Appliances (Non-cooking) 2005-2008
Table 129 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2008-2013
Table 130 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2008-2013
Table 131 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2008-2013
Table 132 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2008-2013
VACUUM CLEANERS IN SOUTH AFRICA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 133 Sales of Vacuum Cleaners by Subsector: Volume 2003-2008
Table 134 Sales of Vacuum Cleaners by Subsector: Value 2003-2008
Table 135 Sales of Vacuum Cleaners by Subsector: % Volume Growth 2003-2008
Table 136 Sales of Vacuum Cleaners by Subsector: % Value Growth 2003-2008
Table 137 Unit Sales of Vacuum Cleaners by Format: % Breakdown 2004-2008
Table 138 Unit Sales of Vacuum Cleaners by Power Source: % Breakdown 2004-2008
Table 139 Company Shares of Vacuum Cleaners 2004-2008
Table 140 Brand Shares of Vacuum Cleaners 2005-2008
Table 141 Forecast Sales of Vacuum Cleaners by Subsector: Volume 2008-2013
Table 142 Forecast Sales of Vacuum Cleaners by Subsector: Value 2008-2013
Table 143 Forecast Sales of Vacuum Cleaners by Subsector: % Volume Growth 2008-2013
Table 144 Forecast Sales of Vacuum Cleaners by Subsector: % Value Growth 2008-2013
IRONS IN SOUTH AFRICA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 145 Sales of Irons: 2003-2008
Table 146 Sales of Irons: % Growth 2003-2008
Table 147 Unit Sales of Irons by Format: % Breakdown 2004-2008
Table 148 Company Shares of Irons 2004-2008
Table 149 Brand Shares of Irons 2005-2008
Table 150 Forecast Sales of Irons: 2008-2013
Table 151 Forecast Sales of Irons: % Growth 2008-2013
PERSONAL CARE APPLIANCES IN SOUTH AFRICA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 152 Sales of Personal Care Appliances: 2003-2008
Table 153 Sales of Personal Care Appliances: % Growth 2003-2008
Table 154 Sales of Hair Care Appliances by Format: % Breakdown 2003-2008
Table 155 Sales of Body Shavers by Type: % Breakdown 2003-2008
Table 156 Company Shares of Personal Care Appliances 2004-2008
Table 157 Brand Shares of Personal Care Appliances 2005-2008
Table 158 Forecast Sales of Personal Care Appliances: 2008-2013
Table 159 Forecast Sales of Personal Care Appliances: % Growth 2008-2013
AIR TREATMENT PRODUCTS IN SOUTH AFRICA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 160 Sales of Air Treatment Products: 2003-2008
Table 161 Sales of Air Treatment Products: % Growth 2003-2008
Table 162 Company Shares of Air Treatment Products 2004-2008
Table 163 Brand Shares of Air Treatment Products 2005-2008
Table 164 Forecast Sales of Air Treatment Products: 2008-2013
Table 165 Forecast Sales of Air Treatment Products: % Growth 2008-2013
HEATING APPLIANCES IN SOUTH AFRICA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 166 Retail Sales of Heating Appliances: 2003-2008
Table 167 Retail Sales of Heating Appliances: % Growth 2003-2008
Table 168 Company Shares of Heating Appliances 2004-2008
Table 169 Brand Shares of Heating Appliances 2005-2008
Table 170 Forecast Sales of Heating Appliances: 2008-2013
Table 171 Forecast Sales of Heating Appliances: % Growth 2008-2013