Consumer Appliances in South Africa

Consumer Appliances in South Africa

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 2020-2025

MARKET 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 2020-2025

DISCLAIMER

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

SOURCES

Summary 1 Research Sources

Refrigeration Appliances in South Africa

KEY 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 InstaVieww 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 2020-2025

Home Laundry Appliances in South Africa

KEY 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 1 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 2020-2025

Dishwashers in South Africa

KEY 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 2 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 2020-2025

Large Cooking Appliances in South Africa

KEY 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 Defyy 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 2020-2025

Microwaves in South Africa

KEY 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 2020-2025

Food Preparation Appliances in South Africa

KEY 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 2020-2025

Small Cooking Appliances in South Africa

KEY 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 Philipss 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 2020-2025

Vacuum Cleaners in South Africa

KEY 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 2020-2025

Personal Care Appliances in South Africa

KEY 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 3 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 2020-2025

Air Treatment Products in South Africa

KEY 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 LGG 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

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