Consumer Appliances in South Africa

Consumer Appliances in South Africa

EXECUTIVE SUMMARY

Consumers seek value-for-money deals

Energy and water usage, as well as urbanisation affect consumer purchasing behaviour

Competition remains fierce as both multinational and local players hold strong market positions

Store-based retailing remains dominant while internet retailing rises

Innovation and affordability expected to help overcome threats to future performance

MARKET INDICATORS

Table 1 Household Penetration of Selected Total Stock Consumer Appliances by Category 2014-2019
Table 2 Replacement Cycles of Consumer Appliances by Category 2014-2019
Table 3 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2019-2024
Table 4 Forecast Replacement Cycles of Consumer Appliances by Category 2019-2024

MARKET DATA

Table 5 Sales of Consumer Appliances by Category: Volume 2014-2019
Table 6 Sales of Consumer Appliances by Category: Value 2014-2019
Table 7 Sales of Consumer Appliances by Category: % Volume Growth 2014-2019
Table 8 Sales of Consumer Appliances by Category: % Value Growth 2014-2019
Table 9 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2014-2019
Table 10 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2014-2019
Table 11 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2014-2019
Table 12 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2014-2019
Table 13 Sales of Small Appliances by Category: Volume 2014-2019
Table 14 Sales of Small Appliances by Category: Value 2014-2019
Table 15 Sales of Small Appliances by Category: % Volume Growth 2014-2019
Table 16 Sales of Small Appliances by Category: % Value Growth 2014-2019
Table 17 NBO Company Shares of Major Appliances: % Volume 2015-2019
Table 18 LBN Brand Shares of Major Appliances: % Volume 2016-2019
Table 19 NBO Company Shares of Small Appliances: % Volume 2015-2019
Table 20 LBN Brand Shares of Small Appliances: % Volume 2016-2019
Table 21 Distribution of Major Appliances by Format: % Volume 2014-2019
Table 22 Distribution of Small Appliances by Format: % Volume 2014-2019
Table 23 Forecast Sales of Consumer Appliances by Category: Volume 2019-2024
Table 24 Forecast Sales of Consumer Appliances by Category: Value 2019-2024
Table 25 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2019-2024
Table 26 Forecast Sales of Consumer Appliances by Category: % Value Growth 2019-2024
Table 27 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2019-2024
Table 28 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2019-2024
Table 29 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2019-2024
Table 30 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2019-2024
Table 31 Forecast Sales of Small Appliances by Category: Volume 2019-2024
Table 32 Forecast Sales of Small Appliances by Category: Value 2019-2024
Table 33 Forecast Sales of Small Appliances by Category: % Volume Growth 2019-2024
Table 34 Forecast Sales of Small Appliances by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources

Air Treatment Products in South Africa

HEADLINES

PROSPECTS

Product differentiation remains key to growth

Cooling fan sales driven by affordability and mobility

Climate expected to remain a significant driver of growth

COMPETITIVE LANDSCAPE

LG Electronics continues to lead, followed by Nu-World Holdings and Samsung

Private label grows as competition tightens

CATEGORY DATA

Table 35 Sales of Air Treatment Products by Category: Volume 2014-2019
Table 36 Sales of Air Treatment Products by Category: Value 2014-2019
Table 37 Sales of Air Treatment Products by Category: % Volume Growth 2014-2019
Table 38 Sales of Air Treatment Products by Category: % Value Growth 2014-2019
Table 39 Sales of Air Conditioners by Connected Appliances: % Volume 2015-2019
Table 40 NBO Company Shares of Air Treatment Products: % Volume 2015-2019
Table 41 LBN Brand Shares of Air Treatment Products: % Volume 2016-2019
Table 42 Distribution of Air Treatment Products by Format: % Volume 2014-2019
Table 43 Production of Air Conditioners: Total Volume 2014-2019
Table 44 Forecast Sales of Air Treatment Products by Category: Volume 2019-2024
Table 45 Forecast Sales of Air Treatment Products by Category: Value 2019-2024
Table 46 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2019-2024
Table 47 Forecast Sales of Air Treatment Products by Category: % Value Growth 2019-2024

Dishwashers in South Africa

HEADLINES

PROSPECTS

Dishwasher penetration remains low

Consumer awareness affects purchasing decisions

Size and functionality remain key

COMPETITIVE LANDSCAPE

BSH Home Appliances (Pty) Ltd solidifies position as market leader

Industry innovation drives growth

Growth expected to remain stable in the forecast period

CATEGORY DATA

Table 48 Sales of Dishwashers by Category: Volume 2014-2019
Table 49 Sales of Dishwashers by Category: Value 2014-2019
Table 50 Sales of Dishwashers by Category: % Volume Growth 2014-2019
Table 51 Sales of Dishwashers by Category: % Value Growth 2014-2019
Table 52 Sales of Dishwashers by Format: % Volume 2014-2019
Table 53 Sales of Dishwashers by Connected Appliances: % Volume 2015-2019
Table 54 NBO Company Shares of Dishwashers: % Volume 2015-2019
Table 55 LBN Brand Shares of Dishwashers: % Volume 2016-2019
Table 56 Distribution of Dishwashers by Format: % Volume 2014-2019
Table 57 Production of Dishwashers: Total Volume 2014-2019
Table 58 Forecast Sales of Dishwashers by Category: Volume 2019-2024
Table 59 Forecast Sales of Dishwashers by Category: Value 2019-2024
Table 60 Forecast Sales of Dishwashers by Category: % Volume Growth 2019-2024
Table 61 Forecast Sales of Dishwashers by Category: % Value Growth 2019-2024

Food Preparation Appliances in South Africa

HEADLINES

PROSPECTS

Need for convenience remains a key driving factor

Health and wellness trends continue to boost sales

Mass merchandisers remain leading channel, while e-commerce grows

COMPETITIVE LANDSCAPE

Kenwood Home Appliances and Home of Living Brands maintain lead, respectively

NutriBullet launches smart blender, while Bosch launches smart food processor

CATEGORY DATA

Table 62 Sales of Food Preparation Appliances by Category: Volume 2014-2019
Table 63 Sales of Food Preparation Appliances by Category: Value 2014-2019
Table 64 Sales of Food Preparation Appliances by Category: % Volume Growth 2014-2019
Table 65 Sales of Food Preparation Appliances by Category: % Value Growth 2014-2019
Table 66 NBO Company Shares of Food Preparation Appliances: % Volume 2015-2019
Table 67 LBN Brand Shares of Food Preparation Appliances: % Volume 2016-2019
Table 68 Distribution of Food Preparation Appliances by Format: % Volume 2014-2019
Table 69 Forecast Sales of Food Preparation Appliances by Category: Volume 2019-2024
Table 70 Forecast Sales of Food Preparation Appliances by Category: Value 2019-2024
Table 71 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2019-2024
Table 72 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2019-2024

Home Laundry Appliances in South Africa

HEADLINES

PROSPECTS

Water and energy-efficiency remain key concerns for consumers and manufacturers

Several factors are considered before purchasing a washing machine

COMPETITIVE LANDSCAPE

Bosch edges past LG

Smaller players grow while Defy remains dominant

LG launches TWINWash brand

Chart 12kgg Wash/8kg Dry + 2kg TWINWash™ Front Loader Washing Machine

CATEGORY DATA

Table 73 Sales of Home Laundry Appliances by Category: Volume 2014-2019
Table 74 Sales of Home Laundry Appliances by Category: Value 2014-2019
Table 75 Sales of Home Laundry Appliances by Category: % Volume Growth 2014-2019
Table 76 Sales of Home Laundry Appliances by Category: % Value Growth 2014-2019
Table 77 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2015-2019
Table 78 Sales of Automatic Washing Machines by Format: % Volume 2014-2019
Table 79 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2014-2019
Table 80 Sales of Automatic Washing Machines by Connected Appliances: % Volume 2015-2019
Table 81 NBO Company Shares of Home Laundry Appliances: % Volume 2015-2019
Table 82 LBN Brand Shares of Home Laundry Appliances: % Volume 2016-2019
Table 83 Distribution of Home Laundry Appliances by Format: % Volume 2014-2019
Table 84 Production of Home Laundry Appliances: Total Volume 2014-2019
Table 85 Forecast Sales of Home Laundry Appliances by Category: Volume 2019-2024
Table 86 Forecast Sales of Home Laundry Appliances by Category: Value 2019-2024
Table 87 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2019-2024
Table 88 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2019-2024

Large Cooking Appliances in South Africa

HEADLINES

PROSPECTS

Property market affects growth in large cooking appliances

Induction and gas hobs gain traction based on perceived benefits

Cooking appliance preferences differ among households

COMPETITIVE LANDSCAPE

Defy Appliances retains position as leader in large cooking appliances

SMEG SA gains market share

Bosch maintains strong market position

CATEGORY DATA

Table 89 Sales of Large Cooking Appliances by Category: Volume 2014-2019
Table 90 Sales of Large Cooking Appliances by Category: Value 2014-2019
Table 91 Sales of Large Cooking Appliances by Category: % Volume Growth 2014-2019
Table 92 Sales of Large Cooking Appliances by Category: % Value Growth 2014-2019
Table 93 Sales of Built-in Hobs by Format: % Volume 2014-2019
Table 94 Sales of Ovens by Connected Appliances: % Volume 2015-2019
Table 95 NBO Company Shares of Large Cooking Appliances: % Volume 2015-2019
Table 96 LBN Brand Shares of Large Cooking Appliances: % Volume 2016-2019
Table 97 NBO Company Shares of Built-in Hobs: % Volume 2015-2019
Table 98 NBO Company Shares of Ovens: % Volume 2015-2019
Table 99 NBO Company Shares of Cooker Hoods: % Volume 2015-2019
Table 100 NBO Company Shares of Built-in Cooker Hoods: % Volume 2015-2019
Table 101 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2015-2019
Table 102 NBO Company Shares of Cookers: % Volume 2015-2019
Table 103 NBO Company Shares of Range Cookers: % Volume 2015-2019
Table 104 Distribution of Large Cooking Appliances by Format: % Volume 2014-2019
Table 105 Production of Large Cooking Appliances: Total Volume 2014-2019
Table 106 Forecast Sales of Large Cooking Appliances by Category: Volume 2019-2024
Table 107 Forecast Sales of Large Cooking Appliances by Category: Value 2019-2024
Table 108 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2019-2024
Table 109 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2019-2024

Microwaves in South Africa

HEADLINES

PROSPECTS

Convenience continues to drive microwave sales

Consumers browse channels for competitive deals

Freestanding microwaves continue to be the preferred choice for consumers

COMPETITIVE LANDSCAPE

Defy Appliances retains market leadership, while Russell Hobbs ranks second

Private label gains market share

CATEGORY DATA

Table 110 Sales of Microwaves by Category: Volume 2014-2019
Table 111 Sales of Microwaves by Category: Value 2014-2019
Table 112 Sales of Microwaves by Category: % Volume Growth 2014-2019
Table 113 Sales of Microwaves by Category: % Value Growth 2014-2019
Table 114 Sales of Microwaves by Connected Appliances: % Volume 2015-2019
Table 115 NBO Company Shares of Microwaves: % Volume 2015-2019
Table 116 LBN Brand Shares of Microwaves: % Volume 2016-2019
Table 117 Distribution of Microwaves by Format: % Volume 2014-2019
Table 118 Production of Microwaves: Total Volume 2014-2019
Table 119 Forecast Sales of Microwaves by Category: Volume 2019-2024
Table 120 Forecast Sales of Microwaves by Category: Value 2019-2024
Table 121 Forecast Sales of Microwaves by Category: % Volume Growth 2019-2024
Table 122 Forecast Sales of Microwaves by Category: % Value Growth 2019-2024

Personal Care Appliances in South Africa

HEADLINES

PROSPECTS

Category growth driven by product replacement and affordable brands

Parapharmacies and supermarkets boost presence of affordable brands

COMPETITIVE LANDSCAPE

Home of Living Brands (Pty) Ltd retains lead in personal care appliances

Private label continues to steal share from other prominent brands

Dyson launches supersonic hair dryer

CATEGORY DATA

Table 123 Sales of Personal Care Appliances by Category: Volume 2014-2019
Table 124 Sales of Personal Care Appliances by Category: Value 2014-2019
Table 125 Sales of Personal Care Appliances by Category: % Volume Growth 2014-2019
Table 126 Sales of Personal Care Appliances by Category: % Value Growth 2014-2019
Table 127 Sales of Body Shavers by Format: % Volume 2014-2019
Table 128 Sales of Hair Care Appliances by Format: % Volume 2014-2019
Table 129 NBO Company Shares of Personal Care Appliances 2015-2019
Table 130 LBN Brand Shares of Personal Care Appliances 2016-2019
Table 131 Distribution of Personal Care Appliances by Format: % Volume 2014-2019
Table 132 Forecast Sales of Personal Care Appliances by Category: Volume 2019-2024
Table 133 Forecast Sales of Personal Care Appliances by Category: Value 2019-2024
Table 134 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2019-2024
Table 135 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2019-2024

Refrigeration Appliances in South Africa

HEADLINES

PROSPECTS

Energy efficiency remains topical

Consumers keen to get their hands fridge freezers

COMPETITIVE LANDSCAPE

Large-scale investment by market leaders persist

Bosch starts to focus on volume as sales strategy

LG leads innovation in refrigeration

Chart InstaVieww Side by Side Fridge, Door-in-Door™

CATEGORY DATA

Table 136 Sales of Refrigeration Appliances by Category: Volume 2014-2019
Table 137 Sales of Refrigeration Appliances by Category: Value 2014-2019
Table 138 Sales of Refrigeration Appliances by Category: % Volume Growth 2014-2019
Table 139 Sales of Refrigeration Appliances by Category: % Value Growth 2014-2019
Table 140 Sales of Freezers by Format: % Volume 2014-2019
Table 141 Sales of Freezers by Volume Capacity: % Volume 2014-2019
Table 142 Sales of Fridge Freezers by Format: % Volume 2014-2019
Table 143 Sales of Fridge Freezers by Volume Capacity: % Volume 2014-2019
Table 144 Sales of Fridge Freezers by Connected Appliances: % Volume 2015-2019
Table 145 Sales of Fridges by Volume Capacity: % Volume 2014-2019
Table 146 NBO Company Shares of Refrigeration Appliances: % Volume 2015-2019
Table 147 LBN Brand Shares of Refrigeration Appliances: % Volume 2016-2019
Table 148 NBO Company Shares of Built-in Fridge Freezers: % Volume 2015-2019
Table 149 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2015-2019
Table 150 NBO Company Shares of Built-in Fridges: % Volume 2015-2019
Table 151 NBO Company Shares of Freestanding Fridges: % Volume 2015-2019
Table 152 Distribution of Refrigeration Appliances by Format: % Volume 2014-2019
Table 153 Production of Refrigeration Appliances: Total Volume 2014-2019
Table 154 Forecast Sales of Refrigeration Appliances by Category: Volume 2019-2024
Table 155 Forecast Sales of Refrigeration Appliances by Category: Value 2019-2024
Table 156 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2019-2024
Table 157 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2019-2024

Small Cooking Appliances in South Africa

HEADLINES

PROSPECTS

‘Coffee Culture’ boosts sales of coffee machines

Private label maintains stable market share, proving affordability remains attractive to cash-strapped consumers

Light fryers record rapid growth

COMPETITIVE LANDSCAPE

Home of Living Brands (Pty) Ltd retains leadership

Internet retailing on the rise

CATEGORY DATA

Table 158 Sales of Small Cooking Appliances by Category: Volume 2014-2019
Table 159 Sales of Small Cooking Appliances by Category: Value 2014-2019
Table 160 Sales of Small Cooking Appliances by Category: % Volume Growth 2014-2019
Table 161 Sales of Small Cooking Appliances by Category: % Value Growth 2014-2019
Table 162 Sales of Freestanding Hobs by Format: % Volume 2014-2019
Table 163 NBO Company Shares of Small Cooking Appliances: % Volume 2015-2019
Table 164 LBN Brand Shares of Small Cooking Appliances: % Volume 2016-2019
Table 165 Distribution of Small Cooking Appliances by Format: % Volume 2014-2019
Table 166 Forecast Sales of Small Cooking Appliances by Category: Volume 2019-2024
Table 167 Forecast Sales of Small Cooking Appliances by Category: Value 2019-2024
Table 168 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2019-2024
Table 169 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2019-2024

Vacuum Cleaners in South Africa

HEADLINES

PROSPECTS

Design and functionality remain key drivers of sales

Robotic vacuum cleaners grow from low base

Many households see vacuum cleaners as non-essential

COMPETITIVE LANDSCAPE

Tevo (Pty) Ltd retains lead in closely-contested market

Store-based channels dominate sales

CATEGORY DATA

Table 170 Sales of Vacuum Cleaners by Category: Volume 2014-2019
Table 171 Sales of Vacuum Cleaners by Category: Value 2014-2019
Table 172 Sales of Vacuum Cleaners by Category: % Volume Growth 2014-2019
Table 173 Sales of Vacuum Cleaners by Category: % Value Growth 2014-2019
Table 174 Sales of Robotic Vacuum Cleaners by Connected Appliances: % Volume 2015-2019
Table 175 NBO Company Shares of Vacuum Cleaners: % Volume 2015-2019
Table 176 LBN Brand Shares of Vacuum Cleaners: % Volume 2016-2019
Table 177 Distribution of Vacuum Cleaners by Format: % Volume 2014-2019
Table 178 Forecast Sales of Vacuum Cleaners by Category: Volume 2019-2024
Table 179 Forecast Sales of Vacuum Cleaners by Category: Value 2019-2024
Table 180 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2019-2024
Table 181 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2019-2024

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