Executive Summary

Sep 2019
Industry innovation remains key to growth

The consumer electronics industry experienced steady growth in the review period, despite a low-growth economic environment. Growth is mainly attributed to increased innovation from players to distinguish themselves and gain market share from their competitors.

Rising smartphone penetration affects many several categories

Smartphone uptake continues to rise in South Africa, driven by affordability and product availability. For example, it is possible to buy a smartphone almost anywhere - this includes selected supermarkets, mobile phones stores, online and other channels.

Consumer-centricity gains traction

Consumer electronics industry players are beginning to adopt a more consumer-centric approach to business. For example, in the mobile phone industry, the Independent Communications Authority of South Africa (ICASA), has changed its data regulations to give consumers more control over the way they use their data bundles.

Electronics and appliance specialist retailers remain dominant, while internet retailing continues to grow

Traditional channels continue to dominate the consumer electronics space, with electronics and appliance specialist retailers remaining the top channel in terms of volume sales. This is especially evident in categories such as home audio and cinema, and home video.

Innovation and affordability expected to drive growth over the forecast period

The future of the consumer electronics industry is expected to be driven by innovation in connected devices - devices that can connect to the internet or can connect wirelessly to other devices. In fact, devices that can connect to the internet or have wireless capabilities such as Bluetooth or Wi-Fi are experiencing the most rapid growth in the market.

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Consumer Electronics in South Africa

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Overview

Discover the latest market trends and uncover sources of future market growth for the Consumer Electronics industry in South Africa with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Consumer Electronics industry in South Africa, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in South Africa for free:

The Consumer Electronics in South Africa market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Consumer Electronics in South Africa?
  • What is the fastest growing product category?
  • What consumer electronics segments are growing the fastest?
  • What are the major technology trends in new consumer electronics products?
  • How has the economic downturn shaped consumer purchasing behavior when it comes to consumer electronics?
  • How has the economic downturn shaped consumer purchasing behavior when it comes to consumer electronics?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Electronics market research database.

Consumer Electronics in South Africa

EXECUTIVE SUMMARY

Industry innovation remains key to growth
Rising smartphone penetration affects many several categories
Consumer-centricity gains traction
Electronics and appliance specialist retailers remain dominant, while internet retailing continues to grow
Innovation and affordability expected to drive growth over the forecast period

MARKET DATA

Table 1 Sales of Consumer Electronics by Category: Volume 2014-2019
Table 2 Sales of Consumer Electronics by Category: Value 2014-2019
Table 3 Sales of Consumer Electronics by Category: % Volume Growth 2014-2019
Table 4 Sales of Consumer Electronics by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Consumer Electronics: % Volume 2015-2019
Table 6 LBN Brand Shares of Consumer Electronics: % Volume 2016-2019
Table 7 Distribution of Consumer Electronics by Channel: % Volume 2014-2019
Table 8 Forecast Sales of Consumer Electronics by Category: Volume 2019-2024
Table 9 Forecast Sales of Consumer Electronics by Category: Value 2019-2024
Table 10 Forecast Sales of Consumer Electronics by Category: % Volume Growth 2019-2024
Table 11 Forecast Sales of Consumer Electronics by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources

Computers and Peripherals in South Africa

HEADLINES

PROSPECTS

Business laptop sales drive category growth
Consumers hesitant to upgrade their devices
Internet retailing on the rise as consumers seek convenient retail channels

COMPETITIVE LANDSCAPE

Lenovo SA (Pty) Ltd registers growth amidst struggling economy
HP unveils new premium range of devices
Samsung and Apple release new tablets

CATEGORY DATA

Table 12 Sales of Computers and Peripherals by Category: Volume 2014-2019
Table 13 Sales of Computers and Peripherals by Category: Value 2014-2019
Table 14 Sales of Computers and Peripherals by Category: % Volume Growth 2014-2019
Table 15 Sales of Computers and Peripherals by Category: % Value Growth 2014-2019
Table 16 Sales of Computers by Category: Business Volume 2014-2019
Table 17 Sales of Computers by Category: Business Value MSP 2014-2019
Table 18 Sales of Computers by Category: Busines Volume Growth 2014-2019
Table 19 Sales of Computers by Category: Business Value MSP Growth 2014-2019
Table 20 Sales of Laptops by Form Factor 2018-2019
Table 21 Sales of Tablets by Operating System 2014-2019
Table 22 NBO Company Shares of Computers and Peripherals: % Volume 2015-2019
Table 23 LBN Brand Shares of Computers and Peripherals: % Volume 2016-2019
Table 24 Distribution of Computers and Peripherals by Channel: % Volume 2014-2019
Table 25 Forecast Sales of Computers and Peripherals by Category: Volume 2019-2024
Table 26 Forecast Sales of Computers and Peripherals by Category: Value 2019-2024
Table 27 Forecast Sales of Computers and Peripherals by Category: % Volume Growth 2019-2024
Table 28 Forecast Sales of Computers and Peripherals by Category: % Value Growth 2019-2024
Table 29 Forecast Sales of Computers by Category: Business Volume 2019-2024
Table 30 Forecast Sales of Computers by Category: Business Value MSP 2019-2024
Table 31 Forecast Sales of Computers by Category: Busines Volume Growth 2019-2024
Table 32 Forecast Sales of Computers by Category: Business Value MSP Growth 2019-2024
Table 33 Forecast Sales of Laptops by Form Factor 2019-2024
Table 34 Forecast Sales of Tablets by Operating System 2019-2024

Home Audio and Cinema in South Africa

HEADLINES

PROSPECTS

Bluetooth and other connected capabilities threaten category growth
Electronics and appliance specialists remains dominant channel

COMPETITIVE LANDSCAPE

Samsung releases its first co-branded products
Multifunctional devices continue to gain consumer interest

CATEGORY DATA

Table 35 Sales of Home Audio and Cinema by Category: Volume 2014-2019
Table 36 Sales of Home Audio and Cinema by Category: Value 2014-2019
Table 37 Sales of Home Audio and Cinema by Category: % Volume Growth 2014-2019
Table 38 Sales of Home Audio and Cinema by Category: % Value Growth 2014-2019
Table 39 NBO Company Shares of Home Audio and Cinema: % Volume 2015-2019
Table 40 LBN Brand Shares of Home Audio and Cinema: % Volume 2016-2019
Table 41 Distribution of Home Audio and Cinema by Channel: % Volume 2014-2019
Table 42 Forecast Sales of Home Audio and Cinema by Category: Volume 2019-2024
Table 43 Forecast Sales of Home Audio and Cinema by Category: Value 2019-2024
Table 44 Forecast Sales of Home Audio and Cinema by Category: % Volume Growth 2019-2024
Table 45 Forecast Sales of Home Audio and Cinema by Category: % Value Growth 2019-2024

Home Video in South Africa

HEADLINES

PROSPECTS

TVs remain resilient amidst sluggish economic conditions
Smart TVs gain traction as connectivity rises

COMPETITIVE LANDSCAPE

Hisense solidifies position due to local presence
Samsung cuts production on new BD players
Consumers prefer experiencing TVs before purchasing them

CATEGORY DATA

Table 46 Sales of Home Video by Category: Volume 2014-2019
Table 47 Sales of Home Video by Category: Value 2014-2019
Table 48 Sales of Home Video by Category: % Volume Growth 2014-2019
Table 49 Sales of Home Video by Category: % Value Growth 2014-2019
Table 50 Sales of LCD TVs by Network Connectivity: % Retail Volume 2014-2019
Table 51 NBO Company Shares of Home Video: % Volume 2015-2019
Table 52 LBN Brand Shares of Home Video: % Volume 2016-2019
Table 53 Distribution of Home Video by Channel: % Volume 2014-2019
Table 54 Forecast Sales of Home Video by Category: Volume 2019-2024
Table 55 Forecast Sales of Home Video by Category: Value 2019-2024
Table 56 Forecast Sales of Home Video by Category: % Volume Growth 2019-2024
Table 57 Forecast Sales of Home Video by Category: % Value Growth 2019-2024
Table 58 Forecast Sales of LCD TVs by Network Connectivity: % Retail Volume 2019-2024

Imaging Devices in South Africa

HEADLINES

PROSPECTS

Growing smartphone penetration threatens imaging devices
Fixed lens cameras remain the preferred type of digital cameras
Digital camcorders continue their steady decline

COMPETITIVE LANDSCAPE

Canon leads given extensive brand offerings
Internet retailing expected to increase over the forecast period

CATEGORY DATA

Table 59 Sales of Imaging Devices by Category: Volume 2014-2019
Table 60 Sales of Imaging Devices by Category: Value 2014-2019
Table 61 Sales of Imaging Devices by Category: % Volume Growth 2014-2019
Table 62 Sales of Imaging Devices by Category: % Value Growth 2014-2019
Table 63 Sales of Digital Cameras by Type: % Retail Volume 2014-2019
Table 64 NBO Company Shares of Imaging Devices: % Volume 2015-2019
Table 65 LBN Brand Shares of Imaging Devices: % Volume 2016-2019
Table 66 Distribution of Imaging Devices by Channel: % Volume 2014-2019
Table 67 Forecast Sales of Imaging Devices by Category: Volume 2019-2024
Table 68 Forecast Sales of Imaging Devices by Category: Value 2019-2024
Table 69 Forecast Sales of Imaging Devices by Category: % Volume Growth 2019-2024
Table 70 Forecast Sales of Imaging Devices by Category: % Value Growth 2019-2024
Table 71 Forecast Sales of Digital Cameras by Type: % Retail Volume 2019-2024

In-Car Entertainment in South Africa

HEADLINES

PROSPECTS

In-car entertainment threatened by rapid smartphone growth
Consumers educate themselves through web-based research
Car ownership hinders category growth

COMPETITIVE LANDSCAPE

Nu-World Industries Pty Ltd’s sales performance is attributed to local operations and its JVC brand portfolio
Garmin SA leads slowing in-car navigation
Local distributors maintain dominance due to renowned brands

CATEGORY DATA

Table 72 Sales of In-Car Entertainment by Category: Volume 2014-2019
Table 73 Sales of In-Car Entertainment by Category: Value 2014-2019
Table 74 Sales of In-Car Entertainment by Category: % Volume Growth 2014-2019
Table 75 Sales of In-Car Entertainment by Category: % Value Growth 2014-2019
Table 76 NBO Company Shares of In-Car Entertainment: % Volume 2015-2019
Table 77 LBN Brand Shares of In-Car Entertainment: % Volume 2016-2019
Table 78 Distribution of In-Car Entertainment by Channel: % Volume 2014-2019
Table 79 Forecast Sales of In-Car Entertainment by Category: Volume 2019-2024
Table 80 Forecast Sales of In-Car Entertainment by Category: Value 2019-2024
Table 81 Forecast Sales of In-Car Entertainment by Category: % Volume Growth 2019-2024
Table 82 Forecast Sales of In-Car Entertainment by Category: % Value Growth 2019-2024

Mobile Phones in South Africa

HEADLINES

PROSPECTS

Smartphone affordability drives uptake
Smartphone penetration boosts e-commerce and mobile payments

COMPETITIVE LANDSCAPE

Consumer-centricity gains traction
MTN “smart” feature phone
US ban on Huawei expected to affect sales over the forecast period

CATEGORY DATA

Table 83 Sales of Mobile Phones by Category: Volume 2014-2019
Table 84 Sales of Mobile Phones by Category: Value 2014-2019
Table 85 Sales of Mobile Phones by Category: % Volume Growth 2014-2019
Table 86 Sales of Mobile Phones by Category: % Value Growth 2014-2019
Table 87 Sales of Smartphones by Screen Size: % Retail Volume 2018-2019
Table 88 NBO Company Shares of Mobile Phones: % Volume 2015-2019
Table 89 LBN Brand Shares of Mobile Phones: % Volume 2016-2019
Table 90 Distribution of Mobile Phones by Channel: % Volume 2014-2019
Table 91 Forecast Sales of Mobile Phones by Category: Volume 2019-2024
Table 92 Forecast Sales of Mobile Phones by Category: Value 2019-2024
Table 93 Forecast Sales of Mobile Phones by Category: % Volume Growth 2019-2024
Table 94 Forecast Sales of Mobile Phones by Category: % Value Growth 2019-2024
Table 95 Forecast Sales of Smartphones by Screen Size: % Retail Volume 2019-2024

Portable Players in South Africa

HEADLINES

PROSPECTS

Rising smartphone penetration facilitates growth of wireless speakers
E-readers continue to lose popularity, as physical books make a comeback

COMPETITIVE LANDSCAPE

Connoisseur Electronics (Pty) Ltd retains lead in wireless speakers
E-readers continue to be dominated by Kindle devices

CATEGORY DATA

Table 96 Sales of Portable Players by Category: Volume 2014-2019
Table 97 Sales of Portable Players by Category: Value 2014-2019
Table 98 Sales of Portable Players by Category: % Volume Growth 2014-2019
Table 99 Sales of Portable Players by Category: % Value Growth 2014-2019
Table 100 NBO Company Shares of Portable Players: % Volume 2015-2019
Table 101 LBN Brand Shares of Portable Players: % Volume 2016-2019
Table 102 Distribution of Portable Players by Channel: % Volume 2014-2019
Table 103 Forecast Sales of Portable Players by Category: Volume 2019-2024
Table 104 Forecast Sales of Portable Players by Category: Value 2019-2024
Table 105 Forecast Sales of Portable Players by Category: % Volume Growth 2019-2024
Table 106 Forecast Sales of Portable Players by Category: % Value Growth 2019-2024

Wearable Electronics in South Africa

HEADLINES

PROSPECTS

Smart watch craze gains traction
Commercial partnerships raise affordability of fitness devices
Health and wellness trends continue to boost the category

COMPETITIVE LANDSCAPE

Activity watches (analogue) expected to attract increased attention
Popular brands launch contactless payments
Competition is expected to grow over the forecast period

CATEGORY DATA

Table 107 Sales of Wearable Electronics by Category: Volume 2014-2019
Table 108 Sales of Wearable Electronics by Category: Value 2014-2019
Table 109 Sales of Wearable Electronics by Category: % Volume Growth 2014-2019
Table 110 Sales of Wearable Electronics by Category: % Value Growth 2014-2019
Table 111 NBO Company Shares of Wearable Electronics: % Volume 2015-2019
Table 112 LBN Brand Shares of Wearable Electronics: % Volume 2016-2019
Table 113 Distribution of Wearable Electronics by Channel: % Volume 2015-2019
Table 114 Forecast Sales of Wearable Electronics by Category: Volume 2019-2024
Table 115 Forecast Sales of Wearable Electronics by Category: Value 2019-2024
Table 116 Forecast Sales of Wearable Electronics by Category: % Volume Growth 2019-2024
Table 117 Forecast Sales of Wearable Electronics by Category: % Value Growth 2019-2024