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Dishwashers in
South Africa

Country Report

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Executive Summary

Feb 2019
PROSPECTS
Hand wash versus machine wash

Dishwashers remains an aspirational appliance with sales limited to those that can afford one, with much of the country continuing to hand wash their dishes. The ongoing drought also continues to have an adverse effect on sales.

Several factors considered by consumers before purchasing dishwashers

Consumers consider several factors before purchasing a new dishwasher and it is up to sales staff to promote and address these when speaking to potential buyers. Technology that maximises and ensures environmentally-friendly rinsing and water efficiency is crucial.

Size and functionality remain key as many households have limited space

As issues around water usage and electricity efficiency continue to be highlighted because of water scarcity and electricity interruptions, it is being observed that compact and slimline dishwashers are proving increasingly popular. Smaller models not only use less water, but they also take up less space, which is especially important for consumers living in rented accommodation with limited space.

COMPETITIVE LANDSCAPE
Innovation seen from LG

Innovation is taking place in dishwashers as has been seen in LG’s True Steam technology which has been installed in its new line of QuadWash dishwashers. The company’s QuadWash and smart ThinQ technologies will be expanded into all of its new models in 2018.

Players use cross-industry promotions to compete for share

As dishwashers remains an appliance that is desired by many, but unaffordable to most, increased cross-industry promotions are being observed as major players continue to compete for share in a highly competitive category. Leading brands of dishwashing detergent and major players within dishwashers are supporting each other by endorsing each other’s products in various ways.

Threats to future performance persist as dishwashers remains aspirational

As dishwashers remains an aspirational appliance, various threats continue to hamper the category’s growth. Rising living and electricity costs, as well as fears around water shortages are all threats to the category’s future performance.

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Dishwashers in South Africa

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Overview

Discover the latest market trends and uncover sources of future market growth for the Dishwashers 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 Dishwashers industry in South Africa, our research will save you time and money while empowering you to make informed, profitable decisions.

The Dishwashers 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 Dishwashers in South Africa?
  • What are the major brands in South Africa?
  • How has this high unit price, low global penetration category been affected by recessionary pressure?
  • Is there a trend to slimline machines in South Africa?

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 Appliances market research database.

Dishwashers in South Africa - Category analysis

HEADLINES

PROSPECTS

Hand wash versus machine wash
Several factors considered by consumers before purchasing dishwashers
Size and functionality remain key as many households have limited space

COMPETITIVE LANDSCAPE

Innovation seen from LG
Players use cross-industry promotions to compete for share
Threats to future performance persist as dishwashers remains aspirational

CATEGORY DATA

Table 1 Sales of Dishwashers by Category: Volume 2013-2018
Table 2 Sales of Dishwashers by Category: Value 2013-2018
Table 3 Sales of Dishwashers by Category: % Volume Growth 2013-2018
Table 4 Sales of Dishwashers by Category: % Value Growth 2013-2018
Table 5 Sales of Dishwashers by Format: % Volume 2013-2018
Table 6 Sales of Dishwashers by Connected Appliances: % Volume 2014-2018
Table 7 NBO Company Shares of Dishwashers: % Volume 2014-2018
Table 8 LBN Brand Shares of Dishwashers: % Volume 2015-2018
Table 9 Distribution of Dishwashers by Format: % Volume 2013-2018
Table 10 Production, Imports and Exports of Dishwashers: Total Volume 2013-2018
Table 11 Forecast Sales of Dishwashers by Category: Volume 2018-2023
Table 12 Forecast Sales of Dishwashers by Category: Value 2018-2023
Table 13 Forecast Sales of Dishwashers by Category: % Volume Growth 2018-2023
Table 14 Forecast Sales of Dishwashers by Category: % Value Growth 2018-2023

Consumer Appliances in South Africa - Industry Overview

EXECUTIVE SUMMARY

Consumers demanding value-added appliances at competitive prices
Energy efficiency, water usage and product size remain key considerations
Competition remains fierce as both local and international players hold strong shares
Store-based retailing remains dominant but online purchases on the rise
Increased innovation expected to help overcome threats to future performance

MARKET INDICATORS

Table 15 Household Penetration of Selected Total Stock Consumer Appliances by Category 2013-2018
Table 16 Replacement Cycles of Consumer Appliances by Category 2013-2018
Table 17 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2018-2023
Table 18 Forecast Replacement Cycles of Consumer Appliances by Category 2018-2023

MARKET DATA

Table 19 Sales of Consumer Appliances by Category: Volume 2013-2018
Table 20 Sales of Consumer Appliances by Category: Value 2013-2018
Table 21 Sales of Consumer Appliances by Category: % Volume Growth 2013-2018
Table 22 Sales of Consumer Appliances by Category: % Value Growth 2013-2018
Table 23 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2013-2018
Table 24 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2013-2018
Table 25 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2013-2018
Table 26 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2013-2018
Table 27 Sales of Small Appliances by Category: Volume 2013-2018
Table 28 Sales of Small Appliances by Category: Value 2013-2018
Table 29 Sales of Small Appliances by Category: % Volume Growth 2013-2018
Table 30 Sales of Small Appliances by Category: % Value Growth 2013-2018
Table 31 NBO Company Shares of Major Appliances: % Volume 2014-2018
Table 32 LBN Brand Shares of Major Appliances: % Volume 2015-2018
Table 33 NBO Company Shares of Small Appliances: % Volume 2014-2018
Table 34 LBN Brand Shares of Small Appliances: % Volume 2015-2018
Table 35 Distribution of Major Appliances by Format: % Volume 2013-2018
Table 36 Distribution of Small Appliances by Format: % Volume 2013-2018
Table 37 Forecast Sales of Consumer Appliances by Category: Volume 2018-2023
Table 38 Forecast Sales of Consumer Appliances by Category: Value 2018-2023
Table 39 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2018-2023
Table 40 Forecast Sales of Consumer Appliances by Category: % Value Growth 2018-2023
Table 41 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2018-2023
Table 42 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2018-2023
Table 43 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2018-2023
Table 44 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2018-2023
Table 45 Forecast Sales of Small Appliances by Category: Volume 2018-2023
Table 46 Forecast Sales of Small Appliances by Category: Value 2018-2023
Table 47 Forecast Sales of Small Appliances by Category: % Volume Growth 2018-2023
Table 48 Forecast Sales of Small Appliances by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources