Demand for headphones remains strong in 2021, as the prevalence of remote working continues to rise as a result of the pandemic. This shift is resulting in remote workers buying or upgrading their headphones, preferably to models with good microphones to improve their working experience and audibility during virtual meetings.
JBL, distributed in South Africa by Connoisseur Electronics (Pty) Ltd, continues to lead headphones due to strong product availability across categories, while being the leading player in wireless headbands. The brand performed particularly well in 2020 as consumers sought to improve their home working experience, while also benefitting from availability across various price points.
Despite continuing to lose sales share in 2021, Apple continues to lead the fast-growing TWS earbuds category, as these products continue to replace wireless earphones. Currently, Apple only has two models available on the market, namely AirPods and AirPods Pro, priced at ZAR3,599 and ZAR4,499, respectively.
As far as pandemic-driven trends go, flexible working is anticipated to become more permanent going forward. The pandemic has proved to many employers that their employees can work effectively from home (or anywhere) and more employers are expected to come on board over the forecast period.
While the overall category is expected to grow over the forecast period, TWS earbuds is expected to outperform the rest of category, including wireless headbands. Earbuds benefit from being fully wireless, increasing comfort during use, while they are compact and easily transportable.
Online shopping has become key since the outbreak of the pandemic, with the e-commerce channel expected to account for nearly a third of headphone sales in 2021. Over the forecast period, growth is expected to persist, as consumers become more acquainted with shopping online and e-commerce players continue to improve the user-friendliness of their platforms.
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Understand the latest market trends and future growth opportunities for the Headphones industry in South Africa with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Headphones research and analysis database.
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