Microwaves in South Africa

2020 IMPACT

Sales ban and store closures limits opportunities for consumers to make purchases

Sales of microwaves in South Africa in 2020 will decline strongly due to COVID-19. The ban on sales of non-essential items and temporary store closures prevented consumers from purchasing such products for several weeks, thus severely impacting the yearly sales.

Freestanding microwaves continue to be the preferred choice for consumers

Freestanding microwaves remain the most popular format by far among consumers, given their versatility and relatively affordable price. Additionally, lower-income households and those living in small apartments prefer the freestanding format as their limited kitchen space leaves them with no choice but to purchase cheaper, smaller microwaves that fit in small spaces and easily moved around.

Share of e-commerce continues to grow

The share of e-commerce sales in microwaves will be boosted in 2020 as the channel benefits from consumers’ home seclusion and social distancing. Third-party e-commerce companies, such as Takealot, reported strong month-on-month growth in sales for consumer appliances (including microwaves) when sales of consumers appliances were allowed to begin again.

Uncertainty caused by pandemic limit category innovation

Microwaves will see limit new product development in 2020 as the pandemic reduces manufacturers’ willingness to invest in major projects and innovation when the landscape is so unstable. The temporary ban on sales of non-essential items and in-store retailing closures made it difficult to roll out new products and the financial impact among consumers meant that many were unwilling to spend on new products anyway.

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