Microwaves in South Africa

PROSPECTS

Consumers continue to be attracted to the convenience microwaves provide

Convenience remains key in the lifestyles of many South Africans. As ready meals continue to be popular, this bodes well for microwaves.

Consumers look for competitive price points for reluctant purchases

Volume growth within microwaves remains robust due to the perceived functionality and convenience of these appliances. However, when consumers are compelled to buy a new microwave, it is often perceived as a grudge buy, with the product being bought out of necessity as the old one is either broken or has become obsolete.

Freestanding formats remain prevalent due to restricted kitchen space

Freestanding microwaves remain by far the most popular format in South African households. The versatility and relative affordability of freestanding microwaves versus built-in formats seems to be the main reasons for their popularity.

COMPETITIVE LANDSCAPE

Wide product ranges appealing to consumers

Microwaves from LG remain a popular choice as the brand has positioned itself as a mid-priced product with premium quality and performance. Its closest competitor is DEFY, with this brand benefiting from a range of affordable microwaves that appeal to lower income consumers.

High average unit prices push consumers towards the most affordable channels

The success of the leading players in the category can be owed to their affordability, wide product ranges and availability in various channels. The latter factor means that microwaves can be bought at competitive prices in some channels, such as online retailers which often offer slight discounts.

Premium and affordable microwaves retain support

Despite the relatively high average unit price for microwaves, the average unit price increase in 2018 has been relatively small, being below the rate of inflation. This indicates that lower-priced microwaves remain popular.

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