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Microwaves in
South Africa

Country Report

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Executive Summary

Feb 2019
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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Microwaves in South Africa

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Overview

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

The Microwaves 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 Microwaves in South Africa?
  • What are the major brands in South Africa?
  • How are consumer cooking convenience trends going to affect the microwave industry over the medium term?
  • Has there been a shift from freestanding microwaves to built-in microwaves?

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.

Microwaves in South Africa - Category analysis

HEADLINES

PROSPECTS

Consumers continue to be attracted to the convenience microwaves provide
Consumers look for competitive price points for reluctant purchases
Freestanding formats remain prevalent due to restricted kitchen space

COMPETITIVE LANDSCAPE

Wide product ranges appealing to consumers
High average unit prices push consumers towards the most affordable channels
Premium and affordable microwaves retain support

CATEGORY DATA

Table 1 Sales of Microwaves by Category: Volume 2013-2018
Table 2 Sales of Microwaves by Category: Value 2013-2018
Table 3 Sales of Microwaves by Category: % Volume Growth 2013-2018
Table 4 Sales of Microwaves by Category: % Value Growth 2013-2018
Table 5 Sales of Microwaves by Connected Appliances: % Volume 2014-2018
Table 6 NBO Company Shares of Microwaves: % Volume 2014-2018
Table 7 LBN Brand Shares of Microwaves: % Volume 2015-2018
Table 8 Distribution of Microwaves by Format: % Volume 2013-2018
Table 9 Production, Imports and Exports of Microwaves: Total Volume 2013-2018
Table 10 Forecast Sales of Microwaves by Category: Volume 2018-2023
Table 11 Forecast Sales of Microwaves by Category: Value 2018-2023
Table 12 Forecast Sales of Microwaves by Category: % Volume Growth 2018-2023
Table 13 Forecast Sales of Microwaves 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 14 Household Penetration of Selected Total Stock Consumer Appliances by Category 2013-2018
Table 15 Replacement Cycles of Consumer Appliances by Category 2013-2018
Table 16 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2018-2023
Table 17 Forecast Replacement Cycles of Consumer Appliances by Category 2018-2023

MARKET DATA

Table 18 Sales of Consumer Appliances by Category: Volume 2013-2018
Table 19 Sales of Consumer Appliances by Category: Value 2013-2018
Table 20 Sales of Consumer Appliances by Category: % Volume Growth 2013-2018
Table 21 Sales of Consumer Appliances by Category: % Value Growth 2013-2018
Table 22 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2013-2018
Table 23 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2013-2018
Table 24 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2013-2018
Table 25 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2013-2018
Table 26 Sales of Small Appliances by Category: Volume 2013-2018
Table 27 Sales of Small Appliances by Category: Value 2013-2018
Table 28 Sales of Small Appliances by Category: % Volume Growth 2013-2018
Table 29 Sales of Small Appliances by Category: % Value Growth 2013-2018
Table 30 NBO Company Shares of Major Appliances: % Volume 2014-2018
Table 31 LBN Brand Shares of Major Appliances: % Volume 2015-2018
Table 32 NBO Company Shares of Small Appliances: % Volume 2014-2018
Table 33 LBN Brand Shares of Small Appliances: % Volume 2015-2018
Table 34 Distribution of Major Appliances by Format: % Volume 2013-2018
Table 35 Distribution of Small Appliances by Format: % Volume 2013-2018
Table 36 Forecast Sales of Consumer Appliances by Category: Volume 2018-2023
Table 37 Forecast Sales of Consumer Appliances by Category: Value 2018-2023
Table 38 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2018-2023
Table 39 Forecast Sales of Consumer Appliances by Category: % Value Growth 2018-2023
Table 40 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2018-2023
Table 41 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2018-2023
Table 42 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2018-2023
Table 43 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2018-2023
Table 44 Forecast Sales of Small Appliances by Category: Volume 2018-2023
Table 45 Forecast Sales of Small Appliances by Category: Value 2018-2023
Table 46 Forecast Sales of Small Appliances by Category: % Volume Growth 2018-2023
Table 47 Forecast Sales of Small Appliances by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources