Demand for small cooking appliances will fall in 2020. However, small cooking appliances is one of the least negatively impacted categories in small appliances (along with food preparation appliances) due to an increase in home cooking occasions.
The share of private label has remained steady over the review period, suggesting that consumers still demand private label appliances, which sell at a lower price and often slightly lower quality. In 2020, private label will continue to see a small increase in share as consumers, financially hit by the pandemic, seek lower priced options.
E-commerce will see an increased share in category sales in 2020 as the COVID-19 pandemic facilitates a shift to the channel faster than previously expected. E-commerce benefitted from being allowed to resume operating before in-store retailing (following the ban on sales of non-essential items), as well as from consumers spending increased time on their smartphones and devices.
In 2020, cross-industry partnerships and bundling of products have become more prevalent as a method of promotion and attracting consumers in a tangible way. For example, at the in-store retailers Pick n Pay, Phillips appliances are being promoted and sold with a supply of food.
Over the forecast period, it is expected that small cooking appliances will see a stable recovery as the home cooking trend persists. Consumers tend to be creatures of habit, thus following a year of spending more time at home, and therefore preparing more food, are likely to continue doing so in the future, despite relaxation of restrictions.
Coffee machines are expected to show faster than average category growth over the forecast period, largely driven by the rise in consumers working from home. Additionally, over the review period South African coffee drinkers have built up a ‘coffee culture’, boosted by consumers drinking high-quality coffee in coffee shops and cafés.
E-commerce is expected to be further boosted in the forecast period, following the increased use of the channel in 2020, due to the COVID-19 lockdown and in-store retailing closures. Historically, e-commerce has been perceived as an untrustworthy point-of-sales for many consumers, as South Africans typically like to test a product before buying.
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