Executive Summary

Feb 2019
PROSPECTS
Design and functionality key factors

Purchasing decisions for vacuum cleaners are based on two notable factors, namely design and functionality. Design aspects that influence consumers include but are not limited to aesthetics, especially in robotic vacuum cleaners; durability, as these products often take abuse when being used and transported; compactness and simplicity.

Robotic vacuum cleaners starting to enjoy familiarity

The most popular format remains cylinder vacuum cleaners, which accounts for half of all volume sales, followed by steam and upright vacuum cleaners, respectively. The popularity of cylinder vacuum cleaners is based on consumer familiarity with these appliances.

Majority of consumers see vacuum cleaners as non-essential

Demand for vacuum cleaners remains limited to a certain segment of the population as lower-income consumers perceive these appliances to be non-essential. Most consumers continue to use traditional methods and tools for household cleaning.

COMPETITIVE LANDSCAPE
Bennet Read continues to go from strength to strength after successful relaunch

Bennet Read has proved itself to be the most popular vacuum cleaning brand in South Africa. Its leading position can be attributed to the relaunch of the brand by local player Tevo (Pty) Ltd in 2015.

Participation in e-commerce increasing

Verimark, which has a business model based on the power of direct marketing with wide retail distribution, delivered one of its best performances to date. The trust and credibility of the group’s Genesis brand in vacuum cleaners saw it hold second position, despite losing the lead to Tevo.

Innovation that adds value expected over the forecast period

Innovation that enables brands to add value to reasonably priced vacuum cleaners aimed predominantly at the middle- to lower-income segment is expected to increase over the forecast period. Models that cater for a range of needs, such as vacuuming carpets or sucking up animal fur, could be upgraded with added functionality such as the ability to maximise air hygiene.

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Vacuum Cleaners in South Africa

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Overview

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

The Vacuum Cleaners 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 Vacuum Cleaners in South Africa?
  • What are the major brands in South Africa?
  • How have stick vacuum cleaners performance over the past 5 years?
  • Are robotic vacuum cleaners the future for the vacuum industry?

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.

Vacuum Cleaners in South Africa - Category analysis

HEADLINES

PROSPECTS

Design and functionality key factors
Robotic vacuum cleaners starting to enjoy familiarity
Majority of consumers see vacuum cleaners as non-essential

COMPETITIVE LANDSCAPE

Bennet Read continues to go from strength to strength after successful relaunch
Participation in e-commerce increasing
Innovation that adds value expected over the forecast period

CATEGORY DATA

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

MARKET DATA

Table 16 Sales of Consumer Appliances by Category: Volume 2013-2018
Table 17 Sales of Consumer Appliances by Category: Value 2013-2018
Table 18 Sales of Consumer Appliances by Category: % Volume Growth 2013-2018
Table 19 Sales of Consumer Appliances by Category: % Value Growth 2013-2018
Table 20 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2013-2018
Table 21 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2013-2018
Table 22 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2013-2018
Table 23 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2013-2018
Table 24 Sales of Small Appliances by Category: Volume 2013-2018
Table 25 Sales of Small Appliances by Category: Value 2013-2018
Table 26 Sales of Small Appliances by Category: % Volume Growth 2013-2018
Table 27 Sales of Small Appliances by Category: % Value Growth 2013-2018
Table 28 NBO Company Shares of Major Appliances: % Volume 2014-2018
Table 29 LBN Brand Shares of Major Appliances: % Volume 2015-2018
Table 30 NBO Company Shares of Small Appliances: % Volume 2014-2018
Table 31 LBN Brand Shares of Small Appliances: % Volume 2015-2018
Table 32 Distribution of Major Appliances by Format: % Volume 2013-2018
Table 33 Distribution of Small Appliances by Format: % Volume 2013-2018
Table 34 Forecast Sales of Consumer Appliances by Category: Volume 2018-2023
Table 35 Forecast Sales of Consumer Appliances by Category: Value 2018-2023
Table 36 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2018-2023
Table 37 Forecast Sales of Consumer Appliances by Category: % Value Growth 2018-2023
Table 38 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2018-2023
Table 39 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2018-2023
Table 40 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2018-2023
Table 41 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2018-2023
Table 42 Forecast Sales of Small Appliances by Category: Volume 2018-2023
Table 43 Forecast Sales of Small Appliances by Category: Value 2018-2023
Table 44 Forecast Sales of Small Appliances by Category: % Volume Growth 2018-2023
Table 45 Forecast Sales of Small Appliances by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources