Having recently overtaken activity watches (digital) in volume sales, smart wearables continued to register strong growth over the review period. The trend towards connected, multifunctional devices is driving the category’s improved performance - consumers increasingly demand devices that suit their fast-paced lifestyles, which can track workouts in the gym and receive message and calendar notifications linked to their smartphones.
Much of the growth registered in wearable electronics is attributed to key commercial partnerships, such as with medical schemes and mobile phone network providers. For example, South Africa’s largest medical scheme, Discovery, has a rewards programme, Vitality, which rewards customers for living healthier.
Health and wellness, including fitness, are some of the core trends driving growth in wearable electronics. In a fast-evolving, technology-driven world, consumers seek to harness this in all areas of life, including health and wellness, and buy fitness devices to track their progress in reaching their goals.
The future of activity watches (analogue) is looking bright, evident from the uncontested growth in wearable electronics in 2019. From a competitive point of view, Garmin is showing the most signs of innovation and development, with its Vivomove HR model the most popular in South Africa.
Several companies have launched contactless, or near-field communication (NFC), payment features. In the past year, both Samsung and Garmin have launched these features on compatible devices, namely Samsung Pay and Garmin Pay, respectively.
Since the inception of wearable electronics, larger brands owned by companies such as Garmin, Apple and Samsung have solidified themselves in the category and become known as trustworthy purchases. However, competitive, affordable brands that offer similar designs and features are expected to make their presence known over the forecast period.
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Discover the latest market trends and uncover sources of future market growth for the Wearable Electronics industry in South Africa with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Consumer Electronics market research database.