Executive Summary

Sep 2019
PROSPECTS
Smart watch craze gains traction

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.

Commercial partnerships raise affordability of fitness devices

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 trends continue to boost the category

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.

COMPETITIVE LANDSCAPE
Activity watches (analogue) expected to attract increased attention

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.

Popular brands launch contactless payments

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.

Competition is expected to grow over the forecast period

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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Overview

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.

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 Wearable Electronics industry in South Africa, our research will save you time and money while empowering you to make informed, profitable decisions.

The Wearable Electronics 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 Wearable Electronics in South Africa?
  • What are the major brands in South Africa?
  • What is the growth rate for Wearable Electronics in South Africa?

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 Electronics market research database.

Wearable Electronics in South Africa - Category analysis

HEADLINES

PROSPECTS

Smart watch craze gains traction
Commercial partnerships raise affordability of fitness devices
Health and wellness trends continue to boost the category

COMPETITIVE LANDSCAPE

Activity watches (analogue) expected to attract increased attention
Popular brands launch contactless payments
Competition is expected to grow over the forecast period

CATEGORY DATA

Table 1 Sales of Wearable Electronics by Category: Volume 2014-2019
Table 2 Sales of Wearable Electronics by Category: Value 2014-2019
Table 3 Sales of Wearable Electronics by Category: % Volume Growth 2014-2019
Table 4 Sales of Wearable Electronics by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Wearable Electronics: % Volume 2015-2019
Table 6 LBN Brand Shares of Wearable Electronics: % Volume 2016-2019
Table 7 Distribution of Wearable Electronics by Channel: % Volume 2015-2019
Table 8 Forecast Sales of Wearable Electronics by Category: Volume 2019-2024
Table 9 Forecast Sales of Wearable Electronics by Category: Value 2019-2024
Table 10 Forecast Sales of Wearable Electronics by Category: % Volume Growth 2019-2024
Table 11 Forecast Sales of Wearable Electronics by Category: % Value Growth 2019-2024

Consumer Electronics in South Africa - Industry Overview

EXECUTIVE SUMMARY

Industry innovation remains key to growth
Rising smartphone penetration affects many several categories
Consumer-centricity gains traction
Electronics and appliance specialist retailers remain dominant, while internet retailing continues to grow
Innovation and affordability expected to drive growth over the forecast period

MARKET DATA

Table 12 Sales of Consumer Electronics by Category: Volume 2014-2019
Table 13 Sales of Consumer Electronics by Category: Value 2014-2019
Table 14 Sales of Consumer Electronics by Category: % Volume Growth 2014-2019
Table 15 Sales of Consumer Electronics by Category: % Value Growth 2014-2019
Table 16 NBO Company Shares of Consumer Electronics: % Volume 2015-2019
Table 17 LBN Brand Shares of Consumer Electronics: % Volume 2016-2019
Table 18 Distribution of Consumer Electronics by Channel: % Volume 2014-2019
Table 19 Forecast Sales of Consumer Electronics by Category: Volume 2019-2024
Table 20 Forecast Sales of Consumer Electronics by Category: Value 2019-2024
Table 21 Forecast Sales of Consumer Electronics by Category: % Volume Growth 2019-2024
Table 22 Forecast Sales of Consumer Electronics by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources