Abstract
About this Report
This Euromonitor market report provides market trend and market growth
analysis of the Consumer Appliances industry in South Africa. With this market
report, you'll be able to explore in detail the changing shape and potential
of the industry. You will now be able to plan and build strategy on real
industry data and projections.
The Consumer Appliances 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 Consumer Appliances in South Africa?
- What are the major brands in South Africa?
- How was category performance been affected by current economic climate?
- How is penetration for consumer appliances going to develop over the
medium term?
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.
Each report is delivered with the following components: Report: PDF and Word
Market statistics: Excel workbook
Sample Analysis
EXECUTIVE SUMMARY
Economic effect on the consumer appliances market
The current economic conditions had a positive effect on the consumer
appliances market, with signs of recovery started to show during Q2 2010. With
significant evidence of a recovery, there were however some categories that
have not been affected. Lower interest rates and banks easing up on credit
requirements, freed some disposable income. Consumer confidence increased over
2010. Large consumer appliances showed a significant reversal of fortunes from
previous years, with some items' growth rates in the double digits. However,
consumers are still cautious in their purchasing; staying clear of debt and
only purchasing essential appliances. Small appliances being less volatile to
economic changes (mainly due to low costs) experienced positive growth for
essential items, while 'luxury' items experienced negative growth. The impact
of a stronger rand making imports cheaper has reduced the cost of higher
priced items.
Green innovations
South Africa is synonymous with having limited resources in terms of water and
energy. With Eskom hiking up the electricity prices over the last two years of
the review period, there has been a rapid increase in the number of energy
saving appliances available on the market and subsequently,
environmentally-friendly appliances. Consumers, although not yet actively
seeking energy rating tags, are beginning to ask for appliances that can
reduce their high electricity bills. Manufactures such as LG, Miele, Whirlpool
and Defy are responding launching marketing campaigns to drive sales of their
green portfolio. The trend for energy efficient and eco-friendly appliances is
becoming a norm.
Local strikes and redundancies pose a threat to the consumer appliances
market
Trade unions in the retailing market are increasingly demanding better wages
for their members. This has led to companies being at loggerheads with trade
unions due to their demands being too high and thus unsustainable.
Consequently, there is a proliferation of strikes as trade unions are refusing
to budge on their demands. Currently, strikes in the retail market last on
average, seven days. This leads to major disruption in the operations of the
retailers and manufacturers. Economic conditions during the period of
recession 2008/2009 and early-2010, led major local companies to reposition
themselves to weather the tough economic times. The effect thereof has been a
large number of redundancies. Redundancies and strikes have a negative impact
on the consumer appliances market both in terms of sales and the everyday
operations of companies.
The new Consumer Protection Act
The government introduced a new consumer protection act over the period
2009-2010. This placed retailers and manufacturers under scrutiny, having
worldwide implications for foreign companies importing to South Africa. In
terms of the Act, if a defective or incorrectly labelled product were to cause
harm, injury or death to a South African consumer, the foreign manufacturer
could become a co-defendant together with the local retailer or supplier in
litigation. The Consumer Protection Act places the burden of proof on the
supplier. The consumer just needs to show harm or damage. With the strength of
the rand and importing being cheaper, it is imperative that companies become
completely aware of the implications of the Act in terms of importing goods.
FIFA World Cup an anti-climax
The hype of the South African FIFA World Cup proved to be a disappointment in
many respects. Meant to increase employment and have a positive effect on the
economy by attracting foreign investment etc. In terms of the consumer
appliances market there was no real effect. The event merely brought a "feel
good spending" feeling that had little impact on sales of consumer appliances.
Table of Contents
Table of Contents
Consumer Appliances in South Africa - Industry Overview
EXECUTIVE SUMMARY
- Economic effect on the consumer appliances market
- Green innovations
- Local strikes and redundancies pose a threat to the consumer appliances
market
- The new Consumer Protection Act
- FIFA World Cup an anti-climax
KEY TRENDS AND DEVELOPMENTS
- Economic overview and impact on consumer appliances
- Local strikes have a negative impact
- The market is going green
- Electricity versus alternative energy sources
- The new consumers act
MARKET INDICATORS
- Table 1 Household Penetration of Selected Total Stock Consumer Appliances
by Category 2005-2010
- Table 2 Replacement Cycles of Consumer Appliances by Category 2007-2010
MARKET DATA
- Table 3 Sales of Consumer Appliances by Category: Volume 2005-2010
- Table 4 Sales of Consumer Appliances by Category: Value 2005-2010
- Table 5 Sales of Consumer Appliances by Category: % Volume Growth 2005-2010
- Table 6 Sales of Consumer Appliances by Category: % Value Growth 2005-2010
- Table 7 Sales of Major Appliances by Category and by Built-in/Freestanding
Split: Volume 2005-2010
- Table 8 Sales of Major Appliances by Category and by Built-in/Freestanding
Split: Value 2005-2010
- Table 9 Sales of Major Appliances by Category and by Built-in/Freestanding
Split: % Volume Growth 2005-2010
- Table 10 Sales of Major Appliances by Category and by
Built-in/Freestanding Split: % Value Growth 2005-2010
- Table 11 Sales of Small Appliances by Category: Volume 2005-2010
- Table 12 Sales of Small Appliances by Category: Value 2005-2010
- Table 13 Sales of Small Appliances by Category: % Volume Growth 2005-2010
- Table 14 Sales of Small Appliances by Category: % Value Growth 2005-2010
- Table 15 Company Shares of Major Appliances 2006-2010
- Table 16 Brand Shares of Major Appliances 2007-2010
- Table 17 Company Shares of Small Appliances 2006-2010
- Table 18 Brand Shares of Small Appliances 2007-2010
- Table 19 Major Appliances by Distribution Format: % Breakdown 2005-2010
- Table 20 Small Appliances by Distribution Format: % Breakdown 2005-2010
- Table 21 Forecast Sales of Consumer Appliances by Category: Volume
2010-2015
- Table 22 Forecast Sales of Consumer Appliances by Category: Value 2010-2015
- Table 23 Forecast Sales of Consumer Appliances by Category: % Volume
Growth 2010-2015
- Table 24 Forecast Sales of Consumer Appliances by Category: % Value Growth
2010-2015
- Table 25 Forecast Sales of Major Appliances by Category and by
Built-in/Freestanding Split: Volume 2010-2015
- Table 26 Forecast Sales of Major Appliances by Category and by
Built-in/Freestanding Split: Value 2010-2015
- Table 27 Forecast Sales of Major Appliances by Category and by
Built-in/Freestanding Split: % Volume Growth 2010-2015
- Table 28 Forecast Sales of Major Appliances by Category and by
Built-in/Freestanding Split: % Value Growth 2010-2015
- Table 29 Forecast Sales of Small Appliances by Category: Volume 2010-2015
- Table 30 Forecast Sales of Small Appliances by Category: Value 2010-2015
- Table 31 Forecast Sales of Small Appliances by Category: % Volume Growth
2010-2015
- Table 32 Forecast Sales of Small Appliances by Category: % Value Growth
2010-2015
DEFINITIONS
- Category and subcategory definitions
- Distribution definitions
- Summary 1 Research Sources
Consumer Appliances in South Africa - Company Profiles
Amalgamated Appliance Holdings (Pty) Ltd - Consumer Appliances - South Africa
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 4 Amalgamated Appliance Holdings (Pty) Ltd: Competitive Position
2010
Defy Appliances Ltd - Consumer Appliances - South Africa
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- PRODUCTION
- Summary 6 Defy Appliances Ltd: Production Statistics 2010
- COMPETITIVE POSITIONING
- Summary 7 Defy Appliances Ltd: Competitive Position 2010
Game Stores - Consumer Appliances - South Africa
- STRATEGIC DIRECTION
- KEY FACTS
- INTERNET STRATEGY
- COMPANY BACKGROUND
- Chart 1 Game Stores in Century City, Cape Town
- PRIVATE LABEL
- Summary 10 Game Stores: Private Label Portfolio
- COMPETITIVE POSITIONING
Hi-Fi Corp - Consumer Appliances - South Africa
- STRATEGIC DIRECTION
- KEY FACTS
- INTERNET STRATEGY
- COMPANY BACKGROUND
- Chart 2 Hi-Fi Corporation in Cape town N1 city
- PRIVATE LABEL
- COMPETITIVE POSITIONING
- Summary 13 Hi-Fi Corporation: Competitive Position 2010
LG Electronics SA Pty Ltd - Consumer Appliances - South Africa
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 15 LG Electronics SA Pty Ltd: Competitive Position 2010
Nu-World Industries Pty Ltd - Consumer Appliances - South Africa
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 18 Nu-World Industries Pty Ltd: Competitive Position 2010
Samsung Electronics SA Pty Ltd - Consumer Appliances - South Africa
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 20 Samsung Electronics SA Pty Ltd: Competitive Position 2010
