South Africa Home Appliances Market - Growth, Trends, COVID-19 Impact, and Forecasts (2022 - 2027)

The South African Home Appliances Market is segmented by Product, Major Appliances (Refrigerators, Freezers, Dishwashing Machines, Washing Machines, Cookers, and Ovens), Small Appliances (Vacuum Cleaners, Small Kitchen Appliances, Hair Clippers, Irons, Toasters, Grills and Roasters, and Hair Dryers), and Distribution Channel ( Multi-brand Stores​ , Exclusive Stores, Online, and Other Distribution Channels).

Market Snapshot

South Africa Home Appliances Market Overview
Study Period: 2016 - 2026
Base Year: 2021
CAGR: >2 %
South Africa Home Appliances Market Major Players

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Market Overview

South Africa has been continuing to face economic challenges with the country. The Real GDP grew at an estimated 0.7% in 2019 in the country down from 0.8% in 2018, This is due to the decline in household expenditure due to record-high fuel prices and the introduction of a higher rate of value-added tax. Home appliances however have become an essential part of modern lifestyle. On average, the South African household owns five appliances. The population growth, technology infiltration, rising purchasing power, and the people's improving lifestyle trends are some of the critical factors on the requirements and purchase decisions of home appliances in the market. South Africa is at a low-level value and volume of home appliances, but it is expected to be one of the fastest-growing markets in the future. Issues evolving from energy and water utilization by major appliances remain apparent in various categories of home appliances in South Africa.

Scope of the Report

Complete background analysis of the South African home appliances market, which includes an assessment of the National accounts, economy, and the emerging market trends by segments, significant changes in the market dynamics, and the market overview have been covered in the report.

By Product
By Major Appliances
Dishwashing Machines
Washing Machines
Cookers & Ovens
By Small Appliances
Vacuum Cleaners
Small Kitchen Appliances
Hair Clippers
Grills & Roasters
Hair Dryers
Other Small Appliances
By Distribution Channel
Multi-brand Stores​ 
Exclusive Stores​ 
Other Distribution Channels

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Key Market Trends

Online Channel of Distribution is Growing, while Retail Channel Remains Dominant

Non-grocery professionals and mixed retailers remain the dominant point of purchase for most consumer appliances, although online selling has been continuing to grow throughout the segment. The recognition of traditional store-based retailing channels can be attached to consumers wanting to view and inspect an appliance before making their final buying decision.

Online distribution channel of home appliances has quite a low market share, but it is the fastest-growing segment, on account of the rising awareness among the people about the advanced and convenient buying platforms. Vendors have been working to improve their e-commerce presence because of rapid growth in the sales of appliances through internet retailing.

South Africa Home Appliances Market Key Trends

Increase in Demand of Freezers in South Africa Market

Freestanding refrigerators have bee gaining popularity in households in the South African appliance market. The factors for the rise in its momentum can be attributed to consumer’s preference for durable, fast-cooling, and spacious freezers, which have been backed with a warranty. Freestanding fridge freezers remain the leading format found in households, followed by freestanding freezers and lastly freestanding fridges.

Smart home appliances also display increasingly popular with consumers in South Africa. Players have also been innovating, in terms of the energy efficiency of their appliances, to meet the rising demand of people in the country. Consumers have been becoming more aware about the energy consumption and are getting educated about energy ratings by various players in the market. Players are also promoting their brands in combination with mass retailers. For example, HiSense and Samsung promoted their appliances during the 2018 FIFA world cup and were benefitted from the tournament.

South Africa Home Appliances Market Growth Rate

Competitive Landscape

The South African home appliance market remains competitive, with both the local and international players trying to capture the market. Increased attempts are being made by several players to emphasize the energy efficiency of their household appliances. Cross-industry promotions in-home laundry appliances have been adopted by players to increase its share in non-price competition. Marketing and advertising campaigns are other important strategies followed by local players to align themselves with the international trends and influence consumer choices.

Table of Contents


    1. 1.1 Study Deliverables

    2. 1.2 Study Assumptions

    3. 1.3 Scope of the Study




    1. 4.1 Market Overview

    2. 4.2 Drivers

    3. 4.3 Restraints

    4. 4.4 Opportunities

    5. 4.5 Value Chain Analysis

    6. 4.6 Porter's Five Forces Analysis

    7. 4.7 Insights on Imports and Exports of Home Appliances in South Africa​

    8. 4.8 Government Regulations and Initiatives​

    9. 4.9 Technology Innovations in the Industry

    10. 4.10 Impact of COVID 19 on the market


    1. 5.1 By Product

      1. 5.1.1 By Major Appliances

        1. Refrigerators

        2. Freezers

        3. Dishwashing Machines

        4. Washing Machines

        5. Cookers & Ovens

      2. 5.1.2 By Small Appliances

        1. Vacuum Cleaners

        2. Small Kitchen Appliances

        3. Hair Clippers

        4. Irons

        5. Toasters

        6. Grills & Roasters

        7. Hair Dryers

        8. Other Small Appliances

    2. 5.2 By Distribution Channel

      1. 5.2.1 Multi-brand Stores​ 

      2. 5.2.2 Exclusive Stores​ 

      3. 5.2.3 Online

      4. 5.2.4 Other Distribution Channels


    1. 6.1 Market Concentration Overview

    2. 6.2 Company Profiles

      1. 6.2.1 Haier Electronics Group Co. Ltd

      2. 6.2.2 HiSense

      3. 6.2.3 Miele

      4. 6.2.4 Whirlpool Corporation

      5. 6.2.5 LG Electronics

      6. 6.2.6 Panasonic Corporation

      7. 6.2.7 Electrolux AB

      8. 6.2.8 Arcelik A.S

      9. 6.2.9 Samsung Electronics

      10. 6.2.10 Defy Appliances (Pty) Ltd*

    3. *List Not Exhaustive


**Subject to Availability

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Frequently Asked Questions

The South Africa Home Appliances Market market is studied from 2016 - 2026.

The South Africa Home Appliances Market is growing at a CAGR of >2% over the next 5 years.

Haier Electronics Group Co. Ltd, HiSense, Miele, Whirlpool Corporation, LG Electronics are the major companies operating in South Africa Home Appliances Market.

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