South Africa Kitchen Appliances Market Size

South Africa Kitchen Appliances Product Market Analysis

The Kitchen Appliance Market in South Africa is showing a low growth rate for over a couple of years. Fluctuating consumer sentiment, a slowly growing economy has contributed to stagnant industry revenue over time. The increasing urbanization rate in South Africa is taken as one of the drivers for the growing kitchen appliance market. In 2020 67.35% percent of South Africa's total population lived in urban areas and cities while the urbanization rate was only 65% in 2015. Demand for the kitchen appliance product is sensitive to movement in real household discretionary income. When the average household discretionary income is high, consumers tend to spend more on appliances. The disposable income of South Africa in 2019 was 34,037 South African Rand. The Kitchen Appliance market is also related to real estate and the number of households. The developed real estate market translates into higher demand for the kitchen and the household appliances as owner or the tenant of the new building require appliances for their daily need. The current number of households in South Africa is 17.16 million.

The Covid-19 has resulted in a significant negative impact on sales due to retail shutdowns as retail showrooms and stores are the predominant distribution channel for kitchen appliances. The economy is slowly reviving after the pandemic and sales of kitchen appliances have gain momentum especially small kitchen appliances that have shown a rapid increase in demand.