COMPETITIVE LANDSCAPE
Defy is a strong leading player thanks to its diverse offering
The home laundry appliances market in South Africa is concentrated, with the leading brand Defy accounting for 41% of sales on its own, followed by Samsung on 19%, Hisense on 16% and BSH on 12%. Defy’s broad product range across various price points has allowed it to appeal to both budget-conscious and premium buyers.
No significant mergers or acquisitions expected to impact the market
There were no notable mergers or acquisitions in 2025, and none are anticipated for 2026. This stability in the competitive landscape indicates that the top brands are likely to maintain their positions through continued investment in product innovation and marketing strategies.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Laundry Appliances industry in South Africa with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Home Laundry Appliances industry in South Africa, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Home Laundry Appliances in South Africa report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Home Laundry Appliances in South Africa?
- Which are the leading brands in South Africa?
- How are products distributed in South Africa?
- To what extent has COVID-19 and accordant macroeconomic and retail disruption impacted demand?
- How are considerations such as urban development and the rise in single-person households determining sales growth?
- Where is future growth expected to be most dynamic?
Home Laundry Appliances in South Africa - Category analysis
KEY DATA FINDINGS
Home laundry appliances show resilience to record positive growth in 2025
Stabilising economy and tech drive growth
Automatic washing machines lead sales
Energy efficiency drives growth in automatic washer dryers
Consumers will drive demand for energy-efficient and smart appliances
Automatic washing machines remain dominant
E-commerce and omnichannel strategies to shape future sales
Defy is a strong leading player thanks to its diverse offering
No significant mergers or acquisitions expected to impact the market
Offline retail dominates sales through hypermarkets and specialists
E-commerce grows with Amazon’s entry and brand-specific platforms
No new retail brands or concepts emerge in 2026
Manufacturers prioritise eco-friendly features and AI integration
Space-saving combination appliances gain traction
E-commerce growth and omnichannel strategies to drive future sales
Consumer Appliances in South Africa - Industry Overview
Smart technology, energy-efficient products and rising urbanisation to drive sales
Positive growth driven by shifting consumer preferences
Inverter technology helps drive continued growth in refrigeration appliances
Dishwashers growth driven by middle-class expansion
Smart technology and energy efficiency drive growth
Refrigeration appliances will remain the largest category in value terms
Fastest growth expected in robotic vacuum cleaners and air fryers
Home of Living Brands and Defy Appliances lead the market
No significant mergers or acquisitions in 2025
Hypermarkets and non-grocery retailers dominate consumer appliance sales
E-commerce gains traction with competitive pricing and convenience
No new retail brands or concepts expected to emerge in 2026
Smart and AI-powered features reshape appliance functionality
Beko Energyspin washing machine sets new efficiency standard
DNA Dual Air Fryer Oven offers multi-drawer cooking convenience
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Home Laundry Appliances
- Built-in Home Laundry Appliances
- Freestanding Home Laundry Appliances
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- Built-in Automatic Dryers
- Freestanding Automatic Dryers
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- Built-in Automatic Washer Dryers
- Freestanding Automatic Washer Dryers
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- Built-in Automatic Washing Machines
- Freestanding Automatic Washing Machines
- Semi-Automatic Washing Machines
Home Laundry Appliances
Home laundry appliances includes the following categories: automatic dryers, automatic washing machines, automatic washer dryers and semi-automatic washing machines.
See all of our definitionsWhy 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 report originates from Passport, our Home Laundry Appliances research and analysis database.
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