PROSPECTS AND OPPORTUNITIES
Lower unit prices set to help maintain demand among less affluent consumers
Many households in South Africa are expected to continue struggling with limited disposable incomes over the forecast period. The unemployment rate is not anticipated to significantly decline in the short term, and as such, demand for microwaves from low-income consumers is likely to be restricted to products with the most affordable price points.
Smart microwaves expected to become more popular over the forecast period
Smart appliances, such as refrigerators, are becoming increasingly popular among South African consumers, particularly younger individuals due to the convenience and improved user experience they offer. As a result, more players are launching products with connected technology to meet this growing demand.
E-commerce likely to gain further penetration as distribution channel for microwaves
In addition to hypermarkets, appliances and electronics specialists will remain a popular distribution channel for microwaves in South Africa. Many local consumers still prefer to shop at physical stores to see a demonstration of the appliance, and to be able to compare various models in person, usually with the help of a professional salesperson.
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Overview:
Understand the latest market trends and future growth opportunities for the Microwaves 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 Microwaves 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 Microwaves 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 Microwaves 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?
Microwaves in South Africa - Category analysis
KEY DATA FINDINGS
Rising demand for microwaves due to affordability relative to larger cooking appliances
Defy and Russell Hobbs lead microwaves with wide range of models
Rising sales of private label attract consumers with affordable price points
Lower unit prices set to help maintain demand among less affluent consumers
Smart microwaves expected to become more popular over the forecast period
E-commerce likely to gain further penetration as distribution channel for microwaves
Consumer Appliances in South Africa - Industry Overview
Consumer appliances in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for consumer appliances?
DISCLAIMER
The following categories and subcategories are included:
Microwaves
- Built-in Microwaves
- Freestanding Microwaves
Microwaves
Microwaves use electromagnetic waves to heat food. When the waves are absorbed by water, fats or sugars, they‘re converted directly into atomic motion – or heat. Unlike conventional ovens, in which heat is conducted from the outside of the food towards the centre, the microwave‘s radio waves target the water and fat molecules evenly, throughout the food.
See all of our definitionsWhy buy this report?
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This report originates from Passport, our Microwaves research and analysis database.
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