COMPETITIVE LANDSCAPE
Xiaomi gains ground with cordless innovations
The personal care appliances market in South Africa is fragmented, with private label holding the largest share in retail volume terms, driven by major retailers like Clicks and Dischem, which continue to invest heavily in expanding their appliance offerings.
Emerging players challenge established brands with innovation
The rise of cordless and portable solutions has benefited mid-tier and premium brands like Babyliss and Philips, allowing them to appeal to both value-conscious and tech-savvy consumers, while traditional plug-in models have seen slower growth, causing some legacy brands to lose ground.
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Overview:
Understand the latest market trends and future growth opportunities for the Personal Care 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 Personal Care 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 Personal Care 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 Personal Care 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?
Personal Care Appliances in South Africa - Category analysis
KEY DATA FINDINGS
Increasing interest in personal grooming helps drive sales
Influencer marketing boosts sales of grooming essentials
Hair care appliances dominate market share
Growth in other personal care appliances
Influencers and smart technology will drive future growth
Hair care appliances to remain dominant over the forecast period
Other personal care appliances to grow fastest over the forecast period
Xiaomi gains ground with cordless innovations
Emerging players challenge established brands with innovation
Offline retail dominates sales through hypermarkets and health and beauty specialists
E-commerce gains traction with click-and-collect services and promotional events
Retail e-commerce plays a growing role with increased competition and innovation
Health and wellness drives innovation in appliances
Philips leads innovation with advanced sonic toothbrushes
Innovation drives business growth and competition
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:
Personal Care Appliances
- Body Shavers
- Electric Facial Cleansers
- Hair Care Appliances
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- Battery Toothbrush Units
- Electric Toothbrush Units
- Other Oral Care Appliances
- Other Personal Care Appliances
Personal Care Appliances
Personal care includes hair care appliances, body shavers, electric facial cleansers, oral care appliances and other personal care appliances.
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 Personal Care Appliances research and analysis database.
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