COMPETITIVE LANDSCAPE
Russell Hobbs and Sunbeam lead a relatively fragmented market
The small cooking appliances market in South Africa remains relatively fragmented, with a number of established brands competing for market share. In 2025, the top five players were Home of Living Brands, Nu-World Holdings Ltd, Philips South Africa (Pty) Ltd, Creative Housewares (Pty) Ltd and Kenwood Home Appliances (Pty) Ltd.
Market stability with limited new entrants
There were no notable mergers or acquisitions in 2025 or anticipated in 2026 in the small cooking appliances market in South Africa. The market’s stability is characterised by the consistent performance of leading brands and the absence of significant new entrants or major market disruptions.
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Overview:
Understand the latest market trends and future growth opportunities for the Small Cooking 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 Small Cooking 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 Small Cooking 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 Small Cooking 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?
Small Cooking Appliances in South Africa - Category analysis
KEY DATA FINDINGS
Affordability and the trend towards convenience and smart functionality help drive growth
Strong growth driven by key categories and smart functionality
Kettles remain largest category driven by affordability and demand
Air fryers drive dynamic growth with convenience and health benefits
Consumers embrace smart and energy-efficient appliances
Kettles will remain the leading product, air fryers will continue to lead growth
Digitalisation and sustainability will reshape consumer preferences
Russell Hobbs and Sunbeam lead a relatively fragmented market
Market stability with limited new entrants
Offline retail dominates through hypermarkets and specialists
E-commerce growth driven by key players and promotions
Retail e-commerce plays an increasingly significant role with steady growth
Multi-functionality and smart features drive innovation
DNA Dual Air Fryer Oven exemplifies multi-functionality trend
Defy’s investment boosts energy-efficient appliance production
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:
Small Cooking Appliances
- Breadmakers
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- Espresso Coffee Machines
- Filter Coffee Machines
- Other Standard Coffee Machines
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- Hard Pods
- Soft Pods
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- Coffee Mills
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- Air Fryers
- Oil Based Fryers
- Electric Grills
- Electric Steamers
- Freestanding Hobs
- Kettles
- Rice Cookers
- Slow Cookers
- Other Small Cooking Appliances
Small Cooking Appliances
Small cooking appliances includes coffee machines, breadmakers, electric grills, fryers, electric steamers, kettles, coffee mills, slow cookers, and other small cooking 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 Small Cooking Appliances research and analysis database.
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