Views: 0 Author: Site Editor Publish Time: 2024-11-12 Origin: Site
Africa, a continent of more than 1.4 billion people, is experiencing steady growth in per capita disposable income and continuous urbanization. Small household appliances are key to improving the quality of life of African consumers because of their convenience. With the continuous strengthening of China-Africa relations and the in-depth implementation of the "Belt and Road" initiative, Chinese home appliance enterprises will enjoy more policy support and convenient conditions for the expansion of the African market.
This article will delve into the current state of the African appliance industry, its top markets and best-selling product categories, and how infrastructure and product pricing are impacting the development of the industry, providing investors with valuable information to help them capitalize on business opportunities in the African (small) appliance market.
According to Statista, in Africa, the revenue of the home appliances market is expected to be $61.36 billion in 2023. The market is expected to register a CAGR of 7.53% during 2023-2028. The prospects of the home appliance industry in the African market are very impressive. The African market is experiencing a period of rapid growth. Sub-Saharan Africa's population is growing at a rate of 2.7 per cent per year, more than double that of South Asia (1.2 per cent) and Latin America (0.9 per cent). Africa is also the youngest continent in the world, with a median age of only 18, and has a large young consumer base. Local young people are keen on the upgrading of various household appliances and electronic products, and the consumption frequency is very high. Against this backdrop, the supply of local appliances in Africa is increasingly unable to keep up with the demand of local consumers. ...
In addition, due to the relatively backward industrial level and low supporting capacity in Africa, most of the equipment, components and raw material production capacity is insufficient, resulting in Africa's home appliance market is heavily dependent on imports. Africa is currently in the early stage of market development, and is very friendly to Chinese goods, which also creates an excellent window period for Chinese home appliance enterprises to go overseas and pry open the large African market.
With their advanced technology, rich product lines, and competitive prices, Chinese home appliance companies have quickly gained a firm foothold in the African market. Chinese home appliance brands, represented by Haier, TCL, and Midea, continue to launch products suitable for the local market through in-depth understanding of the needs and habits of African consumers. For example, in view of the unstable power supply in some parts of Africa, home appliances with energy-saving and wide voltage adaptation functions have been developed; Considering the hot climate of Africa, we launched air-conditioning products with efficient refrigeration.
The main popular markets for small household appliances in Africa include Nigeria, Kenya, Egypt and Morocco, and the best-selling categories cover a variety of products that improve life efficiency, as follows:
Nigeria
Nigeria is the most populous country in Africa and the largest e-commerce market in Africa, and the huge consumption scale has contributed to the phenomenon of a wide variety of small household appliances popular in Nigeria, such as blenders, air fryers, toasters, electric ovens, electric kettles, stainless steel heating cups, irons and other household appliances are very popular with local people.
Kenya
In the Kenyan market, the best-selling small household appliances include: electric kettle, automatic blender, dry iron, hand blender, toaster, hair dryer. Among them, the overall sales scale of electric kettles in Kenya is very considerable.
Egypt
As a kitchen cooking artifact, the air fryer sells well in many African countries, and Egypt is no exception. Moreover, among the small household appliances such as kitchen baking, such as toasters, are also popular among Egyptians. In addition, because Egypt has a strong coffee culture, the convenient and traditional electric Turkish coffee machine is a small household appliance loved by many Egyptians.
Morocco
In the Moroccan market, the hot-selling small household appliances include air fryers, toasters, blenders, electric kettles, coffee machines, and handheld blenders. Overall, air fryers, blenders, electric kettles, toasters, ..... These small and vertically functional, emerging small household appliances have set off a sustained consumption trend in the African home appliance market. Sellers can consider trying out these hot-selling categories.
As of 2021, 600 million people in Africa do not have access to electricity, or 43% of the population is not covered by the electricity network, of which 590 million live in sub-Saharan Africa.
Taking South Africa, Africa's largest industrial country, as an example, the cumulative power outage time in 2023 is 1,742 hours (about 72.6 days), and a large part of the year is in level 5 and 6 power cuts, more than double the power outage time in 2022, almost ten times the power outage time in 2021, and more than all power outage times from 2014 to 2022 combined. In addition, the voltage is unstable, often high and low, and the household appliances sold to Africa need to be equipped with household appliance protection devices, which further limits the wide application of household appliances.
It is worth mentioning that in Africa, 70% of the products are not recommended to exceed 1,000 yuan, beyond which it is easy to exceed the affordable range of most consumers. Based on the practical problems of backward infrastructure such as transportation and communication in Africa, and insufficient supporting facilities for retail and commercial formats, the development of the home appliance industry is facing many challenges. What is certain is that low-end household appliances that are more energy-efficient and water-saving will be more popular with consumers.
The growing desire of African consumers to improve their quality of life has directly contributed to the rapid growth in demand for home appliances. Many Chinese companies have made remarkable achievements in the African market with high-quality products and services, and actively building a good brand image. Overseas enterprises should make full use of the current favorable conditions to further consolidate and expand their market share in Africa by implementing localization strategies and launching innovative products. Deeply understand and respect the unique needs and cultural differences of the African market, and more accurately meet the needs of local consumers, so as to win wider market recognition.
