Appliance Insights
Issue #16 | Curated by Pine Pienaar
This Week's Main Insight: Big Brands Are Struggling to Sell, and Black Friday Is Where Shoppers Feel It
International Market
I. Whirlpool's third quarter was a rough one, and prices are going up again.
On 26 October Whirlpool reported Q3 net sales of $3.68 billion, down 8.8% on last year, and an ongoing loss of $0.21 per share. It now expects an ongoing loss of about $1.30 per share for 2026, and CEO Marc Bitzer said the pace of recovery is "slower than expected". The company is leaning on cost cuts and pricing: it has announced Q4 price increases of 7% on major appliances in North America and up to 10% in Latin America. These are US-focused numbers, but they show how hard even the biggest names are finding the market.
II. Electrolux and AEG grow sales, but tariffs and costs bite.
Electrolux Group's Q3 report (23 October) showed net sales of SEK 33.9 billion, up 3.5% organically, with operating income of SEK 607 million. It gained value market share for the Electrolux and AEG brands in Europe, but US tariffs and higher raw material and shipping costs weighed on earnings. Its Midea Group partnership in North America is now operational, with three joint ventures set up, a reminder of how closely the big appliance groups are now linked.
III. Haier keeps gaining share, including with GE Appliances.
Haier Smart Home's nine-month results (29 October) show revenue of RMB 221.82 billion and net profit of RMB 15.00 billion, with a stable gross margin of 27.2%. GE Appliances gained core appliance share in North America, Europe's refrigeration and laundry shares rose in Italy, Spain, the UK and France, and India grew at three times the industry rate. The company also says its Middle East and Africa revenue grew steadily in Q3.
South African Market
I. Takealot's Black Friday runs for four weeks, and washing machines and air fryers are on the shopping list.
Takealot's Black Friday-priced specials run from 26 October to 23 November, with new deals rotating weekly and the main event on 27 November, starting at midnight. The retailer says washing machines and air fryers are among its most searched and purchased products, and that Russell Hobbs, Philips and Milex air fryers were top sellers by volume last year. Briefly also reports that Makro, Game and Builders will offer up to 50% off on selected deals, but specific promotions weren't confirmed at the time of writing.
II. Household appliances were South Africa's fastest-growing retail category in July.
Stats SA's July retail figures showed overall sales up 2.8% year-on-year, well ahead of forecasts. Household furniture, appliances and equipment recorded the highest annual growth of any category, although the report doesn't give a figure for that category. That's the latest data I found, so it's useful context but not a current-week number.
From Me
This week's appliance: Microwave Ovens
Wipe the inside after heavy use. Splattered food soaks up energy, can smoke, and eventually damages the cavity. Never run it empty, and stop using it if the door doesn't close firmly, the seal is damaged, or you see sparking. The inside of a microwave holds a high-voltage capacitor that can hold a dangerous charge even when unplugged, so leave the cover on and call a technician rather than opening it yourself. When you're buying in the Black Friday rush, a unit with a solid door latch and seal is worth more than an extra preset button.
Recycling reminder: Black Friday is the busiest time for replacing appliances, which means old microwaves, kettles, air fryers and fridges start piling up in garages. Since 2021, e-waste, including appliances, has been banned from landfill in South Africa, so don't leave them out with the bin bags. Before you buy, ask the retailer whether they'll collect the old unit. If the old appliance still works, sell it or donate it, and if it's broken, take it to an authorised e-waste drop-off, such as the eWASA sites in Nelson Mandela Bay. A repairable fault is also worth a technician's quote before you upgrade.
More everyday appliance care over on the blog, worth a read before the sales rush: highpoint.blogspot.com
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Cheers,
Pine Pienaar
Port Elizabeth (Gqeberha) — All Appliance Repairs