Middle East & Africa Massage Equipment Market Outlook, 2028

The Middle East and Africa (MEA) massage equipment industry presents a captivating blend of tradition, modernity, and wellness-focused trends that shape the region's approach to relaxation, self-care, and overall well-being. In this diverse and culturally rich part of the world, the massage equipment market reflects a fusion of ancient healing practises and cutting-edge technological innovations. With its unique blend of cultures, traditions, and economic landscapes, the MEA region offers a captivating canvas for exploring the evolution and dynamics of the massage equipment market. From the historic hammams of the Middle East to the tranquil wellness retreats of Africa, the MEA massage equipment industry embodies the region's profound respect for holistic wellness, community rituals, and the pursuit of balance in an ever-changing modern world. Cultural norms surrounding modesty and privacy also influence the design and use of massage equipment in the MEA market. Products are often tailored to respect local sensitivities and ensure a comfortable experience for users. Moreover, the communal aspect of wellness is deeply ingrained in Middle Eastern and African societies, influencing the preference for massage equipment that can be shared and enjoyed within family settings or community spaces. This communal approach extends the benefits of relaxation beyond the individual, aligning with the MEA ethos of togetherness and collective well-being. As the MEA region continues to embrace technological advancements and global wellness trends, there is a delicate balance between modernization and cultural preservation. The massage equipment industry in the Middle East and Africa is a testament to this intricate balance, where ancient practises and contemporary innovation coexist, enriching the lives of individuals and communities alike. The MEA market thus becomes a captivating microcosm that reflects the enduring connection between culture, tradition, and the pursuit of holistic well-being.

According to the research report, Middle East and Africa Massage Equipment Market Outlook, 2028, the Middle East and Africa Massage Equipment market is expected to cross USD 776.52 Million by 2028. The deep-rooted cultural significance of wellness and relaxation practises in the MEA region drives the demand for massage equipment that aligns with traditional rituals. Local communities have a rich history of massage techniques that emphasise holistic well-being, providing a strong foundation for the adoption of massage equipment that resonates with cultural values. Furthermore, the MEA region is embracing technological advancements, and this extends to the massage equipment market. Innovative features, such as smart massage devices and app connectivity, cater to tech-savvy consumers seeking advanced wellness solutions. As economies in the MEA region grow and disposable income increases, consumers have the means to invest in premium massage equipment for their well-being, contributing to the market's expansion. An ageing population in certain MEA countries is driving interest in massage equipment for managing age-related discomfort and promoting better circulation and mobility. The MEA region is embracing global wellness trends, including mindfulness, meditation, and self-care practises. Massage equipment complements these trends by offering tools for relaxation and stress management.

Based on the Country, Saudi Arabia the leading market in 2022.

The country has been experiencing a surge in wellness consciousness, with individuals seeking ways to enhance their overall well-being. This trend has led to a growing demand for massage equipment as a means of relaxation, stress relief, and promoting a healthy lifestyle. Furthermore, Urbanisation and a modern lifestyle have led to increased stress levels among Saudi Arabian residents. As people juggle busy work schedules and daily responsibilities, the need for convenient relaxation solutions like massage equipment becomes paramount. Saudi Arabia has been making significant efforts to develop its tourism sector, attracting international visitors and creating a demand for high-quality spa experiences. Hotels, resorts, and wellness centres within the country are investing in massage equipment to cater to both domestic and international tourists. The availability of a wide range of massage equipment options, including premium and technologically advanced products, contributes to the appeal of these products among Saudi Arabian consumers.

Based on application, Leg and Foot Massagers are the second-highest market, share in 2022. Furthermore, based on Category, the electric segment is the leading market in the Middle East and Africa.

In many cultures across the MEA region, there is a deep-rooted tradition of valuing foot care and massage. Foot massage is often considered therapeutic and is believed to have positive effects on overall health and relaxation. Leg and foot massagers cater to this cultural inclination by providing convenient and effective ways to indulge in this practise. The warm climate in many MEA countries encourages the use of open footwear like sandals. As a result, foot comfort and health become significant considerations. Leg and foot massagers address the specific needs of the lower extremities, soothing tired feet and helping to alleviate discomfort from walking in sandals or shoes. The preference for home-based wellness solutions aligns with the convenience offered by leg and foot massagers. Consumers can enjoy the benefits of massage without the need to visit external spa facilities. Electric massage equipment is often equipped with motors and advanced mechanisms that provide consistent and targeted massage techniques. This efficiency and effectiveness in delivering massages align with consumers' desire for maximum relaxation and stress relief. Urbanisation and busy lifestyles in the MEA region often leave consumers with limited time for spa visits or manual massages. Electric massage equipment provides a convenient and time-efficient way to relax and rejuvenate in the comfort of their homes.

Based on the end-user segment, the commercial segment is leading the market.

The MEA region has been witnessing substantial growth in the wellness and tourism industries. As countries in the region promote themselves as wellness and relaxation destinations, there has been an increased demand for high-quality spa and wellness facilities. The commercial segment capitalises on this trend by offering a range of massage equipment to cater to the growing number of visitors seeking relaxation and self-care experiences. The MEA region's economic growth has led to increased disposable income among both local residents and tourists. This has driven the demand for premium wellness experiences, including massages and spa treatments, creating a favourable environment for the commercial segment to thrive. Furthermore, Corporations in the MEA region are recognising the importance of employee well-being and productivity. As a result, corporate wellness programmes are on the rise, creating a demand for massage equipment within office spaces and business complexes.

Based on the product types segment, stationary equipment is growing market. Market share in 2022. Further, based on therapy, Vibrator therapy is the second-highest market.

Many cultures in the MEA region place a strong emphasis on relaxation, wellness, and self-care. Stationary massage equipment, often designed for longer and more immersive massage sessions, aligns with the region's cultural values of taking time for oneself and indulging in therapeutic experiences. Stationary massage equipment often provides a wide range of massage techniques and modalities, making it suitable for individuals seeking specific therapeutic benefits. This resonates with consumers in the MEA region who prioritise holistic well-being and the alleviation of physical discomfort. Vibrator therapy is known for its ability to promote relaxation, alleviate stress, and release tension from muscles. In a region where high stress levels are common due to various factors, including urbanisation and modern lifestyles, the appeal of vibrator therapy as a convenient stress-relief solution is significant. Vibrator therapy extends the practise of massage, which has cultural and traditional significance in the MEA region. This familiarity with massage practises makes the adoption of vibrator therapy a natural progression for individuals seeking wellness solutions. Observances of the Islamic holy month of Ramadan, followed by the celebration of Eid, can impact consumer behaviour. During Ramadan, when fasting and prayer are central, the demand for wellness practises, including relaxation therapies like vibrator therapy, witnesses a shift. After the fasting period, there may be increased interest in wellness and self-care, potentially leading to higher utilisation of vibrator therapy services. Furthermore, Cooler weather and shorter days may prompt individuals to seek indoor activities that promote relaxation and well-being. Vibrator therapy, known for its comfort and convenience, could see heightened interest during these months.

Distribution channels, hypermarkets, and supermarkets will have the highest market share in 2022.

Hypermarkets and supermarkets are widespread and easily accessible retail outlets in the MEA region. Consumers are accustomed to shopping for a wide range of products, including wellness and lifestyle items, in these locations. The convenience of purchasing massage equipment while doing routine grocery shopping contributes to its popularity as a distribution channel. Massage equipment displayed in hypermarkets and supermarkets benefits from high foot traffic and increased visibility. In-store promotions, displays, and demonstrations can capture consumers' attention and encourage them to explore wellness and relaxation products. There are several hypermarkets and supermarkets that provide a wide range of massage equipment on the market, including Carrefour, Lulu Hypermarket, Hyper Panda, Geant Hypermarket, and many more.

Companies covered in this Report:

Panasonic Holdings Corporation, Beurer GmbH, The Wahl Clipper Corporation, OSIM International Pte Ltd, Family Inada Co.,Ltd., Johnson Health Tech. Co., Ltd. and Koninklijke Philips N.V.

Considered in this report

• Geography: Middle East and Africa
• Historic year: 2017
• Base year: 2022
• Estimated year: 2023
• Forecast year: 2028

Countries covered in the report

• UAE
• Saudi Arabia
• South Africa

Aspects covered in this report

• Middle East and Africa Massage Equipment market with its value and forecast along with its segments
• Country-wise Massage Equipment market analysis
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

By Category:

• Electric
• Non-Electric

By Application

• Back Massagers and Body Massagers
• Leg and Foot Massagers
• Neck and Shoulder Massagers
• Head Massagers
• Others

By End User:

• Commercial
• Residential

By Distribution Channel

• Hypermarket and Supermarket
• Specialty Store
• Online Sales Channel
• Others

By Products Types:

• Chairs & Sofas
• Stationary equipment
• Handheld
• Others (Table )

By Therapy:

• Roller
• Vibrator
• Acupressure

The approach of the report:

This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and listing out the companies that are present in the market. The secondary research consists of third party sources such as press releases, annual report of companies, analyzing the government generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us we have started verifying the details obtained from secondary sources.

Intended audience

This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to Household Insecticides industry, government bodies and other stakeholders to align their market strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.