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Major Appliances in Middle East and Africa

  • ID: 4210112
  • Report
  • Region: Africa, Middle East
  • 48 pages
  • Euromonitor International
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Economic uncertainty in the region has led consumers to be price-sensitive and judicious in terms of what features they consider to be essential in major appliances. Energy-efficiency has emerged as a priority for consumers, due to resource scarcity in many markets. Leading multinational brands aim to offer wide product portfolios and run attractive promotional campaigns, finding suitable channel support in electronics and appliance specialist retailers, hypermarkets and supermarkets.

The Major Appliances in Middle East and Africa global briefing offers a comprehensive guide to the retail sales data, allowing you to identify the sectors driving growth. The report also identifies the leading companies/brands and offers strategic analysis of key factors influencing the competitive landscape - be it new product developments, technological innovations, economic/lifestyle influences, distribution or pricing issues. Additionally, trade statistics and producer’s shares will answer questions on where appliances are produced and where they are being exported to, how quickly these units are moving, which companies are producing how much, and whether all categories are behaving in the same way. Collectively, this gives a complete view in both marketing and production planning strategies. Forecasts illustrate how the market is set to change.

Product coverage: Major Appliances, Small Appliances.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
  • Get a detailed picture of the Consumer Appliances market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.
Note: Product cover images may vary from those shown
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Major Appliances In Middle East And Africa

Regional Overview
Leading Companies And Brands
Forecast Projections
Country Snapshots
Note: Product cover images may vary from those shown
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Recovery from the economic crisis and stronger housing markets in Western Europe have led to positive growth in major appliances in both volume and value terms in most countries. Consumers are willing to spend more on big-ticket items as they replace their ageing appliances. Most markets remain quite saturated, however, with already high penetration rates for most major appliance categories. Potential economic insecurity and slumping consumer confidence are expected to lead to decreasing sales growth.

Macroeconomic factors and the housing market determine growth

The major appliances market has shown to be highly dependent on both macroeconomic factors and the housing market. As most Western European economies went into recession in 2008, major appliances showed strong negative growth in the region. Since then, the appliances market has been showing increased year-on-year growth in line with economic recovery and approached pre-crisis growth levels in 2016.

Freestanding appliances most popular in Western Europe

In the vast majority of Western European countries, freestanding appliances are the most popular, showing highest sales. Many countries in this region have larger house rental markets, which dampens the investment households want to make in their kitchens. Built-in appliances are generally seeing stronger growth, however, as a kitchen with integrated, elegant design appeals to wealthier, home-owning consumers, and manufacturers have been promoting built-in kitchens over the review period.

Highly consolidated market sees a few new Chinese players

Major appliances is a highly consolidated market in Western Europe, with major manufacturers taking the bulk of sales. Recently, Chinese players have entered the market, however, challenging the position of the large European manufacturers. Private label remains small, as consumers mainly prefer to buy recognised brand names.

Slowing growth in spite of strong housing markets over forecast period

Major appliances is expected to see a continuation of growth over the forecast period. Economic growth, strong housing markets and replacement of older appliances are the main drivers. In addition, many retailers offer the option to buy major appliances on a payment plan, further driving sales, even in countries where consumers were historically less likely to take out a loan to fund purchases. Growth is expected to slow down, however, due to weaker dynamics in the housing markets, reduced confidence in the economic outlook and reduction of appliance replacement.
Note: Product cover images may vary from those shown
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