Middle East and Africa Home Appliances Market

The Middle East and Africa home applications market size is projected to register a substantial CAGR during the forecast period, 2021–2028. The growth of the market is attributed to the increase in demand for new consumer electronic devices and smart home appliances.

Home applications include a range of items and products especially electronic and electrical devices to make easy for the users to manage the household activities including cooking, cleaning, and washing efficiently. Using these smart applications, a bulk of activities in a household can be easily manageable within a short period of time.

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The increasing use of smart applications represents a vital aspect for growing popularity of smart home concept and its automation. Home appliances have become an indispensable aspect of modern lifestyle and the penetration of these products especially in the urban households of Middle East & Africa are clearly visible. One key aspect for the rapid growth of the market in the regions is due to the rising income of a large number of the population, impacted by urbanization and industrialization.

The Covid-19 pandemic had affected the demand and supply of the market due to supply chain disorders, scarcity of raw materials, and less availability of workers, impacted by emergency lockdown in the region. Additionally, governments across the regions had forced manufacturers to shut down their production and factories leading to unfortunate decline in market growth.

Market Trends, Drivers, Restraints, and Opportunities

• Changing lifestyle, improving living standard, and growing disposable income of a large number of the population presents a key driver of the market.
• Rising consumers’ awareness of aesthetic values of household and convenience for home designs especially kitchen play an important role in the market expansion.
• Presence of branded products that provide value-added services such as periodic after-sale service, extended warranty, quick communication, and servicing procedures are some key features that help to expand the market.
• High cost of smart appliances and consumer electronic products act as a major hurdle that can hamper the market growth.
• Increasing new construction of residential building as well as rising introduction of small and energy-efficient appliances are key factors projected to offer several growth opportunities of the market in the coming years.

Scope of Middle East and Africa Home Appliances Market Report

The report on the Middle East and Africa home appliances market includes an assessment of the market, trends, segments, and regional markets. Overview and dynamics have also been included in the report.

Middle East and Africa Home Appliances Market Segment Insights

Based on large appliances, the Middle East and Africa home appliances market is divided into freezers, refrigerators, cookers & ovens, washing machines, and dishwashing machines. The dishwashing segment is expected to grow at a rapid pace during the forecast period due to rising number of working women and their demand for automatic cleaning devices.

Washing dish by hand takes several time and this activity is not suitable for working women who have busy schedule. So, this group of women prefer to use automatic process and devices to clean dishes to save time and easy to manage their hectic schedule.

In terms of small appliances, the market is categorized as small kitchen appliances, grills & roasters, hair clippers, irons, toasters, hair dryers, and vacuum cleaners. The small kitchen appliances segment is projected to hold a key market share in the coming years owing to rising number of using automatic devices for kitchen items. Products ranging from cookers to cooking gas are widely available for smart kitchen setting and are normally affordable by several households in urban areas.

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On the basis of distribution channels, the Middle East and Africa home appliances market is segregated into e-commerce, specialty stores, supermarkets & hypermarkets, and others. The hypermarket segment is projected to expand at a robust rate during the forecast period as a wide range of smart household items are available with different shapes and sizes in the stores.

Moreover, easy accessibility of consumers due to wide establishment of the stores in almost every corner of local areas along with attractive discount offer of the products prove to be a key driver of the segment.

In terms of the regions, the market is bifurcated into Middle East and South Africa. The market of South Africa held a great deal of market share in 2019 and is anticipated to constitute a key market share during the forecast period. The regional market growth is attributed to growing number of consumer electronic products and increasing awareness of the smart home setting among urban pollution.

On the other hand, Middle East is projected to account for substantial market share in the coming years owing to rapid construction of residential buildings and rising income of the population due to booming economy in the region.

Segments

The Middle East and Africa home appliances market has been segmented on the basis of

Large Appliances

• Freezers
• Refrigerators
• Cookers & Ovens
• Washing Machines
• Dishwashing Machines

Small Appliances

• Small Kitchen Appliances
• Grills & Roasters
• Hair Clippers
• Irons
• Toasters
• Hair Dryers
• Vacuum Cleaners

Distribution Channels

• E-commerce
• Specialty Stores
• Supermarkets & Hypermarkets
• Others

Regions

• Middle East
• Africa

Key Players

• Electrolux AB.
• Haier Electronics Group Co. Ltd.
• Whirlpool Corporation
• Gorenje Group
• Samsung Electronics

Competitive Landscape

Key players competing in the Middle East and Africa home appliances market are Electrolux AB.; Haier Electronics Group Co. Ltd.; Whirlpool Corporation; Gorenje Group.; and Samsung Electronics. Some of the key players are constantly implementing several marketing strategies such as merge & acquisitions, capital investments, partnerships, and new product development for home appliances to strengthen their market position.