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COVID-19 had a significant negative effect on retail volume sales of consumer appliances in Egypt during 2020, as lockdown measures resulted in a significant contraction in economic activity. This significantly affected consumer confidence, leading many consumers to rein in their discretionary spending. A slowdown in housing completions and a reduction in the number of people moving home also played a role, as these are significant sources of demand for major appliances, particularly large cooki...
Euromonitor International's Consumer Appliances in Egypt report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2016-2020, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, format trends or distribution issues. Forecasts to 2025 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.TABLE OF CONTENTS
List OF CONTENTS AND TABLES
EXECUTIVE SUMMARY
COVID-19 impact on consumer appliances
COVID-19 country impact
Company response
Retailing shift
What next for consumer appliances?
MARKET INDICATORS
Table 1 Household Penetration of Selected Total Stock Consumer Appliances by Category 2015-2020 Table 2 Replacement Cycles of Consumer Appliances by Category 2015-2020 Table 3 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2020-2025 Table 4 Forecast Replacement Cycles of Consumer Appliances by Category 2020-2025MARKET DATA
Table 5 Sales of Consumer Appliances by Category: Volume 2015-2020 Table 6 Sales of Consumer Appliances by Category: Value 2015-2020 Table 7 Sales of Consumer Appliances by Category: % Volume Growth 2015-2020 Table 8 Sales of Consumer Appliances by Category: % Value Growth 2015-2020 Table 9 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2015-2020 Table 10 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2015-2020 Table 11 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2015-2020 Table 12 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2015-2020 Table 13 Sales of Small Appliances by Category: Volume 2015-2020 Table 14 Sales of Small Appliances by Category: Value 2015-2020 Table 15 Sales of Small Appliances by Category: % Volume Growth 2015-2020 Table 16 Sales of Small Appliances by Category: % Value Growth 2015-2020 Table 17 NBO Company Shares of Major Appliances: % Volume 2016-2020 Table 18 LBN Brand Shares of Major Appliances: % Volume 2017-2020 Table 19 NBO Company Shares of Small Appliances: % Volume 2016-2020 Table 20 LBN Brand Shares of Small Appliances: % Volume 2017-2020 Table 21 Distribution of Major Appliances by Format: % Volume 2015-2020 Table 22 Distribution of Small Appliances by Format: % Volume 2015-2020 Table 23 Forecast Sales of Consumer Appliances by Category: Volume 2020-2025 Table 24 Forecast Sales of Consumer Appliances by Category: Value 2020-2025 Table 25 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2020-2025 Table 26 Forecast Sales of Consumer Appliances by Category: % Value Growth 2020-2025 Table 27 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2020-2025 Table 28 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2020-2025 Table 29 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2020-2025 Table 30 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2020-2025 Table 31 Forecast Sales of Small Appliances by Category: Volume 2020-2025 Table 32 Forecast Sales of Small Appliances by Category: Value 2020-2025 Table 33 Forecast Sales of Small Appliances by Category: % Volume Growth 2020-2025 Table 34 Forecast Sales of Small Appliances by Category: % Value Growth 2020-2025DISCLAIMER
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
SOURCES
Summary 1 Research SourcesKEY DATA FINDINGS
2020 IMPACT
Pandemic led to slowdown in housing turnover and a decline in consumer confidence, weakening demand for big-ticket items like refrigeration appliances
Samsung launches modular and bespoke refrigerators
Local manufacturing facilities and strong brands key to El Araby Group's leadership position
RECOVERY AND OPPORTUNITIES
With local consumers likely to remain cautious well into the forecast period, recovery in demand will be sluggish
Pandemic will lead manufacturers to launch refrigeration appliances will more sophisticated cleaning features
COVID-19 will accelerate e-commerce adoption
CATEGORY DATA
Table 35 Sales of Refrigeration Appliances by Category: Volume 2015-2020 Table 36 Sales of Refrigeration Appliances by Category: Value 2015-2020 Table 37 Sales of Refrigeration Appliances by Category: % Volume Growth 2015-2020 Table 38 Sales of Refrigeration Appliances by Category: % Value Growth 2015-2020 Table 39 Sales of Freezers by Format: % Volume 2015-2020 Table 40 Sales of Freezers by Volume Capacity: % Volume 2015-2020 Table 41 Sales of Fridge Freezers by Format: % Volume 2015-2020 Table 42 Sales of Fridge Freezers by Volume Capacity: % Volume 2015-2020 Table 43 Sales of Fridge Freezers by Connected Appliances: % Volume 2016-2020 Table 44 Sales of Fridges by Volume Capacity: % Volume 2015-2020 Table 45 NBO Company Shares of Refrigeration Appliances: % Volume 2016-2020 Table 46 LBN Brand Shares of Refrigeration Appliances: % Volume 2017-2020 Table 47 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2016-2020 Table 48 NBO Company Shares of Freestanding Fridges: % Volume 2016-2020 Table 49 Distribution of Refrigeration Appliances by Format: % Volume 2015-2020 Table 50 Production of Refrigeration Appliances: Total Volume 2015-2020 Table 51 Forecast Sales of Refrigeration Appliances by Category: Volume 2020-2025 Table 52 Forecast Sales of Refrigeration Appliances by Category: Value 2020-2025 Table 53 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2020-2025 Table 54 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Increased interest in hygiene boots demand for automatic washing machines
With some consumers reluctant to shop in person, manufacturers turn to e-commerce
Strong reputation for after-sales service helps El Araby Group maintain its leadership
RECOVERY AND OPPORTUNITIES
Demand will suffer a post-pandemic hangover, as consumer concern regarding hygiene diminishes
With electricity costs rising, energy efficiency will play a more prominent role in new product development
Latent demand for built-in home laundry appliances remains unmet
CATEGORY DATA
Table 55 Sales of Home Laundry Appliances by Category: Volume 2015-2020 Table 56 Sales of Home Laundry Appliances by Category: Value 2015-2020 Table 57 Sales of Home Laundry Appliances by Category: % Volume Growth 2015-2020 Table 58 Sales of Home Laundry Appliances by Category: % Value Growth 2015-2020 Table 59 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2015-2020 Table 60 Sales of Automatic Washing Machines by Format: % Volume 2015-2020 Table 61 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2015-2020 Table 62 Sales of Automatic Washing Machines by Connected Appliances: % Volume 2016-2020 Table 63 NBO Company Shares of Home Laundry Appliances: % Volume 2016-2020 Table 64 LBN Brand Shares of Home Laundry Appliances: % Volume 2017-2020 Table 65 Distribution of Home Laundry Appliances by Format: % Volume 2015-2020 Table 66 Production of Home Laundry Appliances: Total Volume 2015-2020 Table 67 Forecast Sales of Home Laundry Appliances by Category: Volume 2020-2025 Table 68 Forecast Sales of Home Laundry Appliances by Category: Value 2020-2025 Table 69 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2020-2025 Table 70 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Economic shock of COVID-19 weighs on retail volume sales of dishwashers
Slowdown in housing completions undermines demand for built-in dishwashers
Sleek design helps LG Electronics Egypt maintain its leadership, in spite of premium pricing
RECOVERY AND OPPORTUNITIES
Demand will remain weak, as most Egyptians perceive dishwashers to be an unaffordable luxury or simply unnecessary
Revival in housing completions will boost demand for built-in dishwashers
E-commerce will continue to grow in popularity, as local shoppers become more comfortable shopping online
CATEGORY DATA
Table 71 Sales of Dishwashers by Category: Volume 2015-2020 Table 72 Sales of Dishwashers by Category: Value 2015-2020 Table 73 Sales of Dishwashers by Category: % Volume Growth 2015-2020 Table 74 Sales of Dishwashers by Category: % Value Growth 2015-2020 Table 75 Sales of Dishwashers by Format: % Volume 2015-2020 Table 76 Sales of Dishwashers by Connected Appliances: % Volume 2016-2020 Table 77 NBO Company Shares of Dishwashers: % Volume 2016-2020 Table 78 LBN Brand Shares of Dishwashers: % Volume 2017-2020 Table 79 Distribution of Dishwashers by Format: % Volume 2015-2020 Table 80 Production of Dishwashers: Total Volume 2015-2020 Table 81 Forecast Sales of Dishwashers by Category: Volume 2020-2025 Table 82 Forecast Sales of Dishwashers by Category: Value 2020-2025 Table 83 Forecast Sales of Dishwashers by Category: % Volume Growth 2020-2025 Table 84 Forecast Sales of Dishwashers by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
COVID-19 weighed heavily on demand for large cooking appliances, as it led many consumers to reduce their discretionary spending
Weak demand results in significant discounting
Universal Group shed retail volume share due to its exit from freestanding cookers
RECOVERY AND OPPORTUNITIES
Weak economic environment will continue to weigh on demand, even after the threat of COVID-19 begins to fade
Revival in residential construction will boost demand for ovens and cooker hoods
E-commerce will continue to grow in importance, as consumers become more comfortable with it
CATEGORY DATA
Table 85 Sales of Large Cooking Appliances by Category: Volume 2015-2020 Table 86 Sales of Large Cooking Appliances by Category: Value 2015-2020 Table 87 Sales of Large Cooking Appliances by Category: % Volume Growth 2015-2020 Table 88 Sales of Large Cooking Appliances by Category: % Value Growth 2015-2020 Table 89 Sales of Built-in Hobs by Format: % Volume 2015-2020 Table 90 Sales of Ovens by Connected Appliances: % Volume 2016-2020 Table 91 NBO Company Shares of Large Cooking Appliances: % Volume 2016-2020 Table 92 LBN Brand Shares of Large Cooking Appliances: % Volume 2017-2020 Table 93 NBO Company Shares of Built-in Hobs: % Volume 2016-2020 Table 94 NBO Company Shares of Ovens: % Volume 2016-2020 Table 95 NBO Company Shares of Cooker Hoods: % Volume 2016-2020 Table 96 NBO Company Shares of Built-in Cooker Hoods: % Volume 2016-2020 Table 97 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2016-2020 Table 98 NBO Company Shares of Cookers: % Volume 2016-2020 Table 99 Distribution of Large Cooking Appliances by Format: % Volume 2015-2020 Table 100 Production of Large Cooking Appliances: Total Volume 2015-2020 Table 101 Forecast Sales of Large Cooking Appliances by Category: Volume 2020-2025 Table 102 Forecast Sales of Large Cooking Appliances by Category: Value 2020-2025 Table 103 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2020-2025 Table 104 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Economic impact of COVID-19 leads to reduction in retail volume sales of microwaves
Discounts were not big enough to lure back consumers
Increasingly price-sensitive consumers opt for Chinese brand JAC in growing numbers
RECOVERY AND OPPORTUNITIES
Demand will remain weak into 2021, but economy Chinese models will be to the fore in subsequent rebound
E-commerce will continue to grow in importance, as local consumers become more comfortable with it.
With electricity becoming more expensive, energy-efficient inverter technology should grow in popularity
CATEGORY DATA
Table 105 Sales of Microwaves by Category: Volume 2015-2020 Table 106 Sales of Microwaves by Category: Value 2015-2020 Table 107 Sales of Microwaves by Category: % Volume Growth 2015-2020 Table 108 Sales of Microwaves by Category: % Value Growth 2015-2020 Table 109 Sales of Microwaves by Connected Appliances: % Volume 2016-2020 Table 110 NBO Company Shares of Microwaves: % Volume 2016-2020 Table 111 LBN Brand Shares of Microwaves: % Volume 2017-2020 Table 112 Distribution of Microwaves by Format: % Volume 2015-2020 Table 113 Forecast Sales of Microwaves by Category: Volume 2020-2025 Table 114 Forecast Sales of Microwaves by Category: Value 2020-2025 Table 115 Forecast Sales of Microwaves by Category: % Volume Growth 2020-2025 Table 116 Forecast Sales of Microwaves by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Hard-pressed consumers opt for blenders over mixers, food processors and other food preparation appliances
Deepening consumer interest in health and wellness keeps retail volume sales growing
Groupe SEB Egypt Zahran's Moulinex brand continues to lead
RECOVERY AND OPPORTUNITIES
As consumers seek to eat healthier, demand for food preparation appliances is likely to exhibit strong growth
Versatile and relatively affordable, blenders will continue to account for the bulk of growth in retail volume sales of food preparation appliances
E-commerce will continue to grow in importance, as it becomes more accessible
CATEGORY DATA
Table 117 Sales of Food Preparation Appliances by Category: Volume 2015-2020 Table 118 Sales of Food Preparation Appliances by Category: Value 2015-2020 Table 119 Sales of Food Preparation Appliances by Category: % Volume Growth 2015-2020 Table 120 Sales of Food Preparation Appliances by Category: % Value Growth 2015-2020 Table 121 NBO Company Shares of Food Preparation Appliances: % Volume 2016-2020 Table 122 LBN Brand Shares of Food Preparation Appliances: % Volume 2017-2020 Table 123 Distribution of Food Preparation Appliances by Format: % Volume 2015-2020 Table 124 Forecast Sales of Food Preparation Appliances by Category: Volume 2020-2025 Table 125 Forecast Sales of Food Preparation Appliances by Category: Value 2020-2025 Table 126 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2020-2025 Table 127 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Economic shock of COVID-19 leads consumers to restrict their discretionary spending
Pandemic hits coffee machines particularly hard, as they are perceived as a luxury item by most local consumers
Leader De'Longhi SPA hit by weak demand for coffee machines and increased price competition
RECOVERY AND OPPORTUNITIES
Weak recovery in prospect, as consumer spending is likely to remain constrained
Heightened consumer interest in health and wellness will drive demand growth for electric grills, steamers, light fryers and rice cookers
E-commerce will move towards the mainstream
CATEGORY DATA
Table 128 Sales of Small Cooking Appliances by Category: Volume 2015-2020 Table 129 Sales of Small Cooking Appliances by Category: Value 2015-2020 Table 130 Sales of Small Cooking Appliances by Category: % Volume Growth 2015-2020 Table 131 Sales of Small Cooking Appliances by Category: % Value Growth 2015-2020 Table 132 Sales of Freestanding Hobs by Format: % Volume 2015-2020 Table 133 NBO Company Shares of Small Cooking Appliances: % Volume 2016-2020 Table 134 LBN Brand Shares of Small Cooking Appliances: % Volume 2017-2020 Table 135 Distribution of Small Cooking Appliances by Format: % Volume 2015-2020 Table 136 Forecast Sales of Small Cooking Appliances by Category: Volume 2020-2025 Table 137 Forecast Sales of Small Cooking Appliances by Category: Value 2020-2025 Table 138 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2020-2025 Table 139 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Economic shock of COVID-19 forces more consumers to mend and make do
Interest in robotic vacuum cleaners limited to a very small number of affluent gadget lovers
With a high degree of brand recognition and broad distribution, Toshiba remains the leading brand
RECOVERY AND OPPORTUNITIES
Post-pandemic recovery will be weak, as many consumers will remain wary of discretionary purchases
Robotic and stick vacuum cleaners will remain peripheral
E-commerce will continue to grow in importance
CATEGORY DATA
Table 140 Sales of Vacuum Cleaners by Category: Volume 2015-2020 Table 141 Sales of Vacuum Cleaners by Category: Value 2015-2020 Table 142 Sales of Vacuum Cleaners by Category: % Volume Growth 2015-2020 Table 143 Sales of Vacuum Cleaners by Category: % Value Growth 2015-2020 Table 144 Sales of Robotic Vacuum Cleaners by Connected Appliances: % Volume 2016-2020 Table 145 NBO Company Shares of Vacuum Cleaners: % Volume 2016-2020 Table 146 LBN Brand Shares of Vacuum Cleaners: % Volume 2017-2020 Table 147 Distribution of Vacuum Cleaners by Format: % Volume 2015-2020 Table 148 Forecast Sales of Vacuum Cleaners by Category: Volume 2020-2025 Table 149 Forecast Sales of Vacuum Cleaners by Category: Value 2020-2025 Table 150 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2020-2025 Table 151 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Restrictions on hair salons support demand for hair care appliances
Decline in demand for body shavers is modest, as they are relatively inexpensive
Leader The Gillette Co's Braun brand is particularly strong in body shavers
RECOVERY AND OPPORTUNITIES
New product launches, widening distribution and growing consumer awareness will drive growth in retail volume sales
Rising female labour force participation will buoy demand for hair straightening and curling appliances
E-commerce will continue to grow in importance, as consumers become more comfortable shopping for personal care appliances online
CATEGORY DATA
Table 152 Sales of Personal Care Appliances by Category: Volume 2015-2020 Table 153 Sales of Personal Care Appliances by Category: Value 2015-2020 Table 154 Sales of Personal Care Appliances by Category: % Volume Growth 2015-2020 Table 155 Sales of Personal Care Appliances by Category: % Value Growth 2015-2020 Table 156 Sales of Body Shavers by Format: % Volume 2015-2020 Table 157 Sales of Hair Care Appliances by Format: % Volume 2015-2020 Table 158 NBO Company Shares of Personal Care Appliances 2016-2020 Table 159 LBN Brand Shares of Personal Care Appliances 2017-2020 Table 160 Distribution of Personal Care Appliances by Format: % Volume 2015-2020 Table 161 Forecast Sales of Personal Care Appliances by Category: Volume 2020-2025 Table 162 Forecast Sales of Personal Care Appliances by Category: Value 2020-2025 Table 163 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2020-2025 Table 164 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Pandemic shock shifts demand from air conditioners to cheaper cooling fans
Flurry of demand for air purifiers proves to be short-lived, as affordable remains an insurmountable barrier for most
Local manufacturers Fresh Electric Co and El Araby Group remain dominant, as import tariffs represent a significant barrier to imported brands
RECOVERY AND OPPORTUNITIES
As consumer confidence revives, split air conditioners will outperform cooling fans
Demand for air purifiers will remain very limited, as they are considered a luxury by most
Importance of e-commerce will deepen, as consumers become more comfortable with online shopping
CATEGORY DATA
Table 165 Sales of Air Treatment Products by Category: Volume 2015-2020 Table 166 Sales of Air Treatment Products by Category: Value 2015-2020 Table 167 Sales of Air Treatment Products by Category: % Volume Growth 2015-2020 Table 168 Sales of Air Treatment Products by Category: % Value Growth 2015-2020 Table 169 Sales of Air Conditioners by Connected Appliances: % Volume 2016-2020 Table 170 NBO Company Shares of Air Treatment Products: % Volume 2016-2020 Table 171 LBN Brand Shares of Air Treatment Products: % Volume 2017-2020 Table 172 Distribution of Air Treatment Products by Format: % Volume 2015-2020 Table 173 Production of Air Conditioners: Total Volume 2015-2020 Table 174 Forecast Sales of Air Treatment Products by Category: Volume 2020-2025 Table 175 Forecast Sales of Air Treatment Products by Category: Value 2020-2025 Table 176 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2020-2025 Table 177 Forecast Sales of Air Treatment Products by Category: % Value Growth 2020-2025