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Retail volume sales of consumer appliances in Saudi Arabia faced two significant headwinds during 2020 - COVID-19 and a hike in the rate of value added tax (VAT) from 5% to 15% that was implemented in July. The pandemic led to an increase in unemployment and weighed heavily on consumer confidence - partly due to its significant negative impact on the price of crude oil, the kingdom's key export - making many people more reluctant to purchase big-ticket items like refrigerators and home laundry a...
Euromonitor International's Consumer Appliances in Saudi Arabia 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 drives plunge in demand for refrigeration appliances, as prices soar and frightened consumers rein in their discretionary spending
Samsung Corp launches bespoke and modular refrigerators
Competitive pricing helps Al Jabr Trading Co stay on top
RECOVERY AND OPPORTUNITIES
Recovery in demand will be weak, as consumers are likely to remain cautious
Higher electricity bills will push consumers towards more energy-efficient models
E-commerce will continue to grow in importance, as consumers become more comfortable shopping online
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 Built-in Fridge Freezers: % Volume 2016-2020 Table 48 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2016-2020 Table 49 NBO Company Shares of Built-in Fridges: % Volume 2016-2020 Table 50 NBO Company Shares of Freestanding Fridges: % Volume 2016-2020 Table 51 Distribution of Refrigeration Appliances by Format: % Volume 2015-2020 Table 52 Production of Refrigeration Appliances: Total Volume 2015-2020 Table 53 Forecast Sales of Refrigeration Appliances by Category: Volume 2020-2025 Table 54 Forecast Sales of Refrigeration Appliances by Category: Value 2020-2025 Table 55 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2020-2025 Table 56 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
VAT hike and COVID-19 a double whammy for demand
Pandemic heightens consumer interest in hygiene
LG Electronics Saudi Arabia Ltd looks to AI to help consolidate its leadership
RECOVERY AND OPPORTUNITIES
Unit price increases will continue to undermine demand
Energy efficiency will become more important to consumers
As e-commerce continues to expand, delivery and installation services will become more important to consumers
CATEGORY DATA
Table 57 Sales of Home Laundry Appliances by Category: Volume 2015-2020 Table 58 Sales of Home Laundry Appliances by Category: Value 2015-2020 Table 59 Sales of Home Laundry Appliances by Category: % Volume Growth 2015-2020 Table 60 Sales of Home Laundry Appliances by Category: % Value Growth 2015-2020 Table 61 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2015-2020 Table 62 Sales of Automatic Washing Machines by Format: % Volume 2015-2020 Table 63 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2015-2020 Table 64 Sales of Automatic Washing Machines by Connected Appliances: % Volume 2016-2020 Table 65 NBO Company Shares of Home Laundry Appliances: % Volume 2016-2020 Table 66 LBN Brand Shares of Home Laundry Appliances: % Volume 2017-2020 Table 67 Distribution of Home Laundry Appliances by Format: % Volume 2015-2020 Table 68 Production of Home Laundry Appliances: Total Volume 2015-2020 Table 69 Forecast Sales of Home Laundry Appliances by Category: Volume 2020-2025 Table 70 Forecast Sales of Home Laundry Appliances by Category: Value 2020-2025 Table 71 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2020-2025 Table 72 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Pandemic and tax hike crunch demand for dishwashers
In the age of COVID-19, manufactures focus on hygiene
Abdul Latif Jameel Electronics & Air Conditioning Co opens its second Bosch store
RECOVERY AND OPPORTUNITIES
Retail volume sales will continue to decline, as most Saudi households that can afford a dishwasher prefer to employ domestic help
Electricity price hike will make energy efficiency a higher priority for consumers
E-commerce will continue to grow in importance, boosted by the arrival of Amazon.com
CATEGORY DATA
Table 73 Sales of Dishwashers by Category: Volume 2015-2020 Table 74 Sales of Dishwashers by Category: Value 2015-2020 Table 75 Sales of Dishwashers by Category: % Volume Growth 2015-2020 Table 76 Sales of Dishwashers by Category: % Value Growth 2015-2020 Table 77 Sales of Dishwashers by Format: % Volume 2015-2020 Table 78 Sales of Dishwashers by Connected Appliances: % Volume 2016-2020 Table 79 NBO Company Shares of Dishwashers: % Volume 2016-2020 Table 80 LBN Brand Shares of Dishwashers: % Volume 2017-2020 Table 81 Distribution of Dishwashers by Format: % Volume 2015-2020 Table 82 Forecast Sales of Dishwashers by Category: Volume 2020-2025 Table 83 Forecast Sales of Dishwashers by Category: Value 2020-2025 Table 84 Forecast Sales of Dishwashers by Category: % Volume Growth 2020-2025 Table 85 Forecast Sales of Dishwashers by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
COVID-19 and price spike weigh heavily on demand for large cooking appliances
Discounting not enough to tempt consumers out of their shell
Italian brands continue to lead, but innovation is lacking
RECOVERY AND OPPORTUNITIES
Economic impact of COVID-19 likely to linger for a number of years
Middle- and high-income consumers will drive growth in demand for built-in large cooking appliances
E-commerce will continue to grow in significance, as investment increases and consumers become more comfortable with it
CATEGORY DATA
Table 86 Sales of Large Cooking Appliances by Category: Volume 2015-2020 Table 87 Sales of Large Cooking Appliances by Category: Value 2015-2020 Table 88 Sales of Large Cooking Appliances by Category: % Volume Growth 2015-2020 Table 89 Sales of Large Cooking Appliances by Category: % Value Growth 2015-2020 Table 90 Sales of Built-in Hobs by Format: % Volume 2015-2020 Table 91 Sales of Ovens by Connected Appliances: % Volume 2016-2020 Table 92 NBO Company Shares of Large Cooking Appliances: % Volume 2016-2020 Table 93 LBN Brand Shares of Large Cooking Appliances: % Volume 2017-2020 Table 94 NBO Company Shares of Built-in Hobs: % Volume 2016-2020 Table 95 NBO Company Shares of Ovens: % Volume 2016-2020 Table 96 NBO Company Shares of Cooker Hoods: % Volume 2016-2020 Table 97 NBO Company Shares of Built-in Cooker Hoods: % Volume 2016-2020 Table 98 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2016-2020 Table 99 NBO Company Shares of Cookers: % Volume 2016-2020 Table 100 Distribution of Large Cooking Appliances by Format: % Volume 2015-2020 Table 101 Production of Large Cooking Appliances: Total Volume 2015-2020 Table 102 Forecast Sales of Large Cooking Appliances by Category: Volume 2020-2025 Table 103 Forecast Sales of Large Cooking Appliances by Category: Value 2020-2025 Table 104 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2020-2025 Table 105 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
COVID-19 and VAT hike weigh heavily on consumers
Increase in the cost of electricity leads to increased interest in inverter technology
Multifunctionality and inverters help LG Electronics Saudi Arabia Ltd consolidate its leadership position
RECOVERY AND OPPORTUNITIES
Their relative affordability will help to drive a moderate rebound in retail volume sales of microwaves
Multifunctional microwaves will decline in price and may become an alternative to large cooking appliances for some
Importance of e-commerce will continue to grow, as consumers become more comfortable with this channel and retailers pay more attention to it
CATEGORY DATA
Table 106 Sales of Microwaves by Category: Volume 2015-2020 Table 107 Sales of Microwaves by Category: Value 2015-2020 Table 108 Sales of Microwaves by Category: % Volume Growth 2015-2020 Table 109 Sales of Microwaves by Category: % Value Growth 2015-2020 Table 110 Sales of Microwaves by Connected Appliances: % Volume 2016-2020 Table 111 NBO Company Shares of Microwaves: % Volume 2016-2020 Table 112 LBN Brand Shares of Microwaves: % Volume 2017-2020 Table 113 Distribution of Microwaves by Format: % Volume 2015-2020 Table 114 Forecast Sales of Microwaves by Category: Volume 2020-2025 Table 115 Forecast Sales of Microwaves by Category: Value 2020-2025 Table 116 Forecast Sales of Microwaves by Category: % Volume Growth 2020-2025 Table 117 Forecast Sales of Microwaves by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Increase in home cooking due to pandemic disruption supports demand for food preparation appliances
Pandemic disruption drives surge in online sales
Internet retail helps Alesayi Group reinforce its leadership position
RECOVERY AND OPPORTUNITIES
Economic recovery will support modest demand growth
Hobby cooks will demand increasingly sophisticated food preparation appliances
E-commerce will continue to increase in popularity, as local consumers grow more comfortable shopping online
CATEGORY DATA
Table 118 Sales of Food Preparation Appliances by Category: Volume 2015-2020 Table 119 Sales of Food Preparation Appliances by Category: Value 2015-2020 Table 120 Sales of Food Preparation Appliances by Category: % Volume Growth 2015-2020 Table 121 Sales of Food Preparation Appliances by Category: % Value Growth 2015-2020 Table 122 NBO Company Shares of Food Preparation Appliances: % Volume 2016-2020 Table 123 LBN Brand Shares of Food Preparation Appliances: % Volume 2017-2020 Table 124 Distribution of Food Preparation Appliances by Format: % Volume 2015-2020 Table 125 Forecast Sales of Food Preparation Appliances by Category: Volume 2020-2025 Table 126 Forecast Sales of Food Preparation Appliances by Category: Value 2020-2025 Table 127 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2020-2025 Table 128 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Demand for small cooking appliances shows resilience in the face of pandemic shock and VAT hike
Home-bound consumers turn to pod coffee
Electric pressure cooker Instant Pot a hit with local consumers seeking convenience
RECOVERY AND OPPORTUNITIES
Hard pod coffee machines will remain the top performer in terms of retail volume sales growth, as the home brew trend deepens
Obesity concerns will continue to drive strong growth in demand for light fryers
Increased investment and heightened consumer interest will continue to drive strong growth in e-commerce
CATEGORY DATA
Table 129 Sales of Small Cooking Appliances by Category: Volume 2015-2020 Table 130 Sales of Small Cooking Appliances by Category: Value 2015-2020 Table 131 Sales of Small Cooking Appliances by Category: % Volume Growth 2015-2020 Table 132 Sales of Small Cooking Appliances by Category: % Value Growth 2015-2020 Table 133 Sales of Freestanding Hobs by Format: % Volume 2015-2020 Table 134 NBO Company Shares of Small Cooking Appliances: % Volume 2016-2020 Table 135 LBN Brand Shares of Small Cooking Appliances: % Volume 2017-2020 Table 136 Distribution of Small Cooking Appliances by Format: % Volume 2015-2020 Table 137 Forecast Sales of Small Cooking Appliances by Category: Volume 2020-2025 Table 138 Forecast Sales of Small Cooking Appliances by Category: Value 2020-2025 Table 139 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2020-2025 Table 140 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
COVID-19 weighs on consumer confidence, but demand for vacuum cleaners is supported by heightened concern regarding home cleanliness
Dyson grows in popularity with affluent consumers who want the latest technology and cutting-edge design
Demand for robotic vacuum cleaners hard hit by pandemic, but referral programme helps eufy gain traction
RECOVERY AND OPPORTUNITIES
Local consumers will continue to favour cylinder vacuum cleaners for the affordability and effective cleaning
Prevalence of domestic help will limit demand for premium stick and robotic vacuum cleaners
Consumers will continue to grow more comfortable with online shopping
CATEGORY DATA
Table 141 Sales of Vacuum Cleaners by Category: Volume 2015-2020 Table 142 Sales of Vacuum Cleaners by Category: Value 2015-2020 Table 143 Sales of Vacuum Cleaners by Category: % Volume Growth 2015-2020 Table 144 Sales of Vacuum Cleaners by Category: % Value Growth 2015-2020 Table 145 Sales of Robotic Vacuum Cleaners by Connected Appliances: % Volume 2016-2020 Table 146 NBO Company Shares of Vacuum Cleaners: % Volume 2016-2020 Table 147 LBN Brand Shares of Vacuum Cleaners: % Volume 2017-2020 Table 148 Distribution of Vacuum Cleaners by Format: % Volume 2015-2020 Table 149 Forecast Sales of Vacuum Cleaners by Category: Volume 2020-2025 Table 150 Forecast Sales of Vacuum Cleaners by Category: Value 2020-2025 Table 151 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2020-2025 Table 152 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Salon closures boost demand for body shavers and hair care appliances
Dyson struggles to make inroads due to high pricing, limited distribution and a lack of interest from affluent consumers
Benefiting from wide distribution and strong brand recognition, Braun and Philips lead the way in personal care appliances
RECOVERY AND OPPORTUNITIES
As the pandemic threat fades, consumers will return to hair and beauty salons, dampening demand growth for hair care appliances and body shavers
Increased popularity of multifunctional personal care appliances will dampen retail volume sales growth
As local consumers grow more comfortable shopping online, e-commerce will continue to grow in importance
CATEGORY DATA
Table 153 Sales of Personal Care Appliances by Category: Volume 2015-2020 Table 154 Sales of Personal Care Appliances by Category: Value 2015-2020 Table 155 Sales of Personal Care Appliances by Category: % Volume Growth 2015-2020 Table 156 Sales of Personal Care Appliances by Category: % Value Growth 2015-2020 Table 157 Sales of Body Shavers by Format: % Volume 2015-2020 Table 158 Sales of Hair Care Appliances by Format: % Volume 2015-2020 Table 159 NBO Company Shares of Personal Care Appliances 2016-2020 Table 160 LBN Brand Shares of Personal Care Appliances 2017-2020 Table 161 Distribution of Personal Care Appliances by Format: % Volume 2015-2020 Table 162 Forecast Sales of Personal Care Appliances by Category: Volume 2020-2025 Table 163 Forecast Sales of Personal Care Appliances by Category: Value 2020-2025 Table 164 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2020-2025 Table 165 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Economic impact of COVID-19 results in a slight decline in retail volume sales, but demand for air conditioners remains robust, as many regard them as essential
Pandemic drives short-lived surge in sales of air purifiers
Government steps up its efforts to promote energy-efficient air conditioners
RECOVERY AND OPPORTUNITIES
Demand will shift from window to split air conditioners
Air purifiers will grow in popularity, as consumers become more aware of the threat posed by air pollution
While e-commerce will continue to expand, specialist retailers retain key advantages in air conditioners
CATEGORY DATA
Table 166 Sales of Air Treatment Products by Category: Volume 2015-2020 Table 167 Sales of Air Treatment Products by Category: Value 2015-2020 Table 168 Sales of Air Treatment Products by Category: % Volume Growth 2015-2020 Table 169 Sales of Air Treatment Products by Category: % Value Growth 2015-2020 Table 170 Sales of Air Conditioners by Connected Appliances: % Volume 2016-2020 Table 171 NBO Company Shares of Air Treatment Products: % Volume 2016-2020 Table 172 LBN Brand Shares of Air Treatment Products: % Volume 2017-2020 Table 173 Distribution of Air Treatment Products by Format: % Volume 2015-2020 Table 174 Production of Air Conditioners: Total Volume 2015-2020 Table 175 Forecast Sales of Air Treatment Products by Category: Volume 2020-2025 Table 176 Forecast Sales of Air Treatment Products by Category: Value 2020-2025 Table 177 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2020-2025 Table 178 Forecast Sales of Air Treatment Products by Category: % Value Growth 2020-2025