Summary

In the Middle East and Africa, the kitchen is considered by many to be the center of the home. With the progress of technology, homes are also becoming "smart," and this is transforming the kitchen. There is a plethora of smart kitchen appliances that are turning kitchen and dining spaces into pleasurable, comfortable, and smart experiences. Another trend of built-in kitchen appliances is also increasing as they are more energy efficient and space-saving. Increasing penetration of smart and integrated domestic cooking appliances is expected to drive the market’s growth. The surging adoption of built-in kitchen appliances is expected to act as a potential market driver. Also, the growing adoption of built-in hobs due to their high suitability for compact kitchens is increasing the sales and profits of the players operating in the market. The demand for built-in kitchen appliances is increasing owing to the growing trend of modular kitchens. The rising disposable income of consumers is increasing the demand for premium kitchen appliances. The proliferation of online retail channels is aiding in the growth of the built-in kitchen appliance market by providing a wider choice to consumers at competitive prices. The growing popularity of smart home devices is leading to an increase in the demand for smart built-in kitchen appliances that can be controlled using voice commands or mobile apps.

According to the research report, "Middle East and Africa Built-in Kitchen Appliances Market Outlook, 2028," published by Bonafide Research, the market is anticipated to add USD 0.37 Billion from 2023 to 2028. Rising demand for optimal space utilization is expected to drive revenue growth in the market. Embedded devices have space-saving features, which is one of their main advantages. From built-in gas hobs to built-in refrigerators, these innovative kitchen appliances are especially useful in small kitchens with limited base and surface space, taking up only the space used by cabinets. Based on these reasons, the market is anticipated to witness higher demands during the upcoming timeframe. The built-in appliances in the modular kitchen are flush with the wall, which gives it a clean and modern look. It also provides sophisticated and better working conditions. Therefore, demand for optimal use of space is expected to lead to increased demand for built-in kitchen appliances in the region, driving revenue growth in the market. The factors propelling the market for built-in home appliances in this region include the rising disposable income of the population coupled with rapid urbanization.

According to the report, the Middle East and Africa market is segmented into three major countries, including the United Arab Emirates (UAE), Saudi Arabia, and South Africa. Among them, Saudi Arabia is projected to lead the market in the analytical year. Moreover, a growing population coupled with a changing lifestyle is predicted to fuel the growth of the built-in home appliance market in the country. Furthermore, rising disposable income and positive GDP growth are expected to drive the growth of built-in kitchen appliances. Consumer durables major players like Whirlpool, LG, Electrolux, Samsung, BSH, etc. are looking to double their business in the built-in appliance space. Major players have tie-ups with real estate players like DLF, through which they are able to provide appliance solutions to their customers. As players such as Samsung expand into the built-in kitchen appliances market with Sempio, their collaboration tends to strengthen its built-in appliances business, with an eye on the rising demand for built-in kitchens in luxury mansions, premium apartments, and food businesses across the country.
Furthermore, the market is segmented into two applications, including residential and commercial. Among them, commercial application is leading the market with more than 60% of the market in 2022. The level of market development varies substantially between countries. The geographic spread plays its part in hindering manufacturers and retailers from capturing substantial market shares. Qatar and the UAE are dominated by Western manufacturers, and a large market for replacement products is emerging. Penetration in other GCC countries is low, but growth is high and in line with rising household purchasing power. In addition to that, increased focus on the strongest brands and product categories is constantly seen in the Middle East and Africa. The aim is to grow profitably in focus categories in line with economic recovery and growing prosperity in the region, particularly in Qatar and the UAE. For instance, an Electrolux production setup in Egypt will enable growth in the Middle East and North African markets. Major players are positioned for future growth and increased sales to keep up with growing markets in the Middle East. Recently, a strong recovery in demand has been noted in Qatar and the UAE markets, with increased sales for built-in appliances.

For instance, General Electric introduced a new range of built-in kitchen appliances across the Middle East in an effort to capitalize on the regional construction boom. The appliance range, consisting of ovens, cookers, and range hoods, was showcased to distributors and associated clients at the Hometech exhibition in Dubai. The products were first launched in the UAE and Saudi Arabia, GE Appliances’ two biggest markets in the Middle East. The company aimed to tap the growing demand for European-designed kitchen appliances among Middle Eastern consumers. European-style built-in appliance products are gaining ground with consumers in the region, and many of the new apartment complexes being built feature built-in appliances. Also, Whirlpool, a global player in the home appliance industry, aims to achieve leadership status in Qatar’s home appliance market in five years. Whirlpool, in association with its exclusive distributor, Tadmur Trading, recently launched a full range of its home appliances. Whirlpool products include built-in kitchen appliances, washing machines, dryers, refrigerators, freezers, ice makers, dishwashers, cookers, microwaves, air conditioners, and water purifiers.

On the other hand, LG Electronics is beefing up its efforts to appeal to the high growth potential of the Middle East with its lucrative premium products. According to the obtained data, the company recently launched a premium brand shop at Rozana Mall in Kuwait, at which products of the company's ultra-premium brand Signature are on display. The shopping mall is one of the largest commercial districts in the Arab country. According to LG, the brand shop is a two-story, 433-square-meter flagship store, featuring organic light-emitting diode (OLED) TVs, washing machines, and refrigerators from the Signature line. Also, the store allows visitors to pre-test those home appliances at the try-out zone before purchasing them. Along with Kuwait, LG has been running 12 brand shops in other key Middle East countries such as Egypt, Iran, Lebanon, Jordan, the United Arab Emirates, and Saudi Arabia. Also, some time ago, LG opened a showroom for ultra-premium built-in kitchen appliances in Seoul (the Signature Kitchen Suite), at which the company displays its high-end appliances, ranging from refrigerators and microwaves to dishwashers.

Covid-19 impacts:
In the months since the COVID-19 outbreak was first diagnosed, it has spread to over 200 countries. The human and economic costs of the pandemic have been staggering. The Middle East and Africa are no exception. The production and manufacturing of built-in kitchen appliances were hampered during the COVID-19 pandemic. With the suspension in production activity, both demand and supply in the built-in kitchen appliances market dropped considerably, negatively influencing market growth for a short period. However, by the end of 2020, the market regained its pace owing to changes in consumer behavior as well as increasing demands for an aesthetic and modern look for kitchens across the region. These factors are anticipated to fuel the market growth during the forecast period.

Major Companies present in the market:
BSH Hausgeräte, Electrolux, Whirlpool, ROBAM, Elica, Vatti, Panasonic, Gorenje, Arcelik AS, GD Midea Holding, Samsung Electronics Co. Ltd, LG Electronics Inc., Hitachi Appliances Inc., Koninklijke Philips N.V., Haier, Hafele appliances, Sub-Zero Group, Inc., Miele & Cie. KG

Considered in this report
• Geography: Middle East & Africa
• Historic year: 2017
• Base year: 2022
• Estimated year: 2023
• Forecast year: 2028

Aspects covered in this report
• Middle East & Africa built-in kitchen appliances market with its value and forecast along with its segments
• Country-wise built-in kitchen appliances market analysis
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

Countries covered in the report:
• UAE
• Saudi Arabia
• South Africa

By Product Type:
• Built-In Ovens
• Built-In Hobs
• Built-In Hoods
• Built-In Refrigerators
• Built-In Dishwashers
• Others (Trash cans cabinets, coffee maker, etc.)

By Application Type:
• Commercial
• Residential

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 list out the companies that are present in the market. The secondary research consists of third-party sources such as press releases, annual reports of companies, and analyzing 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 conducting trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers into regional aspects, tier aspects, age groups, and gender. Once we have primary data with us we started verifying the details obtained from secondary sources.

Intended audience:
This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to the built-in kitchen appliances industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.

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