Summary

Laundry means washing of clothes and other textiles. In the Middle East and Africa markets, the demand for laundry appliances is growing due to the rising population that owns a home. The growth rate for laundry appliances is anticipated to grow due to high purchasing power and low penetration in the region. However, due to varying geographical distribution and differences in the population distribution going to be a challenge for the market. The region is expected to show dynamic demand in both lower end and premium end segments owing to higher disposable income and innovation and development in the market.

New technologies and innovation are expected to drive the market. For instance, The introductions of LG's Twin Wash where users can wash two loads at the same time is also expected to drive the demand in the laundry appliances sector. The twin wash machines also reduce 99.9% of allergens and dust mites. another technological advancement such as the introduction of a Unique barrier laundry solution by Electrolux that separates clean linen and from dirty linen is preferred by hospitals in the various sectors. Unique and Smart laundry appliances that are user-friendly is also regarded by the consumers in the market. The use of artificial intelligence is further expected to increase the demand for smart homes in the region.

Key Market Trends

Increasing Africa's Urban Population to Drive the Demand of Laundry Appliances

Africa had an urbanization rate of 40 percent, and with rising urbanization, the demand for laundry services and laundry appliances is likely to increase in the future. According to experts, Africa's urban population is growing at 3.5 percent each year and is expected to reach 500 million by 20230.

In short, the growing urban population in Africa will lead to a steady growth of laundry appliances in the market. There also exists an opportunity for entrepreneurs to enter the market and provide laundry services to customers with minimum investment and affordable prices. The dryers have only 2% penetration with washing machines penetration rate of 70%. The hot and dry climate of Africa makes dryers less desirable and at the same time also presents an opportunity for the players in the market. There is an increase in industrial laundry services in the market which is catering to laundry services of people with the use of professional machines and excellent services.

UAE Laundry Appliances Market is Expected to Drive the Growth in the Region

The United Arab Emirates is leading the region's laundry appliance market owing to the rising disposable income of the country's people, strong real estate, and the ex-pat population in the country. The technological innovation has picked up rapidly in the country in 2017. Energy-efficiency, compact designs, self-cleaning functions, and smarter usage capabilities are all the latest trends that have paved the road for premiumization to get back on track in the laundry appliances market in UAE. The stringent government policies and the increasing cost of less energy-efficient appliances are making consumers look for more energy-efficient laundry appliances demand in the region. Smart washing machines are expected to see notable growth in the market.

Competitive Landscape

The market is fragmented and has the presence of many global players with a huge potential opportunity to grow. Major players are innovating products in the market to gain market share. Players are targeting consumers in high end and middle-income segments so that they can reach out to them and also appreciate their products. However, manufacturers and retailers are facing difficulties in capturing the large market share of the MEA region as the region consists of 70 countries in total and is geographically distributed and also has a varying degree of purchasing power across the region. Market share of brands such as LG has risen in the market in the past year from 5 to 10%, although there is tough competition in the market from other players in the market.

Additional Benefits:

The market estimate (ME) sheet in Excel format
3 months of analyst support

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