In 2018, home laundry appliances in the United Arab Emirates continued to be driven by demand for energy-efficient models. Indeed, the category witnessed various advances in technology.
Consumer acceptance of connected and smart appliances is growing, with a stronger preference being seen for appliances with multiple capabilities. With consumers becoming more educated about the idea of long-term affordability, they are now also looking ways to make doing the laundry more convenient and cheaper.
Energy efficiency, compact designs, self-cleaning functionality and smarter usage are all trends driving premiumisation in home laundry appliances, along with consumer confidence returning due to falling rental prices and an increase in home ownership. This will enable the category to record positive value growth over the forecast period.
In 2018, multinationals such as LG Electronics Gulf and Samsung Electronics Middle East & Africa continued to lead home laundry appliances in the United Arab Emirates. As they continued to focus on premium products, both achieved an increase in share.
Manufacturers such as Haier, Aftron and Hisense are focusing on more affordable options. However, with the strong trend towards smart devices and energy efficiency, many consumers are more inclined to buy from big name brands such as Samsung and LG.
The competitive landscape in home laundry appliances is likely to remain largely unchanged over the forecast period. As consumer confidence increases following the introduction of VAT, premium offerings will continue to be the most attractive options for consumers.
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This industry report originates from Passport, our Consumer Appliances market research database.