Refrigeration Appliances in Egypt

PROSPECTS

Prices are set to drop for refrigeration appliances as the government encourages the growth of local, affordable products

Due to current and ongoing shifts in production, refrigeration appliances is set to witness a price drop in Egypt, across all formats and types. The government is supporting and encouraging the growth of local players producing affordable, yet good quality products, by applying an aggressive tariff and tax schemes on imported goods.

As electricity bills increase, eco-friendly products that save on costs perform well in 2019

The average citizen has become increasingly aware of the different levels of energy consumptions that players in refrigeration applications have to offer, and how this impacts their long-term expenses and bills. This was significant in the Egyptian landscape in 2019, with a dramatic increase in the cost of electricity influencing consumers purchasing decision.

Built-in refrigeration and built-in freezers fail to record strong volume growth, as high price-points hinder sales

Built-in refrigeration appliances were not proving to be successful in Egypt in 2019, with the majority of households viewing them as expensive - not having the disposable income to afford them. The cost difference between built-in refrigeration appliances and freestanding models are significant, with built-in refrigeration appliances being more than double the cost.

COMPETITIVE LANDSCAPE

El Araby Group leads refrigeration appliances in 2019, benefiting from global giants Sharp and Toshiba, as well as successful local offering Tornado

El Araby Group continued to lead refrigeration appliances in 2019, well-known for its wide range of brands that offer suitable features customised specifically for Egyptian consumers. The player represents global giants; Sharp and Toshiba, which maintained their strong positions in 2019, gaining retail volume share.

The forecast period looks positive for Mabe, whereas LG and Samsung need to regain lost share

The Mexican-owned global home appliances company Mabe, announced in 2019 that it was launching various high-tech, side-by-side and top-mount refrigerators, that significantly reduce energy consumption. This product offering would be well-accepted and is set to shake up the landscape over the forecast period.

Electronics and appliance specialist retailers lead distribution and positively boost internet retailers

Electronics and appliance specialist retailers continued to dominate the distribution of refrigeration appliances in 2019. Some of these specialists moved into providing online platforms on their websites and mobile applications from which consumers can place an order – therefore also supporting internet retailing sales.

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