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Refrigeration appliances in Saudi Arabia recorded stable demand in 2019, driven by sales of the most popular category of freestanding fridge freezers. Double door (top freezer) fridge freezers remained the most popular format, offering versatility and convenience for most households.
The smaller category of freestanding fridges recorded the strongest performance in retail volume terms in 2019, driven by demand from single expatriate males working in the country. These appliances tend to serve as personal “bedroom fridges”, where consumers either reside in shared accommodation with other men in a bid to share rental costs or are downsizing their existing refrigeration appliances after their families have left the country.
Several factors are influencing local consumers when deciding which refrigeration appliance to purchase. With average unit prices continuing to increase following the introduction of a new 5% VAT rate in 2018, Saudis are focusing on finding appliances that offer the greatest value for money.
Al Jabr Trading Co strengthened its overall leadership of refrigeration appliances in 2019, due to the strong performance by its competitively-priced brand Haier. The brand gained retail volume share in a number of categories including the increasingly popular freestanding fridges in addition to freestanding freezers, both of which it leads, offering an extensive variety of single door options for fridge freezers.
LG Electronics Saudi Arabia Ltd strengthened its lead of the most popular category of freestanding fridge freezers in 2019, gaining further retail volume share from smaller players despite strong competition from the likes of United Matbouli Group and Al Jabr Trading Co. LG Electronics continues to improve and upgrade its various models to provide greater differentiation in terms of performance, higher energy efficiency and convenient functions to meet consumers’ varying needs.
Samsung, nationally represented by United Matbouli Group in Saudi Arabia, experienced a recovery in 2019 in freestanding fridge freezers, ranking second after losing ground to competitively-priced brands such as Haier and smaller players the previous year. Samsung is keen to maintain consumer trust by focusing on a premium range of refrigeration appliances for more affluent consumers.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Refrigeration Appliances industry in Saudi Arabia with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Refrigeration Appliances industry in Saudi Arabia, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Consumer Appliances market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.