Refrigeration Appliances in the United Arab Emirates

PROSPECTS

Accommodating sleek designs and promotions remains the driving growth factor in refrigeration appliances

United Arab Emirates has one of the highest penetration rates in the Middle East region, and it is clear that residents in the United Arab Emirates look for appliances that offer good value for money. The majority of consumers in the United Arab Emirates live in studio or one bedroom apartments, where space to locate major appliances is a concern, thus this has driven demand for sleek and accommodating designs.

Connected appliances trend to grow stronger

2019 saw a strong increase in visibility of connected refrigerator appliances. As tech-savvy consumers in the United Arab Emirates move towards digital lives, owning a connected refrigerator is the next step towards being part of the Internet of Things (IoT).

Built-in refrigeration struggles to push volume

Post-VAT in the United Arab Emirates, the built-in refrigeration subcategory continues to struggle, although average unit prices declined for all subcategories, and this is mainly due to consumers postponing their purchases. Fridge freezers come in various shapes and formats, from single door to French door, which accommodates more sections and doors across both fridge and freezer units.

COMPETITIVE LANDSCAPE

Hisense Middle East leads with LG following

Hisense Middle East leads refrigeration appliances with strategic product pricing and retail promotion. LG Electronics Gulf follows in refrigeration appliances in 2019.

Price competition among brands

The United Arab Emirates is a diverse market from a consumer spending perspective. Both the lower and the higher end of the consumer spectrum are catered for in terms of appliances, their prices, and the value that they offer.

Manufacturers focus production on more sleek and compact designs

Over the forecast period, refrigeration appliances are expected to witness stronger demand for larger capacities. Unit prices are expected to continue to rise over the coming five years, however, design and energy-efficiency will play a larger role in shaping demand within the category.

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