Middle East and Africa Laundry Appliances Market - By Products, Distribution Channels, Countries and Vendors - Market Trends and Forecasts (2020 - 2025)

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Middle East and Africa represent a market region with a high growth potential, as only well-developed parts of the region have been targeted for laundry appliances. The laundry appliance market in MEA, consisting of washing machines, dryers, irons, etc. consists of US$ X.X bn in 2014 and is expected to grow at CAGR X.X% to US$ X.X bn in 2020. The MEA market is characterized by some 70 countries with a large young population ready to move out into their own housing quarters, driving a real estate business which in turns drives the purchase of appliances. Furthermore, there is a large variation in terms of purchasing power in these countries, and consequently, a low level of brand consolidation by all brands except early starters like LG, etc. Moreover, it is particularly important for companies to innovate for low cost/no-frills alternatives to their existing offerings. Washing machines and associated laundry equipment is included in a high growth product portfolio in Africa.

This is because of changing economic conditions in the region, access to new markets, urbanization of a number of regions, higher purchasing power as a result of increasing employment opportunities and inclusion of women at the world, an expanding middle class, a shift of the population from the rural to urban areas. Trends include innovating for increase efficiency and energy efficiency, as well as water consumption, due to environmental guidelines highlighted by several governments. Smart appliances trend is pervasive through usage of sensors, and other components used in smart technology. Furthermore, innovation in terms of sizes of products more suited to the smaller sized houses being built globally, while maintaining other value added features is underway.

Distribution, depending on the region, is prevalent through large retail chains which offer heavy discounts due to manufacturer tie-ups, as well as economies of scale, or through ecommerce, which in several regions offer competitively discounted prices, as well as attractive credit schemes. Private label goods, through innovative card schemes are also popular in several regions, while another channel is shopping through TV “home shopping” channels.

Reputed brands mentioned in the report include Haier, Midea, LG, Samsung, Panasonic, Electrolux, Kelvinator, Whirlpool and Maytag along with other regional manufacturers.


Alternative channels with credit options and aggressive marketing and promotion techniques leveraging discounts, increasing purchasing power, a large tourist population shopping out of urban centres in the middle east, scaling urbanization and standard of living, increasing interest in value added services performed by an appliance making lives easier, focus on research of smart appliances, etc. are driving this market.


High level of competition across all product classes and in new and saturated markets alike, insufficient innovations in the mass market product range, high level of income inequality leading to challenges in consolidation and acquisition of market are some of the challenges being faced in this market.

What the report offers

  • Market definition for the laundry appliances market along with identification of key drivers and restraints for the market
  • Market analysis for the laundry appliances market with region specific assessments
  • identification of factors instrumental in changing the market scenarios, rising prospective opportunities and identification of key companies which can influence the market on a global and regional scale
  • Extensively researched competitive landscape section with profiles of major companies along with their strategic initiatives and market shares
  • Identification and analysis of the macro and micro factors that affect the laundry appliances market on both global and regional scale
  • A comprehensive list of key market players along with the analysis of their current strategic interests and key financial information

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