Business & Money | Thursday 29 January, 2015 3:11 pm |

As is with every economy, an indication of its health is derived from the performance of the home appliance industry – a critical mark of consumer demand and long term investment in products that try to improve quality of life.
According to the Euromonitor l report, the home appliance segment in the UAE witnessed an average household spend of US$ 350 (AED 1285) as the growth rate trudged at a rate of 6%. Though UAE is the smallest market in terms of absolute sales volume in the region, it is expected to see a Computed Annual Growth Rate (CAGR) of 7% between 2014 and 2019, putting it among the top 10 countries in terms of volume growth.
“Every year presents interesting patterns in terms of consumer buying trends and innovations,” says Georg Kazantzidis, Director Marketing & Business Development, Bosch Home Appliances UAE. “There is an increasing awareness among consumers in the UAE. Buyers of home appliances products are more knowledgeable about technological specifications of products, and base their decisions on the overall value offered by the manufacturer and retailer. Apart from products with superior performance, the average UAE buyer is increasingly taking cognizance of energy efficient appliances.”
“Last year Bosch Home Appliances UAE saw a strong double-digit growth in sales compared to 2013. This year while there will be a huge demand for smart washing machines, the cooking category will lead the innovation path in 2015 with home connected appliances. On the business side, there will be

an increase in demand driven by shorter replacement cycles by consumer which will contribute to the increase in sales”, adds Kazantzidis.
While the segment is striding along with immense consumer confidence, buyer behavior and interaction with the home appliances always remains an interesting and pertinent study. Growth in consumer spending on home appliance in the UAE has benefited from a preference to choose this country as a long-term abode.

By 2019, the sales in the UAE is expected to reach at a level more than one and a half times than the peak sales recorded in 2008. While strong macroeconomic indicators, income growth and development in design & technology will dictate year 2015, every brand will have the same challenge and opportunity in disguise - making itself an integral part of the customer’s home.