Boston, MA -- (ReleaseWire) -- 06/09/2014 -- Large cooking appliances is a fairly mature product area in terms of household penetration, with a striking 99% household penetration for cookers at the end of the review period. Despite this, retail volume growth strengthened at the end of the review period with 2013 seeing the strongest annual growth in the review period at over 2%. This was thanks to strong growth in residential construction and ongoing strong population growth, thus expanding the potential customer base for these products. In addition, large cooking appliances benefited from ongoing growth in disposable income levels thanks to economic growth, with many households thus making previously postponed purchases.
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There is close competition at the top of large cooking appliances, with both Ibrahim Shaker and Zagzoog Home Appliance accounting for 29% retail volume share in 2013. Zagzoog led for the majority of the review period, with its Italian Glemgas brand being the long-term leader in built-in hobs, cookers and range cookers. This brand also benefits from wide distribution and a premium positioning.
There is expected to be strong residential construction in Saudi Arabia during the forecast period. The government is keen to tackle the country's housing shortage, while investors are also being attracted by the country's affluence and rapid urban population growth. Growth in the number of households is thus set to increase the potential customer base for large cooking appliances. Despite cookers having a household penetration of 99% throughout the review period, even this dominant product area is expected to see a strong retail volume growth at 4% CAGR during the forecast period.
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