Middle East & Africa Sanitary Ware Market Outlook, 2028

The growing popularity of smart homes and the increase in infrastructure development worldwide are expected to drive the sanitary ware market during the forecast period. Additionally, changes in residential building interior design are boosting the sanitary ware market. As homeowners replace older sanitary ware with newer products that provide improved visuals or functionality, residential remodeling and replacement may continue to account for the majority of ceramic sanitary ware demand.

According to the research report, "Middle East and Africa Sanitary Ware Market Outlook, 2028," published by Bonafide Research, the market is projected to add up to around USD 870.30 Million from 2023 to 2028. Within the Middle East's long-term strategies, the Gulf Cooperation Council (GCC) countries have encompassed the development of projects that mostly emphasize social infrastructure and tourism. Extensive infrastructure ventures are also expected to have a vital impact on the upcoming grants for construction projects. According to the Flitch Rating and the International Monetary Fund (IMF), secure government subsidies in the GCC are likely to increase the expenditure on building leisure projects, schools, and hospitals. Saudi Arabia is projected to witness substantial growth in construction endeavors, owing to massive spending on upmarket suburban and commercial properties. As a result, the rising demand for grand and lavish hotels and residential projects is expected to fuel the market in the Middle East.

Dubai’s construction sector is one of the major contributors to the UAE’s construction industry. There are nearly 3,200 active projects at present, with estimated revenue of more than $245 Billion. The construction sector in Abu Dhabi is also expected to observe robust growth. This growth can be attributed mainly to the implementation of grand ventures in major cities across the country. The growth of the construction industry translates into the growth of the sanitary ware market as well, as these products have vast applications in the construction industry. On the other hand, Saudi Arabia is the leading construction market in the Middle East. This can be attributed to the young and growing population of the country, as well as the rapid growth in the rate of urbanization and industrialization taking place. The demand for industrial properties, including industrial cities, transportation, and utility projects, and logistical facilities, is on the rise.

By 2052, the government plans to establish 44 new cities in all its governorates as part of its National Strategic Plan for Urban Development. In addition, the increasing private and public sector investments in residential and infrastructure construction projects drive the construction industry’s growth. Besides, the parliament approved the New Investment Law in May 2017 to attract new investments and promote sustainable economic growth. Under this new law, the government adopts comprehensive VAT systems, liberalizes the foreign exchange system, and offers tax incentives and guarantees. This is projected to increase the pace of foreign investment, thereby contributing to the construction industry’s growth. Besides, distinguished and eminent hotel chains are also entering Africa with a standardized functional strategy. Thus, these propositions are expected to advance the region’s market growth. The effectiveness of vitreous china material is driving the growth of the sanitary ware product market. Government initiatives for infrastructural development are supplementing the market growth.

Moreover, the massive investments by the government of the UAE in the infrastructural sector, such as the development of commercial buildings, hospitals, etc., would promulgate the demand for ceramic sanitary wares during the forecast period. In 2018, the Ministry of Energy and Infrastructure announced that the UAE would spend around USD 3.2 Billion on 130 state-funded development projects by 2023, which include the development of healthcare units, government buildings, etc. In the Middle East and Africa, Lecico Egypt manufactures tiles and sanitary ware products. The company offers its products across three main business segments: sanitary ware products, ceramic tiles, and brassware. Under the sanitary ware segment, it offers consoles and washbasins, bathroom sets, urinals, shower trays, kitchen sinks, and other accessories. The company markets its products through a network of distributors, agents, and specialized merchants across the Middle East and Africa. Lecico markets its ceramic wall and floor tiles mainly in Egypt and Lebanon.

COVID-19 severely impacted the MEA sanitary ware market in 2020. The construction industry was the worst-hit industry among others and faced a significant decline due to the temporary shutdown of industries across the region. Furthermore, the delays in the manufacturing and production of ceramic sanitary ware utilized in residential and non-residential spaces resulted in declining market growth. Furthermore, contractors face significant challenges as a result of increased restrictions on labor movement across the region and increased costs in implementing health and safety measures, which have resulted in a decline in construction activity. However, the increased vaccination in Dubai and Abu Dhabi resulted in a reduced number of COVID-19 cases in the region. As a result, sanitary ware manufacturers have resumed full-scale production of sanitary ware components such as wash basins, closets, sinks, and bathtubs. Moreover, in 2021, with the increasing government investment in construction, several other industries, such as hospitality and tourism, will flourish, which will further escalate market growth.

Recent Developments by the Leading Companies
• In 2021, Rak Ceramics launched a new design ELIE SAAB Bathroom & Surface Collections at Downtown Design in Dubai, along with the partnership of luxury fashion brand ELIE SAAB. Also, in 2020, Rak Ceramics collaborated with Azizi developments for bathroom and kitchen fittings at the Riviera project in MBR Cit, Dubai.
• On April 4, 2022, Al Qama Group opened its flagship RAK Ceramics showroom in Al Quoz 3, Dubai. Spread over an area of 5000 sq. ft, the showroom presents the RAK Ceramics tiles and sanitary ware.
• On March 15, 2022, RAK Ceramics announced the signing of a share purchase agreement for the 100 percent acquisition of Kludi Group, including 49 percent of Kludi RAK Joint Venture, at a total valuation of 39 Million euros.

Major Companies present in the market:
Geberit AG, Kohler Co., Roca Sanitario SA, Villeroy & Boch AG, R.A.K. Ceramics, Duravit AG, Vitra, Jaquar, Lecico Egypt, Elkay Manufacturing Company, Saniflo

Considered in this report
• Geography: Middle East & Africa
• Historic year: 2017
• Base year: 2022
• Estimated year: 2023
• Forecast year: 2028

Aspects covered in this report
• Middle East & Africa Sanitary Ware market with its value and forecast along with its segments
• Country-wise sanitary ware market analysis
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

Countries covered in the report
• UAE
• Saudi Arabia
• South Africa

By Product
• Toilet Sink (Commodes) and Cistern (Water Closet)
• Wash Basins (Vanity Basins, Pedestal, Wall hung, Table top, Corner, etc.)
• Urinal
• Bathtubs
• Others

By Technology
• Slip casting
• Pressure casting
• Others

By End User
• Residential
• Commercial

By Distribution Channel
• Offline
• Online

The approach of the report:
This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and list out the companies that are present in the market. The secondary research consists of third-party sources such as press releases, annual reports of companies, and analyzing government-generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducting trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers into regional aspects, tier aspects, age groups, and gender. Once we have primary data with us we started verifying the details obtained from secondary sources.

Intended audience:
This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to the sanitary ware industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.

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