By Staff writer
Food processor sales in Iran, the UAE and Saudi Arabia showed sustained growth overall from 2004 to 2005, while certain segments declined as a result of increased consumer demand for multi-function devices, according to the latest research from GfK Marketing Middle East.
Overall, the market grew by 5.5% in unit terms and 5.8% in value terms during the surveyed period. The strongest overall growth was witnessed in the handblender and liquidiser product segments. Handblender sales increased by 7.4% in unit terms and 19.9% in value terms, while liquidiser sales increased 12.1% in unit terms and 11.9% value terms. Sales of food processors and handmixers increased by 2.4% in unit terms, 4.4% in value terms, and 8.3% in unit terms, 5.5% in value terms, respectively.
Decreases in market value and units sold impacted the chopper, kitchen machine and other kitchen appliances categories, although these represent a smaller segment of the overall market in flat unit terms.
Chopper sales fell by 10.2% in unit terms and 4.5% in value terms, while kitchen machines dropped by 46.6% in unit terms and 37.9% in value terms.
Other kitchen appliance sales plummeted by 88% in unit terms and 87.9% in value terms. GfK attributed these poor results to the increasing availability and popularity of multifunction food processing devices.
The Iranian food processor market showed the strongest growth in the region, gaining 2.2% of relative market share when compared to the UAE and Saudi Arabia.
However, the Saudi market remained the most lucrative in the region, despite having a significantly smaller population than Iran. Saudi Arabia accounted for 44% of total revenue generated by consumer sales of food processor appliances in the three countries in 2005.