COMPETITIVE LANDSCAPE
Samsung and LG maintain lead through innovation and localisation
Microwaves in Saudi Arabia remained concentrated in 2025, with LG Electronics Saudi Arabia Ltd (LG) and United Matbouli Group (Samsung) holding the top two positions. LG extended its leadership with a 33% retail volume share, while Samsung strengthened its second position to reach a 21% share.
Emerging players reshape the competitive dynamics through localisation and affordability
While LG Electronics and United Matbouli Group retained their top positions, there were notable shifts among other brands over the review period. Emerging players like Alat, Midea, and Daewoo gained traction by offering localised features, competitive pricing, and leveraging e-commerce platforms.
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Overview:
Understand the latest market trends and future growth opportunities for the Microwaves industry in Saudi Arabia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Microwaves industry in Saudi Arabia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Microwaves in Saudi Arabia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Microwaves in Saudi Arabia?
- Which are the leading brands in Saudi Arabia?
- How are products distributed in Saudi Arabia?
- To what extent has COVID-19 and accordant macroeconomic and retail disruption impacted demand?
- How are considerations such as urban development and the rise in single-person households determining sales growth?
- Where is future growth expected to be most dynamic?
Microwaves in Saudi Arabia - Category analysis
KEY DATA FINDINGS
Urbanisation and multifunctional appliances drive robust growth
Solid growth due to urbanisation and economic factors; freestanding microwaves dominates
Convenience and customisation are important in the purchasing decision
Compact, multifunctional, convenient models with advanced features set to drive growth
Built-in microwaves expected to lead growth with premium features
E-commerce and digital marketing will drive sales and brand loyalty
Samsung and LG maintain lead through innovation and localisation
Emerging players reshape the competitive dynamics through localisation and affordability
Appliances and electronics specialists drives offline sales
Retail e-commerce gains traction for cheaper models and quick replacement purchases
Emerging concepts reshape the retail landscape
Smart and AI-powered microwaves drive growth for premium products
Compact multifunctional microwaves appeal to urban households
Consumer Appliances in Saudi Arabia - Industry Overview
Consumer appliances thrives, driven by Vision 2030 and demand for smart products
Strong demand driven by economic growth and Vision 2030
Air conditioners grows rapidly from an already high base in 2025
Smart integration drives growth for consumer appliances
Sustainability expected to drive continued growth
Air conditioners to remain dominant in value terms, while air purifiers shows growth potential
Smart technology expected to shape business strategies
Players in small appliances maintain their leading positions overall
Emerging players and strategic moves shape the industry
Offline retail dominates due to in-store expertise and product comparison
Retail e-commerce drives sales of small appliances with competitive pricing
Experiential retail and DTC concepts reshape the retail landscape
Energy-efficient appliances drive premiumisation
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Microwaves
- Built-in Microwaves
- Freestanding Microwaves
Microwaves
Microwaves use electromagnetic waves to heat food. When the waves are absorbed by water, fats or sugars, they‘re converted directly into atomic motion – or heat. Unlike conventional ovens, in which heat is conducted from the outside of the food towards the centre, the microwave‘s radio waves target the water and fat molecules evenly, throughout the food.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
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This report originates from Passport, our Microwaves research and analysis database.
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