ME consumer spending among world's highest
Dubai, February 13, 2011
Consumer spending in the Middle East remains one of the highest worldwide making the region an attractive entry market for quality products, according to a leading electrical appliances maker.
“The region features in the top five markets worldwide in both volume and spending, including electrical and personal grooming products,” stated Eric Berchtold, Severin’s area director, Middle East and Africa.
Germany’s Severin is known for good value, lifestyle-relevant electrical appliances and will launch with a 75-plus portfolio.
He confirmed that Severin has specifically identified the Gulf Cooperation Council (GCC) states and the Levant as prime growth markets for quality consumer appliances.
“Indeed, our aim is to capture a 10 per cent market share in the region’s personal grooming segment.”
He advised that the region holds the number two position in a global market for personal grooming products tipped to be worth Dh92 billion ($25 billion) this year.
Severin has recently reinforced its regional presence with an office in Dubai, complete with an after-sales service managed by a Severin-trained team. Berchtold said that this move will make Severin the first appliance manufacturer with its own after-sales in the Emirates.
Meanwhile, according to a recent report from Euromonitor, the cosmetics and personal grooming segments in the Middle East are growing at more than 12 per cent per annum.
The report also indicated that the Middle East is the world’s fastest growing market for male grooming, alongside Africa.
Citing a recent consumer study, Berchtold added that 33 per cent of women in UAE want to have access to professional grooming products for use at home, with an investment of less than Dhs 100 per month.
Severin will introduce eight professional hair grooming products and a complete range of DIY (Do It Yourself) kits for women to tap this demand.
Berchtold also said that the UAE particularly has shown a strong taste for good coffee making equipment and that Severin will launch with an extensive coffee makers.
“We believe that this is a perfect time to launch our Home Collection,” said Berchtold.
Explaining on Severin’s positive outlook, he noted that the German brand rides on German quality and very strong after-sales service.
“Severin has an inherent advantage with our superior German mark of quality and a proven ability to create excellent value products.
“UAE consumers are well-travelled and well-versed in global trends and they show an appreciation for quality products at reasonable prices.”
Berchtold confirmed that Severin will expand its distribution and after-sales network throughout the region over the coming year.
“We know that working with right partners is critical for our success and have made this a priority.”
A comprehensive range of home appliances from Severin will be available in the UAE during the first quarter.-TradeArabia News Service
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