A
Dubai Chamber of Commerce and Industry (DCCI) analysis, released during
GITEX Technology Week
2016, has predicted that the Dubai consumer electronics market will
grow at 4.7% over the next four years to exceed US$3 billion by 2020.
The
analysis highlights Dubai’s growing retail sales activity despite mounting pressure from low oil prices and rising
global economic uncertainty. Such resilience is attributed to solid
fundamentals that include rising population and incomes together with a
steady influx of tourists to the emirate. Dubai’s young population in particular
is interested in technological developments and keep up to date with the
latest innovations. In addition, many consumers see electronic gadgets
such as smartphones, tablets and smart watches as status symbols.
According
to the report, based on latest UAE retail sales data from Euromonitor,
the portable consumer electronics subcategory is expected to keep its
lead with a 2020 sales forecast of US$1.27 billion. The
computers and peripherals subcategory is to retain its size at
US$937 million, while in-home consumer electronics is expected to hit US$900 million. The in-car
entertainment subcategory will remain flat however, with a sales forecast of US$23 million.
In terms of
future growth, in-home consumer electronics has a CAGR forecast of 7.6% between
2015 and 2020, while portable consumer electronics is in next place with a
CAGR of 6.4%. Growth is set to cool off in the computer
and peripherals subcategory with a CAGR forecast of 0.9%; while in-car
entertainment is expected to have a CAGR of 0.7%
over the forecast period.
The
analysis estimates Dubai’s consumer electronics market size in 2015 at
US$2.4 billion after effectively expanding at a CAGR of 8.9% over
the past five years.
Total
sales for the category stems from portable consumer electronics (US$930 million),
computers and peripherals (US$902 million), in-home consumer electronics (US$621 million)
and in-car entertainment (US$22 million).
In terms of
growth,
in-home consumer electronics has led the four sub-categories with a CAGR
of 17% between 2010 and 2015, while computers and peripherals followed
with a
CAGR of 6.9%, and portable personal electronics came in third with a
CAGR of 6.8%. In-car entertainment shrank at a negative CAGR of -3.5%
over the same period.
Market
observers indicate that the main trend seen last year in consumer
electronics sales is the gradual move towards more compact and
multifunctional devices, especially those that offer Internet
connectivity. Tablets
and smartphones enjoyed solid growth in sales. However, the
increasing quality, processing power, and range of applications offered
by these devices are taking market share from other items, such as
digital cameras, portable MP3 players, digital video disc (DVD) players, laptops and
desktops.
Dubai’s electronics and appliance specialist
retailers continue to be the leading channel in consumer electronics as they have a wide product selection and price range,
and can offer expert advice and tailored recommendations.
Consumer electronics distribution breakdown (%)
Outlets (% share in sales) | 2010 | 2015 | % change |
Store-Based Retailing | | | |
Hypermarkets | 32.8 | 42.4 | +29.3% |
Electronics and appliance specialist retailers | 46.7 | 43.7 | -6.4% |
Mixed retailers | 6.2 | 2.0 | -67.7% |
Other non-grocery specialists | 11.1 | 8.4 | -24.3% |
Non-store retailing | | | |
Internet retail | 3.1 | 3.5 | +12.9% |
Source: DCCI, Euromonitor
It
is worth noting that the number of electronics and appliance specialist
retailer outlets is strongly linked with the opening of new malls and
shopping centres. At the same time, leading hypermarket chains such as
Carrefour and Lulu are offering wide product ranges at very reasonable
prices.
The
strong presence of shopping malls in the emirate has limited the size of
the Internet retailing market. However, store-based electronics
retailers
are realising a complementary Internet retailing site is
becoming increasingly important to drive sales of consumer electronics
to their physical stores, with many consumers checking prices and
models online
before or during shopping trips.
Another
subcategory, home audio and cinema, has benefited greatly from the
residents’ frequent purchases and product upgrades. Sales
volumes rose by 16% last year despite high price tags. A similar
growth rate is seen in sales of smart TVs, which gained in
popularity at the expense of a -28% decline in demand for conventional
TVs.