Total sales of consumer tech and durables in the Middle East and Africa (MEA) is expected to rise two per cent this year to $68 billion, a report showed. with 2 per cent growth rate.
According to NielsenIQ, a leading consumer intelligence company, emerging markets such as the Middle East are leading to global growth in global consumer tech and durables sales.
Total sales of consumer technology and durable goods in the Middle East and Africa (MEA) region are projected to increase by 2% in 2025, reaching a total market value of $68 billion, according to a recent report by NielsenIQ. This moderate but steady growth reflects the region’s rising demand for digital innovation, smart appliances, and consumer electronics, as well as improving access to retail infrastructure and e-commerce platforms.
NielsenIQ, a global leader in consumer intelligence, highlights that emerging markets like those in the Middle East are playing an increasingly pivotal role in driving global growth across the consumer tech and durables sectors. These markets are characterized by a youthful, tech-savvy population, growing middle class, and rapid urbanization—all of which contribute to expanding consumer demand for both essential and lifestyle-enhancing technologies.
While mature markets may experience saturation and slower growth, the MEA region continues to show resilience and opportunity, making it a strategic focus for global manufacturers and retailers seeking to tap into new growth frontiers. The 2% growth rate, though modest, underscores sustained momentum in a region that is gradually evolving into a powerhouse for consumer tech adoption.
Absolutely—this paints a dynamic picture of the Middle East and Africa (MEA) consumer tech landscape in 2025. Let’s break this down into key themes and discuss what they mean for businesses and brands:
1. Strong Economic Sentiment in Key MEA Markets
Saudi Arabia and the UAE stand out as growth hubs for premium consumer tech. This is driven by:
- High disposable incomes
- Tech-forward government initiatives (like Vision 2030 in Saudi Arabia)
- A strong appetite for premium devices (smartphones, TVs, laptops)
However, there’s a dual-speed market developing: while affluent consumers are upgrading to high-end products, price-sensitive segments—especially in North and Sub-Saharan Africa—are opting for feature-rich, affordable brands from China (e.g., Xiaomi, Tecno, Infinix).
2. Rise of Affordable, Feature-Packed Chinese Brands
This is a significant trend. Chinese OEMs are winning in MEA by:
- Offering competitive specs at lower prices
- Providing local-language features, longer battery life, and durability
- Building strong offline distribution networks in Tier 2/3 cities
This shift is reshaping consumer expectations—brands must now offer both performance and value, not just prestige or legacy.
3. Fragmented Consumer Profiles & Crowded Retail Landscape
MEA is not a monolith. Brands face:
- Cultural and economic diversity (from high-income Gulf nations to price-sensitive economies like Nigeria and Kenya)
- A fragmented retail environment—from hypermarkets and malls to informal kiosks and mobile resellers
Success depends on:
- Localized product offerings (e.g., dual-SIM phones, region-specific language packs)
- Channel agility—balancing online and offline presence
- Brand differentiation—not just specs, but story, purpose, and after-sales support
4. Rapid Trend Adoption & Influence of Global Consumer Behaviors
MEA consumers are closing the tech adoption gap:
- Social media, gaming, content creation, and mobile commerce are surging
- Influencer culture and online reviews are influencing buying decisions
- Younger consumers are aspirational and well-informed
Staying aligned with global trends (like sustainability, AI, foldables, and digital wellness) is critical for relevance.
5. AI and Foldables: Emerging but Impactful
- AI-equipped smartphones already account for 32% of sales revenue—an impressive share signaling strong appetite for smart capabilities like camera enhancements, voice assistants, and battery optimization.
- Foldables are still niche, but showing rapid growth in Egypt and Saudi Arabia. This segment could become a status-driven product for early adopters, particularly in upper-income brackets.
Takeaways for Brands in 2025:
- Segment smartly: One-size-fits-all won’t work—develop tiered product lines for different consumer groups.
- Innovate affordably: Even budget models must deliver smart, relevant features.
- Localize deeply: From pricing and design to marketing and languages.
- Track trends actively: MEA consumers are global citizens—anticipate, don’t just react.
- Focus on value delivery: Whether premium or budget, consumers want quality and reliability.
In the UAE, premium tech purchases are rising due to returning high-income expatriates from Russia and tech-savvy tourists. In Saudi Arabia, gaming PC and accessory growth is fueled by the growing popularity of e-sports. Globally, consumer tech and durable goods sales are projected to hit $1.29 trillion, driven by emerging markets, product replacements, and premium innovations. According to Andrey Dvoychenkov of NielsenIQ, manufacturers and retailers should focus on tech-driven, high-quality, user-friendly solutions that address real-world needs and resonate with consumers’ values.
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