Middle East and Africa Sanitary Ware Market Outlook
According to the report by Expert Market Research (EMR), the Middle East and Africa sanitary ware market attained a value of USD 1,036.72 million in 2025. Aided by rapid urbanisation, rising construction activities, and growing awareness regarding hygiene and sanitation, the Middle East and Africa sanitary ware market size is projected to further grow at a CAGR of 4.90% between 2026 and 2035, reaching a value of USD 1,672.69 million by 2035.
Sanitary ware products, including toilets, wash basins, urinals, bidets, and bathtubs, play a crucial role in maintaining hygiene and improving living standards. In the Middle East and Africa region, increasing investments in residential, commercial, and infrastructure development projects have significantly boosted the demand for modern and efficient sanitary ware solutions. Moreover, government initiatives aimed at improving sanitation facilities and water management systems continue to support market growth across the region.
Middle East and Africa Sanitary Ware Market Size
The Middle East and Africa sanitary ware market has demonstrated steady growth over recent years, supported by population growth and rising urban migration. In 2025, the market was valued at USD 1,036.72 million, reflecting strong demand from both new construction and renovation projects. Countries such as Saudi Arabia, the United Arab Emirates, South Africa, Egypt, and Nigeria account for a substantial share of the regional market due to large-scale housing projects and expanding hospitality and tourism sectors.
The market size is expected to expand consistently over the forecast period, driven by increasing adoption of premium sanitary ware products and the replacement of outdated bathroom fixtures with modern designs that emphasise aesthetics, durability, and water efficiency.
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Middle East and Africa Sanitary Ware Market Share
The Middle East and Africa sanitary ware market is moderately fragmented, with the presence of both global and regional manufacturers. International brands dominate the premium segment, offering high-quality and design-oriented products, while local manufacturers cater to mid-range and economy segments by providing cost-effective solutions tailored to regional preferences.
The residential sector holds the largest share of the market, driven by growing housing demand and rising disposable incomes. Meanwhile, the commercial segment—including hotels, shopping malls, offices, hospitals, and educational institutions—accounts for a significant share due to ongoing infrastructure development and the expansion of tourism and healthcare facilities across the region.
Middle East and Africa Sanitary Ware Market Trends
One of the key trends shaping the Middle East and Africa sanitary ware market is the increasing preference for aesthetically appealing and customised bathroom solutions. Consumers are increasingly focusing on modern designs, sleek finishes, and coordinated bathroom interiors, driving demand for designer sanitary ware products.
Another notable trend is the growing emphasis on water-saving and eco-friendly sanitary ware. With water scarcity being a major concern in several Middle Eastern and African countries, there is increasing adoption of low-flow toilets, dual-flush systems, and water-efficient faucets. Manufacturers are introducing innovative products that help reduce water consumption without compromising performance.
Additionally, the rising popularity of smart bathrooms is influencing market trends. Touchless faucets, sensor-based flush systems, and antimicrobial coatings are gaining traction, particularly in commercial spaces and high-end residential projects.
Drivers of Growth
The growth of the Middle East and Africa sanitary ware market is primarily driven by rapid urbanisation and population growth. Increasing demand for housing, coupled with government-led infrastructure and affordable housing projects, has significantly boosted the consumption of sanitary ware products.
Rising awareness regarding hygiene and sanitation, especially in developing African countries, is another major driver. Government initiatives and international programmes aimed at improving sanitation facilities in rural and urban areas are creating substantial demand for basic and advanced sanitary ware solutions.
Furthermore, the expansion of the hospitality and tourism sectors across the Middle East has played a vital role in driving market growth. The construction of luxury hotels, resorts, and commercial complexes has increased demand for premium and customised sanitary ware products. Increasing disposable incomes and changing consumer lifestyles have also encouraged spending on modern bathroom fixtures.
Middle East and Africa Sanitary Ware Market Segmentation
The market can be divided based on type, material, application, end use, distribution channel and country.
Market Breakup by Type
- Wash Basins
- Cisterns
- Toilet Sinks and Water Closet
- Others
Market Breakup by Material
- Ceramic
- Plastic
- Others
Market Breakup by Application
- Kitchen
- Washroom
- Others
Market Breakup by End Use
- Residential
- Commercial
Market Breakup by Distribution Channel
- Offline
- Online
Market Breakup by Country
- Saudi Arabia
- United Arab Emirates
- Nigeria
- South Africa
- Others
Competitive Landscape
Some of the major players explored in the report by Expert Market Research are as follows:
- Delta Faucet Company
- TOTO, LTD.
- Kohler Co.
- Roca Sanitario S.A.U
- MAAX Bath Inc.
- Villeroy & Boch AG
- Geberit AG
- GROHE AG
- Duravit AG
- Lecico Egypt
- Others
Industry Analysis
The Middle East and Africa sanitary ware industry is closely linked to the construction and real estate sectors. Economic diversification initiatives in countries such as Saudi Arabia and the UAE have led to large-scale infrastructure and urban development projects, positively impacting sanitary ware demand.
In Africa, rising investments in housing and public infrastructure, along with efforts to improve sanitation coverage, are creating long-term growth opportunities for industry players. The industry also benefits from increasing foreign direct investment and partnerships between local and international manufacturers.
However, the industry faces challenges related to fluctuating raw material prices and high logistics costs, particularly in remote regions. Despite these challenges, the overall industry outlook remains positive, supported by strong fundamentals and sustained construction activity.
Challenges and Opportunities
The Middle East and Africa sanitary ware market faces several challenges, including price sensitivity among consumers in developing regions and intense competition from low-cost manufacturers. Additionally, economic uncertainties and political instability in certain countries may impact construction activities and market growth.
Supply chain disruptions and rising energy and transportation costs can also affect manufacturing and distribution. Moreover, limited awareness of advanced sanitary ware products in rural areas may restrict market penetration.
Despite these challenges, the market presents significant opportunities. Growing demand for water-efficient and eco-friendly products offers scope for innovation and differentiation. Expanding urban populations and increasing renovation activities provide additional growth avenues. Furthermore, the adoption of smart and premium sanitary ware solutions in residential and commercial spaces is expected to create lucrative opportunities for manufacturers.
Middle East and Africa Sanitary Ware Market Forecast
Looking ahead, the Middle East and Africa sanitary ware market is expected to witness steady growth over the forecast period. The market is projected to grow at a CAGR of 4.90% between 2026 and 2035, reaching a value of USD 1,672.69 million by 2035.
Sustained investments in construction and infrastructure, rising awareness of hygiene, and increasing adoption of technologically advanced sanitary ware products are expected to drive market expansion. As consumer preferences continue to evolve towards modern, sustainable, and aesthetically pleasing bathroom solutions, the Middle East and Africa sanitary ware market is well positioned for long-term growth.
